Leveraging Social Media in the Pharmaceutical Industry - Innovation and Marketing in the Pharmaceutical Industry - page 491

16.5.1 Measuring Success (Returns)

Commonly used measures of engagement can be summarized as three Cs and
three Ss.
C1: Content measures: Analyzing how content is consumed, shared, adapted,
and amplified

• S1. Site measures: Analyzing Web site metrics including visitors, time, down-
loads, and feedback.
• S2. Search measures: Assessing paid and organic search for company content
and keywords.
• S3. Syndication measures: Assessing engagement with brand-related content
beyond own Web site, including video views, links, etc.

C2. Conversation measures: Analyzing volume, content, and sentiment of rele-
vant conversations, including share of voice, message penetration, favorability, or
intensity of opinion.
C3. Campaign measures: assessing ROI against defined campaign objectives
Some popular metrics for measuring social media impact are:

• Percentage increase in outcomes as measured by increase in downloads, registra-
tions, qualified leads, or online sales
• Percentage increase in engagement as measured by the number of repeat visitors,
time on site, comments, re-tweets, links, and references from blog posts or tweets
• Percentage improvement in Google page rank
• Percentage increase in share of desirable conversations or recommendations vs.
die competition
• Percentage increase in share of desirable positioning on key issues vs.
competitors
• Percentage increase in posts containing one or more key messages
• Percentage increase in share of visibility for your thought leaders

Many third-party vendors provide measurement and tracking software that
include eventlog analysis. These vendors include: SAS on-demand, Idolstats.com,
Biz360, Sentimentmetrics, TrendRR.com, technocrati.com, and twitteratti.com.
Firms can measure the success of their Twitter presence and tweets in a number
of ways.

• ROT: A rough measure of a brand's effectiveness on Twitter. It measures how
much the conversation flows around and toward the firm's posts.
• The Retweet (RT) quotient is becoming an increasingly important measure of
popularity. Third-party social media metrics firms are starting to offer services
that track a brand's presence on Twitter and other networks.
• A number of novel tools available to gauge a firm's Twitter feed's sociability
and influence relative to other feeds. Twitalyzer ( www.twitalyzer.com ) ana-
lyzes influence, the relevance and information value of posts. TwitterGrader