Social media measurement, also called social media controlling, is the management practice of evaluating successful social media communications of brands, companies, or other organizations.
Key performance indicators may be measured by extracting information from social media channels, such as blogs, wikis, micro-blogs such as Twitter, social networking sites, or video/photo sharing websites, forums from time to time. It is also used by companies to gauge current trends in the industry. The process first gathers data from different websites and then performs analysis based on different metrics like time spent on the page, click through rate, content share, comments, text analytics to identify positive or negative emotions about the brand. Some other social media metrics include share of voice, owned mentions, and earned mentions.
The social media measurement process starts with defining a goal that needs to be achieved and defining the expected outcome of the process. The expected outcome varies per the goal and is usually measured by a variety of metrics. This is followed by defining possible social strategies to be used to achieve the goal. Then the next step is designing strategies to be used and setting up configuration tools that ease the process of collecting the data. In the next step, strategies and tools are deployed in real-time. This step involves conducting Quality Assurance tests of the methods deployed to collect the data. And in the final step, data collected from the system is analyzed and if the need arises, it is refined on the run time to enhance the methodologies used. The last step ensures that the result obtained is more aligned with the goal defined in the first step.
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