Measuring Social Media

Social media bootcamp

Measuring success insocial media

Tom Nixon

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We can tell you the ROI (lie)

We can tell you what people think (lie)

This system solves your problems (lie)

New lies

Circulation figures

Net Promoter Score

TV viewing figures

Political polls

Advertising Value Equivalency (AVE)

Old lies

Open rate

Page views

Click-thru rate

Sales

Abandoned shopping baskets

Conversion rate

Direct response

Social media isn’t a direct response ‘channel’

Measuring social media is easy in practice but difficult in theory

Conversational index

Sentiment

Followers

Influence

Mad science

Social media bootcamp

Repeat business (retention)

Customer referrals

Word of mouth (reputation)

Love

Blue – Hubs

Yellow – Influencers

1. Any measurement beats no measurement.

2. Be clear about your objectives.

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3. Pick 4 or 5 measures and create a dashboard.

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4. Benchmark before you start your campaign.

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5. Use tools, but with a pinch of salt.

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6. Come to Measurement Camp!

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7. Believe in love.

twitter.com/tomnixonnixonmcinnes.co.uktom@nixonmcinnes.co.uk