Social Media - Metrics

Mi hui Pak

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of social media metrics.

Social Media – Metrics

Mi hui Pak

WHAT METRICS ARE BEING USED FOR DIGITAL ADVERTISING – WHAT ROI MEASURES?

In their 4th Annual Marketing & Media Survey, Datran Media (eMarketer, 2010, Apr. 8) asked their respondents—who were heavily invested in social space (with about 72% having Facebook and Twitter profiles)—how they measured their online campaigns. The leading metrics used to measure social success focused on increased site traffic:

  1. clicks (72%)

  2. conversions (59.2%) – considered the most important metric to track

  3. impressions (58.4%)

Business.com’s2009 Business Social Media Benchmarking Study, designed to assess current trends in the...

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