SOCIAL MEDIA METRICS & MEASUREMENT

December 11, 2012

Agenda

• Why Measure?• Expose, Engage, Act• The 7 Step Process• Some Useful Tools

Why Measure?

Why Measure?

Why Measure?

Why Measure?

What Can We Know?

What’s a Like or Follow?

906,417 / 48,858957 = .018 38,161 / 1,574,485 = .024

Total fans, core fans and Influencers are not created equal!

EXPOSE ENGAGE ACT

SEE SAY & DO FEEL

FAN & FOLLOWERS, COMMENTS, LIKES SHARE? RT? DONATE?REACH & IMPRESSIONS WHAT ELSE? TAG, REGISTER?

7 Steps for Measurement

GOALS

BENCH-MARKS

INVEST-MENTS

AUDIENCE

METRICS

DATA COLLECTION

ANALYZE RESULTS

WHAT’S THE GOAL?

E.g. Reconnectwith

alumni

Define Audience

Primary? Secondary?

Define Investments

• How much time (and other resources) are you investing?

• Is this intentional?

• How do you know it’s the right amount of time? Is it “worth” it?

• Have you measured to know if it’s really what you’re putting in?

• Where are you starting from?

• How will you know if you’re improving?

• Are there baselines from the field too?

Define Benchmarks

Tracking Progress Over TimeAnd Cause/Effect

KD Paine, Slideshare

Facebook Insights

Facebook Insights

KloutKlout measures your social influence across Twitter, Facebook, LinkedIn, Foursquare, YouTube, Google+, etc.

Network Influence:This graph shows the influence level of your engaged audience. How many mentioners, re-tweeters, likers, commenters and recommenders do you have and how influential are they?

Helps you identify who are influencers in your network.

Bit.ly

• Shortens links and measures clicks.• Good way to compare with A/B testing.

HootSuite

What’s Your Next Step?

Next webinars:December 19, 1-2pm eastern

Content Generation and Curation

January 8, 2-3pm easternSocial Fundraising