Chapter 6, “Establishing a Measurement Philosophy” discusses the importance for organizations to agree on a social media measurement philosophy that works for everyone – before external programs are deployed.
The chapter also discusses financial impact measurement techniques including ROI-driven metrics, purchase funnel metrics, owned-earned-paid media values and direct sales. Non-financial impact metrics discussed include measuring community health, engagement, share of voice, and conversational volume metrics.
The chapter concludes with a discussion of how to measure influence using Klout and Twitalyzer, the value of a Facebook fan, and the challenges that organizations will face internally when determining a measurement philosophy.
Please read more posts about social media metrics and measurement philosophies.