Appendix F Social media success measures

Choose from the following metrics to help determine the success of your social media account.

Activity Metrics

• bounce rate
• brand mentions
• comments and trackbacks
• connections (between members)
• contributors
• interactivity (with other media)
• loyalty
• members, friends, followers
• number of groups (networks/forums)
• page views
• posts (ideas/threads)
• referrals
• tags/ratings/rankings
• time spent on site
• virility – spread of posts
• visitors/unique visitors.

Activity Ratios

• frequency: visits, posts, comments by time period
• ratios: member to contributor; posts to comments; active to passive contributors, etc.

Customer service metrics

• quality and speed of issue resolution
• relevance of content, connections
• satisfaction.

ROI Measurements

• cost per lead
• cost per prospect
• lead conversion
• lifetime value of customers
• number of leads per period
• number of new product ideas
• number of qualified leads per period
• ratio of qualified to non-qualified leads
• time to qualified lead.

Results

• number of mentions (tracked via web or blog search engines)
• positive/negative listing ratios on major search engines
• positive/negative sentiment in mentions.