What's the measure of success for brands in social networking?
I will be giving a presentation at Ad-Tech San Francisco on April 21st (you just need an expo pass to join if you like, not a full ticket) so I am starting to work on my keynote, would appreciate any help you can provide me with criteria of success for brands presence in social software.
Here is a list I have in mind:
-number of fans on Facebook
-Facebook page views
-number of interactions (comments, likes)
-number of followers
-number of mentions
-number of retweets
Traffic driven within those social networks
-traffic on the pages within Facebook or a Facebook app
-media views such as video views on the social network
Traffic driven to the brand properties
-page views generated from the social network presence to the brand site or promo site
Engagement within the brand properties
Facebook connect and Twitter @everywhere now let people login on a site and interact with the brand content on its own site (the Huffington post does it well): number of interactions and viral actions such as like and retweets from there
Revenue generated from the presence in social networks
-this one is more tricky since it's not always obvious to link a sale to a "contact" place, but it's doable
Community (the most interesting for me)
-number of people who join a long term community around the brand and interact regularly
-number of people who join a mailing list with a high frequency communication pace (weekly or more) like we have 60,000 members of teamseesmic-number of people who join a dedicated social network for the brand (like we have teamseesmic.com for example)
-activity of those members in the social network
Brand love
-how many mentions on Twitter search, blog search, anything online
-frequency of those mentioins-% of positive versus negative mentions
Live engagement of the community
-how many people would join "live" an event from the brand: a live video, webinar-how many people would request something from the brand published on Twitter (for example I asked recently who would like a seesmic sticker we received 500 emails in about an hour)
Coolness factor
-more difficult to measure, but just the fact of being present in a cool product or event for a brand buys some love from the community
-sponsoring cool events
YouTube related
-number of views
-number of subscribers
-number of comments (and how many are real comments!)
-favorites, stars for quality of content
What else do you see as measures of success for brands and social media?
I would just regret they were no links in your article to get the Guardian readers to the blogs and conference pages you are talking about but I guess this is The Guardian policy outside of its own blogs,