A super-quick overview of what social (and digital) measurement is all about.

1. WHAT MEASUREMENT IS – AND WHY IT MATTERS
Measurement is about
looking at a brand’s social
content – tweets, videos, and
much more – and seeing
how it performed.
This answers questions
about our content such as…
How many people saw it?
How many engaged with it?
Did it change how people
think or talk about the brand?
We need to measure how the
content performs because
these insights help inform
future strategy and planning.

2. MEASUREMENT METRICS FALL INTO THREE CATEGORIES
1. Delivery
Impressions
Reach
Frequency
2. Creative engagement
Engagement rate
Video view rate / In-stream video
ad view rate / Average view
duration
Completion rate
Click through rate
3. Brand uplift
Impact of our advertising on key
brand measures
How far did our content go?
How did our customers interact with
our content?
Has our content impacted our
business and marketing objectives?
Category
Specific
metrics
What it tells
us: