Jim Sterne: Social Media KPIs Depend on the Individual Organization and Goals

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A while ago I talked with Jim Sterne about his latest book Social Media Metrics, a must for everyone that wants to have a measured and valuable social media marketing approach. Read Jim's thoughts on social media KPIs and metrics. In a short interview I asked Jim what metrics and KPIs marketers should take into account regarding social media marketing. But I also wanted to know what he thought about all these new metrics and KPIs we are introducing all the time when it comes down to social media. What can be measured and what can’t? This is what Jim answered: “Social media KPIs are all dependent on the individual organization and its goals. But generally, we are looking at 'impressions' or reach. How many people had the opportunity to see the message? Next, we want to track influence to see whom we should be catering to and making sure we treat them well. Then, there's the question of sentiment - something we may never be able to monitor technically - to help us get a handle on … [Read more...]