Social Media Metrics For Dummies


Discover how to gauge your online success based on social media metrics

With so many social media monitoring and measurement tools available, it can be overwhelming to figure out which tool is right for you when it comes to calculating the success of your social media marketing efforts. This fun and friendly guide helps you determine which tool will serve you best for understanding your online audience.

You'll learn to sift through all the ...

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Social Media Metrics For Dummies

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Discover how to gauge your online success based on social media metrics

With so many social media monitoring and measurement tools available, it can be overwhelming to figure out which tool is right for you when it comes to calculating the success of your social media marketing efforts. This fun and friendly guide helps you determine which tool will serve you best for understanding your online audience.

You'll learn to sift through all the information available about social media monitoring and metrics so that you can listen to what is being said about your business, read your analytic dashboard, understand what metrics mean for you, calculate your return on investment (ROI), and apply your findings to future social media marketing campaigns.

  • Helps you wade through the plethora of social media monitoring and metrics to discover what elements are most applicable to your needs
  • Explains the meaning behind the social media metrics tools so that you can understand how to make those results work for you
  • Shares examples of how to calculate both the financial and non-financial return on investment of your social media efforts
  • Includes real-world case studies that demonstrate how small and large businesses are using social media metrics

With this helpful book by your side, you will learn how to understand the information you acquire regarding your social media marketing efforts and then put that information to work for your business.

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Product Details

  • ISBN-13: 9781118027752
  • Publisher: Wiley
  • Publication date: 6/13/2012
  • Series: For Dummies Series
  • Edition number: 1
  • Pages: 336
  • Sales rank: 956,114
  • Product dimensions: 7.30 (w) x 9.20 (h) x 0.80 (d)

Meet the Author

Leslie Poston is the Founder and CEO of Magnitude Media, a media and business consultancy. She coauthored Twitter For Dummies and has written many books, magazine articles, e-books, and blogs. Leslie is an in-demand speaker, headlining at MIDEM, and leads workshops at events such as Book Expo America.

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Table of Contents

Introduction 1

Part I: Metrics? What the Heck Is That? 7

Chapter 1: Social Metrics Aren't Scary; They Just Measure Value 9

Chapter 2: Sorting It All Out 19

Chapter 3: A Tour of a Few Free or Freemium Analytics Solutions 35

Chapter 4: Measuring Everything 51

Part II: Navigating the Measurement Jungle 63

Chapter 5: The Six Stages of Metrics Grief: Turning Chaotic Information into a Business Advantage 65

Chapter 6: Maximizing Listening 75

Chapter 7: Creating Content for Conversion 89

Part III: Putting Your Metrics on Steroids 99

Chapter 8: Becoming a Metrics Guru 101

Chapter 9: Taking Metrics Off the Reservation 113

Chapter 10: Making Your Investment Accountable and COUNTable 125

Part IV: Keeping Your Finger on the Pulse of Living, Breathing Metrics 139

Chapter 11: Avoiding Metrics Bankruptcy: Simple Steps to Avoid Common Metrics Mistakes 141

Chapter 12: Making Metrics Work for Your Brand 153

Chapter 13: Using Branded Metrics for Business Success 165

Part V: Taking the Deep Dive into Advanced Metrics 175

Chapter 14: Mastering Metrics Moves 177

Chapter 15: Making Your Calls-to-Action Work for You 189

Chapter 16: Setting Goals for Winning the Metrics Game 203

Part VI: Predicting Future Metrics 219

Chapter 17: Measuring Mobile App Metrics 221

Chapter 18: Exploring Cutting-Edge Metrics Ideas 231

Chapter 19: Seeing into the Metrics Future 241

Part VII: The Part of Tens 247

Chapter 20: Ten Cool Ways to Use Metrics 249

Chapter 21: Ten Useful Metrics Services 265

Chapter 22: Ten Metrics Tools 275

Index 289

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Interviews & Essays

Top Ten Reasons To Measure Everything

Social media metrics are the key to your success online. Without measurement of what you are doing in the social media and online space, you may as well be throwing spaghetti at a wall and hoping it sticks. Metrics allows you to track your brand reach and impact online, find new sales leads, develop existing customer relationships, improve your web site, fine-tune your social media interactions and more. With good metrics, you can easily see the "ROI" - return on investment - of your online efforts.

1) Decipher which of your efforts are getting the best results

Online marketing and brand outreach can feel a lot like throwing spaghetti at a wall. You can change that by learning to use your metrics to figure out which of your efforts are getting results and which aren't. You can do extensive testing on variations of your marketing for different platforms, see results and as you get better and better at it - make predictions based on your data and research about where to spend your efforts next. You can also find any gaps in your plan and fill them quickly. The more data you study and analyze, the more you can pinpoint your efforts for your own success.

2) Narrow your sales funnel

Marketing and sales like to talk about the "sales funnel" - that concept that your potential sales "come in" at the wide top of a funnel and your marketing and sales efforts walks them down into an ever narrowing cone of purchase. By measuring your sales and business development data in addition to your marketing data and really understanding what it is telling you, you can not only narrow your sales funnel - you can invert it completely.

3) Generate more sales leads

Metrics also allow you to fish where the customers are. If you are looking for prospects on one social platform or using one advertising strategy and not tracking metrics, you could be casting your bait in the wrong place without even knowing it! Use your data to find your customer where they want to be found and spend your time and energy in the right place for better, more qualified leads.

4) Find new advocates

In the era of the social shopper, every brand wants to find and encourage brand advocates. Metrics can help you find where you loyal customer and industry influencers are. This means you'll be able to cut out the middle man and get right to the heart of advocacy for your brand. If you struggle to get people enthusiastic about your brand, metrics can help you find and fix the issues causing your lack of traction.

5) Increase your brand's reach

Measuring everything can also help you see where and how to increase your brand's reach. By eliminating waste and getting better intelligence about your product and its perception, your brand and your customer and potential customer you'll be able to see any untapped markets or speed bumps in your brand awareness campaigns.

6) Improve your career

Even if you aren't a brand, you can use metrics to improve your career, help you find a job or establish your authority in the subject matter you know best. By keeping track of and studying the data surrounding your chosen path and your impact on the niche you are in, you'll be able to better leverage your online presence into your dream job or into that promotion you have been angling for.

7) Make better advertising and PPC purchase decisions

It's true that marketing is spending less and less on traditional advertising. It's also true that not everyone is online (yet). This means that you need to use your data to make better decisions about traditional and online advertising expenditures. Metrics can help you determine where your money will have the most impact - on or offline - and help you keep your budget on track by spending only on those keywords and other placements that make sense and get real results.

8) Knowing which numbers to ignore

The first impression of many measuring metrics and analytics for the first time is that of a fire hose or flood of information. It's true that you will begin to see massive amount of data inputs from your measurement efforts, but learning to read your metrics will also help you figure out which data inputs you can ignore. Once you filter those out, your results will be nothing but useful to you.

9) Spend your valuable time where it matters

You have a job to do, and I don't mean measuring everything. Sure measurement is key to success in branding, sales and more these days, but good metrics don't waste your time. Learning to master measurement means getting more time to put where you need it: doing your job!

10) Live a quantified life for better health and happiness

Once you start down a path to metrics you'll discover that you really can measure everything, including your health, your commute, your energy bills, your free time, your sleep... the list goes on and on. This concept of the quantified self can help you use your metrics to improve many aspects of your life that aren't embodied in a computer screen and become happier, healthier and have a better quality of life.

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