If the objective of a campaign is to generate new ideas, the number of likes and retweets says nothing about the success of the campaign. Likes and retweets are important to draw attention to the campaign, but the real success of this campaign can be measured by the number of ideas that have been generated. This can even be defined more precisely by counting the number of usable and deployable ideas. It seems obvious, but there are only a few marketers who actually measure whether their goals have been achieved.
Quantity vs. Quality
Measuring social media activities can be divided into quantitative and qualitative units. Quantitative units measure the number of likes, retweets, followers, website visitors, etc. It is important that the quantitative units are always related to the strategy and objectives. Take into account what it should yield.
says that social media can be australia phone number list to qualitative units. This can be done by relating social media activities to other activities, for example a call center. The number of interactions that take place within the social media landscape can be compared to the costs that a call center would make, with the same number of interactions. The main question then is how much money your customer support via social media has saved.