3 essential steps for measuring the impact of your social media activity

for measuring the impact of your Social Media Activity

3 Essential Steps

CIARÁN REGANMarch 2011

Our approach will answer two fundamental questions for any social media activity. You will learn:

• How you should measure • What you should measure

How you should measure

How you should measure

Step 1: Your Objective

• Define your business objective

• Ensure you measure based on that specific objective

• Positioning yourself or your company online

• Audience engagement

• Conversational reach

Some sample objective(s) you

may have are as follows:

How you should measure

How you should measure

Your Plan

• Develop a measurement plan

• Everyone involved can see what is being monitored and what is not.

• Create milestones, this sets expectations for everyone involved in the campaign.

Step 2:

• Each company or campaign has specific requirements.

• You must determine the purpose of your campaign

How you should measure

Do you want to:

• Have users produce content about you?

• Have users engage with you?

• Have users recommend you?

Campaign Purpose:An example of

your activity may be:

How you should measure

How you should measure

Your GoalsYou must define your campaign GOALS:

• Be slightly aggressive with your Goals

• Stick to these Goals

• Define what a successful outcome is to you

• Think about what needs to be done in order to achieve them

Step 3:

How you should measure

Be specific when setting weekly or monthly

GOALS:

Sample Goals for your campaign:

• Grow your collective fanbase on social networks by X amount.

• Increase traffic to your website from social networks by X amount.

• Increase online downloads, donations or registrations by X amount.

GOALS

What you should measure

Valuable and relevant measurementrequires a combination of Qualitative and Quantitative metrics.

What you should measure

What you should measure

Sample MetricCategories for your

campaign content willinclude the following:

RelevanceReach

Engagement

Influence

Attention Sentiment

• Selecting a tool or set of tools that track

across many media channels.

• Producing custom reports for your campaign

This can be achieved by

the following:

What you should measure

Some Free and Paid Tools I Suggest are:Free Tools include:

Your Tool or Platform selection should depend on your

campaign purpose, outlined earlier.

What you should measure

FacebookInsights

Your SocialMonitor

Google Analytics

Twitter Search Klout Hootsuite

Fee Based Tool suggestions are:Tool selectionshould depend on

campaign purpose

What you should measure

Basic (Fee)

Advanced (Fee)

AwarenessHub

WildfireApp

Uber Vu

Radian 6 BuddyMedia

LithiumPlatform

I recommend you begin with standard metrics.

So, what exactlyare we measuring?

What you should measure

• Website landing page traffic from social networks• Fanbase size across all networks• Brand / Product / Service mentions

Then move into Specific metrics.

So, what exactlyare we measuring?

What you should measure

Influence: Gauge how influential your users are andtarget the most influential with your content.

Engagment: Assess the nature of your user activity,how are they engaging with your content, is thisincreasing our time, is it being forwarded and

shared

Inbound Traffic: Are users from social networks staying on your site?

Specific metrics continued...

So, what exactlyare we measuring?

What you should measure

Interaction: Are numbers of active fans increasingConversion of passive fans to interactive fans.Commenting v reading, repeat comments.

Sentiment: Assess whether activity is positive or negative

• Measure and record• Build reports• Match against goals• Keep setting goals• Keep listening

So, what have we learned…

Conclusion

Bring the conversation closer!

If you would like to know more information on this please email cregan@directbrand.ie

Thank You

CIARÁN REGAN