Funnels are popular way for marketers to measure campaigns. Can a funnel approach be applied to social media campaigns? We think so (in many, but not all cases). The paper below includes a basic funnel approach for measuring Twitter campaigns and a sample analysis based on one of Dell’s recent tweets. We created this paper with the Social Media Society for distribution at OMMA Social last week and Social Media Week 2010 in NYC. Let me know what you think about this approach – what metrics do you include in your funnel?
Here is the full paper. Click here to download as a PDF.
