3 metrics of social media success

Forget fans and followers; these indices show how your brand’s really doing online

Over the past year, social media has taken up valuable real estate in the toolboxes of many a PR pro. However, many pros still face hurdles selling the utility of social media to their company or clients. Managers and clients want to know why it’s worth paying an employee to tweet away all day. For the most part, there is a struggle to pull relevant numbers that reflect the value of social media.

There are many metrics that can be tracked to show success, but the total number of fans and followers is not one of them. The main reason is that any bot can attain large numbers of followers for a small amount of money. These followers are often other bots, not potential customers.

Then what should you track?

My favorite metrics include

There are plenty of social media monitoring tools out there to help you capture these metrics; I will not name names as the comments of this blog will be flooded with the companies hawking their wares, click here to see my reviews.

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