Marketers commonly focus their Twitter metrics around softer numbers like number of followers, number of retweets and @ messages. While these soft metrics are important and should definitely be part of any Social Media monitoring and engagement program, it’s important to have a metric that has some teeth — dollars.

Quantifying the Value of Positive Twitter Mentions

Positive Twitter mentions can be quantified in dollars if you think of them in terms of display ads and apply a CPM to each mention. As an example, imagine a brand that had 1,000 Twitter mentions in a month and 99 of those were positive. Using a tool like Radian6, you can calculate the total number of followers of those accounts which posted the positive mentions — in this case let’s suppose the total reach of those tweets was to 200,000 people. Using a very conservative CPM of $5, those mentions were worth $1,000 to that organization. The CPM can be adjusted to fit your industry.

What do you think of this method?