TOMI

Yesterday we had a lecture about social network marketing at university. My professor told us different things but he didn’t tell us how you can messure the effect of social network marketing. His answer on my question was: “this is a very important question but also a very difficult one”.

We found a answer on Etority.de (german version). The author says you should use the 4 key datas to messure social media marketing:

1. Attention. The amount of traffic to your content for a given period of time. Similar to the standard web metrics of site visits and page/video views.
2. Participation. The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions.
3. Authority. Ala Technorati, the inbound links to your content – like trackbacks and inbound links to a blog post or sites linking to a YouTube video.
4. Influence. The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page.

David Nelles commented on these four key datas that there is also another essential effect which you have to messure: It’s called Advocacy. Especially to see the Return On Investment (ROI) you should know who is buying your product/service because of social media marketing.