Eyes on the Prize: Tackling Social Media Measurement

Danielle BrigidaNational Wildlife Federation

Common Response to Social Measurement

There are so many metrics…

What Drives Your Work?

Reach Reach

EngagementEngagement

RevenueRevenue

Our Mission

Social Media Objectives

• Research and Learning• Building Relationships• Improving Reputation• Content Generation• Issues Awareness• Driving Traffic• Actions Taken• Raising Funds/Sales

Always Remember Objectives and Goals

The Trick to Tracking

• Pick metrics to measure ahead of time• Evaluate overtime• Identify anomalies • Tell a story with your data• Track metrics that matter

The Social Media Measurement Landscape…

Measure Several Accountswww.twentyfeet.com

Sprout Social

Hootsuite

Other Paid Tools

• Spredfast• Wildfire• Argyle• Cotweet• Ubervu• Socialflow• Radian6

Understand Facebook Insights

Facebook Insights

Image from JohnHaydon.com

Compare Social and Web Metrics

Web Traffic Reach People talking about You Likes

Visitors Frequency Mentions # of Likes

Top Content Referrers Viral Reach Popular Content

Donations Visitors Check-ins Engaged Users

Actions Views Stories from posts # of Comments

Save Time… Exporting!

Sharing Analytics:

• Addthis• Sharethis• Twitter Buttons• Facebook

Plugins

Track Sharing Analytics

Find Several Ways to Track Metrics

VERSUS

There are Tons of Ways to Measure Twitter Specific Metrics

• Crowdbooster – mentions, replies & followers• Hootsuite – mentions, replies & followers• Twitter Counter - # of followers• Rowfeeder - mentions• Topsy and Topsy Analytics

Compare Retweets to Web Traffic

Track Tweets and Hashtagswww.rowfeeder.com

Other Twitter Measurement Tools

• Tweetscan• Twitstat• TweetBeep• Tweetmeme• TwitScoop• Tweet Cloud

• Twilert• Klout• Twittergrader• Twinfluence

And Hundreds More…

Track with network-specific analytics

Use Web Analytics To:

• Know your referring traffic from social• Top content (site sections/overall)• See earned social traffic• Identify influential websites• See timing and content trends• Compare web and social audiences

Remember “Return” Comes in Many Forms

Collect Qualitative Data Too

Communicate with Reports

Ways to Measure Your Objective

• Research and Learning – develop monitoring dashboard• Build Relationships/Issues Awareness – increase fans or

#number of followers• Improve Reputation – survey results• Content Generation – number of passionate bloggers• Driving Traffic – increase time on site, pageviews • Actions Taken - # of comments, tweets, etc• Fundraising – number of dollars directly and indirectly

Follow Helpful Resources

http://www.Bethkanter.org http://www.mashable.com

http://www.prnewsonline.com/http://www.johnhaydon.com/

Things to Remember

• We learned flexibility with social media and free tools

• Remember your overall goals• Pay attention to trends and compare data• Look for message quality in mentions• Use analytics to give you behavior

information

Questions?Danielle Brigida

brigidad@nwf.org@starfocus @nwf