Businesses are engaging nowadays more and more in Internet marketing strategies. They are making efforts to implement a good  Internet marketing strategy, struggling to get members on social networks and to keep them engaged. However, there is still the question of which metrics should be monitored from your online reputation management strategy, which are the ones important to monitor the ROI of a business. We have put together a list of 7 top metrics a business should monitor:

1.  Visitors and Sources of Traffic.

A business should track down the traffic and observe its breakdown over time in terms of sources and referrals sent by members of its social networks. The number of visitors is of great importance, especially unique vs returning visitors. You can analyse through metrics such as: unique individual or browser which has accessed your site, cost per unique visitor and total cost of the placement divided by the number of unique visitors. For returning visitors, an analysis of the average number of times he returns to a site, the interaction rate, the time spent and the elapsed time between the initial visit and the last user activity associated with that visit is required.

2. Level of Engagement & Bounce Rate.

The time spent by members of social networks on your business’ profile as well as the interactions (comments, postings, likes) they have with it are very important. They show the level of engagement achieved by your business online. Also, it is essential to observe the changes that take place throughout time and analyse which of your actions had a positive or negative impact on the level of engagement.

Bounce rate is a good indicator to check how effectively you are able to engage the audience’s attention.  Again, it’s important to analyse how it varies throughout time as to be able to see the impact of your activities.

3. Membership on Social Network & Activity Ratio.

Analyse the increase and activity of the members of your company’s social networks (e.g. Facebook, Twitter). You are looking to see if your social network is growing and how their members are interacting with the content.

How active is your company’s collective social network? Compare the ratio of active members vs total members over time. You can analyse that by measuring the usage of social applications. You can also use Google Analytics as to measure the activity of your Facebook Fan Page!

4. Brand mentions in social media.

To see the efficiency of your social networking activity as part of your Internet marketing strategy, you should measure and track both positive and negative mentions, as well as their quantities.

5. Conversions.

One of the aims of social networking activities is to see they convert through subscriptions, sales (direct or through affiliates) or other activities that can be directly or indirectly monetized. Measure all types of conversions and chart them over time.

6. Loyalty.

To assess loyalty, a business needs to analyse the interaction of social members. Are they sharing content and links, mentioning your brand? Do they reshare, how often do they do that?

7. Blog interaction.

Blogs have become a very effective part of any online marketing strategy; therefore they need to be measured as well. The aim is to measure the level of interactions through the number of readers, comments or referrals.

If you have any further suggestions as to what metrics of your Internet marketing strategy are important in measuring its effectiveness, or have questions for us, we would love to hear your thoughts! SysComm is an Internet Marketing, Search Engine Marketing, Social Media and SEO Company. We provide a complete service package including Internet marketing strategies, SEO services and search engine marketing. SysComm is also an SEO consultant.

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