Social Media Metrics, Measuring Your Impact for Maximum ROI

In Internet Marketing - Posted on May 21, 2010

May 21, 2010 · 32 comments

in Internet Marketing





Social
Media Metrics,
Measuring Your
Impact for Maximum ROI

You have less social influence this year than last. Stops you in your tracks doesn’t it? Can you prove me wrong?heart graph

Creating measurement points is crucial to being able to track long term growth. “I’m just getting started,” you say, but there is no better time than the beginning to take some benchmark numbers!

Each area of your social campaign has some type of number associated with it. While it is infinitely hard to quantify REAL QUALITY relationships, when you put enough metrics together, it usually runs parallel and is an excellent indicator.

Twitter:

  1. Number of current followers
  2. Number of followers gained in last 10 days
  3. Average Number of RTs and Mentions received daily over last 10 days (if you hold a conversation, count it as one, not ten!)
  4. Number of #FF or #FollowFriday recommendations you received in the last week
  5. Number of times your brand or business or website or other keyword was mentioned in the last 7 or 10 days.

Facebook

  1. Number of Friends on your profile
  2. Number of Fans on your business page
  3. Number of members of your group
  4. Number of times tagged by others in the last 7 days (for valid business/personal tags only, not just for others advertising)
  5. Number of (valid) comments left on your wall, by others connecting, in the last 7 days.
  6. Number of tags you left for others to something of REAL value to them, not just your advertising, in the last 7 days.
  7. Number of comments you left on others walls, non-spam, connecting with them, in the last 7 days.
  8. Repeat 4-7 for metrics for both your biz page and your group(s).

Email Campaigns

  1. Number of subscribers to your list. (Multiple numbers if you maintain more than one list)
  2. Number of links, from those emails, that are clicked by readers in the last 7 days or average link click, per day, over the last 10 days (aka “CTR” click-through-rate)
  3. Number of sales, from those campaigns, in the last 7 days.
  4. Sent & Bounces Rates
  5. Delivery & Open Rates

Sales

  1. Conversion Rate
  2. Cost Per Lead
  3. Average Lifetime Consumer Value

RSS

  1. Total Number of Readers
  2. Link Follow from RSS Feeds. This tool may help.

Website & Blog

In the last 10 or 30 days, averages per day

  1. Number of unique visitors
  2. Number of page views
  3. Average number of page views per viewer, Average number of page views per visit
  4. Time spent on site
  5. Referring pages
  6. Bounce Rate
  7. Keywords




All of my tracking from Google Analytics is relative to the last 10 days. It may be skewed by the holidays, but I’m going to just ignore that as it will be lost in long term averages in a few months.

This is the image of my visitors overview, with my traffic pie-section laid over the top of it.

Jan 2010 Google Analytics Metrics Visitors

Visitors: 296/10 = 29.6 unique visitors per day
Page Views: 927/10 = 92.7 page views per day
Avg Page Views Per Visitor = 2.42
Avg Time on Site: 3:10
Bounce Rate: 73.92%
New Visits: 66.83%

Below is the breakdown of where my traffic came from, it breaks down the pie-graph from above:

Jan 2010 Google Analytics Metrics Traffic Sources

This is a list of the top keywords that my page is being listed for. Its very powerful for me to see which keywords are getting me the most traffic!

Percent Traffic From Search Engines: 37.16%

Its important to note two things here:

  1. Not a single social bookmarking site is appearing currently.
  2. Though my facebook and ning community volume are to be expected, the referral traffic from katiefreiling.com is a surprise!

Next, we have a list of search terms that are providing traffic to my site from search engines. I suppose the amusing thing to note from this image is that my live feed post is drawing a lot of search engine traffic!

Jan 2010 Google Analytics Metrics Keywords

Finally, a list of where majority of my page traffic is happening at. This shows me my most hit pages, and the average duration a visitor spends on that page. It also shows me the percent of the time that upon reading the page, they leave the blog. Notice how much traffic my /about/ page is drawing, that’s a serious red-flag that I need to get my act together and finish that page! I’m losing traffic to an incomplete page! See what I wouldn’t have realized without this information?

Jan 2010 Google Analytics Metrics Page Views

I hope this overview of social media metrics gave you a clearer understand of how you can establish benchmarks for your social media endeavors. There’s a variety of ways you can analyze your social media business performance and the important factor isn’t so much how you analyze but rather that you DO analyze it and your consistent in your methods! I look forward to you dropping me a comment and letting me know how you’ve used metrics to accelerate your own business! Are there metrics you use that I didn’t list, please share them! Let’s put our heads together … the sky’s the limit!

Kimberly

Just Ask Kim Site Metrics
90 Days, 180 Days,

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Tagged as: benchmarks, Blogging, Facebook, metrics, Social Media, Twitter

Article by Kim Castleberry

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