Social media metrics that matter

// September 3rd, 2009 // Blog

How should clients measure the impact of social media, given that it doesn’t necessarily create, as experts are fond of saying a straight line from A (your product/service) to B (your audience) to C (the cash register)? According to the Smart Pulse poll above, featured in the August 26th SmartBrief on Social Media eNewsletter, the metric that matters most to advertisers is “virality”, or how much their message is shared. “Sentiment” or how people feel about your brand, came in a close second. Interestingly enough, the effect Social Media has on a company’s bottom line came in third.