pbrl 3150: social media measurement
TRANSCRIPT
Social Media Measurement
PBRL 3150 Social Media for Strategic PRFeb. 28, 2012
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Our Mission
• Identify key performance indicators.• Understand tools and services.• Provide clear reporting and
analysis.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
ROI = (Gain – Cost) / Cost
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
The Cost
Social media is only free if your time is
worthless.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
The Gain
• Build brand awareness and affinity.• Increase number of event
attendees.• Increase number of sales.• Drive web traffic.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Two Core Metrics
Success on a social platform is determined by two factors — influence and engagement.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Set Measurable Objectives
• Prompt __ people to inquire.• Increase engagement by __
percent.• Drive __ people to the website.• Get __ people to apply.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
“Number of fans and followers is NOT a business metric — what you do with
them is.”
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
-Jeremiah Owyang
What are your key performance indicators?
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Key Performance Indicators
• Feedback (likes, comments, mentions, shares etc.)• Total and unique views.• Website referrals.• Conversions.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Business Objective Key Performance Indicator
Foster Dialog Share of VoiceAudience EngagementConversation Reach
Promote Events Active AdvocatesAdvocate InfluenceConversation Reach
Customer Service Response TimeResolution Rate
Generate Leads Active AdvocatesConversation ReachConversions
Don’t measure everything,just the things that matter.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
It begins here …
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
General Trends
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Advanced Segments
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Interaction Tracking
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Specific Campaigns
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Specific Campaigns
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
URL Builder
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
View Insights
Facebook Insights
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Metric Meaning
Total Likes The number of unique people who like your page.
Friends of Fans The number of unique people who were friends of people who liked your page.
People Talking About This
The number of people in a week who have created a story about your page, i.e., liked, commented, shared, or posted.
Weekly Total Reach
The number of unique people in a week who have seen any piece of content from your page.
Page Posts
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Metric Meaning
Reach The number of unique people who have seen your post.
Engaged Users The number of unique people who have clicked on your post.
Talking About This
The number of unique people who have created a story on your page post.
Virality Percentage of people who saw your posted and created story from it.
The real gold in a Facebook page is mined from
exported data.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Exported Data
• Story types created (like, comments).• Consumptions by type (view, click).• Organic, paid and viral impressions.• Organic, paid and viral reach.• Lifetime negative feedback.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
• Followers• Following• Tweets• Lists
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Hootsuite
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
TwitterCounter
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Additional Resources
• TwitterGrader by Hubspot• Wildfire Social Monitor• TweetStats• Klout
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
YouTube
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Foursquare
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Klout
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Unless a measurement tool addresses your specific social media goals, the score it spits
out is useless.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Now what do I do?
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social media measurement is only as valuable as the analysis
that follows.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Creating a Report
• Make it easy to read and understand.• Report key performance indicators.• Monitor and highlight trends.• Offer recommendations.• Explain causation.
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Discussion
Social Media MeasurementPBRL 3150 Social Media for Strategic PR