part seven: the roi of social
useful social marketing measurements Review the quality and relevance of content Content is the fuel for your social media engine, but if it’s not relevant and useful, it’s a waste of digital space. The correct way to assess the value of a piece of content is not by continuously checking every five minutes to see if your retweet count goes up or if someone comments on your blog. These “vanity metrics” give a false sense of hope that your content is generating leads for your brand or business. Instead of judging the success of your content by the share button, pull back the curtain and see what’s really going on. For each piece of content you create, monitor unique page views, time on page and total pages viewed. If unique page views go up, that’s an indication that your reach is growing, increased time on page shows that your content is interesting to the visitor and increased total page views means your visitor wants to learn more by clicking on other pages around your site.
You can easily track these three mentions within Google Analytics by clicking on the Content tab, then choosing Overview. This will give you a snapshot of your top pieces of content along with detailed metrics including page views, unique page views and time on page. Drilling down into your content with Google Analytics is a great way to determine which content is resonating with your audience.
The formula for calculating SOV is simple: divide the number of conversations or mentions of your brand by total number of conversations or mentions about other brands in your market. Share of Voice = Your Mentions / (Total Mentions for Competitive Companies/Brands)
Look at Share of Voice With social media, share of voice refers to the number of conversations about your company versus your competitors/market. The value of online customer and prospect interaction can be tied to the share of voice (SOV) metric. Segment brand mentions by social channel to uncover opportunities for improvement. You may find that your efforts on one particular channel are going unnoticed, but excelling on another channel.
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