(with apologies to Dr. Seuss) If you can pardon the rather poor rhymes, some of the basic principles around measuring social media are addressed in this deck.

1. One Like
Two Shares
Red Fish
Blue Fish
Social Media
Measurement 101
With
@theelusivefish

2. Who am I ?
My name is Rob.
Measuring things
Has been my job .
So sit in the room,
Hear what I say.
You’ll be measuring too
By the end of this day.
@theelusivefish
www.linkedin.com/in/theelusivefish

3. The boss says...
Back, back, and back some more years,
There were no Facebook, not a Vine, nor one Tweet.
If this is all new and never ever before seen,
You must measure it differently, figure it out toute suite.
Listen to me
I’ll tell you right here - newest or old -
it's just communication and you measure it same
if you are on the newest of platforms, the oldest of ways,
A message is a message, even when tweeted up in a plane.

4. Measurement is a process not a website or tool,
A process to help you know just what to do,
Things to remember, just things, not some rule
We’ll call them for starters, Thing One and Thing Two
Quantifying a
change you were
trying to make
Attain valuable
information that
you don’t have

5. Thing one is a change to the market you make
It is an outcome you are after
It is an objective you will take
• Build Awareness
• Educate / Build Understanding
• Launch a Product
• Establish a Need or Want
• Create a Positive Association
• Establish or Regain Trust
• Form or Change an Opinion
• Establish Relations with a Gatekeeper
• Build an Audience

6. Offered in the rain,
On a train,
In a box,
With a fox,
In a house
With a mouse
Here or there
Or Anywhere
Changed opinion.
Moved from strong
detractor of green
eggs and ham to
strong likelihood to
recommend.
Increased sales of
green eggs and ham.
Clearly Defined Objectives
What are you trying to change?
Exposure
Communication
objectives Business
objectives

7. If you forget everything else that I have and will say
Remember Thing One. It is the most important of all.
You can do all the rest right, but mess up this and dismay.
Everything is resting on him, so make sure they don’t fall.
The three ‘why?’ rule:
• If you can still ask, ‘why
are we doing this?’ you
probably aren’t yet at
your objective.

8. What are the signals that show your
change occurring?
That’s your KPI, that little noise,
That murmuring.
KPI is your Key Performance
Indicator.
All KPIs are metrics.
Not all metrics are KPIs.

9. There’s not one KPI to work every way,
that’s right for Bill, right for Aunt May, or Jorgen Pasgective
You need to choose your own metrics
That meet your objectives.

10. You know what you’re after and the changes you seek
So set up a system to collect data every day hour or week
Establish a standard method and
timing for collecting your data

11. Look at what happened - but more important, why so
Every piece of datum is clay for your bricks don’t you know
Report on these findings with a regular rythem
Not by the calendar, but when you need them.
Deliver reports before decisions need to
be made. Reports should answer:
• What?
• So What
• Now what?

12. Thing two is a mystery, to which you’ve no clue
Info that’s missing , info that’s lacking
Info much needed to say what to do.
Who?
What?
When?
Where?
How?

13. There’s always more to know, than you need to get
Choose your path wisely if you have a budget
• What do you know?
• What don’t you know?
• Will knowing what you don’t know
change your decisions?
• Will knowing what you don’t know
help you make a decision?

14. Demographics
• differentiators based on age,
gender, ethnicity, economics,
geography
Psychographics
• differentiators based on interests
Who?
Who is your audience?
Who will hear what you say?
Who cares about your branding?
Who will give you the time of day?

15. Does your audience care about
geography?
• If not, neither should you.
Make sure they’re Canadian
Your boss suggests
For statements about toilet paper
Our nation is best

16. What can you do when you search through the zoo
Of keywords and boolean results just for you
When you’re looking for April,
Do you mean the month or the lady
Or that spunky news anchor
From the Ninja Turtles maybe?
Most of our tools are keyword based
• Signal to noise
• Folksonomies

17. You know Thing One and you
know Thing Two,
Enough with the rhymes,
Time to talk with all of you