1. | Social Intelligence Guide for Marketing
6essential social
listening metrics

2. Hi there,
Super excited that you found us here on SlideShare!
This short chapter taken from our new eBook on social listening for marketing also
accompanies the launch of Microsoft Social Listening and Social Insights, powered
by InsideView. Both are now available in Dynamics CRM at no additional cost and
can be used by anyone with a professional license*. This type of affordable,
democratized social insights is set to change the game for our customers, and
we’ve only just begun.
We hope you find these tips valuable to your organization, and be sure to check
out all three of our eBooks on social listening at the end of this presentation.
All my best,
Fred Studer
GM
Microsoft Dynamics CRM
https://twitter.com/fredstuder
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux

3. CONVERSATION VOLUME
The number of social interactions (blog posts, forum discussions, tweets,
etc.) discussing a topic. Volume is a stronger metric when measured over time—marketers use
conversation volume to set baselines for future campaigns. Here’s a tip: When you find a topic that works, work
it. In other words, talk more about what your followers want to talk about and you’ll drive more conversation
volume.
1

4. DEMOGAPHIC METRICS
The collection of metrics making up the background details of online
consumers. Social listening tools can collect data on consumer location, gender, and age. Marketers use
demographic data to determine whether their campaigns reach targeted consumers.
2

5. LEVEL OF INFLUENCE
The authority of an online consumer, measured by his or her overall reach
online. A consumer with a highly read blog and thousands of Twitter followers is assigned a high influence
score, while a commenter on a small forum has low influence. Your marketing team needs to engage with high
influence followers. You can do that by following them back, interacting with their posts, and maybe even sharing
their content when appropriate.
3

6. MESSAGE OR AD REACH
The number of total impressions in an online discussion. Measured by the number of
different sources covering a topic and each source’s potential page views. Many discussions start small, but once
picked up by a larger source, will reach a large number of consumers.
4

7. SENTIMENT
The positive or negative attitudes consumers express, generally scored as
positive, negative, or neutral. Although many online brand mentions are neutral, containing no
sentiment, social listening tools track adjectives around keywords to determine consumers’ tonality about a topic.
5

8. SHARE OF VOICE
The ratio of discussion volume among multiple brands—often represented
as a percentage and depicted in a pie chart. Many marketers track their brands against
competitors’ to determine which company has a larger share of voice.
6

9. Read our entire series on social listening
DOWNLOAD THE EBOOK
http://bit.ly/Social4Closers
DOWNLOAD THE EBOOK
http://bit.ly/WowService
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux

10. www.microsoft.com/dynamics
Talk to a Microsoft representative (United States and Canada).
Availability and hours of operation: Monday–Friday, 8:00 A.M.–5:30
P.M. Central Time (UTC-6) in the United States and Canada.
1-888-477-7989
REACH OUT TO LEARN MORE 