share this presentation andrew smith

SHARETHIS

SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON

SUPPORTED BY

SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON

Measuring The Value Of Social Media

Andrew Bruce Smith@andismit #ciprsm

Is social media important to PR?

September 2012 http://bit.ly/SltQcX

What’s the problem?

September 2012 http://bit.ly/SltQcX

Biggest myth about social media?

Social is not measurable

Other issues

• Wonky metrics– Relying too heavily on “gameable” outputs eg

followers and Likes– Problems with Fakes

Is Google Analytics an answer?

Why GA?

Ubiquity

86pc of UK businesses use GA (E-Consultancy survey 2011)

It’s free!

A way to prove the direct and indirect value of PR and social media

Key WIN areas: goals and attribution analysis

Social media’s marriage problem.

Or how attribution analysis can show the value of social media. Or PR.

Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against a specific goal

Old vs new

Old: our PR and social media activity created x number of OTS (opportunities to see)

New: our social media (or PR) activity directly and indirectly contributed £x value in relation to defined business and organisational goals

SHARETHIS

SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON

SUPPORTED BY