| ses are engaging nowadays more and more in online | | | | audience’s attention. Again, it’s important |
| marketing strategies. They are making efforts to | | | | to analyse how it varies throughout time as to be able |
| implement a good search engine marketing strategy, | | | | to see the impact of your activities. |
| struggling to get members on social networks and to | | | | 3. Membership on Social Network & Activity Ratio. |
| keep them engaged. However, there is still the question | | | | Analyse the increase and activity of the members of |
| of which metrics should be monitored from your online | | | | your company’s social networks (e.g. Facebook, |
| reputation management strategy, which are the ones | | | | Twitter). You are looking to see if your social network |
| important to monitor the ROI of a business. We have | | | | is growing and how their members are interacting with |
| put together a list of 7 top metrics a business should | | | | the content. |
| monitor: | | | | How active is your company’s collective social |
| 1. Visitors and Sources of Traffic. | | | | network? Compare the ratio of active members vs |
| A business should track down the traffic and observe | | | | total members over time. You can analyse that by |
| its breakdown over time in terms of sources and | | | | measuring the usage of social applications. You can |
| referrals sent by members of its social networks. The | | | | also use Google Analytics as to measure the activity |
| number of visitors is of great importance, especially | | | | of your Facebook Fan Page! |
| unique vs returning visitors. You can analyse through | | | | 4. Brand mentions in social media. |
| metrics such as: unique individual or browser which has | | | | If your business has a very active social networking |
| accessed your site, cost per unique visitor and total | | | | activity, it should be talked about as well. Measure and |
| cost of the placement divided by the number of unique | | | | track both positive and negative mentions, as well as |
| visitors. For returning visitors, an analysis of the | | | | their quantities. |
| average number of times he returns to a site, the | | | | 5. Conversions. |
| interaction rate, the time spent and the elapsed time | | | | One of the aims of social networking activities is to |
| between the initial visit and the last user activity | | | | see they convert through subscriptions, sales (direct or |
| associated with that visit is required. | | | | through affiliates) or other activities that can be directly |
| 2. Level of Engagement & Bounce Rate. | | | | or indirectly monetized. Measure all types of |
| The time spent by members of social networks on | | | | conversions and chart them over time. |
| your business’ profile as well as the interactions | | | | 6. Loyalty. |
| (comments, postings, likes) they have with it are very | | | | To assess loyalty, a business needs to analyse the |
| important. They show the level of engagement | | | | interaction of social members. Are they sharing |
| achieved by your business online. Also, it is essential to | | | | content and links, mentioning your brand? Do they |
| observe the changes that take place throughout time | | | | reshare, how often do they do that? |
| and analyse which of your actions had a positive or | | | | 7. Blog interaction. |
| negative impact on the level of engagement. | | | | Blogs have become a very effective part of any |
| Bounce rate is a good indicator to check how | | | | online marketing strategy; therefore they need to be |
| effectively you are able to engage the | | | | measured as well. |