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

[manzimvula]

Thanks for stopping by and adding these to a wiki - would love to see what the German crowd comes up with to add to this list!.I really appreciate your work.

[Caroline Kohout]

Your site is a great resource. Thank you. (I work for SAP and thought it would be interesting for your visitors if I shared our new community co-innovation site where you can influence the future of SAP CRM (and other SAP solutions) by submitting and voting on ideas at: https://ideas.sap.com )

[Randy Palmer]

This is a great post. As someone who uses SM for my website, this was a great read.