Measuring What Matters

Chris Tuttle, Tuttle Communications

@ChrisTuttle#SM4NP

Why Should We Care About Metrics

Drive By Metrics

As we use social channels, drive by metrics help us spot

emerging trends and potential problems.

Why Should We Care About Metrics

Monthly Metrics

Tracking monthly metrics help us learn what content, and

types of content, our constituents most engage with

and how. They also help us forecast seasonal trends.

Why Should We Care About Metrics

Demographic Metrics

Learn who our constituents are in order to create more

engaging content, use in targeted campaigns, and find

areas to improve.

Why Should We Care About Metrics

Campaign Metrics

Learn how constituents engage with our social campaigns and

improve future campaigns.

Today’s Focus: Social Media Metrics

1. Facebook Insights

2. Twitter Analytics

3. Social Media Dashboard via Google Analytics

What Complicates Metrics Analysis

OverwhelmingAmount of Data

Time Consuming

Unsure what they mean

Unrelatedto Goals

Unsure how to react

Cost Prohibitive

KEY METRICS

Simplifying Social Media Metrics

1. Daily: Drive By Metrics

2. Monthly: Page & Post Metrics

3. Quarterly: Demographic Metrics

4. As Needed: Campaign Metrics

5. Automate Where Possible

Drive By (Daily)Page & Post Level (Monthly)

Demographic (Quarterly)Campaign (As Needed)

Facebook Insights

Page LikesPost Likes

Net LikesUnlikes

Paid LikesOrganic Likes

Likes from Page

Likes from Suggests

Likes from Mobile

Likes from Posts

Likes from Other

Post ReachPaid Reach

Organic ReachCommentsShares

Hides of PostHide All Posts

Page VisitsPhoto Tab VisitsTimeline VisitsCustom Tab Visits

Info Tab VisitsMentionsOthers Posts on PageExternal VisitsDay of Week Fans OnlinePost TypePost Time of DayPost Day of WeekPeopleGenderAge GroupFacebook vs FansCountryCityLanguage

Monthly - Posts

What type of posts are

most engaging?

Which posts are most engaging?

Monthly - Posts

Exclude Targeted Posts to see if

engagement by Post Type differ.

Quarterly: Demographics

Knowing where your fans are

helps to better engage them. Knowing who

your fans are helps to better engage them.

Campaign: Demographic Opps

Knowing where you have reach

can show opportunities to reach new fans.

Historic, Monthly - Page Level

Use spreadsheets to maintain most important monthly metrics from Page Level Facebook Insights.

(source = Facebook Insights export column label)

Drive By (Daily)Profile & Post Level (Monthly)

Demographic (Quarterly)

Twitter Analytics

Twitter Analytics

ads.twitter.com

Step 1: Provide a credit card in payment methods to gain access to free metrics. No ad purchases are necessary.

Twitter Analytics

ads.twitter.com

Step 2: View tweet activity under “Analytics”

Monthly: Profile & Post Analytics

Determine what content your

users most often engage with by

sorting tweets by “best” and review

reach and engagement.

Monthly: Profile & Post Analytics

Download tweets to quickly calculate historical data, such as total RTs, Faves & Replies

Quarterly: Demographics

Learn about your followers interests, locations, gender, and others they likely follow.

Historic, Monthly - Profile Level

Use spreadsheets to maintain most important monthly metrics from Profile Level Twitter Analytics.

(source = website and CSV calculation)

Social Metrics (Monthly)Automate

Google Analytics

Create a Social Media Dashboard

Create a New Dashboard and build your own, or choose from

shared templates by

clicking “Import from Gallery.”

Monthly: Social Metrics

Remove or add widgets to

customize the dashboard.

Learn whether social is driving new or returning traffic, from which social networks, and dive into key social mentions that drove high traffic.

Get advanced metrics with custom Goals and Funnels to track conversations.

Automate Monthly Metrics

Set frequency and make active for 12 months. Create calendar reminder to renew.

Quick Tips To Measure Better

1. Schedule 1 hour monthly to review analytics

2. Schedule 1 hour monthly to improve

measurements with Goals, Funnels, Social

Sharing, etc

3. Schedule 1 hour quarterly to review in-depth

analytics

4. Learn more:

http://www.google.com/analytics/learn/

Measuring What Matters

Download at tuttle.co/mwm

Chris Tuttle - Tuttle Communications

518-288-8853 chris@christuttle.com @ChrisTuttle