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Knowledge is Power: Social Media Measurement

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Many companies and self-promoters use social media as a way to influence and serve others. Most social media sites, if not all, allow the user to view their followers and who they follow. But that’s pretty much it. However, there are a lot of people that read posts or tweets, but just don’t retweet or like the post. There are also people that visit your profile page to look, but don’t friend you. So even though there is no obvious interaction with others, you are still being noticed. If you want to know who has bought what product, where they are, and their path to get to that purchase, social media measurement can assist in all of these ways and more.

Out of pure curiosity, you have to now be wondering how many people you are actually reaching out to. It just so happens that there has recently been a new market open up for social media measurement. New websites and apps have been created to produce statistics and an analysis for a company website or personal account for any website or social media page. These statistics will include reference as to how much traffic is generated through your websites or social media content.

In the business world, tracking the amount of traffic on each website is important. Knowing what pages and posts are being viewed more often than others is useful in determining what your company is doing right, or what could be improved upon. This is also known as conversion, or, the many different aspects in the path that a customer uses to make a purchase. Different channels lead to others, which can help a business know where the most activity is generated. As they always say: knowledge is power.

The following are examples of social media measurement tools, and the features that they provide.

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#1 – Google Analytics

Google Analytics (GA) is a popular social media app that generates statistics for websites, but it is mostly targeted towards marketers of companies. GA offers conversion tracking and allows businesses to track the number of sales they make online through these conversions. Every detail as to how customers use the website and how they arrived at the website are available, and then it’s easier to adjust your company’s website to keep customers interested.

The tool that most specifically applies to social media measurement is the Social Analytics option. Social Analytics takes all of the social media accounts that are linked to a company, and it will measure interactions, conversions, and activity on the page made by other people who visit the page. It is usually through the social media pages of a business that customers are able to navigate to a product on the company website by following a link on a post or a photo. By using Social Analytics, you can decide which aspects of social media are effective and ineffective for your company. For example, if certain posts on Twitter, like messages or links, are not generating views or sales for your company reach their goals, then it is likely that something needs to be changed. Also, if a company would like to know when it’s being mentioned across social media, GA can also track who mentions the company name in a post, so that the company knows what demographics they are reaching out to, and how many people are being exposed to the company name and products

The GA website has many other types of tools that a business can use for all areas to measure traffic, including:

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#2 – Twitter Grader

Now let’s get specific. Twitter Grader is a simple way to determine where your Twitter account ranks to all of the other Twitter accounts in the world as far as followers and who you are following, while giving an overall grade out of 100 for the account.

I tried Twitter Grader about 1 minute ago actually. It was easy to use, just typed in my username, and my rank was calculated. Apparently, I’m ranked 6,737,114 out of the 13,377,653 who have tried Twitter Grader, with an overall grade of 50/100. Personally I think this is a decent score for me, considering I’ve been on Twitter for about 2 and a half months and there are millions more who have been using Twitter for years.

Twitter is one of those social media websites where all of the news is current and cannot be missed. It is a very easy-to-use website, which makes it hard to determine who has retweeted, favourited, or seen tweets, let alone your profile page. Now it is easy to find  out how influential your company really is in the Twitter world using Twitter Grader.

A company could benefit greatly from Twitter Grader. And why not use it? It honestly takes about 15 seconds to do, and you have a general outlook on the quality and popularity of the business’s Twitter page. I like knowing that I’m in the middle of the pack, and that I could be a lot more effective in using my Twitter. Links to the most often or recent followers or words also gives the business a viewing of which words and persons interact with the business the most. If a business is looking for a quick and simple way to evaluate their Twitter usage, Twitter Grader gets a thumbs up.

#3 – Klout

“Klout’s mission is to empower every person by unlocking their influence.” (klout.com)

Klout is a social media measurement website that combines all of the accounts a particular person or business has, and adds all of the “influences” or “traffic” created by the user. A Klout Score is then determined to represent an overall percentage of how well activity is created on all connected account. For example, a company can add their Facebook page, Twitter, LinkedIn, Instagram accounts and Klout measures how much activity has been based off of these accounts by others and by the company, and determines the score on how much activity there is. Each account is broken up, and is made into a percentage of how influential that account has been to your overall Score, and impact on your social media measurement. The Klout Score is updated daily, with a trending graph as a visual, and the most important and popular posts or stories that have been posted by any of your accounts is displayed with the statistics (see image below).

I just recently signed up with Klout, and I’m pretty glad that I did. It takes about 2-5 days for Klout to retrieve all of the information from all of the accounts you add to it, and your Klout Score is updated as it retrieves information. After 4 days, I received a solid 47″ as my score. That means that I am generating a decent amount of traffic through my accounts, but not as much to say that I am top of the social media charts. I only have a few accounts added, including my Twitter, Facebook, LinkedIn, YouTube, and this blog on WordPress. Klout can connect with many other accounts though, all across the Internet, and displays the results on your Klout Dashboard.

So imagine what use Klout could be for a business. Knowing exactly what percentage of your Klout Score is used by the company’s Twitter account, or the company’s Facebook page. Klout gives a company the general overview of which account is more active than the others, and then the decisions can be made as to how they can be improved or changed as far as content goes. Also, Klout can help a company figure out which social media account the majority of its customers are visiting, so as to respond quickly and effectively to many accounts depending on priority. Make sure to link all of the business accounts to Klout, so that a fully comprehensive measurement can be made for the business.

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Google Analytics, Tweet Grader and Klout are 3 of the many different ways to measure social media involvement. GA is a thorough and intense way of analyzing data, Tweet Grader is specific to Twitter and quick and general, and Klout is semi-detailed involving patience.

In order to get some leverage in social media, knowing how your business uses it is crucial to developing a plan or strategy when branding or just selling products online. Using social media wisely depends on how savvy your knowledge is on the impact you make; only then can you properly make adjustments for the company and satisfy potential customers. Whichever route a business takes, whether they are big or small, social media measurement provides that edge in customer satisfaction and support that gives businesses that all-powerful competitive advantage.

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