Metrics on a Shoestring (2009)

I ran across a press release from Ketchum about the release of the Digital Footprint Index (DFI), a new way for marketers to “evaluate the effectiveness an value of social media in their marketing programs.”

The press release is here, but here is a summary:

Height: The quantity of conversation and content about a brand across all social media channels, including blogs, forums, social networks, microblogs, picture sharing sites, video sharing sites, document sharing sites and bookmarking sites.

Width: The level of consumer engagement, interaction and sharing across all channels.

Depth: the level of message saturation and sentiment or tone.

From the press release, it says the tool was developed in conjunction with the Department of Marketing at DePaul University’s Kellstadt Graduate School of Business, and that it makes it easy for marketers to do the following:

– Pinpoint where and how consumers engage and interact with the brand;
– Identify the social media channels consumers use to interact with the brand;
– Determine how well consumers understand and share the brand’s message;
– Gauge the impact social media marketing efforts have on the growth of earned conversation;
– Understand how a brand compares to key competitors using social media; and Track progress over time.

I don’t know how much it would cost, if it is even available as a standalone package or if it is only for those that hire Ketchum as consultants.

I used Vocus at a previous job but as I wrote previously, the price is a bit high for the average professional. The slimmed down Small Business version is still $6000 a year.

So for those of us working on more of a shoestring budget, here are some free metric tools that I use and would recommend:


Google Analytics – great tool for getting data on your website. Especially great since it is free when other web analytics tools cost hundreds or thousands of dollars.

Google Alerts – set up alerts to be sent to your email address. Don’t forget to use the different variations of a term if there are any (i.e. John Smith, John P. Smith, Jonathan Smith,…)

Social Mention – you can search topics like you do on Google, or set up alerts like Google does, but these are focused entirely on social media. I have a widget on the bottom left of the homepage.

Feedburner – tracks your subscribers

Trendrr – real-time social and digital media tracking. The free version lets you track 10 things and you get some basic analytics, and you can of course upgrade to the Pro version for some bucks.

Blogpulse by the guys at Nielsen – get data on the blogosphere, search for terms, etc.

Trendistic – track trends in Twitter


There are more of them out there, but these are what I consider the best as of right now.

Mike Nicholson

Mike Nicholson is a U.S. Army Veteran who spent his military career working in Strategic Communications, Public Affairs, and Information Operations. With a history of planning, preparing, executing, and assessing communication plans in a variety of stateside and overseas assignments, he uses 46ALPHA to share his lessons learned with military and spouse Veteran Entrepreneurs, and others looking to improve their digital communications.

Share via
Copy link
Powered by Social Snap