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Is This Thing On?How to Measure Your Social Media Efforts
Presented by
Dawn A Crawford Social Media & Communications Consultant
@SocMediaRckStr
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2
• Raleigh-based full service communications & fundraising agency that works exclusively with nonprofits
• Over 10 years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience
• Bring us your problem and we’ll solve it
Some of our Awesome Clients:
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Your Nonprofit
Media Relations
Social Media
Comm Strategy
Graphic Design
Advertising
Website
Videos
Online Fundraising
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Intimidated? Call us!
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Where Are We Going Today?
Tools that Work!
What is Reasonable?
How Do I Get Started?
Why Measure?
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Why Measure?
Value your time
Report impact to
foundations & donors
Improve your efforts
Permission to STOP
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How Do I Get Started?
Communications Plan
• What is important to you?• Baselines• Content strategy
Reporting Tool
• Spreadsheet or Google Docs• Analysis report
Repeat
• Do it the same time very month!• 6 month & 12
month reviews
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What is Reasonable to Expect?
Depends on YOUR community
5% organic/10% paid “Like” growth
5% follower growth
2-3% views growth
5% follower growth
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Tools Make Us Human
http://www.flickr.com/photos/bre/552152780/sizes/l/
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Your Tool: Facebook Analytics
Basic• Fan Growth• Most Popular
Posts• Wins
Advanced• Unlikes/Hides• Content Types• Demographics• Challenges
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OverviewSnapshot of your usage and interaction
Rockstar Tip: Last 7 days + 7 days
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Your page Like activity
Rockstar Tip: See in the past quarter
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Compares organic vs paid likes + tracks unlikes
Rockstar Tip: Pay attention to Unlikes
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Find out what is triggering your page Likes
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How many people saw your post
Rockstar Tip: Pay attention to spikes and repeat
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Comparing Frequency
How people interacted with your content
Rockstar Tip: Pay attention to spikes and repeat
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Track what is killing your fan base
Rockstar Tip: Watch your Hide Post rate!!!
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Track eyeballs over time
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Actual traffic to your Facebook page
Rockstar Tip: Not terribly important
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Viral reach of your content
Rockstar Tip: Mentions are key
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Track referring traffic over time
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Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc.Likes, Comments & Shares = Engagement
Rockstar Tip: SORT!
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NEW & COOL – Find the best times to post per day!
Rockstar Tip: Click on the days to
find different patterns
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Content measurement
Rockstar Tip: Not clear on timeframe???
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Who are your fans – gender, age and location – total population
Rockstar Tip: Target messages to brackets
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People who saw at least 1 of your posts in the past 28 days
Rockstar Tip: Track over time if you want to target
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Superfans – people who engaged with your content in the past 28 days
Rockstar Tip: Cater to these brackets
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Your Tools:Twitter Backend -
HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise
Twitonomy -- $20 a month/$240 a year
Basic• Follower
Growth• Clicks• Retweet
Counts• Wins
Advanced• Superfans• Locations• Challenges
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Ow.ly Click Summary – SummarySee when content activated
a click through
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Ow.ly Click Summary – Region & ReferrersSee where your users are at
and what online platform they are using
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Ow.ly Click Summary – ContentWhich were your most clicked on links
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Twitonomy – Content by MentionsHelps you track which content resonated
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Twitonomy – Most Active UsersIdentify Super Fans
Rockstar Tip: Get these people
to an offline event
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Twitonomy – Top RetweetsIndicates reach and resonance of copy
Rockstar Tip: Thanks your top
retweeters every month!
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More Tools!
Tweetreach - http://tweetreach.com/ - FREE
Twitalyzer - http://twitalyzer.com/ - PAID
Crowdbooster - https://crowdbooster.com/ - PAID
SproutSocial - http://sproutsocial.com/ - PAID
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Your Tool: YouTube Analytics
Basic• Views• Likes• Comments
Advanced• Minutes
Watched• Subscriber
Growth
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How do I find my analytics?
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Performance & EngagementTrack views, subscribers, likes & comments
Rockstar Tip: Change the dates
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Top ContentTrack views on videos
Rockstar Tip: Watch average minutes watched
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Demographics & TrafficTracks viewer locations and traffic sources
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Your Tools:Pinterest Analytics
PinPuff
Basic• Followers• Repins• Wins
Advanced• Traffic to
website• Likes• Comments• Challenges
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Influence RatingsInteresting to track how well your content is being spread
Rockstar Tip: You want your rating to be 40-70 or 70+
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Your Tool:Statigram
Basic• Followers• Likes• Comments• Wins
Advanced• Activity
around a hashtag• Content
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LikesThe number of people liking your content
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CommentsNumber of people interacting with your content
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Rolling Monthly Engagement
Compares Likes and Comments month by month
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Most Engaged FollowersWho has liked your content the most
Rockstar Tip: Befriend these people IRL
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Cool Bonus
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parting thoughtshttp://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
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Social Media is a Conversation
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Nerd Out & Experiment
http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
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Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
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Passion is Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/