In the past few days we have gotten plenty of mails & offline conversations regarding the question of measuring the ROI of Social Media. With the help of this post we are going to publish the social media measurement framework that we have followed. It took us 4 hours to design this infographics for public domain. The framework is focused on three important factors of social media:
1. Online Reputation Management & Monitoring (ORM),
3. Consumer Reviews.
We have also mentioned a few formulae which we use for measuring the effectiveness of social activation programmes for our clients.
For example if you talk about the Interaction Rate, then ratio of PTA (People Talking About) & Total No of Fans will be proportional for every fanpage, BIG or SMALL. The average value of Interaction Rate is 4%, so now you can measure where your Brands are standing. Based on our framework, some examples in reference with Fanpages of Brands:
Interaction Rate = 2832/73409 X 100 = 3.85%
Interaction Rate = 369153/10971388 X 100 = 3.36%
Interaction Rate = 28583/595839 X 100 = 4.79%
Interaction Rate = 155697/5079556 X 100 = 3.06%
