Emerson Povey, Amnesty International UK www.charitycomms.org.uk/events

1. Social Media Conference
21 March 2012
#CCsocmed
www.charitycomms.org.uk

2. Measuring social media
Emerson Povey, Digital Communities Editor
@emersonp
@amnestyuk

3. What do you want to know?
Reach
How many people am I talking to?
What makes more people join 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?

4. Reach

5. Reach

9. Engagement & Action
Facebook
Liking
Commenting
Sharing
Twitter
Replying
Mentioning
Retweeting
…and
clickthroughs!

10. Facebook

11. Facebook

12. Measuring action – Google Analytics
http://www.amnesty.org.uk
?utm_source=social
&utm_medium=twitter
&utm_campaign=MayAppeal
&utm_content=AppealTweet1

13. Measuring action – Google Analytics
http://www.amnesty.org.uk
?utm_source=social Email, social media, even press
&utm_medium=twitter Twitter, Facebook, Google plus
&utm_campaign=MayAppeal Fundraising, campaigning
&utm_content=AppealTweet1
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

14. Measuring action – Google Analytics

15. …and back to Facebook

16. …and back to Facebook

17. Twitter

18. Twitter

20. Twitter

22. http://thenextweb.com/socialmedia/2011/09/02/the-best-new-social-media-
analytics-tools-of-the-year-so-far/
http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/

24. Questions?
emerson.povey@amnesty.org.uk
@emersonp
@amnestyuk
Amnesty International