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Measuring social media - updated

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Emerson Povey

Updated version of the social media measurement talk given a year ago at Charity Comms.

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Measuring social media Emerson Povey, Digital Communities Editor @emersonp @amnestyuk http://www.flickr.com/photos/tomschenkenberg/2392891330
First, a quick check...
First, a quick check...
Measurement Reach How many people am I talking to? What makes more people join & follow us? Engagement How many of them are listening? How many of them are talking to/about us? Action How many of them are doing something? Are we changing long-term behaviour?
Our social broadcasting Peer sharing – both when asked to do so, and ‘organic’ sharing Measurement
Measuring 'reach' & 'engagement' (Who's seen it & done something?)
Do you know what your best update on Facebook was this week? Do you know – for sure – any correlation between your best updates in the last 6 months?
Likes and Shares Comments Clicks and views
Likes and Shares Comments Clicks and views
Twitter have launched some handy analytics: https://ads.twitter.com
They're engaged. Are they taking action?
Our social broadcasting Measuring action: the problem Peer sharing – both when asked to do so, and ‘organic’ sharing
Measuring action: the solution http://support.google.com/googlea nalytics/bin/answer.py?hl=en&ans wer=55578 Google Analytics Campaign system allows us to split out our social broadcast messages
http://www.amnesty.org.uk ?utm_source=social &utm_medium=facebook &utm_campaign=turkey &utm_content=standingman Measuring action: the solution http://support.google.com/googlea nalytics/bin/answer.py?hl=en&ans wer=55578
Measuring action
Tracking individual posts
Improving your benchmarks!
Measuring action – Google Analytics https://support.google.com/analytics/answer/1033017?hl=en-GB Use Advanced Segments to easily see your audiences in Google Analytics
Code share buttons Use the same campaign analytics to track Tweet and Google+ buttons
Sharing some good news…
Engagement rate 3.45% 32% Shares 193 386%
Engagement rate 4.63% 78% Shares 598 1,196%
Engagement rate 3.80% 65% Shares 1,625 3,250%
Amnesty International Questions? emerson.povey@amnesty.org.uk @emersonp @amnestyuk

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Measuring social media - updated

Notes de l'éditeur

  1. Before we get onto all the sexy pie charts and measurements…Often measurement and monitoring of social is lumped into one big group – but we need to break things down. The context of the social messages we’re measuring is crucial to understanding success!