A very important aspect on managing different accounts on social media is defining a series of quantitative indicators that are called metrics. They measure the visibility and the reach of the media within the university community. In general terms, they will collect “monthly” the following data regarding the interaction and evolution of the interactive entries of the institutional websites, as well as Facebook and Twitter accounts:

• Entries in the institutional web (blogs):
  Visibility: Number of entries per month / Reach: Number of visits  Itemisation:
  • Number of published entries
  • Number of comments
  • Number of visits
  • Frequency of updating the entries
  • Number of “Likes”

• Social media: Twitter
  Visibility: Number of tweets/ Reach: number of followers. Itemisation:
  • Number of tweets published per month
  • Number of mentions of the account per month
  • Number of direct messages per month
  • Number of followers
  • Number of new followers per month
  • Number of lists including the account
  • Number of means uploaded (photographies, videos...)

• Social media: Facebook
  Visibility: Number of entries / Reach: Number of followers
  • Number of interactions in the wall
  • Number of followers of the page
  • Number of “likes” in the publications of the wall
  • Number of interactions in other pages
  • Number of interactions in the wall created by the contacts
  • Number of contact requests

Aiming to collect data automatically, there are a series of tool that measure the influence in social media such as “Klout”, “Kred” or “Peerindex”. These types of tasks that collect and analyse data are essential to use the institutional accounts more efficiently in the social media.