Measuring Social Media: A Tweet Is Worth WHAT?

A guide to measuring social media

A tweet is worth what?

Saturday, November 9, 13

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A tweet is worth what? A guide to measuring social media

COURTNEY SEITERCommunity ManagerIf you’ve ever talked to Raven on Twitter, Facebook, Google+, LinkedIn or any other social network, that was probably me.

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raven.im/SMgoals




http://raven.im/SMgoals

http://raven.im/SMgoals

The five goalposts of social measurement• Awareness

• Engagement

• Traffic/Leads

• Conversions

• Retention/Advocacy



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OBJECTIVE 1: AWARENESS





• Facebook: Weekly Total Reach or “saw this post”

• Twitter: Total followers + Total followers of those who retweeted your posts

• YouTube: Total views

• Google Plus: Those who have you in a Circle + total number of Circles of everyone who shared your content

• LinkedIn: Total impressions

Reach metrics





• Facebook: New fans ÷ total fans

• Twitter: New followers ÷ total followers

• YouTube: New subscribers ÷ total followers

• Google Plus: Newly added to Circles ÷ have you in Circles

• LinkedIn: New followers of company page ÷ total followers of company page

Audience growth metrics






RAVEN CAN HELP: SOCIAL METRICS




• Brand mentions: How often are people talking about your brand?

• Brand sentiment: How do they feel when they’re talking about you?

• Share of voice: Are more people talking about you, or your competitor(s)?

Brand awareness metrics






RAVEN CAN HELP: SOCIAL MONITOR

raven.im/MaxMonitor




http://raven.im/MaxMonitor

http://raven.im/MaxMonitor

OBJECTIVE 2: ENGAGEMENT





• Likes

• Comments/Mentions

• Shares

• Reviews

• Links

Engagement metrics











RAVEN CAN HELP: SOCIAL MONITOR




OBJECTIVE 3: TRAFFIC/LEADS





• Social traffic to site

• Percentage social visits

• New vs. returning visitors

• Social actions

• Top landing pages

Traffic metrics











RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL




OBJECTIVE 4: CONVERSIONS





• Duration goals: Spending more than 3 minutes on site

• Pages/visit goals: Visiting more than 5 pages on site

• Event goals: Watching a video, completing a form

• Destination goals: Visiting a thank-you page

Conversions=goals





• Number of conversions

• Conversion value

• Conversion rate

• Top converting pages

• Top converting networks

Conversion metrics






RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL




OBJECTIVE 5: RETENTION/ADVOCACY





• Response rate

• Average response time

• Problems solved

• Questions answered

• Customers nurtured

• Advocates developed

Happy customer metrics






RAVEN CAN HELP: NEW SOCIAL TOOL!





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WHERE IS ALL THIS GOOD STUFF?





WHERE IS ALL THIS GOOD STUFF?





REPORTING




• Twitter

• Google+

• YouTube

• Facebook

• Pinterest

• Quora

P.S. Join our community!


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http://www.youtube.com/raventoolsvideos






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http://www.quora.com/Raven-Tools

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Date post:	18-Oct-2014
Category:	Marketing
View:	696 times
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Measuring Social Media: A Tweet Is Worth WHAT?

Marketing