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Social Measurement

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M
Mara Dettmann

A super-quick overview of what social (and digital) measurement is all about.

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WHAT MEASUREMENT IS – AND WHY IT MATTERS Measurement is about looking at a brand’s social content – tweets, videos, and much more – and seeing how it performed. This answers questions about our content such as… How many people saw it? How many engaged with it? Did it change how people think or talk about the brand? We need to measure how the content performs because these insights help inform future strategy and planning.
MEASUREMENT METRICS FALL INTO THREE CATEGORIES 1. Delivery Impressions Reach Frequency 2. Creative engagement Engagement rate Video view rate / In-stream video ad view rate / Average view duration Completion rate Click through rate 3. Brand uplift Impact of our advertising on key brand measures How far did our content go? How did our customers interact with our content? Has our content impacted our business and marketing objectives? Category Specific metrics What it tells us:

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Social Measurement

  • 1. WHAT MEASUREMENT IS – AND WHY IT MATTERS Measurement is about looking at a brand’s social content – tweets, videos, and much more – and seeing how it performed. This answers questions about our content such as… How many people saw it? How many engaged with it? Did it change how people think or talk about the brand? We need to measure how the content performs because these insights help inform future strategy and planning.
  • 2. MEASUREMENT METRICS FALL INTO THREE CATEGORIES 1. Delivery Impressions Reach Frequency 2. Creative engagement Engagement rate Video view rate / In-stream video ad view rate / Average view duration Completion rate Click through rate 3. Brand uplift Impact of our advertising on key brand measures How far did our content go? How did our customers interact with our content? Has our content impacted our business and marketing objectives? Category Specific metrics What it tells us: