Social Metrics/ Monitoring Tools

One of the most invaluable assets of social media marketing is knowing just how well your campaign is performing.  The great thing about the Internet is that most information is trackable, meaning that effectiveness has become a measurable statistic.  There are several distinct metrics that marketers can measure to determine the effectiveness of their campaigns.  According to Social Bakers, the most important metrics include reach, post interactions, engagement rates, click through/conversion rates, key influencers/brand ambassadors, fan growth and momentum of your page, and customer service efficiency.  I believe this is a complete and comprehensive list, with growth specifically standing out in my opinion.  Growth is a metic that is often overlooked, but perhaps carries more weight than all the rest.  When a campaign loses momentum, it becomes time to drastically alter, or perhaps even remove the campaign altogether.

Probably the best tool out their in regards to social media monitoring is Alterian/SDL.  Just a few of its exciting features include share of voice (where one learns what has the greatest impact on online discussion), map overlay (where conversations can be geographically isolated) and sentiment reports (where brand perception can be gauged).  It is clear that SDL goes the extra mile to deliver hard to find functionality.  A more complete description of the program can be viewed above.