9 Simple Ways To Calculate Facebook And Twitter Success

by Gerry Moran

I was recently interviewed for a research study on the topic of B2B social media measurement. Social media metrics and analytics are hot topics today.  Many companies need to make a decision to invest in a social practice or a center of excellence and social media measurement helps to support their decision. Listening tools like Netbase, enterprise deployment platforms like Sprinklr and a team of channel managers and strategists can impact a company’s bottom line. It can also be an investment that takes a company to the next level!

At SAP, where I lead the social media program for North America, we focus on the three key areas for social media measurement: Amplify, Engage and Convert. Many other big brands likely do the same thing. Like television and airport signage, social media does not fall into the direct response marketing bucket. However, it does plays a key role to help build sales pipeline in B2B companies. Social media is an important cog in the lead generation machine and the three things that all B2B brands need to do with social media are:

  • Amplify: Increase the awareness of the brand story and solutions.
  • Engage: Drive customer and prospect engagement with related content.
  • Convert: Provide a way for the customer to convert interest after they become aware and have consumed enough content to move to the next step in the buying journey.

To help you understand if you are reaching your goal, it is important for you to understand the right questions to ask to get the right social media measurement. Marketers need to map key social metrics to strategic questions vs. just measuring and blindly reporting how a channel performs.

9 Back Of The Envelope Calculations To Help You With Your Social Media Measurement

I created the following infographic to help you ask the right questions and use the right calculation for the right social media measurement.

Back Of The Envelope Social Metrics

Do you have another metric that you can share with MarketingThink.com’s readers? If so, please share it below or contact me directly on this blog or on Twitter @GerryMoran.

I urge you to find the nearest envelope and test out these easy social media measurement calculations that answer these 9 key strategic questions. And if you have any more questions, please reach out to me directly! No envelope needed.

Gerry Moran is a social media and content marketing strategist who's worked for large global brands and digital agencies. He's spent significant time in hands-on marketing leadership roles with HBO, IKEA, Ralston Purina, Kodak, and numerous digital agencies. He spent his last ten years working at SAP and Cognizant, where he built their content marketing operating models, developed social media training programs, and helped thousands with their LinkedIn makeovers and personal branding strategies.


  1. Hi Kevin,

    Great question and inspiration to update this post! At SAP we use these back of the envelope calculations to compare month over month. Even within an industry (e.g., public sector vs. retail) the different goals and roles of social media make it very difficult to set an initial benchmark. These calculations give you a quick tool to see how you are performing period over period.

    Regarding your following to follower ratio, you need to map this ratio to your goal. Many Twitter users have 100,000 followers and are following 100,000, so they are looking to build their base by following or are looking to have a lot of conversations. Others like to have a larger follower base to position themselves as a thought leader, while others don’t care about their follower base size. It all depends on your goal.


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