Social media measurement can be fairly simple or highly complex depending on one’s organizational goals and objectives. But with hundreds of tools, thousands of metrics and all too many self-identified measurement gurus, public relations professionals are struggling through a maze of options, unsure of which really matter. This paper combines a review of some key literature surrounding social media measurement, provides updates on industry standard-setting bodies, and provides an Eight-Step Social Media Measurement Process as a place to start. The process utilizes the International Association for the Measurement and Evaluation of Communication’s (AMEC; www.amecorg.com) new Valid Metrics Framework (see also Daniels, 2012) and includes a generous Appendix of tools and resources.
Social Media Measurement: A Step-By-Step Approach