ABSTRACT
This chapter highlights the role that social media measurement and monitoring (SMM) processes can play in influencing business outcomes based on consumer behaviour analysis. It classifies the performance metrics into three groups, namely: Reach helps focus on the probable size of the user base, based on the number of unique impressions, followers, shares, comments and likes. The social media measurement and monitoring process is carried out to measure and monitor social media activities so an organization can achieve its goals. The process begins with a social media audit to assess how efficiently and effectively the brand's existing social media efforts are performing, as well as evaluating where the consumers are engaging and communicating. Mapping of objectives is carried out to understand the direction of the brand with regard to its efforts on social media and what it aims to achieve.
