So you've got your social media strategy underway, chosen your social media platforms, but how do you measure the success of your social web program? Well, thank goodness for Google! :)
The following are three free measurement tools that effectivley measure social web programs:
1.
TwentyFeet - One
forever free account for twitter and facebook
TwentyFeet aggregates your activity from various social media platforms so you can get the full picture of your online presence. Then, you can determine which of your activities are most valuable.
TOP 3 REASONS TO USE TwentyFeet:
1.
Analysis of the development of all tracked variables
2.
Historical charts of your performance
Analyzes your performance over time and offers comprehensive charts with all relevant variables of your performance.
3.
Activity stream of all relevant changes via email and RSS
With scientificly valid analysis, find out what's relevant for you. You can see it in the application, get a daily email, or subscribe to your personal RSS feed.
2.
Brand Monitor
Track your brand across numerous social media sites. Find where conversations relevant to your business are taking place so that you can start becoming an active social media participant. Learn trending keywords and measure conversation engagement to help bring more valuable brand content to social media platforms.
TOP 3 REASONS TO USE Brand Monitor:
1.
Listen to Social Conversations in Real-time
Listen to social media conversations in real-time from various social media channels like Twitter, Facebook, Blogs, News, Forums, Reviews and Video websites.
2.
Discover Actionable Insights
Ignore the noise, discover actionable conversations and insights about your brand.
3.
Engage With Fans, Customers and Prospects
Engage with social media conversations without leaving the tool using integrated Twitter, Facebook, LinkedIn and CRM tools.
3.
Topsy
This is a real-time social search engine. Sort through the latest social activity related to your industry, brand, or community and apply that knowledge to future business decisions.
TOP 3 REASONS TO USE Topsy:
1.
Measure and Analyze
With the only index of the public social web at your fingertips, instantly analyze any topic, term, hashtag or @-name in realtime or across years of conversations.
2.
Discover and Learn
Identify key thoughts, opinions, content and people, historically or in realtime. Dynamically reveal related ideas and unexpected insights.
3.
Compare and Decide
Use precise metrics to model current trends against competitors or past events. Design and optimize actions, or predict future outcomes.
The following is a paid analytical tool that effectivley measures social web programs:
Campalyst
TOP 3 REASONS TO USE Campalyst:
1.
Publish and schedule messages to multiple accounts
You can publish and schedule messages to all your social media accounts from a single dashboard. This will save you lots of time!
2.
Handle brand mentions with ease from a single inbox
Facebook wall posts, comments and direct messages, as well Twitter mentions and DMs will all be delivered to your inbox, so you never miss an opportunity to engage with a prospective customer.
3.
Increase sales using powerful ROI analytics
Get a comprehensive insight into what sells in social media. Attribute sales on your website down to each tweet or status update, on mobile or desktop, last-click conversion or indirect.
In summary, there is a lot of overlap in the services that various social media monitoring tools provide, so it is most important to find the tool that aligns with your business needs and personal preferences.
Key information on social media metrics (Wikipedia)
ROI
ROI, or return on investment, is a measurement of efficiency. Social media ROI is defined as a measure of the efficiency of a social media marketing campaign. It is calculated using the following formula:
The difficulty emerges however in attempting to determine the value of "SM return", as indeed it is for any intangible asset.
ER
ER, or engagement rate, measures how well your fans/followers interact with your social media content. The
Facebook Post ER formula takes into account Likes, Comments and Shares of the post to the total number of fans at the time it has been posted. The formula looks like this:
In addition, there is a variation that applies to
Twitter called the Tweet Engagement Rate takes into account the Replies and Retweets of the Tweet to the total number of Followers to date. Here is the formula:
