Social Media Metrics

Activity Metrics

• Pageviews
• Unique visitors
• Members
• Posts (ideas/threads)
• Number of groups (networks/forums)
• Comments & Trackbacks
• Tags/Ratings/Rankings
• Time spent on site
• Contributors
• Active contributors
• Word count
• Referrals
• Completed profiles
• Connections (between members)
• Ratios: Member to contributor; Posts to comments; Completed profiles to posts
• Periods: By day, week, month, year
• Frequency: of visits, posts, comments

Survey Metrics

• Satisfaction
• Affinity
• Quality and speed of issue resolution
• Referral likelihood
• Relevance of content, connections

ROI Measurements

• Marketing/Sales
  
  • Cost per number of engaged prospects (community vs. other initiatives)
  • Number of leads/period
  • Number of qualified leads/period
  • Ratio of qualified to non-qualified leads
  • Cost of lead
  • Time to qualified lead
  • Lead conversion
  • Number of pre-sales reference calls (to other customers)
  • Average new revenue per customer
  • Lifetime value of customers
• Customer Support
  • Customer satisfaction
  • Number of initiated support tickets per customer per period
  • Support cost per customer in community
• Product Development
  • Number of new product ideas
  • % of ideas from customers/prospects/community
  • Idea to development initiation cycle time
  • Revenue/Adoption rate of new products from community vs. traditional sources

• HR
  • Retention/Employee turn over
  • Time to hire
  • Prospect identification cost
  • Prospect to hire conversion rate
  • Hiring cost
  • Training cost
  • Time to acclimation for new employees

Individual Metrics (for members)  NEW

• New 'friends' after 30/60/90 days
• Number of friends met online that users have met offline
• Number of friends met online that member has subsequently collaborated with
• Number of ideas that the user has gotten and then used in their work

General Internet Tracking (outside of enterprise-sponsored communities)

• Net Promoter Score
• Meme Lifecycle
• Number of mentions (tracked via web or blog search engines)
• Positive/Negative listing ratios on major search engines

MORE - This post is a great compendium from the Interactive Insights Group

ROI Analysis

While metrics are nice...justification is a little different.  I'll start adding some posts that I think address this issue nicely.

Other Resources

Hutch Carpenter from Connectbeam's Thoughts

Amber Naslund's excelllect presentation linking they why to what in regards to social media metrics and tracking.

Listen and Learn: New Media, New Metrics

View more presentations from Amber Naslund.

Comments

[Abhishek]

Hi Rachel,
You have compiled a long list of mertics for mapping the social media investments and thats awesome.
Infact IAB has come up with a list o Social Media Metrics which it hopes that marketing managers will track henceforth.
Infact I have tried to give a list of the same on my blog- www.abhisheksinha.in

[Lillian Mickleson]

really great list, i am going to share this with some of my associates and we will be checking back for more.

[Grace]

That list really gives you something to think about. I copied it so I can start some tracking.
Thanks!

[Pam Abrahamsson]

Hi Rachel - just discovered your blog and your incredible roundup of social media resources. I had to jump into Twitter and follow you. Thank you for being an educational resource.

[Matthew Zablud]

Great list - I am going to use some of it at a conference presentation tomorrow and will be sure to give you a shout out.

[Buy Cialis]

I don't know about this topic more.But By reading your post I got impressed.Now I am interesting to know more about this.

[grow taller]

Infact IAB has come up with a list o Social Media Metrics which it hopes that marketing managers will track henceforth.

[social media marketing]

Wow, a detailed list of social media metrics! Thanks for this.

-Baron

[Emre]

Hi Rachel,

Thanks for a very comprehensive list of social media metrics. I work for a Company called Memcatch (memcatch.com), a social knowledge network and we use social media metrics to actually keep track of user activities among many other things. More specifically, we use:

-- Network Share Breakdown
-- Traffic Referrals
-- Viral Demographics
-- Viral proximity
-- Overall metrics.

Your list is actually offering a wide range of metrics from tracking the social media investments to actually understanding in detail the activities of different users so it's very helpful.

Thanks again!

[Hai Le]

Thanks so much!