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Measuring Up:A Practical Approach to
Social Media Measurement
Mary Fletcher Joneswww.FletcherPrince.com
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About this presentation
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Why do we need to measure social media?
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The challenge of social media measurement
• 88% of marketing pros say they can’t accurately measure social media
• 57% of businesses say measuring ROI is their top social media marketing challenge
Social media ROI* = SM return – SM investment x 100 SM investment
*Wikipedia, “Social Media Measurement”
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So what about “engagement?”
#1 measure of brand effectiveness on social media used by business is FANS
Top Measurements Used for Social Media96% Total number of fans89% Traffic to website84% Social mentions across platforms66% Share of social conversations
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What are we hoping to learn?
1. Are we doing this right?
2. Is social media getting us the results we want?
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2 Kinds of Data
Quantitative• Views• Followers• Retweets
Qualitative• Comments• @mentions
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Create a measurement plan
SMART• Specific• Measurable• Attainable• Realistic• Timely
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Business results to have on hand
1. # of inquiries2. # new projects 3. # new clients4. Revenues for the
month $
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Social Media Platforms
• Facebook Pages• YouTube• Blogs• Twitter• Pinterest
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3rd Party Measurement Tools
• Hootsuite• Google Analytics• Klout• Hubspot tools• Wildfire Social
Media Monitor
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Measurement Tool: Editorial Calendar/Results Report
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How to measure with Facebook Insights
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Free to download from Administrator dashboard
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What to measure on Facebook
What you did:1. # posts for the month?2. Did you use advertising?
Results:3. # views?4. #shares?5. #Likes6. #Comments7. #Fans (+/-)
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Facebook Page Engagement Rate Formula
The engagement rate* of a post =
# of likes + # of comments + # of shares x 100Total # of
fans
*Wikipedia, Social Media Measurement
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How to measure withYouTube Analytics
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What to measure on YouTube
What you did:1. # of videos uploaded2. # of video responses posted,
shares, embeds, playlists
Results:3. Views4. Shares5. Comments6. Likes/Dislikes7. Subscribers (+/-)
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How to measure with WordPress stats
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What to measure on your blog
What you did:# of new posts
Results:1. # views2. # shares3. # comments4. # subscribers (+/-)
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How to measure Twitter• Twitter – Free profile checker;
basic stats• Twoolr – Performance, best
times to tweet, ratio of broadcast to engaging tweets
• ManageFlitter – Housekeeping for follows and unfollows; basic analytics
• TwitCleaner – How to operate a quality Twitter account & avoid pitfalls
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Twitter Counter
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Twitter Counter – Profile Checker
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Twit Cleaner doesn’tpull any punches!
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What to measure on Twitter
What you did:1. # broadcast tweets2. # retweets3. #@mentions
Results:4. # retweets5. # @mentions6. # Followers (+/-)
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Engagement rate formulafor a Tweet
The engagement rate* of a Tweet =
# of @ replies + # of retweets x 100
# of followers
*Wikipedia “Social Media Measurement”
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How to measure Pinterest
• Use Pinpuff to determine your influence rate, similar to Klout, and get quick stats
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What to measure on Pinterest
What you did:# of pins# of boards
Results:1. # of likes2. # of repins3. # of followers (+/-)
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Presenting your results
• Monthly reports• Year end reports–Memos and
reports–Powerpoint
presentations–Charts and visuals–Annual reports
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Thanks!!
Contact me about• Speaking engagements• PR & marketing projects• Social media coaching
and training
Mary Fletcher Jones(571) 269-7559
