Introducing Conversation Impact - Social Media Measurement for Marketers
by Irfan Kamal
Category: Digital Influence, Measurement, Research & Insights
Earlier today John Bell and I formally introduced the Conversation Impact(TM) measurement model at the Advertising Research Foundation’s Audience Measurement 4.0. Here’s a brief overview of the model, its goals and planned evolution.
The model was developed by our team to provide brands with a comprehensive, recognizable framework for tracking social media campaigns. We relied heavily on our experience with a range of social media campaigns for both B2B and B2C clients, and considered the types of questions and reporting requests we receive with every new project or request for information.
We focus on simplicity and comparability across media - the latter, to help guide marketers with media allocation. We categorize our metrics into 3 areas, corresponding roughly to objectives and “marketing funnel” stages; each is shown below, with representative metrics (the metrics are selected based on unique client needs). Included are both familiar and new metrics.
Image courtesy of Crimson Hexagon
Reach and Positioning
- Unique monthly visits
- Time on site
- Overall volume
- Share of voice within category or brand family
- Search visibility
Preference
- Sentiment index (% positive - % negative) in social media
- Share of positive voice in social media, within category
- Relative Net Promoter Score, absolute or within category
Action
- Registrations
- Sales
- Advocacy
Some of these metrics we measure using software such as Crimson Hexagon,Radian6 or TruCast; other metrics we measure with more traditional panel or intercept survey-based instruments.
We invite discussion - this is the first phase of what will be an iterative process to arrive at a simple, effective way to help marketing and communications executives make better decisions on social media spend allocation and scaling.
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