Gini Dietrich

Metrics and Tools Used for Social Media Effectiveness

By: Gini Dietrich | August 12, 2010 | 

Video blog day brings a question outside of the PR industry! Karl Rectanus asks, “We invest time, talent and treasure in traditional and social media; what are the best metrics or measurement tools for knowing if we’re getting ROI?” My answer is here (along with trying to figure out where is the pea puree on Top Chef)…which metrics and tools are you using?

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About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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16 responses to “Metrics and Tools Used for Social Media Effectiveness”

  1. I personally like it when you get us all riled up after 9PM. When you see peoples unfiltered side, it is just so much more colorful!

    Now for the serious comment:
    I couldn’t agree more that it is so important to start with your goal and work backwards. If you do not know the “why” of using the tool, and what you are looking to measure, then effectively you just picked up a hammer to do the job of a saw (sorry for the bead tool reference).

    Think it, plan it, share it, and interact.

    • Verhoosky – we definitely saw the colorful side, didn’t we?! It wasn’t that bad…I’m making it sound worse than it was. It was pretty funny. I felt badly for those who posted something serious.

  2. […] This post was mentioned on Twitter by Gini Dietrich and Ryan West, Gert Lambers. Gert Lambers said: RT @ginidietrich: Metrics and Tools Used for Social Media Effectiveness | Spin Sucks […]

  3. JohnRobbins says:

    what are the best metrics or measurement tools for knowing if we’re getting ROI?”

    Well…are you ready?
    The most ultimate tools I have ever used have been my check book & my bank statement.

    They tell me how much I’m spending on marketing and how much how much I’m earning. My ROI

    I know, I know, What a jerk.
    It’s almost the end of the week and I’m starting to see things in the most simple light.


    • John – I agree with you that everything we do has to affect the bottom line. But most businesses are doing a mixture of traditional and online marketing – PR, direct mail, email marketing, advertising, trade shows, etc. Each piece has to show the ROI, as a stand alone, in order to put more budget behind it. You can’t tell which tool is providing the most money in your checking account without properly measuring the effectiveness of each.

      • JohnRobbins says:

        “most businesses are doing a mixture of traditional and online marketing – PR, direct mail, email marketing, advertising, trade shows, etc.”

        Your Right Gini. Any business that’s doing all of that – and – more, definitely needs metrics or measurement tools. And! A staff. “Especially” for direct mailing, traditional advertising, trade shows and anything else that can’t be tracked with a tool.
        Yikes! I hope I never get myself in that deep.
        Thanks for allowing my thoughts.

  4. Erik Hare says:

    Starting with the goal is the only way to act strategically because the strategy is little more than the roadmap to the goal. The best way to define that roadmap is with the key milestones you expect to pass along the way.

    Anything else is letting the tactics dictate the strategy – and history shows that this is the most classic mistake in both war and business (assuming there’s a difference! 🙂

    I start my clients out along this way of thinking by having them concentrate on the real singular goal of social media, which is community. It’s explained on my website (link above) for anyone who’d like to learn more.



  5. Jon Buscall says:

    Google Analytics is brilliant, but to get the most out of it you have to create Custom Reports. Avinash Kaushink covers this in his brilliant Web Analytics 2.0.

    If readers of SpinSucks haven’t checked this out yet, I personally can’t recommend it enough. It opened my eyes to the benefits of custom reporting and enabled me to improve conversion on both my own site and that of my customers.

    Disclaimer: I’m in no way connected to Avinash, just a fan!

    • I totally agree with you, Jon. Anything by Avinash Kaushink is brilliant and worth the read…especially as you’re trying to figure out how web analytics ties back to your business goals.

  6. Craig Jarrow says:


    Every time I think I know it all… (just kidding)…

    You mention some nugget to help me out…

    Going to check out Google Analytics “goal” features right now.

    – Craig

  7. […] you have to decide your goals, then you decide what to measure.” Hey, Gini Dietrich says it right here and then tells you how. Here  Mack Collier gives you some specific measurements you can make […]

  8. […] Measurement is an ongoing topic at Spin Sucks; one that Gini Dietrich and the team of guest bloggers discuss at length. […]

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