What are three key measurement techniques to quantify social media marketing success?

1. Metrics
UGBA 198
Haas School of Business

2. Counting, tracking, and presenting of data
Social Media: Internal vs. External
External: likes, shares, comments, retweets, favorites
Internal: post clicks, unlikes, reach,
Defining Metrics

3. Just raw numbers and data without strategy
Quantifying your success—return on investment (ROI)
Getting internal buy-in
Measuring relatively
Metrics Relevance

4. Competitive Landscape
Industry
• Higher Education (UC Berkeley vs. Harvard)
• Coffee (Starbucks vs. Peet’s Coffee)
• Food (Chipotle vs. McDonalds)
Business
Context
• B2B (Intel vs. Cisco)
• B2C (Amazon vs. Wal-Mart)
• B2E (Life@Google vs. Microsoft Careers)
• Lower (UCI, 60K likes)
• Similar (UCLA, 400K likes)
• Higher (Harvard, 4M likes)
• Start-up (1-2 employees)
• SMB (2-5 employees)
• Enterprise (10+ employees)
Followers
Base
Org.
Size

5. Competitive Analysis
Measure to scale
Key to success when you first start out
Example: UC Berkeley vs. Harvard vs. UCLA
Measure Relatively

6. Engagement Ratio
ER = People Talk About This / Total Likes
Growth Ratio
GR = Weekly New Page Likes / Total Likes
External Ratios

7. Case Study
*September 2015

8. UC Berkeley
UC Berkeley: 25,000 / 350,000 = 7.1%
Harvard
Harvard: 55,000 / 4,200,000 = 1.3%
CS: Engagement Ratio

9. UC Berkeley
UC Berkeley: 2,600 / 350,000 = 0.74%
Harvard
Harvard: 19,000 / 4,200,000 = 0.45%
CS: Growth Ratio