session 3: nicholas standage (pau) - managing and measuring your social media presence
DESCRIPTION
Third session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects. Topic: Managing and measuring your social media presence Author: Nicholas Standage (PAU Education) Website: http://www.web2llp.eu/training/online-session-3-management-impactTRANSCRIPT
This project was financed with the support of the European Commission. This publication is the sole responsibility of the author and the Commission is not responsible for any use that may be made of the information contained therein.
http://www.web2llp.eu
Nicholas Standage P.A.U Education
Managing and measuring your social media presence
Today´s session
Managing multiple channels
What does it mean? Who should do this? How?
Measuring the impact of the channel to your project
Why measure? What to measure? How?
Measuring your presence on the channel
How does your audience perceive your presence?
Evaluating your social media strategy
Are you getting the most out of it?
Additional Tools
Any Recomendations?
Managing multiple channels
What does it mean to manage multiple channels?
Different channel capabilities • Mass messaging • Personalized
communication • Mentions, Hashtags…
Different audiences
Different ways of communicating to them • Content • Style • Frequency
Different objectives • Awareness raising
• Engagement /
discussion
Hootsuite
Spoutsocial
Tweetdeck
Engagor
Shotools
Managing multiple channels
What to ask for/expect of a managing tool?
Managing all/ most networks from the same dashboard and programming posts publication.
Monitoring hashtags, keywords and/or lists of users in the same page.
Counting with a Twitter Archive.
Handy RSS feed.
Automatically generated insights easing the measurement of your strategy’s performance.
Being able to compare with others’.
Getting a holistic overview of projects and dedicated teams.
Managing multiple networks simultaneously
Source: Hootsuite
Scheduling
See your tweets being
retweeted live Multiple networks
Easing Management & Monitoring
Scheduling content publishing is a great option for:
1. That content that you wish / need to republish certain times (announcements, registration promotion, newsletter launch, reminders, etc.)
2. Time management: Once you have decided the content that you , all you need is to prepareit to be posted.
Image above: Hootsuite
Scheduling
Measuring and evaluating
“Let your performance do the thinking” Charlotte Bronte
Getting the most out of your efforts (ROI)
Benchmarking with your competitors
Reporting to your client / Manager
Social Media is a rapidly changing
environment
Why measure?
Why measure?
You can validate your content
strategy
You are in control and can change the action plan
You can enhance your channels
Example: 20.000 likes on Facebook, but only 30 likes per post
Example: You learn that your Youtube videos are watched from mobile devices mostly
Example: to launch an Ads campaign or a promotion on Facebook seeking growth
What to measure?
Number of visits on your site Number of registered users Number of contributions on your site by its members Number of participations in your contest Number of registered attendees at your upcoming event Most visited item on your site Press clippings
Social Media Channel Performance
- Defined Indicators
Measuring your social media performance
Page Likes Post reach Engagement ( Comments, shares…)
Are you reaching the right people?
Are you posting when your fans are online?
What kind of content do your fans react to?
Measuring social media performance
Followers – Growth Retweets Mentions Mentions by influencers Measuring the performance of your hashtag
Source: hashtags.org
Source: hashtagify.me
Measuring social media performance
Followers Reach Engagement How do you compare with similar pages?
Some offer the possibility to customize your reports
From basic demographics to very detailed indicators
Easing Measurement
Source: Sprout Social Source: Hootsuite Report Builder
Easing Measurement
Schedule your monthly reporting!
Source: Hootsuite
Define the indicators that interest you Derive an executive summary about it
Easing Measurement
• Monthly, weekly… Reports are set up accordingly to your needs.
Frequency
• ‘Likes’ and ‘Followers’ demographics; interest towards keywords; influencers mentions, etc. Defined indicators
• Although they are not connected to Ads yet, some dashboards are connected to Google Analytics and / or Facebook Insights
Integration with other
measurement tools
Embeded tool: basic metrics
Facebook Conversion:
‘Likes’ (old ‘fans’)
a) Reach (average per post, per week, etc.)
b) People Talking about this
(number of engaged users)
Twitter Conversion:
Followers
Interaction: RT (retweet) and
Mentions
LinkedIn Conversion:
Followers
Interaction: page views, engaged
users.
The impact of Social Media on your site
Mostly to measure traffic and networks push to your site.
Check the ‘Referrals’ area.Bounce rates are most significant indicator.
‘Add This’, ‘Share this’ and social buttons (‘Like, +1, etc.) plugins can provide you activity reports.
Social sharing and mentions has become essential in terms of SEM, check the reports to see if your content is interesting to your readers.
How can you see it?
Achieving your projects objectives
More Followers and Fans = Broader Reach of your Content Broader Reach of your Content = More Visits to your Website More Visits to your Website = More Visibility to your Content and Initiatives (events, contests, publications…)
More Visibility = Happier Client Conclusion: …Succesful projects are accompanied by well defined and closely monitored social media strategies…
Tools to combine: TweetReach
Reach: estimates how many people could have seen
your tweet.
Influencers: identifies top contributors
Recommended: to measure live-tweeting impact and influencers
identification
Tools to combine: SocialBro
‘Best Time to Tweet’ Reports
It eases the lists setting up and
follow/unfollow process
Great analytics to target and to
identify influencers
www.socialbro.com
Recommended: measure your performance evolvement
and influencers
Dashboards generally
include this info about
users
Both measure
social influence
Tools to combine: Klout or PeerIndex
www.klout.com www.peerindex.com
Tools to combine: Klout or PeerIndex
If you are using Twitter only
If you are measuring paid campaigns on Facebook
If you need visualizations and practical advice related to your data
Managing, Monitoring, Measuring
Thank you for your attention!
@Nicholas_st
es.linkedin.com/in/nicholasstandage