Here are a few suggestions of behaviors to measure, based on a few common social media goals… If you want to measure awareness, then use metrics like volume, reach, exposure, and amplification. You can set up Google Analytics to show you which social media platforms your visitors are coming fromwhich social share buttons are being clicked the most on your site, and what websites are linking back to your content.
How do you calculate those metrics?
On Twitter, for example, accessing tweets that are more than a few days old is very expensive, difficult, and far less reliable than collecting and archiving them in real time. Exposure, influence and engagement represent brand awareness in the measurement funnel.
Who is participating and what kind of impact do they have? How do you interpret the numbers once you have them? Instead, measure your social activities so that you can learn what's successful, what isn't and how you can improve. You can calculate ROI by dividing your profits from investment by the cost of investment.
Half a million Twitter accounts were exposed to tweets with our hashtag, and we now have a list of people who were talking about diapers, some of them very influential. Both are sales-ready leads, so count them up. How do they compare to your competitors' or related products and campaigns?
How far is your message spreading?