Measuring Engagement Levels in Social Media

James Meyer
James Meyer Owner/Partner, Net Profits Media, LLC

Posted on June 7th 2012

Measuring Engagement Levels in Social Media

Social Media Marketing success is based almost entirely on how well you engage your customers. I qualify with "almost" because I believe if your efforts are not supporting a quality brand, product or service you could do most everything perfectly and still not get great results.

Social Media pros know they need to measure their efforts and adjust to consistently and systematically improve engagement with their audience.   Here are a number of great tools that create visibility and allow you to monitor your effectiveness.

Measure Your Overall Effectiveness Across Multiple Channels

Klout http://klout.com

The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure:

  • True Reach: How many people you influence
  • Amplification: How much you influence them
  • Network Impact: The influence of your network

Crowdbooster https://crowdbooster.com shows re-tweets stats and graphs plus Facebook impression counts and interactions

Crowdbooster helps you achieve an effective presence on Twitter and Facebook. We show you analytics that aren't based on abstract scores but numbers that are connected to your business and your social media strategies: impressions, total reach, engagement, and more. We then give you the tools and recommendations you need to take action and improve each one of these metrics.

Social Bakers http://www.socialbakers.com/

Socialbakers has developed an application that makes it easy for to get sophisticated metrics on our performance through Facebook, Twitter, Google+, LinkedIn and YouTube.

Facebook Specific

EdgeRank Checker http://edgerankchecker.com/ (Ranking by day, time, post, all the details)

EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages receiving high EdgeRank Scores will be more likely to show up in the fans news feed instead of Pages with low EdgeRank Scores.

Why is EdgeRank Important?

If a Brand generally has low EdgeRank objects, then the Brand’s updates will be seen by less people. This means that their Facebook marketing budget is being less effective than it could be. Brands that are succeeding with high EdgeRank objects are leveraging their Facebook budget by multitudes. The difference between leveraging and being punished by EdgeRank is substantial. The difference can result in a 5x difference in exposure.

0 – 10 is below average
11 – 20 is average
21 – 30 is above average
31+ is excellent

Facebook Insights

Facebook Insights provides Facebook Platform developers and Facebook Page owners with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business and create better experiences on Facebook.

Talking About This: (TAT) This figure represents how many of your fans have interacted by any or all of the following; Liked your Page, Liked a Post Goals, Liked an Image, Shared or commented.  Between 4% and 8% of followers engaging equals good results and are the most cited figures by industry experts.

Likes and Shares: When someone Likes or Shares content on your page

Check Ins: When someone Checks-In to your venue on Facebook.

Twitter Specific

Tweet Grader http://tweet.grader.com/

Twitter Grader is a free tool that allows you to check the power of your twitter profile compared to millions of other users that have been graded.

Just enter your twitter username (password not needed) and you'll get an instant grade and report. It's easy.  Ratings are on a 1-100 scale

Retweets; if you get a lot of retweets from your followers you are doing a good job of providing them content they enjoy and want to share.
Clicks; if your followers are clicking and following your links you have established a positive relationship with your followers.

Stumble Upon URL Shortener su.pr shortens and provides Twitter click statistics when you create and post using their service. Also provides recommended times to post based upon previous results.

Su.pr is an URL shortening service for online publishers, bloggers and StumbleUpon members that allows you to simultaneously syndicate your content to multiple social media websites. With Su.pr you can now post your best content on Twitter and Facebook with one click.

Bitly URL Shortener bitly.com shortens and provides click statistics and graphs.

bitly is the easiest and most fun way to save, share and discover links from around the web. We call these links bitmarks, and you can use bitly to remember, curate and share them.

FourSquare Specific

Check-Ins; On Foursquare success is measured in number of check-ins
Tips (Recommendations); are great on Foursquare as Tips left about your venue are seen by everyone viewing your venue on Foursquare and may influence, positive or negative.

Get More Social Media Ideas and How To

Drive more business; How to Launch Facebook Offers, Brand Building on Facebook, Best Time to Post on Facebook and Twitter, How to Super Charge your Facebook, How to use Facebook and Linked In groups http://netprofitsmedia.blogspot.com/

Please share the tools you use by posting a comment below.


James Meyer

James Meyer

Owner/Partner, Net Profits Media, LLC

James Meyer is the owner of Net Profits Media and has an extensive background in Marketing, Branding and Promotions. As an executive of an B2C retail e-commerce company James was instrumental in developing and implementing effective operating structures, marketing plans and sales processes that propelled a 4 person "mom and pop" start-up to the nationwide leader in their niche. As the President of a B2B wholesale distributor, James created the Marketing, branding and promotion to and secure 575 new customers including prestigious high volume big box retailers like Costco, Northern Tool, Summit Racing, Whitney Automotive / US Auto Parts and Jegs. Now, James has formed Net Profits Media to help small and medium sized business and business owners grow their businesses and help preserve the Mom and Pop business that America was built on.
See Full Profile >

Comments

JosephM1234
Posted on June 7th 2012 at 2:27PM

If you continue to recommend people to use Klout, you should look up Klouchebag. You might be at the top of the list.

MPLichtman
Posted on June 8th 2012 at 10:21AM

Klout is still of value, as is PeerIndex, for giving some insights into your ability to network.  If I'm sourcing the Internet for people who have knowledge and expertise in some areas, I can search on Klout.  While it doesn't give me exact measures of much about myself, it does indicate what I and others discuss often and are interested in, so that provides some searchable areas for possible expert sources.  While I don't recommend that it be used as the only gauge of influence or that it offers research based, academic measures, the ability to measure is really at an early stage unless you have $ to spend to hire a company, so I don't discount it entirely at all and would hope no one else would either.

JosephM1234
Posted on June 21st 2012 at 10:47AM

http://gizmodo.com/5896818/can-a-dumb-social-media-tool-turn-this-chump-into-the-internets-tocp-mom

This article alone puts everything that you have said to rest. Neither Klout, Peer Index nor any other "ranking" site has done anything useful and all of them can be tricked into thinking you're influential on topics that mean absolutely nothing to you and you may even have no relevance on.

I would hope everyone discounts these things becasue they are full of bullcrap. If I look at what Klout says I'm influential on: birds and finance. These are solely to do with my employer and my former schools mascot. I have absolutely no knowledge of birds nor finance.