Social Media and Internet Key Performance Indicators

Wikipedia states: A performance indicator or key performance indicator (KPI) is an industry jargon for a type of performance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged. Sometimes success is defined in terms of making progress toward strategic goals, but often, success is simply the repeated achievement of some level of operational goal (for example, zero defects, 10/10 customer satisfaction, etc.).

Accordingly, choosing the right KPIs is reliant upon having a good understanding of what is important to the organization. ‘What is important’ often depends on the department measuring the performance – the KPIs useful to finance will be quite different to the KPIs assigned to sales, for example.

Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associated with the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead to the identification of potential improvements; and as a consequence, performance indicators are routinely associated with ‘performance improvement’ initiatives.

To understand your internet performance or your online reputation better DDMCA advices to define online and Social Media KPI’s for yourself, your brand or your organisation.

Find below a few basic KPIs:


Questions to be answered: What social media channels are you using? How can people reach you? Are you visible?

  • Followers
  • Fans
  • Mentions
  • Reach
  • Bookmarks
  • Inbound links
  • Blog subscribers


Questions to be answered: How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with eachother?

  • Retweets
  • Forwarding
  • Sharing
  • Comments
  • Like or Rate
  • Reviews
  • Contributors
  • Pageviews
  • Unique visitors
  • Traffic generated
  • Time spent on site
  • Response time


Questions to be answered: How does sentiment change due to the Social Media activities? Are your fans and followers satisfied about brand, service or product?

  • Share of conversation
  • Net Promoter
  • Satisfaction
  • Sentiment
  • Number of brand evangelists


Questions to be answered: How many sales and results do you get from Social Media? What will be the cost of specific Social Media interaction?

  • Sales revenue
  • Registered users
  • Issues resolved and resolution rate
  • Number of leads
  • Cost of lead
  • Lead conversion rate
  • Cost of sale
  • Revenue per follower, lead or customer
  • Lifetime value of customers
  • Support cost per customer
  • Share of repeat customers
  • Transaction value per customer
  • Money in the bank, net profit, etc


Questions to be answered: What is the output of your Social Media team? How’s your Social Media team performing?

  • Blog posts
  • E-books
  • Presentations
  • Videos
  • Facebook updates
  • Tweets
  • Forum posts
  • Social media marketing budget
  • Social media staff payroll
  • Social media development costs

DDMCA is specialized in defining KPIs for you, your brand or your organisation. Bringing context the all collected data is key for DDMCA. Providing the right KPIs leads to the right context, vision and strategy. This is where it is all about. Feel free to contact if you have any question.


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