Influence is a percentage of positive neutral and

read it yourself to check the sentiments. Influence is a percentage of positive,
neutral and negative sentiment in relation to the engagement metrics and to the
metrics for reach where applicable.
Look at the influence of those who engaged with your brand. You need a mix of
influential users and average users, and you need to engage with them to keep
them.
The Lead Generation Funnel
Exposure, influence and engagement represent brand awareness in the
measurement funnel. They allow you to define your presence and impact. The
lead generation section is where the brand awareness portion of the funnel ends
and the traditional ROI-driven action begins.
You need to make the information about your digital media marketing easy
to analyse. Excel or Google Sheets can help you to organise the data. Put the
information in the same sort of format you use in traditional campaigns. View
social media as just another aspect of the marketing mix.

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Activity 1.1
Read the article below for more on social media marketing measurement. What
are the key suggestions that Michael Stelzner makes in relation to measuring
your social media marketing?
Is Social Media Marketing Measurable? The Big Debate.
By Michael Stelzner
I’m sure you’ve come across these objections… “Where’s the money?” “Prove
to me social media marketing works.” “Show me the metrics!” If you’re just
getting started with social media marketing, get ready—these challenges are
coming. Perhaps you’ve asked them yourself.
“It’s not possible to quantify social media marketing,” says one pundit.
“Anything can be measured,” says another. Then come the phrases such
as return on invested time , return on objective , return on participation , share
of voice , and the list goes on endlessly.
If you’re a little confused, you’re not alone! The dreaded “How do I measure the
effectiveness of social media?” is one of the biggest questions marketers want
answered, according to the Social Media Marketing Industry Report —a study of
over 800 social media marketers. ()
So what is the answer?
I gave myself a mission: Find out the best way to measure social media return
on investment (ROI). I queried marketing executives at major corporations,
scoured all the leading thinkers’ writings and contacted my peers. What follows
is an important discussion on measuring social media return.
Start by Defining Social Media
The first thing I discovered is it’s essential to rethink the common phrases we
use. And that starts with social media .
Social media is bigger than you might think . Social media communities could
include sites like Twitter, Facebook or LinkedIn. But they also may incorporate

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people commenting on your blog and your YouTube videos. They may even
include forums and private communities hosted by your company.