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Social Media Measurement and Monitoring Sandra Fernandez Manager of Public Relations & Social Media Administrator Houston Public Library
| Date post: | 17-May-2015 |
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Technology |
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Social Media Measurement and Monitoring
Sandra Fernandez
Manager of Public Relations & Social Media Administrator
Houston Public Library
Social Media Landscape
Social Media Metrics
Social Media Measurement and Monitoring
Social Media Measurement and Monitoring
QUESTIONS TO CONSIDER
Social Media Measurement and Monitoring
WHAT?
What’s your objective? What are you trying to
achieve? What problem are you
trying to solve? What were you hired to
do?
Social Media Measurement and Monitoring
WHAT?
What are you going to measure? Fans, comments, subscribers,
new customers, engagement levels, responses…
What are you going to measure against? What are you using as a
benchmark? Where are you beginning?
Social Media Measurement and Monitoring
HOW MUCH?
How much of your resources are you going to invest in measurement?
Do you have money to spend?
Are you going to do analysis in-house or outsourced?
Social Media Measurement and Monitoring
WHEN?
When are you going to look at your metrics?
Social Media Measurement and Monitoring
Metrics vs Analysis
Social Media Measurement and Monitoring
Where Measurement Starts
SMART Objectives Specific Measurable Attainable Results-Oriented Time Bound
http://bit.ly/SMARTObjectives
Social Media Measurement and Monitoring
Where Measurement Starts
SMART Objectives Specific – create a goal Measurable – something you can measure Attainable Results-Oriented Time Bound – create deadlines or schedules
Get to know EXCEL!
Social Media Measurement and Monitoring
Things you start tracking today, for FREE (or little money) + your time Audience
# of Followers/Fans/Subscribers Activity
# of posts/tweets/updates Engagement
Comments on your blog or your FB page and responses on Twitter
# of mentions # of retweets # of conversations
Traffic/Reach Traffic to your blog – visits NOT hit Links to your site or social media channel Clickthroughs on the links you share with your
networks Trackbacks, Sharing
Social Media Measurement & Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Social Media Measurement & Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features Content analytics -- Find your site’s top content and
hidden gems with the Content reports in Google Analytics. You'll find out how often people visit each page of your site, how long they stay, and how often they convert. All the reports are found in the content section. Test and improve your web pages In-Page Analytics: See how visitors move within your site Site Speed Analysis: Uncover problems before your customers do
Social Media Measurement & Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features Social analytics -- Social reports help you measure the
impact social media has on your business goals and conversions. Integrated web and social data provides a holistic view of your content and community. Discover what your visitors are sharing and where they're sharing it
+1, Add This, Share This Learn which social sources refer engaged visitors
Social Media Measurement & Monitoring -- Blogs
Alexa’s Site Info -- http://www.alexa.com/siteinfo
Social Media Measurement & Monitoring -- Blogs
RSS Feeds, Google Reader -- http://www.google.com/reader
Social Media Measurement & Monitoring -- Blogs
RSS Feeds, FeedBurner -- http://www.feedburner.com/
Social Media Measurement & Monitoring -- Blogs
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
Social Media Measurement & Monitoring -- Blogs
BIT.LY URL Shortener -- http://bitly.com
Social Media Measurement & Monitoring -- Blogs
Mentions Social Mention --
http://www.socialmention.com/
Google Alerts: News, Blogs -- http://www.google.com/alerts
Technorati -- http://technorati.com/
Social Media Measurement & Monitoring -- Blogs
Comments & Trackbacks
Social Media Measurement & Monitoring -- Twitter
Number of Followers
Social Media Measurement & Monitoring -- Twitter
Responses
Retweets
Mentions
Social Media Measurement & Monitoring -- Twitter
“Decks” & Clickthroughs BIT.LY URL Shortener --
http://bitly.com OW.LY URL Shortener
(HootSuite) -- http://hootsuite.com
TweetDeck -- http://www.tweetdeck.com
Social Media Measurement & Monitoring -- Facebook
Number of “Likes”
Social Media Measurement & Monitoring -- Twitter
Reach Hashtracking --
http://www.hashtracking.com/
TweetReach -- http://tweetreach.com/
Social Media Measurement & Monitoring -- Facebook
Demographics on your fans
Friends of fans Fan interactions
on your page -- People Talking about this
Total Reach
Comments Sharing (links)
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
BIT.LY URL Shortener -- http://bitly.com
Mentions Social Mention -- http://
www.socialmention.com Kurrently --
http://www.kurrently.com Facebook Search
Social Media Measurement & Monitoring -- Facebook
Recap – questions to ask first
What’s your objective? What are you going to measure? What are you going to measure
against? How much of your resources are you
going to invest in measurement? When are you going to look at your
metrics?
Recap – Free tools to use TODAY
Blogs Traffic
Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo Google Analytics -- http://www.google.com/analytics/
Ranking Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
Links OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bitly.com
Mentions Social Mention -- http://www.socialmention.com/ Google Alerts: News, Blogs -- http://www.google.com/alerts
Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours
Technorati -- http://technorati.com/
Recap – Free tools to use TODAY
Blogs Comments & Trackbacks RSS Feeds (subscriptions)
RSS Feeds, FeedBurner -- http://www.feedburner.com/
Recap – Free tools to use TODAY
Twitter # of Followers, # of Responses, # of Retweets,
Mentions Twitter Search -- http://search.twitter.com/ Twitlerts -- http://www.twilert.com/ Social Mention -- http://www.socialmention.com/ Kurrently -- http://www.kurrently.com Hashtracking -- http://www.hashtracking.com/ TweetReach -- http://tweetreach.com/
Clickthroughs OW.LY URL Shortener (HootSuite) --
http://hootsuite.com BIT.LY URL Shortener -- http://bitly.com
Recap – Free tools to use TODAY
Facebook # of Fans (“Likers”) Demographics on Fans Comments Sharing Attendance at events Clickthroughs
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
BIT.LY URL Shortener -- http://bit.ly/ Mentions
Social Mention -- http://www.socialmention.com/ Kurrently -- http://www.kurrently.com Facebook Search
Recap – Free tools to use TODAY
Trending Google Insights --
http://www.google.com/insights
Paid Tools for Monitoring & Analysis
Radian6 -- http://www.radian6.com/
Sprout Social -- http://sproutsocial.com/
Bibliography – Articles & Blogs
PR Measurement Tips to Grade Your Campaign’s Performance http://www.ereleases.com/prfuel/pr-measurement-tips/
KD Paine’s Measurement Blog http://kdpaine.blogs.com/
Communication Overtones (blog by Kami Huyse) http://overtonecomm.blogspot.com/
195 Social Media Tools -- http://www.salesrescueteam.com/social-media-measurement-tools/
SMART Objectives -- http://bit.ly/SMARTObjectives Social Media Measurement, by Kami Huyse and Alice
Brink, http://overtonecomm.blogspot.com/2011/02/measure-this-social-media-measurement.html
Where to find me
www.SandraSays.com www.twitter.com/sandrasays www.facebook.com/sandrasays www.linkedin.com/in/sandrafernandez
