Chapter 11: Social Media Metrics

When you finish reading this chapter, you will be able to answer these questions:

  • What is the role of metrics in social media marketing programs? How should metrics vary according to the level of decision-making in the organization?
  • How can the marketing funnel, customer journey, and levels of engagement guide marketing objectives and the appropriate choice of KPIs?
  • What are the steps in the DATA approach to measurement? What are the three types of metrics?
  • How do we calculate social media ROI?
  • How is A/B testing used to assess the costs and value of social media tactics?
  • How do we track social media results?