Earlier today I popped into We Are Social’s swish office for MeasurementCamp, with a curious intention to learn a bit more about the best practices adopted by fellow social medians for measuring social media ROI.
Like most previous events, today’s session was kicked off with a campaign case study exploring tools and metrics for measuring ROI of social media followed by neatly spread group discussions. With so many seasoned Pro-s giving out tips and sharing best practice at the drop of a hat, it soon led me to realise measuring social media isn’t what it used to be.
As the event host Will McInnes pointed out measuring social media based on online views, followers and click throughs provide vital stats for social media campaigns, but these metrics does not always provide real world insight as to what has changed in people’s minds, whether that’s change in perception or behavior.
So the kinds of things we should really care about when measuring social media are stuff like engagement, community and advocacy. In order to measure these factors, we should be asking questions such as:
• How many people created content around my campaign?
• How many people have actively engaged in the discussion as opposed to just visiting?
• How well are we engaging with different types of influencers?
• Has the campaign sparked an ongoing interest and debate?
The most interesting thing I personally found from this event was that the tools we use to measure social media are pretty much standard across the industry, so the real focus of the measurementcamp has moved on from how we measure social media to what to measure social media beyond the simple approach.