You can’t improve what you don’t measure. Make sure your efforts are effective and worthwhile by monitoring what matters.

1. 6 KPIs YOU SHOULD BE MONITORING
SOCIAL MEDIA METRICS

2. The benefits to using social media to
communicate with your audience and build a
genuine community around your organization
are both tangible and intangible.
Visible Value
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3. Myriad Metrics
Earned value of efforts
Website traffic
Total lifetime value of the community
Cost savings
Genuine feedback
Sense of community established online
Better brand perception and customer satisfaction
HARD METRICS
SOFT METRICS
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4. What tangible value does social media bring
your brand? How can you calculate the ROI of
efforts?
Efforts & Earnings
Earned value of
interactions
Total lifetime value
of the community
Other cost
savings
Earned value of
Twitter impressions
Earned value of
Facebook impressions
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5. CALCULATING KPIs
FORMULAS FOR MEASURING THE 6 METRICS
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6. The value of your Facebook Page can be
determined by identifying how much you would
have spent to reach the same number of users.
Fortunes on Facebook
Average CPM Source: http://dazeinfo.com/2015/07/21/facebook-ad-benchmarking-q1-2015/
Total Facebook
Impressions
Metric
Divisor
Total CPM
Units Earned
Average
Facebook CPM
Earned Value of
Total Impressions
- 1,000 - $3.72 -
Total Facebook
Impressions
Metric
Divisor
Total CPM
Units Earned
Average
Facebook CPM
Earned Value of
Total Impressions
1MM 1,000 1,000 $3.72 $3,720
÷ = =
= =÷
x
x
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7. Tallying Twitter
The value of the Twitter account can also be
illustrated by showing how much it would have
cost to reach the same audience.
Average CPM Source: http://dazeinfo.com/2015/07/21/facebook-ad-benchmarking-q1-2015/
Total Twitter
Impressions
Metric
Divisor
Total CPM
Units Earned
Average
Twitter CPM
Earned Value of
Total Impressions
- 1,000 - $11.59 -
Total Twitter
Impressions
Metric
Divisor
Total CPM
Units Earned
Average
Twitter CPM
Earned Value of
Total Impressions
100,000 1,000 100 $11.59 $1,159
÷ = =
= =÷
x
x
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8. Investing in Interactions
The value of Twitter can be shown by
demonstrating what you would have paid to
garner the same number of engagements.
Average Cost Per Engagement (CPE) Source:
http://www.emarketer.com/Article/How-Promoted-Tweets-Do-During-H1-2014/1011103
Total Twitter
Interactions
Average
Twitter CPE
Earned Value of
Total Impressions
- $0.29 -
Total Twitter
Interactions
Average
Twitter CPE
Earned Value of
Total Impressions
10,000 $0.29 $2,900
=
=
x
x
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9. Enhancing Engagement
Similar to email clickthrough rates, an
engagement ratio provides a better sense of the
level of engagement within the community.
Views and/or
Impressions
Total
Interactions
Reach to
Engagement
Engagement
Ratio
- - - 1:X
Views and/or
Impressions
Total
Interactions
Reach to
Engagement
Engagement
Ratio
100,000 10,000 10 1:10
=
=
÷ =
=÷
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10. Common CTRs
The previous formula can also be reversed to
create an engagement rate. In using that metric,
you can compare this rate to the average CTR
of various platforms. You could also compare
your engagement rate(s) to your own email CTR.
0.171%
1.64%
Sources: http://e27.co/what-is-the-average-ctr-cpc-cpm-of-facebook-ads-20150121,
http://blog.hubspot.com/marketing/twitter-increase-clickthrough-rate
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11. Effective Existence
The value of all accounts can be illustrated by
highlighting the average lifetime expenditures
of the members that make up the communities.
Customer Total
Lifetime Value
Increase in
Fans/Followers
Value of Acquired
Fans/Followers
- - -
Customer Total
Lifetime Value
Increase in
Fans/Followers
Value of Acquired
Fans/Followers
$500 100 $50,000
=x
=x
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12. Reducing Resources
Other cost- or time-reducing opportunities
that can be measured include:
Reduce customer service emails, calls and time
Get feedback to improve product or service
Get content / ideas from community members
Reduce time and budget spent on other marketing
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13. FINAL FIGURES
FOR LONG-TERM SOCIAL MEDIA REPORTING
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14. Comprehensive Calculation
Tracking trends can also be an insightful way to
see the overall effectiveness of your social
media efforts. To see how metrics align, select
three to four KPIs, including at least one
business objective, to map against each other
and launched initiatives on a single graph.
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15. Monitoring Metrics
December January February March April May
Engagement Customer Satisfaction Revenue
Analyzing the performance of various KPIs can
help you identify how social media may be
influencing business objectives.
Insert Social Media
Initiative taken here.
Insert Social Media
Initiative taken here.
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16. Rendering ROI
To determine the ROI of your efforts, use the
following formula:
Total Earned
Value
TLV of
Accounts
Cost
Savings
Total
Gain
Total
Investment
Total
Investment
Metric
Multiplier
Return On
Investment
- - - - - - 100 -
Total Earned
Value
TLV of
Accounts
Cost
Savings
Total
Gain
Total
Investment
Total
Investment
Metric
Multiplier
Return On
Investment
$7,779 $50,000 $12,341 $70,120 $41,840 $41,840 100 67.6%
÷
x÷
x+ =
=+
-
-=
=+
+
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