pbrl 3150: social media measurement
TRANSCRIPT
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Social Media Measurement
PBRL 3150 Social Media for Strategic PRFeb. 28, 2012
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Our Mission
• Identify key performance indicators.• Understand tools and services.• Provide clear reporting and
analysis.
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ROI = (Gain – Cost) / Cost
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The Cost
Social media is only free if your time is
worthless.
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The Gain
• Build brand awareness and affinity.• Increase number of event
attendees.• Increase number of sales.• Drive web traffic.
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Two Core Metrics
Success on a social platform is determined by two factors — influence and engagement.
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Set Measurable Objectives
• Prompt __ people to inquire.• Increase engagement by __
percent.• Drive __ people to the website.• Get __ people to apply.
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“Number of fans and followers is NOT a business metric — what you do with
them is.”
Social Media MeasurementPBRL 3150 Social Media for Strategic PR
-Jeremiah Owyang
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What are your key performance indicators?
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Key Performance Indicators
• Feedback (likes, comments, mentions, shares etc.)• Total and unique views.• Website referrals.• Conversions.
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Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Business Objective Key Performance Indicator
Foster Dialog Share of VoiceAudience EngagementConversation Reach
Promote Events Active AdvocatesAdvocate InfluenceConversation Reach
Customer Service Response TimeResolution Rate
Generate Leads Active AdvocatesConversation ReachConversions
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Don’t measure everything,just the things that matter.
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It begins here …
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General Trends
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Advanced Segments
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Social Interaction Tracking
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Specific Campaigns
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Specific Campaigns
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URL Builder
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View Insights
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Facebook Insights
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Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Metric Meaning
Total Likes The number of unique people who like your page.
Friends of Fans The number of unique people who were friends of people who liked your page.
People Talking About This
The number of people in a week who have created a story about your page, i.e., liked, commented, shared, or posted.
Weekly Total Reach
The number of unique people in a week who have seen any piece of content from your page.
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Page Posts
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Social Media MeasurementPBRL 3150 Social Media for Strategic PR
Metric Meaning
Reach The number of unique people who have seen your post.
Engaged Users The number of unique people who have clicked on your post.
Talking About This
The number of unique people who have created a story on your page post.
Virality Percentage of people who saw your posted and created story from it.
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The real gold in a Facebook page is mined from
exported data.
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Exported Data
• Story types created (like, comments).• Consumptions by type (view, click).• Organic, paid and viral impressions.• Organic, paid and viral reach.• Lifetime negative feedback.
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• Followers• Following• Tweets• Lists
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Hootsuite
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TwitterCounter
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Additional Resources
• TwitterGrader by Hubspot• Wildfire Social Monitor• TweetStats• Klout
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YouTube
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Foursquare
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Klout
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Unless a measurement tool addresses your specific social media goals, the score it spits
out is useless.
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Now what do I do?
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Social media measurement is only as valuable as the analysis
that follows.
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Creating a Report
• Make it easy to read and understand.• Report key performance indicators.• Monitor and highlight trends.• Offer recommendations.• Explain causation.
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Discussion
Social Media MeasurementPBRL 3150 Social Media for Strategic PR