A Draft Social Media Metrics Model

Joe Thornley graciously invited me to the Roundtable he is organizing on Social Media Metrics and measurement. I am happy to participate and interested in the subject matter, but also smart enough to know that there are others who will be in attendance far more knowledgeable than I on the subject

To prep us Joe linked to Tracking the Influence of Conversations and Distributed Influence: Quantifying the Impact of Social Media, which were interesting, however not very enlightening, reads. Both documents had the lofty goal of “starting a conversation” on the subject and while there was definitely some insight, there were few, if any, tangible and practical thoughts on actual measurements.

The one contribution that I would like to make at tomorrow’s roundtable is to keep the conversation away from the notion of “one metric to rule them all”. However, I also don’t want the conversation to devolve into “every prorgam is unique” rhetoric, since I believe that both paths will likely spur heated debate, but bear little useable fruit. I propose that a middle way is the most reasonable way to approach it.

I believe that there are a finite number of communication objectives, each with their own stable of relevant metrics. So here is my opening salvo into this conversation:

The 10 Communication Objectives

Generate Awareness - Simply to inform the market that a commercial offering exists. This is often combined with other objectives.
Example Tactics: Mass advertising, media releases, public events or stunts
Example Metrics: Reach, frequency, impressions, page views, media clippings, ad equivalency, search frequency

Drive Trial – This objective focuses around getting the audience to test drive the product either virtually or in person
Example Tactics: Web site product demos, test drives, trade show demos, private betas, events, direct mail
Example Metrics: Time spent, leads generated, sign-ups, attendance at events, response rates

Product Launch: Closely related to Generate Awareness, but a special case, where a product is new or significantly changed.
Example Tactics: Industry Events/Trade Shows, Journalist/Blogger trial, Media Stunts, Mass Advertising, Media releases
Example Metrics: Media coverage, blog posts, retail enquiries, pre-orders, impressions, reach, frequency

Establish Need/Want - In new or underrepresented categories, establishing the problem and positioning a companies offering as the solution.
Example Tactics: White Papers, Feature/Benefit focused ads, media relations
Example Metrics: downloads, incoming links, blog posts, video views, media coverage

Product/Service Comparison – Comparing two or more products, brands or approaches with the intent of positioning one as superior or more relevant to an audience
Examples Tactics: Survey/Poll news releases, comparative ads, Award show submission
Example Metrics: Media pick up, share of market, awards

Positive Association – Essentially linking the product, service, or brand with anything that is likely to create a positive impression in the audience’s mind. This is also a subset of Generating Awareness
Example Tactics: Sponsorships, entertaining ads/viral with tenuous connection to product, celebrity endorsements, games
Example Metrics: Impressions, traffic, increased activity surrounding association

Form/Change Opinion – To create or change an opinion within the mind of the audience
Example Tactics: Political Campaigns, Lobbying, Crisis Communications, PSA Ads, White Papers, Blogger outreach
Example Metrics: Polls, political decisions, votes, Op-ed media, lack of media coverage (for Crisis Comms), increased donations, supportive blogger posts

Influence the Influencers – Another offshoot of Generate Awareness, but tactically distinct by generally avoiding mass methods in favour of niche and one-to-one methods
Example Tactics: Social Media Press Release, Targetted media release, invitation events/betas, Direct Mail, Social Media outreach
Example Metrics: Positive/relevant blogs or media, incoming links, trackbacks, technorati (or similar) rankings

Drive action/traffic – Trying to get people to something like visit a retail or online store,
Example Tactics – Sales Events, Direct Mail, Targeted display, Search Engine Marketing, Friend-get-Friend,
Example Metrics – Sales conversion, redemption, response rates

Establish/Regain Trust - This one is tricky to define, but basically the goal is to shine light on a positive societal aspect of a brand or recover from a damaging event or portrayal
Example Tactics – “Green” products, Charitable events/sponsorships, Crisis communications, corrections or media follow up, General Do-goodery,
Example Metrics – Polls, stock price, survey results, sales, change in media tone

This list is almost certainly incomplete, and several of these overlap, but I think they are distinct enough to warrant their own listings. Happy to edit this as others have suggestions or edits.

The purpose of this was not to lay down the law, nor to start a meandering conversation, but to put down a skeleton with enough meat on it that it may lead toward a useable metrics library based upon type of initiative.