Measuring and Reporting

Do you want to have 5,000 Facebook friends? Or would you prefer that the number of people who said they heard about you via word of mouth increased by 500%? Will you gauge success on the bottom line in a meeting with the accounts department, or by a 200% decrease in complaints to your call centre?

Tracking the success of a social media marketing campaign is not just measuring sales, column inches, page impressions, returning visitors or call centre complaints, it's about a shift in brand sentiment (your 'Love Index') over time. Because you're building long-term relationships, you might befriend someone now, and then not see a financial return from that particular person for 20 years, but you can guarantee that if they love you, they'll be telling all their friends.

That being said, our proprietary Dialogix software does accurately measure and report on the following elements of a social media campaign:

• Brand sentiment over time
• The number conversations
• Dialogue reach
• Number of influencers, including:
  • Number of fans
  • Number of hecklers
  • Number of crowd members
  • Number of brand ambassadors
• Influencer authority, including:
  • Brand authority (their knowledge of the brand)
  • Industry authority (their capacity to influence others in your industry)
  • Social authority (their capacity to influence their social networks)
• Geographic data on dialogue location
• News media reach