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This is part one in a series of posts on how to effectively measure Reach and begin to quantify your social-media campaigns. It sounds complicated, looks long and a lot of work. It is. But it’s also not as hard as you think because the key here is around social-media campaigns; a time frame, not forever, so theoretically you shouldn’t have mounds of data to go through – and if you do, the short answer is your campaign was an overwhelming success.

A special h/t to @JeanAnnVK who asked me this question and forced me to put to paper what I’d been thinking about for a while.

In short, Reach is a term often used by marketing folk to understand how many people saw their campaign. Media planners use a measure of Reach/Frequency to let clients know what they will get for their marketing dollar.

I think it’s time that Reach came to play at the social-media table.

Reach as a Formula

The way I see it, there are three main parts to Reach in social media
1. Conversations/Mentions
2. Sharing
3. Visits to your site from a social-media site

A brick and mortar visit is great, but as most in the offline world will tell you, that’s really hard to gauge without coupons and promotions, and you can’t count on it being reliable.

So how do you get this magic number?

Part Two of this series will discuss and detail the three pieces of the puzzle in determining what your Reach is.

Photo Credit: JuliaF; Sxc.hu

This entry was posted on Thursday, November 13th, 2008 at 8:45 am and is filed under Web analytics, analysis, analytics tools, social media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.