21. Measuring the Quantitative Data

In the previous chapter, we mentioned that it’s easier to wrap your mind around all the ways you can measure social media if you lay it out in three distinct steps. Step 1 is measuring the quantity. Step 2 is measuring the quality. Step 3 is measuring the return on investment (ROI).

Measuring the quantity gives you insight into the volume of traffic your social media campaign is generating. A basic metric for measuring quantity is the number of Twitter followers or Facebook fans you have. That’s pretty straightforward.

Measuring the quality gives you insight into the emotions, thoughts, and feelings surrounding your brand. By studying the emotional component of your social media campaign, you’ll be able to ...

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