Measuring the value of social-media programs is a hot topic right now. Anyone who works in this space will tell you that's a very good thing.
Unfortunately, many companies are not tracking the right metrics and so aren't properly assessing the true value of their social-media efforts. Or they are tracking the right metrics but aren't applying those metrics to effect change in their business.
Here's a look at four metrics that companies use to assess their social-media efforts and how you can improve the process.
1. Visitors
If your company has a blog or a community site, the number of visitors is probably one of the metrics you track to determine the success of your efforts.
But why is simply getting people to visit your site or blog important? It's great to show your boss that traffic to your new blog is up 20% per month, but, eventually, your boss is going to want to see more than just traffic.
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I totally agree with your idea of tracking what the visitors actually do on your site.
We at The 60 Second Marketer found that customer engagement is one of the more under-utilized ways to measure a social media campaign. That, and consumer interaction really are useful metrics because they show how consumers are talking about your brand.
Here's a link to some more ideas on measuring: The Top 10 Ways to Measure a Social Media Campaign, http://bit.ly/Top10MeasureSocMed