June 2012
Beginner
336 pages
7h 27m
English
Content preview from Social Media Metrics For Dummies
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Recognizing the Signs of False Metrics
Looking for the signs of a false or bad metric is actually pretty easy. A false metric is any number that doesn’t support or give you insight into achieving actual goals.
If my goal is to get ten more Facebook fans by the end of the week, then the Likes count on my Facebook page would be relevant to that goal. If, however, my goal is to get five more people booked into my restaurant by the end of the week, how many fans I have on Facebook doesn’t directly support that number.
To get the right metric, you need to dig deeper. Assume, for this example, that you’re running this campaign only on Facebook. How many fans on Facebook went to the website and looked at the hours and contact information?
How many fans on Facebook clicked an Open Table link? How many abandoned their reservation part way through? Why? How many actual bookings did the restaurant have this week, and how many were directly influenced by Facebook?
How many of the bookings interacted with the page during their visit? What did they post? Pictures of food? Comments? How many checked in? What is the after visit sentiment on Facebook? Those would be examples of some of the metrics you’d seek out here.
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