• Jeff Skal

    Nice write up, Courtney.

    I think you’ve hit the nail on the head about the problem that social media marketers face: what metrics should I focus on? There are definitely a lot of choices, and if the answer to that is the “Reach” group of metrics you’ve described, we came up with a cool way to evaluate social campaigns we call the Social Contribution Index.

    Essentially, it’s a way to measure which campaigns are generating the most positive sentiment for your brand so you know which tactics to repeat and which to nix. You can check it out in detail at http://bit.ly/16E1dSK.

  • RavenCourtney

    Thanks for reading, Jeff. Seems like the metric you describe makes a lot of sense. How do clients react to it?

  • Jeff Skal

    Fairly well, actually. A lot of our clients come from traditional marketing backgrounds- as complicated as it may seem, we came up with the metric to cater to their analytical sides.

    It’s hard to explain why engagement is good, but most marketers will understand share of voice, sentiment, etc.

  • tracysestili

    Great post! I believe more than many marketers miss out on tying the metrics back to their original goals or setting those goals in the first place.

  • RavenCourtney

    I believe you’re right. And if you miss that, you’re doomed from the start!