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Altimeter Group recently studied the internal goals in corporate social strategy. The top priority stated by 48% of companies was “Creating ROI Measurements”. Hypatia Research showed management’s expectations of the return on social communities are rather low. Research by Chief Marketer shows that the number of likes, friends & followers are the most used metrics by 60% of U.S. B2C and B2B marketers.

There exists great controversy about the use of ‘reach’ metrics.

Popular measures are the 3F’s (friends, fans & followers).

in 2010, Google did something very different. Google announced website speed would begin having an impact on search ranking. Now, the speed at which someone could view the content from a search result would be a factor.

Google's Matt Cutts announced that slow-performing mobile sites would soon be penalized in search rankings as well.

While Google has been intentionally unclear in which particular aspect of page speed impacts search ranking, they have been quite clear in stating that content relevancy remains king.

Williams was asked whether he thinks Twitter should highlight the number of active followers users have rather than just the total follower count.  “I would endorse that,” said Williams, who remains on the network’s board of directors. “I think that’s a great idea.” But he went on to note that even active followers wouldn’t be the ideal metric to represent one’s distribution power on the social network. Instead, he suggested that tallying the number of times a tweet has been viewed and reweeted would be the ultimate measurement — not unlike what services like Klout and Crowdbooster offer.

“The dream metric is really how many people see your tweet, which is not even active followers,” he said. “It’s some different metric.”

In online advertising, some KPIs include click-through rates, brand awareness and engagement

the typical online marketing campaign these days usually has about five KPIs

Until recently, the default metric was the click-through rate (CTR), which gave a clear indication of an ad's engagement. The staggering success of search advertising in the 2000s led to the rise of the CTR

Tools to publish better content: All the metrics for positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page) have been aggregated into a post-specific score card. Facebook says this lets marketers evaluate positive and negative metrics side-by-side for each post. Insights about people interacting with your page: Page Insights now allows administrators see not only who they’ve reached but also who they have engaged. This should be useful for figuring out how content resonates with different audiences.

Earlier this month, Facebook unveiled a new metric for evaluating advertising campaigns on Facebook, called "cost per action" (CPA). Now, advertisers can pay not just for impressions or click-throughs, but for specific actions they want consumers to perform once they've seen an ad — including becoming a fan of a Page. For example, an advertiser could specify it is willing to pay $2.00 for a "Like" — that is, for a new fan on its company or product Page — and only pay when the Page gets a new fan. Other actions include Offer claims and clicks on links to third-party sites.

a fan is worth an average of $174 to a company. But as the chart below shows, the value of a fan can differ widely across companies:

"Marketers should define the value of a fan based on how it impacts the key criteria that determines the success or failure of their business," says Kalehoff. Specifically, marketers should measure the spending habits of fans versus non-fans, to see if fans are more likely to make a purchase, make purchases at great amounts and/or purchase repeatedly. Advocacy — the probability of a customer recommending a product to others, and the probability of that recommendation to affect sales — is another key metric. Another area that is more difficult to measure is brand affinity — that is, the emotional draw that a customer feels towards a brand because of the relationship that develops between brands and fans over Facebook. If positive brand affinity tends to be a powerful sales indicator on other channels, it may be worth cultivating on Facebook, too.

You click. You buy. An advertiser pays. In an over-simplified sense, that’s how desktop digital advertising works. That system doesn’t work as well on mobile, however, where an estimated 40% of clicks are accidents (or fraudulent) and advertisers are still wary of their value. Research firm eMarketer projects that advertisers will dedicate just 2% of their budgets to mobile advertising this year--even though customers are increasingly logging in through their mobile devices.

At Google and other companies that sell advertising, the golden question has become not how to get consumers to simply click more mobile ads, but how to measure effectiveness beyond the click--even if that means tracking offline actions or purchases made on another screen.

“There’s this incredibly new, incremental engagement point called ‘out and about’ or called ‘sitting on public transportation’ or called ‘at home on the couch in front of the TV' and these are places where we didn’t used to be connected,” Jason Spero, Google's head of mobile ads for the Americas, tells Fast Company.

The sheer weight of fake and inactive followers is not great for the company’s image. Even the @Twitter account itself has 33% fake followers, according to one count.

The latest active user count, back in March: 140 million. An unofficial count of total Twitter users, including the fakes: half a billion.

Lady Gaga and Barack Obama, two of Twitter’s most-followed users, would both see their counts drop by 70%. Mitt Romney wouldn’t fare much better, with a 50% drop. If Twitter did this before the election, it would be headline news across the planet, and the company would be accused of stepping into the race.

Almost 50 percent of engagement – happens in the first 30 minutes of posting, with 80 percent of engagement within the first 180 minutes.

the company's ad units are so new. But Tumblr faces other obstacles as well including an ambivalence towards advertising, a lack of metrics and a platform that lets you do lots of marketing outreach for free.

Tumblr's huge reach — the platform claims 18 billion pageviews a month — the ads only brought in $13 million or possibly even less last year.

Unruly Media's research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What's more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.

4 percent of the top 100 shared Vines were made by brands. Comparatively, according to the New York-based firm, only 1 percent of Top 100 viral online videos were the work of brands.

Vines are tweeted more during the weekend than all of the weekdays combined. Also, between 10 a.m. and 11 a.m ET is when Vine activity peaks.

Google+ is catching up on a lot of fronts to Facebook, but it's still lagging in one key metric: Time spent.

The average visitor to the social network spent 6 minutes 47 seconds on Google+'s site in March vs. 6 hours, 44 minutes on Facebook.com according to figures Nielsen supplied to Mashable. However, that number is down for Facebook. In March 2012, the average was 7 hours, 9 minutes per person. For Google, the figures are a substantial jump over the 3.3 minutes visitors spent on average on the site in February 2012, according to comScore. The figures do not include traffic via apps.

Nielsen reports that 20 million unique visitors in the U.S. used Google+'s Android and iPhone apps, a 238% rise over March 2012. On desktop, G+'s monthly uniques jumped 63% vs. the year before to 28 million.

Facebook recently announced that it will be extending Facebook Exchange (FBX) Retargeting into the News Feed, bringing the placement of these targeted ads beyond the network’s right-hand panel

Known as one of the strongest forms of targeting available in digital media, FBX helps marketers reach users on Facebook who have demonstrated interest through browsing behavior. By targeting users in a timely and contextually relevant manner, FBX can effectively drive sales, improve customer engagement, and promote brand awareness.

Ads in the News Feed have historically resulted in some of the strongest metrics compared with other locations.

Connect to consumers in context. Having great content is not enough. Consider the context in which it will be consumed. Are your consumers looking for quick-hit information on their smartphones, snackable content on Facebook, or in-depth information on your website?  Create visible value. What topics can you credibly provide value on, through information, education, or entertainment? Don't just create it; make it clear where the value is provided. Continuously measure and optimize results. Go beyond tracking data to measuring impact. Tie results like brand lift, content shares, and unaided recognition of the content to metrics that run the business like leads or sales.

In 2009, a Facebook account holder Liked, on average, 4.5 Pages. In just four years, this number increased to an average of 40 Pages! Not only that, but brands have been expanding their use of social media in their marketing campaigns, raising the number of Facebook posts that they make from an average of five times per month to 36. This means that in 2009, Facebook users only had to keep up with a manageable 23 updates per month, whereas they are currently bombarded with around 1 440 updates per month!

Some countries Like even more Pages than the 40 Page average, making them even harder to penetrate. The US takes the lead, Liking a whopping 70 Pages! The UK and France are tied, with their Facebook users Liking 48 Pages, on average. Mexican Facebook users follow closely, Liking an average of 41 Pages.

Our figures show that FMCG brands in the US may find it especially difficult to reach their fans, as this industry has the most Liked Pages.

he more fans you have, the more challenging it gets to engage and reach more Facebook users. It´s only natural that engaging a larger fan base is more difficult, as it sets higher demands on the quality of the content – you need more people to Like, Comment on, and Share your posts in order to be successful.

Car brands have once again proven that they know how to engage their community on Facebook. As you can see in the table below, they dominate the ranking with a 0.86% average Page Engagement Rate, followed by alcohol, and airline brands

Photos are the most engaging post type shared by page admins

Some brands tend to overwhelm Twitter followers and post around 20 tweets a day, while others post only occasionally. To keep your audience engaged, you should avoid both extremes and stay somewhere in the middle.

We found out that their average Engagement Rate had a tendency to decline after the 3rd tweet they posted during one day. And as you can see from looking at the blue curve, the number of their total interactions (for all the tweets collectively) has grown only slightly after three tweets.

Total Engagement Rate= ((total number of replies + retweets + favorites)/ the number of followers on the given day) x 100 Average Engagement Rate= ((total number of replies + retweets + favorites/ number of tweets posted that day)/ number of followers on the given day) x 100

Currently, there are six different ad placements available to advertisers: Homepage All Facebook News Feed (desktop, mobile) Typeahead Logout Page (available only through Facebook IO)

Selecting “Homepage” as a placement will display your ads on the News Feed on desktop, right-hand side on homepage, and on News Feed for mobile.

Ads under the “All Facebook” place option may be shown on the right-hand side of Facebook, the desktop News Feed, or the Mobile News Feed. Facebook will decide exactly where to display your ad in order to drive the most clicks and actions, according to your budget.

In his classic article, "Small Wins," psychologist Karl Weick argued that people often become overwhelmed and discouraged when faced with massive and complex problems. He advocated recasting larger problems into smaller, tractable challenges that produce visible results, and maintained that the strategy of "small wins" can often generate more action and more complete solutions to major problems because it enables people to make slow, steady progress.

Ever wonder why people will so often write down an item they've already completed on their to-do list? It's so that they can have the satisfaction of immediately crossing it off and experiencing the sense of progress.

Stretch goals have a dangerous tendency to foster unethical behavior. In the early 1990s, Sears gave a sales quota of $147 per hour to its auto repair staff. Faced with this target, the staff overcharged for work and performed unnecessary repairs. Sears' Chairman at the time, Ed Brennan, acknowledged that the stretch goal gave employees a powerful incentive to deceive customers.