Those metrics include such elements as
31. Change in search engine rankings for the site linked to through social media
32. Change in search engine share of voice for all social sites promoting the brand
33. Increase in searches due to social activity
34. Percentage of buzz containing links
35. Links ranked by influence of publishers
36. Percentage of buzz containing multimedia (images, video, audio)
37. Share of voice on social sites when running earned and paid media in same environment
38. Influence of consumers reached
39. Influence of publishers reached (e.g., blogs)
40. Influence of brands participating in social channels
He has followed this up with a fabulous list of six questions that can be asked of these metrics: Who, What, Where, When, Why, and How.
WHO – Who interacted? What do you know about these consumers?
· Fans, followers, friends
· Demographics of audience reached through social media
· Social media habits/interests of target audience
· Customers assisted
· Attendance generated at in-person events
WHAT – What was discussed? What was shared? What did consumers engage with?
· Volume of consumer-created buzz for a brand based on number of posts or impressions
· Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)
· Rate of virality, embedding, or downloading
I won’t post any more of David’s article – you’ll just have to visit his blog yourself (and if you have any common sense, subscribe to it!)
In all, two fabulous articles! And a tip of the Akubra to MediaPost’s Social Media Insider (another read worth subscribing to!)