Tackling Social Media Measurement
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Eyes on the Prize: Tackling Social Media Measurement Danielle Brigida National Wildlife Federation
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There comes a time in your social media adventure where you have to measure your work. That can be quite a task. Let me share what little I've learned about the topic!
Transcript of Tackling Social Media Measurement
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…
Sprout Social
Hootsuite
Other Paid Tools
• Spredfast• Wildfire• Argyle• Cotweet• Ubervu• Socialflow• Radian6
Understand Facebook Insights
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
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
