University Marketing & Communications

February 19, 2014

Tips for measuring social media success

Elise Perachio

One of the top challenges for social media managers is to demonstrate the return on investment—of time, people, ad money—of using social media for marketing and communications. Luckily there are plenty of performance metrics you can access for free that help you gauge how your efforts are faring.

Here are some of the key metrics we focus on at University Marketing:

  • Voice share: fans, followers, impressions, views, etc.
  • External rankings: Klout,, etc.
  • Year-over-year growth
  • Influence: Includes “Talking About This,” likes and shares on Facebook; mentions, retweets, RTs and favorites on Twitter
  • Engagement: comments, Web traffic, event attendance, signups/promotion responses, donations, etc.