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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.