1、评估网络营销效果得100种方法100 Ways to Measure Social Media评估网络营销效果得100种方法(100 Ways to Measure Social Media)November 17, 2009100 Ways to Measure Social MediaOriginally published in MediaPosts Social Media InsiderIf theres anyone out there left who says you cant measure social media, here are a hundred answers.A
2、t most of the events Ive been to lately, measurement continues to be a hot topic. The first question that comes up is, What can I measure? Thats where this cheat sheet can come in handy: a list of 100 thought-starters.Some entries here can be interpreted several ways. Depending on how you define the
3、m, some of these metrics may seem redundant, while others may seem so broad that they can be broken out further. Many of these can be combined with each other to create new metrics that can then be tracked over time. Its a start, though, so dive in and consider which ones may apply to programs youre
4、 working on.1. Volume of consumer-created buzz for a brand based on number of posts2. Amount of buzz based on number of impressions3. Shift in buzz over time4. Buzz by time of day / daypart5. Seasonality of buzz6. Competitive buzz7. Buzz by category / topic8. Buzz by social channel (forums, social n
5、etworks, blogs, Twitter, etc)9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)10. Asset popularity (e.g., if several videos are available to embed, which is used more)11. Mainstream media mentions12. Fans13. Followers14. Friends15. Growth rate of fa
6、ns, followers, and friends16. Rate of virality / pass-along17. Change in virality rates over time18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)19. Embeds / Installs20. Downloads21. Uploads22. User-initiated views (e.g., for videos)23. Ratio o
7、f embeds or favoriting to views24. Likes / favorites25. Comments26. Ratings27. Social bookmarks28. Subscriptions (RSS, podcasts, video series)29. Pageviews (for blogs, microsites, etc)30. Effective CPM based on spend per impressions received31. Change in search engine rankings for the site linked to
8、 through social media32. Change in search engine share of voice for all social sites promoting the brand33. Increase in searches due to social activity34. Percentage of buzz containing links35. Links ranked by influence of publishers36. Percentage of buzz containing multimedia (images, video, audio)
9、37. Share of voice on social sites when running earned and paid media in same environment38. Influence of consumers reached39. Influence of publishers reached (e.g., blogs)40. Influence of brands participating in social channels41. Demographics of target audience engaged with social channels42. Demo
10、graphics of audience reached through social media43. Social media habits/interests of target audience44. Geography of participating consumers45. Sentiment by volume of posts46. Sentiment by volume of impressions47. Shift in sentiment before, during, and after social marketing programs48. Languages s
11、poken by participating consumers49. Time spent with distributed content50. Time spent on site through social media referrals51. Method of content discovery (search, pass-along, discovery engines, etc)52. Clicks53. Percentage of traffic generated from earned media54. View-throughs55. Number of intera
12、ctions56. Interaction/engagement rate57. Frequency of social interactions per consumer58. Percentage of videos viewed59. Polls taken / votes received60. Brand association61. Purchase consideration62. Number of user-generated submissions received63. Exposures of virtual gifts64. Number of virtual gif
13、ts given65. Relative popularity of content66. Tags added67. Attributes of tags (e.g., how well they match the brands perception of itself)68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)69. Registrations by channel (e.g., Web, desktop application, mobile appli
14、cation, SMS, etc)70. Contest entries71. Number of chat room participants72. Wiki contributors73. Impact of offline marketing/events on social marketing programs or buzz74. User-generated content created that can be used by the marketer in other channels75. Customers assisted76. Savings per customer
15、assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)77. Savings generated by enabling customers to connect with each other78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)79. Customer satisfaction80. Volum
16、e of customer feedback generated81. Research & development time saved based on feedback from social media82. Suggestions implemented from social feedback83. Costs saved from not spending on traditional research84. Impact on online sales85. Impact on offline sales86. Discount redemption rate87. Impac
17、t on other offline behavior (e.g., TV tune-in)88. Leads generated89. Products sampled90. Visits to store locator pages91. Conversion change due to user ratings, reviews92. Rate of customer/visitor retention93. Impact on customer lifetime value94. Customer acquisition / retention costs through social
18、 media95. Change in market share96. Earned medias impact on results from paid media97. Responses to socially posted events98. Attendance generated at in-person events99. Employees reached (for internal programs)100. Job applications receivedThere you go. I welcome other entries in the comments. Its also just the start of the answer to the broader question: How do I measure it? Ultimately, you need to start with figuring out your business objectives and then apply these metrics accordingly.
