You can measure a social media campaign only after you determine the objective for the social media campaign. Influence and interaction and results are the ways in which a social media campaign can be measured. Each has quantitative and qualitative elements. Below are my initial thoughts on this subject. Please bear in mind that there are probably more to add to each category. (Help, advice, and collaboration is appreciated) INFLUENCE Quantitative - 1. the number of people in the network 2. the number of networks/social communities/platforms 3. the growth rate of your network Qualitative - 1. who is in the network? 2. what is the motivation for people joining the network? 3. what ideas are discussed in the networks INTERACTION Quantitative - 1. the number of communication methods within a platform 2. the number of scheduled tasks(eg. messages, replies, comments, bulletins, blogs, etc) Qualitative - 1. the types of communication being sent out 2. who are you targeting with a particular message? RESULTS Quantitative - 1. number of leads generated 2. number of sales generated 3. number of new contacts made 4. revenue generated Qualitative - 1. types of leads generated 2. types of contacts made
Link to original post