Analyzing Social Media

In the previous chapter, we learned how to quantitatively measure the performance of your digital marketing activities. There’s a lot of things you can count, and they all count.

Social media, however, is a bit of a different beast. Yes, it’s fair to examine numerical metrics, such as how many Twitter followers and Facebook fans you have; you need to count the number of customer you engage with.

That said, measuring how many people you engage with via social media is just part of the equation. You also need to measure the quality of that engagement.

Here’s the thing. Not all followers of your Twitter feed are going to read every tweet. Not all visitors who “like” your Facebook page are going to actively engage in conversations. Not all conversations are going to result in new leads or repeat sales.