"Social media isn’t measurable"
When someone tells me social media isn’t measurable, it drives me crazy! The real problem isn’t whether it is—because it is—but what you are supposed to measure.
If you’re thinking the number of Facebook friends or Twitter followers is a good measurement, I’m here to tell you it’s not. If you are not engaging, or even more so, influencing your social connections, those numbers are meaningless.
To determine the ROI of your social strategy, a good starting point is to measure your brand’s influence (ie. how many people you are reaching with various campaigns). There are many free tools that can assist in measuring influence, such as Klout (www.klout.com), which provides an influence score based on your ability to drive action across various social platforms, and Google Alerts (www.google.com/alerts), which tracks self-identified targeted keywords across the Web.
Klout tip: Do not measure your score against your competitors. Trying to measure online influence is not an exact science, so your best indicator is to measure your results against yourself. If your influence score is not improving, it might be time to re-examine your social strategy.
Google Alerts tip: When specifying target keywords to monitor, be aware that your organization’s terminology might be different from your customers. If you find this to be the case, ensure you update your content to reflect this discrepancy, which in turn, will increase your exposure across the social web.
Social media isn’t measurable. Pffff. Just stop trying to use traditional ROI methods.