
The social media marketing is ever-changing. Nowadays, a simple Twitter account or Facebook page are not enough for a successful marketing campaign. Budgets for these campaigns are rising, thus the marketing process is now aimed towards customer lifetime value, measurable brand benefit and bottom-line sales.
Along with that, there is a continuous need for standardized and simple measurement techniques. These procedures must show how successful a social campaign is. The social media measurement and social media metrics are new in this industry, thus there are no common standards.
Learn how to measure social media plans
Small businesses don’t really know the ways to measure social media plans. They don’t know what to measure, how to measure and what does success mean. The entire procedure is quite complex, but answering these questions is simple if you take into consideration some metrics. They will help you establish a repeatable and low-cost standard for measuring success.
Social media metrics- the basics
sMI or social monthly impressions is one of the three social media metrics. Numerous tools and a lot of time are necessary for the social media measurement. Yet, sMI is able to make the things simpler. The social monthly impressions can show you how successful your business is in the online world. So that you can understand, sMI means the number of mentions that your company has on Twitter, forums, blogs etc. every month.
Learn about Google Alerts in social media metrics
It’s very important to monitor the brand mentions regularly (weekly or daily) in order to see what your status is. Google Alerts can help you with this task, offering brand mentions on social networks such as Facebook or Twitter, news media sites and blogs.
Among the best social media metrics is sTraffic, also known as ‘monthly referred social traffic to site’. This tool allows you to measure the total unique traffic on your site that comes from social networks, forums, blogs, YouTube. The sTraffic can be obtained by utilizing site analytics tools like Google Analytics, WebTrends or Omniture.
Create monthly graphs for social media measurements
In order to figure out the trend lines of your site you could export the sTraffic to a spreadsheet and create monthly graphs. This will help you keep a better track of your visitors. The social media measurement can also be done by checking out the sCRM or the ‘total online community size’. This metric is extremely useful if you have a strong presence on networks like Flickr, YoutTube, Twitter or Facebook.
This is also beneficial if you manage blogs. For a better understanding, you must know that sCRM means adding up the number of subscribers on the YouTube Channel, unique users on the blog, followers on Twitter fans on Facebook and members on other online communities. The sum can give a short glimpse over your success. Similar to the sTraffic, the sCRM can also be used to produce various graphs that will show your trend line.
Measuring and monitoring these numbers monthly and observing their fluctuations will help you realize if the social investments you have done are beneficial or not. Thus, tracking sMi, sTraffic and sCRM will show you how successful your online social campaigns are.

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