Ten Numbers Needed to Measure Social Media Engagement

Katie Paine, CEO of KDPaine & Partners, recommends that communications executives consider a combination of the following metrics when attempting to measure engagement on a social media campaign:

1. Percent increase/decrease in unique visits

2. Change in page rank (i.e., a list of the top 10 most popular areas of the site and how they change over a specific period of time)

3. Number of visitor sessions to the blog/Web site that represented more than five page views

4. Percentage of all visitor sessions that represent more than five page views in a given timeframe

5. Percentage of visitor sessions that last five minutes or longer

6. Percentage of visitors that return more than five times

7. Percentage of visitors who arrive to your site based on a Google search or a direct link from another site that is related to your brand

8. Percentage of visitors who become subscribers (RSS, e-newsletters, etc.)

9. Percentage of visitors who download something from the blog/Web site

10. Percentage of visitors who provide information about themselves (e-mail address, etc.)

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