e MEASURING SOCIAL MEDIA

2 Why Measure?

Measuring helps you adjust your social media efforts to : •  achieve more efficient

communication •  identify your audience •  monitor the progress and adjust

the strategy if needed •  know when, how, and how often

to engage with the audience.

Viral Cast, 2012

Title page photo credit: Simon A. Eugster

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3 Goals and Objectives

Measuring KPIs depends on what a user want to accomplish. Common goals are: - Building brand awareness - Increasing sales - Increase traffic to you website - Becoming a resource/authority - Reputation management Goals should then be supported by *SMART objectives - examples: •  “Increase traffic from social

media channels to your website by 20% within six months”.

•  “Build brand awareness by increasing conversations around your products or services by 30% in a year.”

Results

Tactical

Capacity

Tangible: money, time, conversions

Specific to a channel, platform or

tool

People, content, learning, work flow

1. How many?

2. By when?

3. Benchmark

4. Measure with metrics

5. Reflect

SMART Objectives

*SMART = Specific, Measurable, Attainable, Realistic and Time-sensitive

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4 What are Social Media Key Performance Indicators?

•  Key Performance Indicators (KPIs) are the aspects of your social media activity you choose to measure the progress in achieving objectives.

•  Common KPIs include: •  Reach – the size of the direct network

exposed to your posts – usually a number of friends or followers.

•  Engagement – measuring interactions such as likes, retweets, and +1s. Knowing which posts generate response will help you target content to your audience.

•  Sentiment – a ratio between positive, neutral, negative conversations. There is no one accepted formula for calculating sentiment, one can use tools such as Social Mention or the expertise of your analyst team.

-

Define

Solve

Review

Implement

Analyse Key Performance

Indicators

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5 Metrics

Metrics are the primary elements of a strategy. Sometimes measuring a KPI will require using different metrics for different channels. For instance – to measure reach on Twitter, one will use the number of followers, to measure the same on Facebook – the number of friends. The table below is an example of the metrics for specific KPI, for two different platforms: Facebook and Twitter.

KEY PERFORMANCE INDICATORS

Brand Awareness Brand Engagement Voice Strength Conversion rate

Twitter Number of followers

Number of retweets and replies

Awareness/Competitors’ awareness

Engagement/Competitors’

engagement

Visits to the website from Twitter

Facebook Number of likes Number of

comments, shares and likes of posts.

Awareness/Competitors’ awareness

Engagement/Competitors’

engagement

Visits to the website from Facebook

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6 Measuring Influence

Frogloop -nonprofits’ marketing blog, 2012

Influence is a metric which focuses on measuring the ability to impact others online. The tools on the right aim to measure influence based on ability to drive action on social networks.

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7 Free Tools

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8 THE SOMAZI EFFECT

This presentation is a part of the SoMazi Social Media Resources series. For more presentations, reports and learning materials, go to http://www.somazi.com/resources/ . SoMazi has offices in London, New York, Bergamo and Geneva. We’d love to hear from you. E-mail: contactus@somazi.com Facebook: https://www.facebook.com/SomaziWW Twitter: https://www.twitter.com/SomaziWW Pinterest: http://pinterest.com/Somazi

Authors

Ewa @Ewajoan

Marlies @MsSpijker

Clementina @CGZatSomazi