We still need those web metrics mentioned and others to continue optimizing our websites, call-to-action processes and to monitor conversion rates etc. But more useful is to identify and define your main focus social media metrics. Then define related Key Performance Indicators (KPIs) to monitor your progress over time, AND then do mashup of both web analytical data and social media data. Combining data results from search referrals, website and social media all together gives you REAL insights.
Why is it so hard to identify and define metrics for social media marketing? I think it is because many organizations do not have a written social media strategy, and lack defining their social media goals and objectives. Goals and objectives always come first, and then you define your social media KPIs to monitor status and progress for your objectives. You should both identify and define quantitative metrics, and maybe more important; qualitative metrics. Choice of these “social” metrics depends of your social media objectives.
The easy metrics to identify are quantitative ones:
