8
e MEASURING SOCIAL MEDIA
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: [email protected] Facebook: https://www.facebook.com/SomaziWW Twitter: https://www.twitter.com/SomaziWW Pinterest: http://pinterest.com/Somazi
Authors
Ewa @Ewajoan
Marlies @MsSpijker
Clementina @CGZatSomazi
