When you are implementing a Search Engine Optimization campaign your ultimate goal is always the same: position your client’s highly relevant keywords in the search engines in order to increase its site quality traffic, conversions and sales.

In Social Media Marketing though this is different since it is still a new type of online media that involves different kind of “people’s communities” that can be used for many different purposes so its success metrics can vary a lot, depending on the client’s goals, like:

  • Get Participation and Engagement
  • Gain Influence
  • Generate Awareness
  • Build a Reputation
  • Develop Relationships

So in Social Media beyond the typical pageviews, visits and CTR you have to be able to measure these other attributes monitoring the comments on your blog -who is reading it, who is actively participating, who is coming back often-, who is talking about you on other communities (blogs, twitter, etc.), your RSS subscribers, who is bookmarking your content, where, why and how many times, etc. This presentation does a pretty good job on introducing Social Media Metrics in a very simple and attractive way:

Social Media Measurement

View SlideShare presentation or Upload your own. (tags: ruger poplabs)

Some interesting articles that have covered the Social Media metrics and ROI measurement -and will surely help you in this task- are:

What other aspect of social media marketing would you think it is useful to measure?

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