Smart Insights identifies a key factor in measuring social media success: Return on Effort (ROE). ROE is the amount of effort returned for effort put out – this growth, as intangible as it may seem, is essential to developing and rating your social media campaign. Some useful statistics for measuring these include:
- Buzz Volume – B2B and professional mentions;
- Top Mentions – consumers talking about your brand;
- Influencers – those social entities most influential in mentioning your brand.