Brands are spoilt for choice when it comes to data for measuring social media. How do they decide which metrics are most meaningful to them? This chapter provides guidance on what exactly brands should be measuring to gauge the performance of their social media activity and campaign. It covers:
- Offline conversions: Some social media activity may lead to conversions on offline channels. What techniques can organisations use to track these?
- Dashboards: Dashboards and social analytics tools can provide quick and sophisticated ways of visualising important trends in different social channels. What exactly do these tools offer and what should brands think about when selecting or building a solution of their own?
- A framework that brings everything together: As no single tool can work across all channels and customise different metrics against the brand’s tailored objectives, using a framework is necessary. How can AMEC’s social media measurement framework help organisations track the business impact of a campaign?