Social Media Measurement

Social media measurement is an integral part of a business’s horizon. A business’s inputs and outputs can be measured in two methods, the first being vanity metrics. These statistics indirectly affect a business such as likes, comments, shares, followers etc. By having a bigger fan base, as a rule, the probability of people purchasing your product will rise. The second method of measurement is business metrics and these consist of Downloads, applications, sign –ups and purchases referrals. These stats can be monitored and can affect a business directly. For example, when people purchase a product or download an app, it affects your business directly whether it is through an economic standing point or a promotion outlook. Although vanity metrics are not as essential as business metrics, it is still important to take into account comments and opinions that are raised by consumers. The reason being is that consumers may be unsatisfied with what is being produced and they may be unhappy with prices etc. This is a method of ‘knowing your target audience’ as I stated previously in the Snapchat article. A case study on the Palms Hotel showed the franchise commencing in a month long campaign to promote the franchise. The campaign consisted of the company performed a critical analysis on the vanity metrics of the organisation. They then adopted a new look to the website by introducing the Ecommerce approach (“businesses and consumers buying and selling products online”) to their brand. By doing this, the company generated three sales, which came to a total of $900 from just ONE Facebook post.


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