3 Non-Financial Social Media Metrics
It’s all about the ROI. Return on investment is the gold-standard for measuring social media’s impact on the bottom line, but there are other metrics that provide invaluable insight into the health and well-being of a social media strategy.
Michael Brito, author of the upcoming Smart Business, Social Business, shares a framework for establishing measurement. In addition to monetary measurements, like ROI, he suggests measuring non-financial impact factors, including:
- Community Health, Growth: These metrics include unique visitors and page views, content views and downloads, and content or channel RSS subscriptions.
- Community Health, Engagement: From likes and shares to YouTube embeds and blog comments, these engagement metrics provide insight into the health of the brand conversation.
- Share of Voice & Sentiment: These measurements define the brand’s “conversational weight expressed as a percentage of a defined total market” as well as the context of those conversations. Are they positive? Negative? Neutral?
Thoughts on incorporating non-financial impact metrics into social media strategy?