Social Media Measurement: Measure What Matters · Social Media Measurement: Measure What Matters By...
Transcript of Social Media Measurement: Measure What Matters · Social Media Measurement: Measure What Matters By...
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Social Media Measurement:Measure What Matters
By Danielle BrigidaU.S. Fish and Wildlife Service
@starfocus or @usfws
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I’m Passionate about Wildlife and Technology
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U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• www.fws.gov/social
Photo by Lisa Hupp
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USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts
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By the NumbersFacebook
Messaging
Messaging
Messaging
Social Network
Messaging
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Why Measure Social Media?
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Using Data to Inform DecisionsDo you have access to web analytics?
Do you regularly share stats?
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Address What’s in Your Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Capacity/Time
• Outreach plan
• Long-term plan
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Measurement
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No Shortage of Digital Metrics
source: Metricsman.wordpress.com
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Measurement Report Breakdown
• Distribution: fans, followers, mentions, reach
• Interaction: sharing, pageviews, reviews
• Influence: sentiment, brand evangelists
• Action: conversions, lead cost, sales
• Internal: blog posts, presentations, tweets
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Measuring Types of Social Media
Owned Your Branded
Presences
Earned Organic Shares and Posts
Paid Social
Advertising
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Owned Social Media The Impact of Your Accounts
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Facebook Insights
Overview
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Performance by Post
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Facebook Insights: Referrers
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Exporting Databy Post or Page Level
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What Can Facebook Insights Really Inform?
• Top shareable content – what works
• What should you produce more of?
• What is your current active audience?
• Where are there growth opportunities?
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Tracking Qualitative Information
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Platform Analytics: Twitter Analytics.twitter.com
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By Tweet
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Audience Informationhttps://analytics.twitter.com
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Platform Analytics:Pinterest
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Platform Analytics: LinkedIn Company
Page
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Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Google Trackbacks or Links • RSS Reader (Feedly)• Mentions (SumAll, Social Mention)
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Learn from Your Community
• Use their interactions to inspire action
• Correct misinformation
• Answer frequently askedquestions
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So Many Free/PaidTools To Investigate
• Keyhole • Bit.ly• Social Mention• Buffer• Hootsuite• Followerwonk• SimplyMeasured• Google Analytics
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Weapon of Choice: Google Analytics
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Weapon of Choice:Social/Media Monitoring Tool
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Weapon of Choice: Exporting…All the Things
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Weapons of Choice: Google Scripts
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Listening Will Give You Next Steps
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Measuring and Tracking on Instagram
• Iconosquare
• Tagboard
• Hashatit
• Search Location
• Simplymeasured
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Explore Google Add-ons and Scripts
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Crowdbooster Shows Devoted Supporters
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BuzzSumo: See Popular Content on a Site
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Web / Search Metrics
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Tagboard – search hashtags
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Understand Audience Behaviors
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Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
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Identify Possibilities to Engage in a Meaningful Way
Use Content Build Mutual Relationships
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Tell a Story with Your Data
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A Good Measurement Plan Inspires Action
Revisits Your Goals:
Improving Reputation
Combines Available Measurement Tactics:
Social Analytics and Web Analytics
Uses Qualitative and Quantitative Information:
Comments and Increased Shares
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Not So Sexy Things to Remember
• Identify your objectives• Do your homework:
which tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
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General Geekiness• Build off automated reports
whenever possible
• Export Data to play if you’re comfortable with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
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Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
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Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time
• Evaluate over time
• Identify anomalies
• Tell a story with your data
• Track metrics that matter
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Figure that if it puts you to sleep…
You’re not measuring anything.
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Listen, Communicate, Create, TrackTime on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%
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Repetitive Reports Help Showcase Trends
• Growth – (example mobile and multiplatform)• Change in Behavior • Relationship Building• Hot Button Issues• Next Steps – Human Analysis• Fundraising Success• Business Goals Met
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Integrate the Web Metrics with Offline Wins
source: Metricsman.wordpress.com
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Just Remember:Good Measurement Leads to Action
• Don’t stop at measuring what’s easy• Ask tough questions• Learn tool capability and experiment
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Questions?
Danielle Brigida
National Social Media Manager
U.S. Fish and Wildlife Service
@USFWS or @starfocus
[email protected] N, Flickr
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Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Tools to Use
• Frequency
• Long-term plan
Let’s Map Out A Report Together
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Let’s Map Out A Report Together
• Frequency• Audience• Major Sections
Always Include: • Sources for Data• Actionable Takeaways
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Sections of Your Report
• Distribution: fans, followers, mentions, reach
• Interaction: sharing, pageviews, reviews
• Influence: sentiment, brand evangelists
• Action: conversions, lead cost, sales
• Internal: blog posts, presentations, content