Social Media Measurement KPI's for Brand to measure their overall success on Social Media. We look at some important metrics which will make it easier for you to make strategies and decisions on your social efforts and keep it in check.

1. Social Media Measurement
We look at KPI’s for measuring your brand’s social media efforts across different
channels

2. 1
Key Performance Indicators for your Social Media Success:
Social Footprint
Reach
Engagement
Brand Sentiment
Share of Voice
Impact to the Brand
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3. 1.Social Footprint
Social Footprint is nothing but the total number of fans/followers/subscribers you have on your
social channels. This can help you determine the number of people you can organically reach on a
direct (first level) basis everytime and are interested in your updates/brand.
Metrics to measure:
• Facebook Fans (Likes)
• Twitter Followers
• Google+ Followers
• YouTube Subscribers
• Pinterest Followers
• Instagram Followers
• LinkedIn Followers/Members
• Community Members

4. 2.Reach
Your overall reach is something which can be combined with your own fans on Facebook,Twitter and
all the networks you are present on along with the second level reach (Friends of Fans, Followers
reached via ReTweets, people talking about you indirectly on blogs and Twitter). This can give you
an overall impression about how your conversations are being reached out to people and if it is
reaching out to the right set of people.
Metrics to measure:
Metrics Source
Facebook Reach (Organic, Viral & Paid) Facebook Insights
Twitter Reach (Owned and earned through brand awareness) Twitter Analytics/ Any Monitoring Tool
i.e BrandWatch,Radian6
YouTube Views YouTube Analytics
Slideshare Views Slideshare Analytics
LinkedIn Impressions LinkedIn Insights
Pinterest Impressions Pinterest Analytics

5. 3.Engagement
Engagement is a pretty important metric to gauge the percentage of fans who are actually
participating in your conversation and actually care to do any of the following:
Metrics to measure:
• Likes your posts
• Comments on your posts/blog articles
• Shares your posts
• Views your Photo
• Plays your Video
• Replies to You
• Mentions You on Twitter/Facebook
• ReTweets you
• Clicks on your link
• Downloads a file

6. 4.Brand Sentiment
Sentiment analysis helps determine the ratio of your Brand's positive to negative sentiment ratio.
And as we do have tools like Radian6 and Social Mention and a gazillion other tools doing a decent
job for us in that, you don't have to manually scrub out all the data to find out meaningful
conversations anymore.
Metrics to measure:
• Sentiment Ratio (Positive:Negative posts)
• Who is talking negatively about you
• Who is talking positively about you
• Which product/service are getting talked about positively/negatively
• Competitor’s sentiment compared to your brand

7. 5.Share of Voice
Share of Voice is your conversation share as compared to your competitor's on a brand level or a
product level. It can be used for a pre-post campaign analysis/product launch to see if the
campaign has indeed impacted your SoV in a more positive manner for the Brand.
Metrics to measure:
• Share of Voice as compared to Competitors
• Which product is the most mentioned
• Identifying Potential and existing influencers extending your outreach
• Conversation Trends over time around specific topics
• Key topics driving higher competitor share of conversations

8. 6.Impact to the Brand
Your engagement level decides the end user response your brand is going to get. The overall impact
to your Brand is the most important thing to measure and you cannot measure the same unless you
define the goals for which you are using social media..
Metrics to measure:
• How much traffic does social media bring to the Brand’s website?
• How many people buy from the website via Social?
• Are there any leads generated through social recommendations?
• Has Social media has increased the Brand's awareness?
• Is the Brand providing support to customer queries through Social Media?
• Has the Brand improved its perception through Social Media?
• Revenue Impact via Social Media as compared to other marketing channels

9. Thoughts?
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