2. • These are metrics that evaluate success of a particular
activities
• Shows progress toward strategic goals. Therefore, set
KPIs based on strategic goals

3. Business
Mission
Business Goals
Departmental
Goals
Social Media
Goals
Social Media
Tactics
Social Media
Metrics

4. Social Media Goals
Increase brand awareness
Increase leads and sales
Improve online reputation
Retain users
Social Media Metrics
 Community memberships
 Engagement with content
 Reputation
 Social Conversions

5. Community membership: Social Reach
Number of followers, likes and subscribers
Growth over time
Broad metric
Low business value
Early stages, branding
Foundation building

6. Mobility and Engagement KPI’s
 Likes and shares
 Tweets from content
 Retweets
 Pinterest re-pins
 YouTube video likes, shares and embeds
 LinkedIn post lik-es and shares
 Compare to industry and competition

7. Brand Reputation
Brand mentions in conversations
Competition
Industry
Sentiment
– Positive
– Negative
– Neutral
Direct communication with your brand in social spaces

8. Conversion: Beyond clicks
New visits & Repeat visitors
Conversions and source
Subscribers
Fill out a form
Download some content
Watch a video
Contacts you directly
Shares your content
Buy something!

10. MeasureofSuccess • Number of new users
• Positive mentions, shares & engagement growth
• Retention
• Number of queries
• Number of complaints handled online
• Results of a customer satisfaction
• Leads acquired
• Quantity of qualified users
• Number of surveys / experiments completed
• Ideas shared for improvement
Sales &
marketing
Customer
service
Resources
Research

11. Engineering KPI’s
Likes, subscribers, followers, Retweets, comments
Brand mentions and conversations and by who?
Relevant industry conversations
Social compared to other channels
Leads from social
Sales from social
Positive and negative mentions

12. Calculating Social Media KPI’s
1. SOV = # brand conversations/# industryconversations
2. REACH = # of Fans & followers on all platforms
3. ENGAGEMENT = # shares + likes + Retweets +comments/
total number of posts/content
4. LEAD GENERATION = # new leads from social channels/ total
# leads
5. Response Time: All queries that comes up on the social
platforms, will be answered with 12hours (max)
6. Response Rate = #posts or queries responded to / #total
queries
7. Sentiment Indicator = (Positive Conversations – Negative
Conversations)/(Positive Conversations + Negative
Conversations)

13. Example: Food Chain – Local Restaurant
Mission– To have the best food in town
Goal – To increase sales
Department goal – Increase daily traffic at store
Social media goal – Grow audience and engagement
Social media tactic – create promotions and distribute
special offers to fans
Social Media Metric – Number of contest
submissions, positive mentions, offer redemption, shares and
engagement growth

14. How Restaurants Can Make the Most
of Social Media Platforms:
 Daily Content
 Trivia related industry is fun & engaging

15. How Restaurants Can Make the Most of Social Media Platforms:
 Noting make us drool more, but attractive & delicious looks

16. How Restaurants Can Make
the Most of Social Media
Platforms:
 Behind the scene
 Contests

17. How Restaurants Can Make the Most of Social Media Platforms:
 Event Promotions
 Event coverage's

18. How Restaurants Can Make the Most
of Social Media Platforms:
 Media Coverage's
 Photos on Twitter too!

19. Standard Practices
• When we don’t acquire engagement then what’s our plan?
-- Album post / extra updates
But is this enough?

20. Best Practises- to post content: Focus on understanding your audience
Step 1: Determine who your audience is
Step: 2: Think about what their day looks like
Step 3: Apply what you know
Let’s review. When is a good time to post on Facebook?
√ Early morning
χ During work (9am – 5pm)
√ Between work and dinner
χ After dinner (TV time)
√ Bedtime
χ Weekends
The bottom line?
The best time to post on Facebook is when your audience will see it. And this
is going to be unique to you and your business.

21. Twitter Hygiene:
 Follow relevant people
 Follow back relevant fans
 Thank relevant followers for following you
 Keep your tweets between 120 and 130 characters
 Only use one to two hashtags per post & don’t FORCE hashtags
 Use photos
 Timing is everything (please explore)
 Linking to other platforms & optimize your profile
 Engage with users via Regular ATS’s