6 Key Metrics for a Social Media Measurement Dashboard [Best of SEW 2010]

A host of social media monitoring tools are available to monitor conversations that are relevant to your brand or company. Many of these tools also now offer built-in engagement components that allow you to easily engage in relevant conversations. In addition to ease of use, another key benefit of these tools is that you can also track and measure the conversations you participate in through one easy solution.

This makes social media engagement much easier to manage, but a key aspect is still missing. To fully understand the impact of your social media efforts, you need a true social media measurement dashboard.

Because there aren’t any truly robust tools that go beyond monitoring social media to measuring your social media efforts, you’ll likely need to create your own dashboard for now. The following are six key metrics that should be part of your social media measurement dashboard.

1. Gross Views

Gross views is the aggregate of views across your various social media channels. It represents the number of times users were exposed to your brand through your social media channels. The calculation will vary depending on the channels that you use, but some of the metrics that go into this calculation include:

  • Facebook page views
  • Blog page views
  • YouTube channel views
  • YouTube video views
  • Flickr photo views

2. Connections

This is a calculation of anyone who has explicitly expressed an interest in your brand or company. By expressing their interest, the user has taken the next step beyond just being exposed to your brand or company to now having a relationship where a conversation can take place.

Some of the metrics that will fall under the connection calculation include:

  • Blog subscribers
  • Facebook fans/likes
  • Twitter followers
  • YouTube friends and subscribers
  • LinkedIn group members

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