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Monitoring & Analyzing Social Media

With over 1.5 billion conversations stored, can you afford not to listen?

Dec 14, 2008

Top 3 Metrics for Building a Brand Online

I saw this question on Twitter:

If you’re trying to build a brand online, what are the top 3 metrics you’d use?

It’s a great question. Building brand is an ongoing process & establishing metrics prove that you’re making progress. I’ve been building corporate brands & my own brand since 2006 and it’s easier than ever now. Back in those days I had to do the social media monitoring part manually. Today we have tools like Techrigy SM2 that aggregates my old routine.

There are two key components to building brand: web analytics & social media monitoring.

  • web analytics are important for your brand’s site & blog
  • social media monitoring provides insight into the conversation about your brand on the web at large

The first step is to benchmark:

  • for web analytics
    • number of visitors per day
    • average time per page
    • ratio of comments per post for a blog
  • for social media monitoring
    • number of mentions on average per week or month
    • sentiment
    • percentage of mentions by influentials

The goals can then be established. The rate at which the brand building will happen is dependent on the amount of resources (people & time) invested. The metrics will help drive the process in building brand awareness & provide easy tracking of the progress.

For web analytics there are tools such as Google analytics or Feedburner. They are free & straightforward to use. Building brand is addictive. I tend to be in Feedburner most every day.

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For social media monitoring there are many free tools. We have the Freemium version of Techrigy SM2 (as well as a professional version). It monitors a broad range of sources such as blogs, Twitter, forums, etc. And it automatically determines sentiment offering a quick overview of the public’s perception.

SM2 also displays the results based on influence so that you can efficiently reach out to them.

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There shouldn’t be any mystery around metrics and building brand. The metrics will motivate those involved because they can easily see their progress! (and as I said earlier, it’s a bit addictive!)

Metrics are the first step. Then the process is the next step but it’s structured by the metrics. I have written a number of posts on building brand. 

What metrics do you use in your brand building efforts?

*we’re having a webinar on Techrigy SM2 on Tuesday - Sign up here

And you’re welcome to browse more resources in our community.

  1. [...] For additional reading: I wrote Top 3 Metrics for Building Brand Online [...]

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