Technology
"The beauty of social media is that everything is measurable; clicks, impressions, engagement, web traffic, blog views -- you name it," (Ockenden, 2012). As beautiful as all this raw data -- or counting metrics -- may be, such data is really only useful to businesses with clearly defined social media objectives and strategies. Moreover, too much information can be a detriment. The key is not to generate a massive amount of data but to use that information wisely, in accordance with business or marketing goals. Different types of social media metrics can extrapolate raw data into forms and figures that can be incredibly useful to organizations, their managers, and their stakeholders. "A practical first step for a social media manager involves developing trackable, relevant, and actionable metrics that align with an organization's business priorities," ("Social Measurement Best Practices," 2012).
Bartholemew (2012) outlines three sources of social media metrics. These courses include the specific program objectives; the business outcomes; and the channel-specific metrics. The breakdown of social media metrics sources into program objectives, business outcomes, and channel-specific metrics stresses the importance of context and specificity when it comes to utilizing social media for business. In Social Media Metrics Secrets, John Lovett (2012) outlines four main types of social media metrics. Those include counting metrics, business value metrics, outcome metrics, and foundational measures.
Counting Metrics
Definition and Measures
Counting metrics are the most basic and fundamental of all metrics and are therefore best described first. All other metrics depend on counting metrics on some level. As Lovett (2012) puts it, counting metrics are "the most basic and readily available metrics" in a business's social media arsenal (xvi). Some of the most important measures that generate counting metrics include number of fans, followers, users, viewers, visitors, and subscribers. Of course, each of these measures can be channel-specific.
Cons
One analogy of counting metrics is that they are similar to the raw data of a test score....
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