Comments on: Another Rant on Social Media Metrics http://www.motivelab.com/2007/03/27/another-rant-on-social-media-metrics/ Social Marketing Group Sun, 21 Aug 2011 07:36:16 -0400 http://wordpress.org/?v=2.8.2 hourly 1 By: Dennis R. Mortensen http://www.motivelab.com/2007/03/27/another-rant-on-social-media-metrics/comment-page-1/#comment-96 Dennis R. Mortensen Tue, 17 Jul 2007 11:45:57 +0000 http://www.motivelab.com/2007/03/27/another-rant-on-social-media-metrics/#comment-96 Hi Chris, Great post (I originally stumbled upon it over at Unica) – where I somehow used it in my “research” for a white-paper and blog post about: “What and how to measure Social Networking websites” http://visualrevenue.com/blog/2007/07/what-to-measure-on-social-networking.html I think you are SPOT ON (and I originally gave Akin credit for it – sorry) in your comment: “Meaningful metrics come from defining your business objectives and key performance indicators that demonstrate whether or not you're making progress toward specific goals”. My take on Social Networks is (as of today) Social Networking business objectives: - Increase Advertising and/or premium member-ship Revenue - Increase User Engagement Social Networking advertising revenue KPI’s: - Advertising Revenue - Visits per week - Ad units per visit* - Ads served* - Ad CTR Social Networking user engagement KPI’s: - User Engagement* - Anonymous visitors to members conversion rate* - Active member length - Time since last login - Total time spent on site Cheers Dennis R. Mortensen, COO at IndexTools BLOG: http://visualrevenue.com/blog Hi Chris,

Great post (I originally stumbled upon it over at Unica) – where I somehow used it in my “research” for a white-paper and blog post about: “What and how to measure Social Networking websites”

http://visualrevenue.com/blog/2007/07/what-to-measure-on-social-networking.html

I think you are SPOT ON (and I originally gave Akin credit for it – sorry) in your comment: “Meaningful metrics come from defining your business objectives and key performance indicators that demonstrate whether or not you’re making progress toward specific goals”.

My take on Social Networks is (as of today)

Social Networking business objectives:
- Increase Advertising and/or premium member-ship Revenue
- Increase User Engagement

Social Networking advertising revenue KPI’s:
- Advertising Revenue
- Visits per week
- Ad units per visit*
- Ads served*
- Ad CTR

Social Networking user engagement KPI’s:
- User Engagement*
- Anonymous visitors to members conversion rate*
- Active member length
- Time since last login
- Total time spent on site

Cheers

Dennis R. Mortensen, COO at IndexTools
BLOG: http://visualrevenue.com/blog

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