Social media measurement takes three forms: analyzing traditional metrics such as numbers of visitors and referrals; monitoring for mentions of your company, brands, products, or employees on social media; and assessing channel-specific performance in terms of user participation or engagement.
Social media must be incorporated into your overall analytics review, either in the aggregate or by individual service. Often, analytical metrics treat social media as referrers to your primary web presence and integrate them into funnels to assess conversion rates.
You can analyze the effectiveness of individual social media campaigns or obtain a comparative overview of your overall web marketing strategy. You can choose from several tools that combine and sort data from social media, blogs, and your primary website.
In addition to traditional analytics, monitoring the incessant chatter of social media has become an essential component of online marketing. Monitoring tools allow you to track and respond nearly in real-time to the ocean of comments, posts, and tweets from others.
You use these tools particularly when negative word-of-mouth might affect your reputation or your brand or when positive word-of-mouth might signal a need for your company to gear up its performance.
Finally, every form of social media generates a whole new set of parameters to measure success within a specific medium, often categorized under the term engagement.
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