The Summer of Social Media
A Chronicle of Comm 4701, "Integrating Social Media," University of Denver, Summer Quarter 2010

Week 8 Assignment: Measurement

It was the moment of truth in our individual class projects: measurement. We had to determine KPIs (key performance indicators) derived from our social media programs along with the means to compute and interpret them.

Lora Louise directed us to information on measurement in our text, The New Community Rules: Marketing on the Social Web, along with a post in Social Media Today by Mike Brown, “6 Social Media Metrics You Should Be Tracking.” The background reading showed us the importance of tracking internal performance in fulfilling social media goals, engagement of target audiences, and sales conversions through direct response tools like e-coupons.

Call this week a measured approach, but social media must be held accountable like all other elements of the marketing mix.

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