@jlysne

Measurement

SOCIAL MEDIA MYTHS

Our company should be in social media because it is popular

The number of fans, followers, friends are the best measure of social media influence

Everyone is in social media now, so we can abandon other marketing efforts like print, radio and email

You can’t track the ROI of social media and the impact it has on my business

GETTING STARTED WITH MEASUREMENT

Some Common Objectives

• Awareness

• Reputation Management

• Customer Service

• Public Relations

• Name/Potential Customer Acquisition

• Customer Loyalty

• Thought Leadership

• Networking

• Crisis Mitigation

Know Your Audience

Motivations

Platforms

Types

MotivationsAuthenticity

Motivations

Frequency

Motivations

Platforms

Motivations

Platforms

Motivations

Motivations

Platforms

Frequency

Motivations

Social

Media

Behavior

Blog

Behavior

Social

Network

Behavior

Micro-

Blog

Behavior

Rating

and

Review

Behavior

Video

Sharing

Behavior

Video

Watching

Behavior

Photo

Sharing

Behavior

Forum/

Chatroom

Behavior

COMMONLY USED METRICS

Metrics to Consider

Reputation ManagementNumber of positive mentions

Number of negative mentions

Number of overall mentions

Customer ServiceNumber of questions answered

Decrease in call center questions

Cost savings

Public RelationsSocial connectivity

Percentage of pickup

Share of voice

AcquisitionNumber of new contacts

Value place on a contact

Customer LoyaltyParticipation

Size of community

Increased positive mentions/reviews

Thought LeadershipShare of voice

Number of followers

Number of mentions

Time spent with content

Number of clicks

Content sharing

Search volume

NetworkingNumber of connections

Interaction with connections

Incoming Referrals

Crisis MitigationNumber of Negative Mentions

Number of Positive Mentions

AwarenessNumber of Followers

Number of Mentions

Click Through Traffic

Search volume

Site traffic

Klout score

Look at page 164 in the The Now Revolution book for a great metrics selection tool.

TOOLS OF THE TRADE

Web Analytics

Social Monitoring

Platform Analytics

A REAL LIFE EXAMPLE

Listening

•

•

•

4 Key Takeaways

1. Know why you are using social media

2. Know what you are measuring before you go to market

3. Create integrated measurement strategies

4. Make sure you are measuring the right thing

QUESTIONS?