Measuring social media

Emerson Povey, Digital Communities Editor

@emersonp

@amnestyuk

http://www.flickr.com/photos/tomschenkenberg/2392891330/

What do you want to know?

ReachHow many people am I talking to?What makes more people join us?

EngagementHow many of them are listening?How many of them are talking to/about us?

ActionHow many of them are doing something?

Reach

Reach

Engagement & Action

FacebookLikingCommentingSharing

TwitterReplyingMentioningRetweeting

…and clickthroughs!

http://www.flickr.com/photos/budding/104913945/

Facebook

Facebook

Measuring action – Google Analytics

http://www.amnesty.org.uk?utm_source=social&utm_medium=twitter&utm_campaign=MayAppeal&utm_content=AppealTweet1

Measuring action – Google Analytics

http://www.amnesty.org.uk?utm_source=social&utm_medium=twitter&utm_campaign=MayAppeal&utm_content=AppealTweet1

Email, social media, even press

Twitter, Facebook, Google plus

Fundraising, campaigning

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

Measuring action – Google Analytics

…and back to Facebook

…and back to Facebook

Twitter

Twitter

Twitter

Paid-for monitoring

http://thenextweb.com/socialmedia/2011/09/02/the-best-new-social-media-analytics-tools-of-the-year-so-far/

http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/

Paid-for monitoring

Amnesty International

Questions?

emerson.povey@amnesty.org.uk

@emersonp@amnestyuk