key metrics and tools to measure social media success
DESCRIPTION
Introduction to key metrics and tools to measure social media success. Presentation given during the "Social Media and Resilience Workshop" in Bangkok, Thailand in July 2013.TRANSCRIPT
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08.04.2023 Social Media for Good – www.sm4good.com 1
Key metrics and tools to measure social media success
Ability
Photo: Chandra Marsono on Flickr
#sm4res
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Most common metrics
Number of followers/ fans/friends
“Engagement”
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Most common metrics
Followers/friends/fans = quantitative measure
Engagement = what are people doing with our content = qualitative and qualitative measure
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Aspects of enagement
Number of people who liked, shared or favourited our content
Number of people who commented or replied to our content
Type of comments we received
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Why is engagement important? Not everyone who is a “fan” of your Facebook
page will see your updates. The likelyhood that someone sees your
content depends on whether Facebook thinks your content is interesting for a specific person.
Engagement is used to measure whether you content is interesting
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UNLOCKING YOUR SOCIAL MEDIA DATA
Photo: Viewminder on Flickr
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Twitter timeline activity
Twitter (free)https://ads.twitter.com
You do NOT have to spend money or have a credit card to use this tool!
Very basic overview showing some favourites, retweets and replies.
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Twitter timeline activity
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Crowdbooster
Crowdbooster (from 9 USD/month) http://crowdbooster.com
Provides information about individual messages and their effectiveness on Facebook and Twitter.
Includes “scheduler” to optimize posting times.
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Crowdbooster
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Crowdbooster
Who are our biggest supporters? Are we just talking to our own peer group?
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SocialBro
SocialBro (from 6.95 USD/month) http://www.socialbro.com
Twitter analytics tools, particularly useful to segment and analyse Twitter followers.
Best time to tweet Allows you to follow the followers of
competitors
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Best Time to Tweet
0:001:00
2:003:00
4:005:00
6:007:00
8:009:00
10:0011:00
12:0013:00
14:0015:00
16:0017:00
18:0019:00
20:0021:00
22:0023:00
0
5
10
15
20
25
30
MonTueWedThuFriSatSunActual
This chart shows when most of the organisation’s users are on Twitterand when the organisation tweets (bottom line). Using analytical information like this, organisations can optimize their social media activities.
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How many followers do our followers have?
51%
11%
28%
6%
3%
0 to 49
50 to 99
100 to 499
500 to 1K
1k to 5k
5k to 10k
10k to 50k
50k to 100k
100k to 500k
500k to 1 million
> 1 million
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Why is that interesting?
You can target Twitter users who are …• Following you and have many followers• Have certain key words in their profile• Already follow other NGOs• Have a lot of followers
Examples:• Follow all journalists following @UNOCHA• Find people interested in “shelter” who have more
than 1,000 followers
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Facebook Insights
Facebook (free)http://www.facebook.com
Available for all Facebook pages Overview of key metrics and demographic
data. Help you target content to your audience
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Facebook Insights
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What virality is normal?
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Edgerank Checker
EdgerankChecker (from 15 USD/month)http://edgerankchecker.com/
Gives detailed analysis/recommendation what type of content to post when.
Compares your page to others in the same industry.
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Photo: Tal Axelrod on Flickr
Is what your are measuringmeaningful?
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Thank you!
Timo LügeSocial Media for [email protected]: @timolue