1. Social Media Measurement Framework
Awareness Consideration Loyalty Advocates
Description Do people know about your Does your brand resonate Do customers come back Are my customers turning
brand? with decision makers? for more? into fans of my brand?
Web/Micro site • Increase in new visitors • Increase in total visitors • Increase in return • Increase in the number
Measurement to your website. and pageviews to your visitors to your website. of referral traffic to
(Owned Media) • Increase in advertising website. • Increase in time on site. your website.
traffic to your website. • Decrease in average • Increase in direct traffic
bounce rate. to your website.
• Increase in search
engine traffic to your
website.
Social Media Monitoring • Increase in number of • Increase in number of • Increase in community • Increase in the number
Measurement individuals who people who mention activity such as number of retweets, reblogs,
(Earned Media) mention your brand on intentions relating to of comments, likes, and mentions, and positive
the social media. your brand on the social shares. sentiment for your
media. brand.
Social Profile • Increase in new visitors • Increase in number of • Increase in total • Increase in number of
Measurement to your social questions or number of links to your
(e.g. Facebook Group, profile/group. discussions on your fans/followers to your profile/group.
Twitter Account) profile/group. profile/group.
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