With using social media comes great responsibility. Nothing is private and everything you post online can potentially damage your reputation, your company`s reputation, or a co-workers reputation. Every company should have a Social Media Policy to “reinforce your organization’s existing corporate culture and provide practical guidance to those governed by the social media policy.” (Schwartzman, 2012). If your company has a social media policy then they should also have a way of measuring their progress on social media and there are many digital tools / services that can help them do that. Three things to focus your measurement on are; Reach (influence, relevance, interest), Engagement (Replies, retweets, comments, shares, likes), and Sentiment (Negative or positive responses or talk about you). Some examples of measurement tools are; StatCounter, Chartbeat, Klout, Youtube stats, and many others more. The three I will be focusing on will be StatCounter, Retweet Rank, and Facebook Insights.

StatCounter is a visitor analysis for your website. It can be used to monitor actual human activity in real time. Some pros of StatCounter are; its free of charge, it has many features, you can try a free demo. To learn how StatCounter works go here to ->  http://statcounter.com/how-it-works/. StatCounter has many features but I am going to focus on only five main ones that i believe are most useful to a business or company using social media which are;
Configurable counter – A visible counter on your site that allows visitors to view your total page loads or unique visits to date. You can customize it`s look to match your website design.
Popular Pages – A tool that allows you to see pages of your site ranked by popularity. This allows you to identify the most visited pages, and can help you discover important pages that are being overlooked which could mean there is poor navigation structure/linking to the page.
Came From – A tool that allows you to see how your visitors are finding your site and where they are coming from. This helps identify links on other sites that are or are not working, and help trace where visitors are referring to your site.
Keyword Analysis – A tool that allows you to view the keywords used to find your site by popularity. This can help show you which keywords are working and which aren`t. You can also group keywords according to the search engine used, to focus in on results from specific engines.
Returning Visits – A tool that identifies what percentage of your visitors are returning, how many times they have returned, and how many are first time visitors. This can help you identify ways to promote repeat visits.
These are all some pros of the Statcounter site. These features can help a business see how popular their website is, see which pages of their site are the most popular, identify how visitors are finding out about their site, keywords that visitors search that leads them to their site, and how many of their visitors are returning to their website. If traffic to a businesses site is at a low percentage the business might haft to change their site to be more informative or inviting to attract more visits. If there is an important page that is continually being overlooked then there are things a business can do to generate more traffic to the pages that they want like; attaching a link on the most popular pages on their site to the page they want more traffic on, they can make that their homepage if possible, etc. If a business knows where their visits are coming from they can identify which search engines, websites, or keywords are working and which aren`t. From there they can change to the more popular sites, or search engines their site appears on so that their site gets noticed more. They can also change keywords on their site to the more popular ones so that their site appears more often as well.
The next one I`ll be looking at is Retweet Rank – a simple measurement tool on the social media site Twitter. This tool allows you to track your rank and number of retweets. The pros of this tool are; that it is current by being updated every 1 -2 hours, it has an approximate of 4.5 million users so most likely your competition is also using this as a tool and if you can be at a higher rank than them you are generally using Twitter more successfully, and your rank is calculated by all recent retweets, number of followers, friends and lists of a user, so the more actively you use any update your Twitter account the more likely you will rise in rank. For example if you rank is 3,940 that means that you are the 394,0th most influential person on Twitter. The cons of this tool are that there is really only one feature and it only relates to Twitter. This tool cannot be used to; follow new people, update your profile, post tweets, access direct messages, or see Twitter password. A business can use this data as feedback as to how successfully they are using Twitter. By using this information a business can improve their Twitter account by tweeting more relevant information or information that followers can relate to or like and by doing so they can attract more followers and have their tweets retweeted more often raising them in rank as well. Businesses can also use this as a strategy to stay above their competition. For example if their competition is at a higher rank then they are they can relate back to their competition Twitter page and see what they are doing differently and then they can update their page accordingly.
The last social media tool I looked at was Facebook Insights.This tool provides Facebook page owners /platform developers with measurements of their content. It is very similar to StatCounter. The pros of this tool are; it analyzes trends of user growth/demographics, consumption and creation of content which can help Facebook page owners /platform developers improve their business with Facebook. There are two types of Facebook insights: User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, demographics, page views and unique page views, tab views, external referrers, media consumption. Interactions Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts). The types of data offered that would be useful to a business are;

Monthly fan size growth: Record the # of fans you have on the first of every month and if you are growing each month you are doing well. You can also calculate weekly growth. Watch for the spikes in fan growth and try to identify what contributes to those spikes.

The average # of Likes or comments: This measures how well you are doing with engagement. If you can find out the average # of times fans interacted with you for each post, you can identify which content are of more interest to your fans. Increase the number of posts around the topic your fans are more engaged with and decrease the number of posts around topics they are not interested in.

Unlikes and attrition rate: Watch for spikes in the unlike numbers. Try to understand why people are leaving your page.

Demographics: Demographics data useful: the gender of your fans, their ages and where they are from.

Page views: Can help you identify the # of returned fans.

Mentions: The # of times someone tagged you in their post. Every time someone tags you, the name of your Page appears as a link. It is much easier for someone to click on that link and learn more than to search for your Page manually.

Tab views: If you have multiple tabs on your page, it will tell you which tab gets what percentage of traffic. This metric can help you decide which tabs you want to keep and are effective and which aren`t.

Referrers: Tells you where the traffic to your page comes from. Increase traffic on your page with the most popular sites or the ones that bring you the most traffic.

All of these tools are helpful ways of measuring your online progress. Some are more detailed or have more features than others but as a business you haft to research, and try them out to find out which one is right for online business. Most of them are free so there is no excuse on why you arèn`t using them. The cons are limited as far as I can tell and they`re a small price to pay when your online business could be more successful by understanding them and using these social media tools.