Show Social Media Return: Measure What Matters

By Danielle Brigida U.S. Fish and Wildlife Service

@starfocus or @usfws

I’m a Wildlife and Technology Geek

Common Response to Social Measurement

Using Data to Inform Decisions Do you have access to web analytics?

Do you regularly share stats?

Address What’s in Your Strategy

Image: Flickr / Iowa Red Bulls

• Identify audience

• Specific goals

• Capacity/Time

• Outreach plan

• Long-term plan

Not So Sexy Things to Remember

• Identify your objectives

• Do your homework: what tools, messages and content work best?

• Collect Information can inform how to CHANGE future behavior

Image: Tom Koerner, USFWS

Listen, Communicate, Create, Track Time on Social Media

Listening

Communicating

Creating/Experimenting

Tracking

30%

30%

25%

15%

Set Measurement Goals – Then Track

source: Metricsman.wordpress.com

Measurement

Breaking Down Measurement

• Distribution: fans, followers, mentions, reach

• Interaction: sharing, pageviews, reviews

• Influence: sentiment, brand evangelists

• Action: conversions, lead cost, sales

• Internal: blog posts, presentations, tweets

Measuring Types of Social Media

Owned Your Branded

Presences

Earned Organic Shares and Posts

Paid Social

Advertising

Owned Social Media The Impact of Your Accounts

Facebook Insights

Overview

Performance by Post

Facebook Insights: Referrers

Exporting Data by Post or Page Level

What Can Facebook Insights Really Inform?

• Top shareable content – what works, what should you produce more of?

• What is your current active audience?

• Where are there growth opportunities?

But there’s still more qualitative information to track:

Platform Analytics: Twitter Analytics.twitter.com

By Tweet

Audience Information https://analytics.twitter.com

Platform Analytics: Pinterest

Platform Analytics: LinkedIn Company

Page

Measuring Earned Social Media

• Shared Content: Sharethis, Addthis

• Web Analytics: Google, SiteCatalyst

• Google: Trackbacks, Links

• RSS Reader: Feedly

• Mentions: SumAll, Social Mention

So Many Free/Paid Tools To Investigate

• Keyhole • Bit.ly • Social Mention • Buffer • Hootsuite • Followerwonk • SumAll • Google Analytics

Google Analytics: Learn Top Content From Social Media

Explore Google Trackbacks

Remember listening?

Measuring and Tracking on Instagram

• Iconosquare

• Tagboard

• Hashatit

• Search Location

Explore Google Add-ons and Scripts

Crowdbooster Shows Devoted Supporters

BuzzSumo: See Popular Content on a Site

Measuring Mentions https://en.mention.net/

Tagboard – search hashtags

Understand Audience Behaviors

Collect Qualitative Data That Informs Your Strategy

Reporting Crimes

Advocacy Requests

Identify Possibilities to Engage in a Meaningful Way

Use Content Build Mutual Relationships

Measure the Full Picture Original

Tell a Story with Your Data

A Good Measurement Plan Inspires Action

Revisits Your Goals:

Improving Reputation

Combines Available Measurement Tactics:

Social Analytics and

Web Analytics

Uses Qualitative and Quantitative Information:

Comments and

Increased Shares

General Geekiness

• Build off automated reports whenever possible

• Export Data to play if you’re comfortable with spreadsheets

• Follow blogs and reports that discuss web and social metrics and techniques

Collaborate Across Regions and Programs

Quarterly Report Campaign Specific Report

Analyze Don’t Regurgitate

• Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter

Figure that if it puts you to sleep…

You’re not measuring anything.

Pick Sections of Your Report That Make Sense

• Growth – (example mobile and multiplatform) • Change in Behavior • Relationship Building • Hot Button Issues • Next Steps • Fundraising Success • Business Goals Met

Integrate the Web Metrics with Offline Wins

source: Metricsman.wordpress.com

Sample Quarterly Report Breakdown

• Reach • Engagement • Traffic from Social • Revenue • Lessons Learned • Trends/Industry News • Tips of the Quarter • Mentions of Social Media

Just Remember: Good Measurement Leads to Action

• Don’t stop at measuring what’s easy • Ask tough questions • Learn tool capability and experiment

Questions?

Danielle Brigida

National Social Media Manager

U.S. Fish and Wildlife Service

@USFWS or @starfocus

danielle_brigida@fws.gov Judy N, Flickr

Let’s Work Together To Put Together a Sample Report

Image: Flickr / Iowa Red Bulls

• Identify audience

• Specific goals

• Tools to Use

• Frequency

• Long-term plan