Social Media Marketing Measurement Tools

While we all agree social media marketing presents many new business opportunities for marketers, the ROI from social media marketing remains unclear. It is especially hard to measure some of the “softer” benefits of marketing through social media channels. In this post I listed a breakdown for some of the measurement tools available sorted by four major marketing objectives. The measurement approach is to collect all the social media channels that are being used and to examine them under one marketing objectives.

Brand Awareness

How many people know about me?

Channel	What to look for	Tool
Blog	Unique visitors	Google Analytics
Twitter	Number of followers	Twitter home page
Facebook	Page/Group views	Page analytics
YouTube	Video views, subscribers#	YouTube Insights

Community Growth

How many new people know about me?

Channel	What to look for	Tool
Blog	Subscribers growth/ new visits	Google Analytics
Twitter	Followers growth	Twitter Counter/ homepage
Facebook	Fans count	Facebook Page
YouTube	New unique visitors/ subscribers/ views growth	YouTube insights

Influence

How many people take action about me or recommend me to others?

Channel	What to look for	Tool
Blog	traffic source (indicates my influence on the other channels)	Google Analytics
Twitter	Number of Retweets and Replies to my content	Retweetrank /tweetdeck
Facebook	iLike	Manually
YouTube	traffic source (indicates my influence on other channels)	Google Analytics

Feedback from clients

Channel	What to look for	Tool
Blog	Comments number
Twitter	Retweets, Replies, Direct messages number	Tweetdeck
Facebook	Wall posts and messages- manually “interaction”	FB Page insights
YouTube	Comments, video views

Another important benefit of social media is sharing information. Trying to measure this benefit is similar to trying to measure the ROI of your education. It is almost impossible yet we all know there is value in it. You get to learn from others’ experiences and save research time. I hope these charts provided an organized way to layout some of the information. There are many more tools out there and I do not presume to know all of them. I would like to invite you to share your experience with tools you have used, measurement approaches or strategies you have developed.