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Social Media Measurement can help business companies solve certain problems. Just like other private business industries are concerned with increasing brand awareness, media companies are concerned with the recognition of their media outlets
In order to reach your goals, it is quite important to consistently measure your performance or that of your competitors, so that you can benchmark your efforts with theirs. Such measurement can also be applied to a marketing activity known as social selling.
Sometimes it can be difficult to predict marketing performance and there are cases when expensive campaigns might not bring the desired results. Hence, marketing research and benchmarking represent important aspects that can help organizations not only measure their performance, but also find ways to predict and improve it.
In the last years, # Social platform users is constantly increasing and the way information is shared has also changed. Pull media has quickly been replaced by push media, information like status updates, photos, comments, videos or new articles finds the user and all this represents the social media sentiment. A good example is the New York Times, whose # Homepage visitors decreased 2 times over the last 2 years, but its overall traffic didn’t, as it comes from the “side door”, the social platforms.
For some companies making their performance results public is not just a legal regulation, but a way to connect and build the relationship with stakeholders. To ensure transparency, in addition to U.S. GAAP financials, Facebook presents another 16 KPIs that may be of interest for the public.
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