PPM was supposed to solve all our ratings ills. Jaye Albright posted a column recently debunking all the “advantages” using PPM was supposed to bring.
With social media, Facebook in particular, its not about the “likes” you have. “Likes” to a page can be equated to cume. The measure to watch is your engagement. Think of that metric as your ATE or TSL if you still work in the diary system. Tracking social media metrics will help you get a handle on how your fans respond.
There are multiple items to consider in metrics. Here’s a take on it from Social Media pro Jay Baer.
#1: Daily Story Feedback
Instead of just counting the number of Facebook “likes” you accrue, which signifies nothing more than digital bumper-stickering, track how often your fans click “like” and comment on the status updates you post.
The more fans who click “like” and comment, the more likely your future updates will be seen in their news feed, dramatically increasing your actual Facebook audience.
If you’re an administrator of a Facebook fan page, you can find the Daily Story Feedback chart at http://facebook.com/insights (look in the Interactions category).
Insights will give you tremendous feedback, once you look and get the measurements.
Here’s a good rule of thumb for your engagement stats.
Over 75% of your page “fans” or likes are Monthly Active Users
Your impression numbers on status updates are 120% or greater of your page “fan” number.
Your “feedback” number is growing and is usually at 0.5% on each post
Just like PPM, once you wrap your head around these numbers, you can learn how to improve them.