Today 105 major corporations, more adopting everyday, have corporate blogs that engage their audience, tell their story, deliver their value, and offer a place for insight. Entrepreneurs are at the forefront of this evolution. In addition, many of these corporations are adopting social media tools like Twitter and Facebook as tools to help create audience and “evangelists” for their products and services. The following are steps provided by Peter Kim on how to measure a social media campaign.
Peter Kim is one of the most important architects of social media and a well respected new thought practitioners. Peter is considered an expert in the art and science of “the intersection of social technology and marketing strategy.” He has been quoted by the most prestigious press organizations from the Wall Street Journal to CBS Evening News.
In Peter’s article “A framework for measuring social media” he outlines four concepts that provide the framework for social media measurement or ROI:
1. Attention: “The amount of traffic to your content for a given period of time. Similar to the standard web metrics of site visits and page/video views.”
IA: Your readership can vary in many ways and although measuring number of readers and page views is quite telling, average time per visit is a major factor. Simply put how long a person stays on your site reading your content can be indicative to your content’s value in the eyes of your readers.
2. Participation: “The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions.”
IA: Key is a users willingness to engage with other users on your site. The comment section for each blog post has the potential to become their own mini “forums.” Within these forums your readers debate your content, collaborate, and communicate freely. One of the best examples of this is on ChrisBrogan.com another social media expert.
3. Authority: “Ala Technorati, the inbound links to your content – like trackbacks and inbound links to a blog post or sites linking to a YouTube video.”
IA: Although Technorati is the most well known inbound link measurement site, it is often not as accurate as Google. Peter is right on the money here with the fact that your trackbacks and inbound links are absolutely critical in measuring your content’s effectiveness in attracting readers.
4. Influence: “The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page.”
IA: Attracting subscribers means you are producing excellent content. Yet in some cases, the subscription numbers can be “infected” by misleading subscription growth trends based on inaccurate numbers.