The document discusses various social media metrics that can be used to measure return on investment for social media campaigns. It provides definitions and examples of metrics like reach, engagement, share of voice, sentiment analysis, and more. The goal is to help set measurable objectives for brands and agencies, and to allow for performance to be monitored, analyzed and improved over time. All metrics can be compared against competitors and industry benchmarks.

1. 17 Social Media ROI
Make all your effort count

2. Background
Social Media is new emerging media, with interactive and
connecting characteristic. Many brands already use social
media is a new touch poin for customer.
They are ready to invest more to optimize their social
media asset. And like other investment, the next big thing
is ROI (Return of Investment)

3. Objective
 To set the metrics for social media campaign
 To make understandable and achieveable goals for Brand and
Agency
 Make sure every efforts can be monitor, analyze and improve
 Everything should comparable with competitor and industry

4. Social Media Metrics

5. Reach
Reach is the maximum number of audience is exposed to our
message.
Example calculation:
@ XYZ tweeted a message to its 1000 followers .
The message got retweeted in 2 times by @ ABC (1700
followers) and @ DEF (followers 500).
Then the reach of that message is: 1000 + 1700 + 500 = 3200

6. Engagement
Engagement is the amount obtained by the interaction of a
message. On Twitter, this interaction may be a reply, retweet,
click to link, favorite. On Facebook, the interaction can be like
and comment.
Example calculation:
@ XYZ tweeted a message to 1000 followers.
That message got replied 3 times and 30 times retweeted.
So the engagement is 3 + 30 = 33

7. Share of Voice
SoV shows the number of mentions of a brand in social media mentions
compared to the total industry (brand and competitors)
Earned Media Share
Brand Negative Neutral Positive Total
# brand mention / # total industry
mention
Brand A 4906 13705 7125 25736 29,32%
Brand B 3752 10342 5119 19213 21,89%
Brand C 4783 10535 4454 19772 22,53%
Brand D 1047 4822 1449 7318 8,34%
Brand E 4584 7243 3905 15732 17,92%
Grand Total 19072 46647 22052 87771 100,00%

8. Share of Netizen
SoN displays the number of unique users who have mentioned the brand
in social media as compared with the total unique user industry (brand
and competitors)
Share of netizen
Brand Unique User
# brand unique user / # industry unique user
Brand A 13705 29,38%
Brand B 10342 22,17%
Brand C 10535 22,58%
Brand D 4822 10,34%
Brand E 7243 15,53%

9. Share of Media
Share of Media is similar to Share of Voice, the distribution is calculated
based only on the media. Mapping the brand based on a number of social
media conversation.
Share of Forum Share of Twitter Share of Facebook
Faceboo # brand mention / # # brand mention / # # brand mention / #
Brand Forum Twitter
k total industry total industry total industry
mention mention mention
Brand A 4906 13705 7125 25,72% 29,37% 32,31%
Brand B 3752 10342 5119 19,67% 22,16% 23,21%
Brand C 4783 10535 4454 25,08% 22,57% 20,20%
Brand D 1047 4822 1449 5,49% 10,33% 6,57%
Brand E 4584 7243 3905 24,03% 15,52% 17,71%

10. Media Distribution
Displays the distribution of media used by the user when the conversation
about the brand and the industry.
The output obtained is spread in accordance with the distribution of social
media conversations. Assist decision making in the conduct media planning
.
Media Distribution
Media Negative Neutral Positive Total
# media - # all media
Twitter 4906 13705 7125 25736 29,32%
Facebook 3752 10342 5119 19213 21,89%
Forum 4783 10535 4454 19772 22,53%
Youtube 1047 4822 1449 7318 8,34%
Online News 4584 7243 3905 15732 17,92%

11. Share Of Category
Share of Category is similar to Share of Voice, only calculated based on the
distribution in a category. For example in the banking industry, monitoring
can be divided based on deposits, loans, ATM card, credit cards, etc.
Brand can find the strength and weaknesses of competitors in social media in
detail.
Share of ATM Share of Credit Card Share of Saving
Credit
Brand ATM Saving # brand mention / # # brand mention / # # brand mention / #
Card
total industry total industry total industry
mention mention mention
Brand A 4906 13705 7125 25,72% 29,37% 32,31%
Brand B 3752 10342 5119 19,67% 22,16% 23,21%
Brand C 4783 10535 4454 25,08% 22,57% 20,20%
Brand D 1047 4822 1449 5,49% 10,33% 6,57%
Brand E 4584 7243 3905 24,03% 15,52% 17,71%

12. Share Of Influencer
Measure influencers who are aware of the brand compared to the total
industry influencers. Influencer is a person who has the authority as well as
influential and trusted by their environment to talk about the brand and our
industry.
The more influencers are talking positively about a brand, the better the
public's perception of the brand.
Share of Influencer
Brand Influencer
# brand influencer / # industry influencer
Brand A 1370 29,38%
Brand B 1034 22,17%
Brand C 1053 22,58%
Brand D 482 10,34%
Brand E 724 15,53%

13. Share Of Sentiment
Measure the percentage of positive sentiment, neutral and negative of a brand.
Sentiment can be shared by the media and categories.
Brand can compare its sentiment with the industry average sentiment
Brand Negative Neutral Positive
Brand A 4906 13705 7125
Brand B 3752 10342 5119
Brand C 4783 10535 4454
Brand D 1047 4822 1449
Brand E 4584 7243 3905

14. Net Sentiment
Net Sentiment (NS) is the net value of sentiment: the opinions and feelings
of consumers expressed in social media, to a brand in the world of social
media. There are 2 (two) way of calculating Net Sentiment (NS), namely:
• NS 1 = Total positive mention + Total neutral mention - Total negative
mention
• NS 2 = Total positive mention - Total negative mention
NS1 NS2
Brand Negative Neutral Positive # positive + # netral - %
# positive - # negative
negative
Brand A 4906 13705 7125 15.294 2219
Brand B 3752 10342 5119 11.709 1367
Brand C 4783 10535 4454 10.206 -329
Brand D 1047 4822 1449 5.224 402
Brand E 4584 7243 3905 6564 -679

15. Sentiment Index
Is the index scoring sentiment of a brand compared with industry sentiment.
Sentiment Index only calculated the positive and negative sentiment.
With the Sentiment Index, a brand can directly find out the public perceptions
in social media in comparison with competitors and industry.
Sentiment Index
Brand Negative Neutral Positive # positive brand/# positive industry
- # negative brand/# negative
industry
Brand A 4906 13705 7125 0,06
Brand B 3752 10342 5119 0,03
Brand C 4783 10535 4454 -0,05
Brand D 1047 4822 1449 0,01
Brand E 4584 7243 3905 -0,06

16. Social Influence Measurement Score
Social Influence Marketing (SIM) is an index that measures the effect of a
brand in social media. The formula of Social Influence Marketing (SIM) is as
follows:
SIM SCORE = (% Total positive mention of the brand /% Total mention of the
category) + (% of Total neutral mention of the brand /% Total mention of the
category) - (% Total negative mention of brand /% Total mention of category)
RazorFish's SIM Score
Brand Negative Neutral Positive Total Brand's Net Sentiment /
Category's Net Sentiment
Brand A 4906 13705 7125 25736 32,09%
Brand B 3752 10342 5119 19213 23,59%
Brand C 4783 10535 4454 19772 20,57%
Brand D 1047 4822 1449 7318 10,53%
Brand E 4584 7243 3905 15732 13,23%

17. Net Brand Reputation
Net Brand Reputation (NBR) is the net value of the brand's reputation in the
number of social media. This value is approximately equal to the Net Promoter
Score (NPS). Calculation of Net Brand Reputation (NBR) is as follows:
NBR =% total positive mention -% Total negative mention
Calculation of Net Brand Reputation (NBR) aims to simplify the method of
measurement of consumer loyalty to a brand. With this index, we can focus on
raising a positive mention (called a "promoter") and reduce the negative
mentions (called "detractors")
Net Brand Reputation
Brand Negative Neutral Positive Total
% positive - % negative
Brand A 4906 13705 7125 25736 18,44%
Brand B 3752 10342 5119 19213 15,41%
Brand C 4783 10535 4454 19772 -3,56%
Brand D 1047 4822 1449 7318 16,11%
Brand E 4584 7243 3905 15732 -8,00%
Grand Total 19072 46647 22052 87771 7,25%

18. Brand Favourable Talkability
Brand Talkable Favourability (BTF) is a measurement of the conversation of a
brand that is considered positive, neutral and negative. The difference between
Brand Talkable Favourability (BTF) and Net Brand Reputation (NBR) is that the
neutral is considered a good mention, because it involved talking about the
brand. The formula of Brand Talkable Favourability (BTF) is as follows:
BTF = (% total positive mention +% of Total neutral mention) -% Total negative
mention
Brand Favourable Talkability
Brand Negative Neutral Positive Total % positive + % neutral - %
negative
Brand A 4906 13705 7125 25736 61,87%
Brand B 3752 10342 5119 19213 60,94%
Brand C 4783 10535 4454 19772 51,62%
Brand D 1047 4822 1449 7318 71,39%
Brand E 4584 7243 3905 15732 41,72%
Grand Total 19072 46647 22052 87771 56,54%

19. Earned Media Shared By Sentiment
Earned Media Share of Voice by Sentiment (EMSS) concept is the same as Brand Talkable
Favourability (BTF), but measured in the context of a product category. Thus, the denominator is not
limited to one brand only conversation, but conversation of all existing brands in that product
category. The formula of Earned Media Share of Voice by Sentiment (EMSS) is as follows:
EMSS = (% total positive mention of the brand /% total positive mention of the category) = (% of Total
neutral mention of the brand /% of Total neutral mention of the category) - (% Total negative
mention of brand /% Total negative mention of category)
Earned Media Share by Sentiment
Brand Negative Neutral Positive Total % total positive mentions in the category + %
total neutral mentions in the category - % total
negative mentions in the category
Brand A 4906 13705 7125 25736 35,97%
Brand B 3752 10342 5119 19213 25,71%
Brand C 4783 10535 4454 19772 17,70%
Brand D 1047 4822 1449 7318 11,42%
Brand E 4584 7243 3905 15732 9,20%

20. Complaint Visibility
The number of complaint which can be solved compared to the
total number of complaint.
This value can also be compared with the competitors and the
industry, so the brand can find the index of quality social media
customer service to industry
Complaint Visibility
Response
Brand Total Complaint
Complaint
# response complaint / # total complaint
Brand A 13705 25736 53,25%
Brand B 10342 19213 53,83%
Brand C 10535 19772 53,28%
Brand D 4822 7318 65,89%
Brand E 7243 15732 46,04%

21. Response Time
Average time taken by the brand to respond to the mention of the
user.
This value can also be compared with the competitors and the
industry, so the brand can find the index of quality social media
customer service to industry.
< 2 Hours 2-4 Hours > 4 Hours
Response
Brand Total % positive + % neutral - # brand mention / # total
Complaint % positive - % negative
% negative category mention
Brand A 13705 25736 18,44% 61,87% 19,69%
Brand B 10342 19213 15,41% 60,94% 23,65%
Brand C 10535 19772 3,56% 51,62% 44,82%
Brand D 4822 7318 16,11% 71,39% 12,5%
Brand E 7243 15732 8,00% 41,72% 50,28%