Here is a great article from a marketing guy, but the idea covers measuring engagement and how best to measure social media. Many in marketing and in eLearning are struggling with social media and figuring out what/how to measure.
It may not be exactly what you are looking for, or what you need. But the author brings up some good points that might stimulate your thinking in a direction that does get you to your unique answer.
Tell me: Is measuring engagement the right thing to measure? How do you measure it?
ROI equates to how many people are responding to your content and joining your community to hear your message every month. If that’s 100 people, divide the cost of your social media marketing by 100. That’s what engagement is costing you. This means your STRATEGY needs to be to increase the number of followers and also the level of engagement of those followers, thus lowering your costs.
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