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Updated by Angela Hausman on Aug 06, 2013
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Social Media KPI's

A first step in assessing the performance of your social media campaigns is having a list of metrics to monitor and KPIs (Key Performance Indicators) top the list of metrics to follow.

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Share of Voice

Share of Voice

Reflects the percentage of mentions in your industry are your brand. Use a tool such as social mention to track your mentions and those of your major competitors.

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Conversion Rate

Conversion Rate

This can be a little tricky, but if you use landing pages and Google Analytics you can track movement of prospects down your sales funnel.

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Social Referrals

Social Referrals

This metric estimates the virality of your posts in terms of sending traffic to your website. You find this stat in Google Analytics by selecting sources, then social sources.

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CTR

CTR

Click through rate assesses the ability of your content to drive folks to your ecommerce site. CTR is provided in PPC (paid advertising). Your email platform should provide this data and you can find it on Google Analytics if you set up your goals properly.

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People talking about this

People talking about this

This stat estimates the virality of your Facebook posts. Use this to assess posts in terms of content, timing, and effects of engagement. Use A/B testing to isolate the contribution of each of these elements on making posts more successful.

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Social engagement

Social engagement

Critical for building a community that supports your other goals, social engagement helps amplify your message, decommodifies it, and builds trust in your brand.

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Sentiment

Sentiment

How positive or negative is your image over time? Obviously you also want to deep dive to determine who is satisfied/ dissatisfied.

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Audience Growth Rate

Audience Growth Rate

How is your network growing? Don't just measure # Fans/ # Followers. Look at how and when you lose connections. not just when you add them.

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Time on Site

Time on Site

Figures that demonstrate how well your content resonates with your audience. Other figures such as bounce rate, pages per visit, etc are also important for this reason. Plus, Google uses them to assess your site so they affect your SERPs.

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Influencers

Influencers

Not only who influences the image of your brand in social media, but how influential they are.