There Are No "Right" Social KPIs

Jessica Liu

44% of marketers say they haven't been able to show the impact of social at all and another 36% say they have a good sense of the qualitative, but not quantitative, impact of social initiatives. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. And, some fall victim to thinking there is an industry standard set of KPIs that will reveal their social impact in relation to other brands.  
 
The Forrester Social Marketing Playbook's Performance Management chapter guides marketers on how to measure social programs. To get a decent picture of your social programs' performance, measure three types:
 
  1. Business impact: Show social programs' deepest value. The hardest type of social measurement is also the most important. This is the quantitative view of your social efforts that matter most to executives. Start by measuring attribution to assign a proportion of revenue to social programs or measuring social's impact on brand health.   
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Facebook Offline Conversion and Site Metrics: Use With Caution

Tina Moffett

In collaboration with Jim Nail.

 

On Tuesday, Facebook announced new solutions for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile ad campaigns.  Before breaking out the bubbly, let’s break down Facebook’s new measurement capabilities, and evaluate what it means for marketers.

 

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