To accurately measure social media ROI, you should be using both quantitative and qualitative metrics. Both measurements are important because social media is really about two things: engagement and influence.
Quantitative measurements are those counted in quantity – it’s the “show me the numbers” part of research that can determine how your social media program is performing on the engagement level. There are a number of different quantitative measurements for social media, including:
- Number of visitors
- Number of fans, followers
- Total traffic
- Search engine rank changes