Measuring Marketing

Chapter 69 Activity Ratio for Social Media

Measurement Need

Marketers need to measure the percentage of their customer base that is active at any one time.

Solutioni

The Activity Ratio (AR) for social media is also known as “audience engagement” and/or “active advocates.” With a slight modification of terms, AR can also be used as a way to measure conversion.

$\text{AR=}\frac{\text{Active}\text{members}}{\text{All}\text{members}}$

Where Active members are defined as those who are

regularly using and engaging with the marketer’s

social media.

All members are those people the marketer has

attracted over time, including those who are inactive.

Example: Our marketer has 100,000 active members out of 1,000,000 total members.

$\begin{array}{l}\text{AR=}\frac{100,000}{1,000,000}=.10\\ =.10\times \mathrm{100\; ...}\end{array}$