We have seen blogs, tweets, FB pages, events, communities, and groups growing like mushrooms in the recent years. Most businesses include these media as one of its channel of interaction; Many use social media advertising to connect people to their websites; And a lot others use it as their marketplace over the internet.
Now, if you are a marketeer and your have to deal with a HIPPO (Highest-Paid-Person-Opinion- usually a boss or a client) who insists to see the ROI for your social marketing plan, how and where do you start?
The magical word here is "Engagement".
I've got this from the net and it is by far the most meaningful measurements I have seen:
1. Alerts (register and response rates / by channel / CTR / post click activity)
2. Bookmarks (onsite, offsite)
3. Comments
4. Downloads
5. Email subscriptions
6. Fans (become a fan of something / someone)
7. Favourites (add an item to favourites)
8. Feedback (via the site)
9. Followers (follow something / someone)
10. Forward to a friend
11. Groups (create / join / total number of groups / group activity)
12. Install widget (on a blog page, Facebook, etc)
13. Invite / Refer (a friend)
14. Key page activity (post-activity)
15. Love / Like this (a simpler form of rating something)
16. Messaging (onsite)
17. Personalisation (pages, display, theme)
18. Posts
19. Profile (e.g. update avatar, bio, links, email, customisation, etc)
20. Print page
21. Ratings
22. Registered users (new / total / active / dormant / churn)
23. Report spam / abuse
24. Reviews
25. Settings
26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
27. Tagging (user-generated metadata)
28. Testimonials
29. Time spent on key pages
30. Time spent on site (by source / by entry page)
31. Total contributors (and % active contributors)
32. Uploads (add an item, e.g. articles, links, images, videos)
33. Views (videos, ads, rich images)
34. Widgets (number of new widgets users / embedded widgets)
35. Wishlists (save an item to wishlist)
If the above does not make up enough figures (gosh!), you may drill it down to the conversion rate, or the number of sales made via the social media channels.
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