SOCIAL MEDIA METRICS & MEASUREMENT
December 11, 2012
Agenda
• Why Measure?• Expose, Engage, Act• The 7 Step Process• Some Useful Tools
Why Measure?
Why Measure?
Why Measure?
Why Measure?
What Can We Know?
What’s a Like or Follow?
906,417 / 48,858957 = .018 38,161 / 1,574,485 = .024
Total fans, core fans and Influencers are not created equal!
EXPOSE ENGAGE ACT
SEE SAY & DO FEEL
FAN & FOLLOWERS, COMMENTS, LIKES SHARE? RT? DONATE?REACH & IMPRESSIONS WHAT ELSE? TAG, REGISTER?
7 Steps for Measurement
GOALS
BENCH-MARKS
INVEST-MENTS
AUDIENCE
METRICS
DATA COLLECTION
ANALYZE RESULTS
WHAT’S THE GOAL?
E.g. Reconnectwith
alumni
Define Audience
Primary? Secondary?
Define Investments
• How much time (and other resources) are you investing?
• Is this intentional?
• How do you know it’s the right amount of time? Is it “worth” it?
• Have you measured to know if it’s really what you’re putting in?
• Where are you starting from?
• How will you know if you’re improving?
• Are there baselines from the field too?
Define Benchmarks
Tracking Progress Over TimeAnd Cause/Effect
KD Paine, Slideshare
Facebook Insights
Facebook Insights
KloutKlout measures your social influence across Twitter, Facebook, LinkedIn, Foursquare, YouTube, Google+, etc.
Network Influence:This graph shows the influence level of your engaged audience. How many mentioners, re-tweeters, likers, commenters and recommenders do you have and how influential are they?
Helps you identify who are influencers in your network.
Bit.ly
• Shortens links and measures clicks.• Good way to compare with A/B testing.
HootSuite
What’s Your Next Step?
Next webinars:December 19, 1-2pm eastern
Content Generation and Curation
January 8, 2-3pm easternSocial Fundraising