Quantitative:
• Popularity: Number of fans/members/attendees
• Frequency: Comments/postings
Qualitative:
• Quality of comments/dialogue: Offensive language vs. meaningful content
• Relevance: Is the topic of conversation relevant to your brand, product or issue?
• Sentiment: Good, bad or ugly?
• Authority: Who owns/runs the page, and are they credible?
Source: Julie Atherton, Worldwide Director, Hill & Knowlton’s Digital Practice