social media monitoring & measurement: ryerson university
DESCRIPTION
Deep dive into social media monitoring & metrics: dashboards (Radian 6, Sysomos Heartbeat, HootSuite, etc.), best practices, social listening and more.TRANSCRIPT
SOCIAL MEDIA MONITORING & MEASUREMENT
Mark Farmer, Ryerson University Feb 12, 2014
Glorious Me
You
?
Tonight
What are social media monitoring & measurement?
Best practices Platforms
Strengths & weaknessesApplications
How to implement monitoring & measurement
Why measure?
Focus and clarity. Since they’re objective and empirical, they remove opinion and conjecture from the decision-making process.
Legitimacy.If you want social media to be taken seriously in your institution, you will need it legitimized.
Why measure?
Demonstrating success. Nothing motivates like a success story, and you’ll need to motivate people to adopt social media.
Clarity for yourself. How can you evangelize something to others if you yourself can’t tell whether or not it’s a success?
ROI
Return on investment != “Return on engagement” (Gain from investment - cost of
investment) / cost of investment In other words, you want to get out more
then you spend
Myths
It’s immeasurable You shouldn’t measure You need to find the dollars ROAS (Return on Ad Spend) equivalent
is what matters
How to measure
Define resultsIs the desired result something tangible, like
more revenue, more sign-ups for a newsletter, something empirical like that? That’s fairly direct to measure, but can be difficult to track back to social efforts. There’s a few things you can do, however.
How to measure
Define results○ Shortened links in your promotions and
campaigns: because they’re unique, you can use them to track referral traffic to your website.
○ Special offers promoted online: allow you to measure pickup.
○ 30-day cookies.○ Or just ask, using a survey or questionnaire:
How did you hear about us?What was the most important part of your purchase
decision?
How to measure
Less tangible?Increased reputation? If so, how will you
measure that?Probably through a proxy, like sentiment.If sentiment goes up, assumedly so does
reputation.
How to measure
The perils of tangibilityBe careful: measuring things like sentiment
online is fraught with danger. A lot of companies with very expensive
products will claim to monitor sentiment automatically.
Their output is uniformly dubious if they’re not using a natural language processing engine.
Luckily, you can manually find out sentiment: it just takes longer.
How to measure
Maybe it can be measured directly in social media:LikesRetweetsComments
Trivia
Change over time
Popular metrics such as Facebook likes or Twitter followers aren’t critical in and of themselves.
What’s more valuable is positive change over time in such metrics; this shows that your digital media are headed in the right direction
What’s important
Other metrics, such as engagement rate, are more significant in and of themselves because they show the deeper interactions which are of the most value to your organization.
Uh oh
http://www.youtube.com/watch?v=oVfHeWTKjag
Share, share, share
What do you measure
ReachHow far does our message travel?
What do you measure
EngagementHow much does our audience engage with us, and how often? How much do they share, comment on, or like our content?
What do you measure
SentimentIs our audience saying positive or negative things about the institution? How negative or positive is the overall tone?
What do you measure
InfluenceAre we influencing our audience to take actions? Are we reaching key influencers?
Reach
Facebook Total reachImpressions
InstagramFollowers
LinkedInFollowers
Reach
TwitterFollowers
YouTubeViewsMinutes watched
Traffic and interactions on websites and blogs driven by social
Engagement
FacebookEngagement rateTotal number of engaged usersNumber of ‘stories’ created by users (i.e.
number of interactions)Page likes / post likesClicks
InstagramLikes
Engagement
LinkedInLikesComments
TwitterFavouritesRetweetsClicks (ow.ly / bit.ly)
Engagement
YouTubeLikesFavouritesSharesSubscribers
Influence
Number of mentions by top influencers, as identified by Radian 6 / Sysomos Heartbeat
Sentiment
Net sentiment change in Radian6, Sysomos Heartbeat
Benchmark
1. Previous effort
2. The competition
3. Phone-a-friend
4. Going forward
Challenges
Many of the metrics listed above depend on a variety of inputs. Because of this, digital media practitioners shouldn’t be held solely responsible for moving these metrics; such metrics are impacted by many different inputs above and beyond the digital media channels available to an institution.
The good news
You can start measuring the results of your efforts right now, without spending a dime, using native or freemium dashboards.
Listening
Passive ListeningThe most basic level. There is no interaction
at this level, just listening.
Listening
Active ListeningTakes passive listening further by interacting
with audience members online. This can be as simple as acknowledging a question, commenting on a conversation, or liking a comment.
This helps personalize digital media, and demonstrates that you’re active and responsive.
Active listening can help you learn about customers, their concerns and perceptions.
Listening
Social CareSocial care takes listening to the next level
by using social channels as a way to deliver customer service, responding to complaints and concerns, fielding requests and so on.
As people see an organization respond to customer care issues online, they become more likely to use these channels for customer care themselves. This may shift more customer care online from traditional channels.
Tools – Enterprise dashboards
Salesforce: Radian6 Sysomos: Heartbeat Meltwater uberVU
Tools – Native dashboards Facebook LinkedIn Twitter YouTube Instagram (Statigram)
Paid platform-specific dashboards
Hashtracking Tweetreach Tailwind EdgeRank Checker
Freemium dashboard
HootSuite
Multi-platform paid dashboard
SproutSocial
Not getting into
Google Analytics / Adobe Site Catalyst
Your new best friend
Excel Pivot charts
Selling it to the C Suite – don’t
How do we turn this into money?You don’t - it’s part of a marketing funnel“You set ‘em up - we knock ‘em down”
Change over time Sentiment - proxy Social care Social CRM
Value
http://www.smartinsights.com/social-media-marketing/facebook-marketing/what-is-the-value-of-a-facebook-fan-a-case-study/
Porblems
Twitter reach:http://www.unmarketing.com/2012/04/15/wh
en-we-exaggerate-our-size-everyone-loses/
Learn what works for you Try something. If it works, do more of it. If it doesn’t, do less of it. Rinse, repeat.
Resources
Olivier Blanchard - Social Media ROI: http://www.amazon.ca/dp/0789747413
Beth Kanter - Measuring the Networked Non-Profit: http://www.amazon.ca/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604
Katie Delahaye Paine - Measuring What Matters: http://www.amazon.ca/Measure-What-Matters-Understanding-Relationships/dp/B00D821V28
Avinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-Analytics-2-0-Accountability-Centricity/dp/0470529393
Reach out facebook.com/markus64 ca.linkedin.com/in/markfarmer64 twitter.com/markus64 webheresies.com
Appenidx 1: the funnel