social media measurement: a practical approach
DESCRIPTION
Just starting out with social media measurement? Here is a basic approach that you can master and build on as you gain skill at setting and measuring goals. Facebook, Twitter, YouTube, Pinterest, and blog results measurement is covered. Presented at the 2012 GV Expo in Washington, DC by Mary Fletcher Jones on 11/28/12.TRANSCRIPT
04/08/2023 GV Expo 1
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