Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Measuring What's Meaningful in Social Media

by Mack Collier  |  
October 20, 2009

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.

What you need to improve: Don't just track visitors; track what visitors do on your site or blog. What action do you want them to take once they arrive? Do you want them to sign up for your email newsletter? Do you want them to send you an email? Do you want them to leave your blog and head to your main website to check out your products?

Figure out what you want visitors to do once they arrive at your site or blog, and then measure metrics associated with that action.

Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.

Twitter: @MackCollier

LinkedIn: Mack Collier

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
3 rating(s)

Add a Comment


  • by Ann Pruitt Tue Feb 2, 2010 via web

    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,

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!