6. Social Media Measurement
and Monitoring
WHAT?
What’s your objective?
What are you trying to
achieve?
What problem are you trying
to solve?
What were you hired to do?
7. Social Media Measurement
and Monitoring
WHAT?
What are you going to measure?
Fans, comments, subscribers,
new customers, engagement levels,
responses…
What are you going to measure
against?
What are you using as a
benchmark?
Where are you beginning?
8. Social Media Measurement
and Monitoring
HOW MUCH?
How much of your resources
are you going to invest in
measurement?
Do you have money to spend?
Are you going to do analysis
in-house or outsourced?
11. Social Media Measurement
and Monitoring
Where Measurement Starts
SMART Objectives
Specific
Measurable
Attainable
Results-Oriented
Time Bound
http://bit.ly/SMARTObjectives
12. Social Media Measurement
and Monitoring
Where Measurement Starts
SMART Objectives
Specific – create a goal
Measurable – something you can measure
Attainable
Results-Oriented
Time Bound – create deadlines or schedules
Get to know EXCEL!
13. Social Media Measurement
and Monitoring
Things you start tracking today, for FREE (or little
money) + your time
Audience
# of Followers/Fans/Subscribers
Activity
# of posts/tweets/updates
Engagement
Comments on your blog or your FB page and responses on
Twitter
# of mentions
# of retweets
# of conversations
Traffic/Reach
Traffic to your blog – visits NOT hit
Links to your site or social media channel
Clickthroughs on the links you share with your networks
Trackbacks, Sharing
15. Social Media Measurement
& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features
Content analytics -- Find your site’s top content and hidden
gems with the Content reports in Google Analytics. You'll find
out how often people visit each page of your site, how long they
stay, and how often they convert. All the reports are found in
the content section.
Test and improve your web pages
In-Page Analytics: See how visitors move within your site
Site Speed Analysis: Uncover problems before your customers do
16. Social Media Measurement
& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features
Social analytics -- Social reports help you measure the impact
social media has on your business goals and conversions.
Integrated web and social data provides a holistic view of your
content and community.
Discover what your visitors are sharing and where they're sharing it
+1, Add This, Share This
Learn which social sources refer engaged visitors
28. Social Media Measurement
& Monitoring -- Twitter
Reach
Hashtracking --
http://www.hashtracking.com/
TweetReach --
http://tweetreach.com/
29. Social Media Measurement
& Monitoring -- Facebook
Demographics on
your fans
Friends of fans
Fan interactions on
your page -- People
Talking about this
Total Reach
31. Recap – questions to ask first
What’s your objective?
What are you going to measure?
What are you going to measure
against?
How much of your resources are you going to
invest in measurement?
When are you going to look at your metrics?
32. Recap – Free tools to use TODAY
Blogs
Traffic
Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
Google Analytics -- http://www.google.com/analytics/
Ranking
Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
Links
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
BIT.LY URL Shortener -- http://bitly.com
Mentions
Social Mention -- http://www.socialmention.com/
Google Alerts: News, Blogs -- http://www.google.com/alerts
Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours
Technorati -- http://technorati.com/
35. Recap – Free tools to use TODAY
Facebook
# of Fans (“Likers”)
Demographics on Fans
Comments
Sharing
Attendance at events
Clickthroughs
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
BIT.LY URL Shortener -- http://bit.ly/
Mentions
Social Mention -- http://www.socialmention.com/
Kurrently -- http://www.kurrently.com
Facebook Search
36. Recap – Free tools to use TODAY
Trending
Google Insights -- http://www.google.com/insights
37. Paid Tools for Monitoring & Analysis
Radian6 -- http://www.radian6.com/
Sprout Social -- http://sproutsocial.com/
38. Bibliography – Articles & Blogs
PR Measurement Tips to Grade Your Campaign’s Performance
http://www.ereleases.com/prfuel/pr-measurement-tips/
KD Paine’s Measurement Blog http://kdpaine.blogs.com/
Communication Overtones (blog by Kami Huyse)
http://overtonecomm.blogspot.com/
195 Social Media Tools --
http://www.salesrescueteam.com/social-media-measurement-
tools/
SMART Objectives -- http://bit.ly/SMARTObjectives
Social Media Measurement, by Kami Huyse and Alice Brink,
http://overtonecomm.blogspot.com/2011/02/measure-this-
social-media-measurement.html
39. Where to find me
www.SandraSays.com
www.twitter.com/sandrasays
www.facebook.com/sandrasays
www.linkedin.com/in/sandrafernandez
sandra@sandrasays.com