From status updates to tweets and pinning, measure what your audience is reading.

A preamble to all social networking efforts, and all other web strategies, too

Not enough emphasis can be given to the importance of measuring your engagement with social media to your bottom line. It is the only way to keep your online networking efforts alive, and give you tangible evidence of the value of social media.

Metrics are your most important tool for continuing to receive or raise funds or to demonstrate your sales.

Google Analytics is a powerful tool for many organizations, and it is free! Learn how to track traffic to your website for social networking sites and measure their conversions.

Here is a recent article about getting started with your social media metrics using Google Analytics found on Social Media Examiner:
How to Use the New Google Analytics Social Reporting Tool
By Lisa Peyton


 

Measure, Measure, Metrics

Important to your list of resources for online metrics is Occam’s Razor by Avinash Kaushik.
Here is a must read blog post whatever analytics you’re using (Google Analytics, Omniture, WebTrends, CoreIBMInsights, etc.):

From Occam’s Razor by Avinash Kaushik
Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value:

Four Metrics That Rock:

1) Conversation Rate.
2) Amplification Rate.
3) Applause Rate.
4) Economic Value.

Four simple measures that get you to focus on the right thing from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact.

 

One of the major concerns for integrating and using social media is the costs of staff capacity and training. One needs to understand how to connect to your audience, segmenting them according to their online tastes, needs, and preferred online media.

If you do not have a division within your organization to dedicate the time and training for social networking, find an outside consultant. Do your research, find someone who can work with you professionally, efficiently; and in time they will pay for their own expense producing and measuring the results of your social media interactions.

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Writer, graphic designer, and photographer. Molding my "Approach to Art" by observing color and following light, form, and time. Always learning new ways of working and interacting within local and online communities. Taking in the sights and sounds and making notes.