Download - Measuring Social Media: History & Tools
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Past, Present and Future: Measuring
Social Media’s Impact
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What is Social Media?
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What is Social Media?Marketing////////
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What is Social Media?Marketing////////
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Social Marketing Through the Ages
• Gutenberg’s Printing Press (1440)– Goal, make the bible accessible to all
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Social Marketing Through the Ages
• Gutenberg’s Printing Press– Catalyst to the French Revolution
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Social Media Through the Ages
• Sound familiar?– The Arab Spring (Facebook & Twitter)
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Social As Marketing Tool
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Social As Marketing Tool
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Social Marketing 80’ Style
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Social Marketing 80’ Style
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How Big is Your Social Fire?
And How Do You Measure It?
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Measuring Your Fire/Success
• Fires require 3 things to be successful– Fuel– Oxygen– Spark/Heat
• How do you measure these?
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Measuring The Fire
• We can measure the elements• We can measure some of it’s impact
– Is it a warm inviting fire– Is it an out of control fire driving ppl
away• Are other’s keeping the fire alive
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• Identify appropriate measurement tools
Social Measurement Tools
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Free vs Paid Tools
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Most Important Tool!
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Fuel/Kindling
• Followers• Fans• Contacts• Head Count
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Measuring Your Fuel
• Quantity: – Count fans, followers, contact, etc.– Some tools for specific media
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Measuring Your Fuel
• Quality– Did you gather high quality fuel?
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Measuring Your Fuel
• Measure Quality with:– Klout– Kred– PeerIndex– Twitalyzer
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Measuring Oxygen
• How often are you publishing content
• Is your content being reviewed?• Does it drive interaction/fan the
flames
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The Heat
• Is the content being passed on/acted on
• Measure– Likes/Shares– Comments– Retweets– G+– etc
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Measuring Heat
• Is there content interaction– Blog comments– Shares– Likes– Retweets
• Is the fire drawing the right people in?
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Measuring Heat• Free Tools for Measuring Heat
– Any URL shortner (ie bit.ly)
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Measuring Heat• Crowd Booster
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Is It A Successful Fire?
• What were your goals?– Has the fuel source grown?– Has public perception/sentiment
improved?– Are calls to action taking place?– Are revenues up?
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Measuring Success
• Paid Tools– References/Sentiment Analysis
• TrackUr• Radian 6
– Webtrends 10– InfiniGraph (Measure your Oxygen)
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Measuring Success
• Free Tools– Google Analytics (for traffic to site)– Facebook Insights– Twitalyzer (Impact & Clout scores)– Klout
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TrackUR
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WebTrends
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InfiniGraph
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Final Thoughts
• Let’s stop reinventing the wheel, instead learn from history to use it more wisely!
• Build social campfires & not forest fires
