I came across this excellent resource (thanks Beth) this morning on several methodologies to measure social media.
Rachel Happe, who blogs over at the Social Organization put together this quite awesome list of metrics used to measure social media in the enterprise. This list goes beyond the common metrics used to measure the effectiveness (or not) of marketing activities. One metric that is not on the list – and I think we all struggle with this – is the ability to measure conversations. I mean, really, how do you attach a metric to a two-way dialogue? There are some really cool tools available that monitor conversations and brand mentions online though. Some even use algorithms that rate these conversations based on where they are taking place. Expensive but might be worth the investment.
