a social media talent marketplace

How Do You Set KPIs For New Social Media Campaigns?

Hi ppl,

We know that in order to have a successful social media campaign, we have to set KPIs and most of the time, the measurements are based on the objectives of the business. However, what I want to find out is, how do you determine the KPIs if the client have never run an internet marketing campaign before, let alone SM campaigns. On what basis would you determine the KPIs?

Would you fine tune the metrics along the way?

Thanks!

▶ Reply to This

Replies to This Discussion

Permalink Reply by Jim Durbin on June 23, 2009 at 3:33pm: Rod,

I tend to look at what the business wants to accomplish and leave it at that. There just aren't hard numbers for nebulous terms like engagement and transparency, and the revenue per follower or friend isn't trustworthy.

You're stuck with

Traffic
Mentions in Press
Conversions from Traffic
email list subscription
product purchases
Savings in SEO costs
Savings in PPC costs
Savings in Directory costs
Savings in web design/hosting costs

Foot traffic
Event maintenance.
Specific large sales derived from social media presence
costs in hiring saved by social media.

Think of it somewhat like PR - and you get the impressions metric, 1,000,000 page views per spend, cheaper than print or television spend.; ▶ Reply to This