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Social Media Measurement: A Practical Approach

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Just starting out with social media measurement? Here is a basic approach that you can master and build on as you gain skill at setting and measuring goals.

Facebook, Twitter, YouTube, Pinterest, and blog results measurement is covered.

Presented at the 2012 GV Expo in Washington, DC by Mary Fletcher Jones on 11/28/12.

Publié dans : Business
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Social Media Measurement: A Practical Approach

  1. 1. Measuring Up: A Practical Approach to Social Media Measurement Mary Fletcher Jones www.FletcherPrince.com Mary@FletcherPrince.com11/27/2012 GV Expo 1
  2. 2. About this presentation11/27/2012 GV Expo 2
  3. 3. Why do we need to measure social media?11/27/2012 GV Expo 3
  4. 4. The challenge of social media measurement• 88% of marketing pros say they can’t accurately measure social media• 57% of businesses say measuring ROI is their top social media marketing challengeSocial media ROI* = SM return – SM investment x 100 SM investment*Wikipedia, “Social Media Measurement”11/27/2012 GV Expo 4
  5. 5. So what about “engagement?”#1 measure of brand effectiveness on social media used by business is FANSTop Measurements Used for Social Media96% Total number of fans89% Traffic to website84% Social mentions across platforms66% Share of social conversations11/27/2012 GV Expo 5
  6. 6. What are we hoping to learn?1. Are we doing this right?2. Is social media getting us the results we want?11/27/2012 GV Expo 6
  7. 7. 2 Kinds of DataQuantitative• Views• Followers• RetweetsQualitative• Comments• @mentions11/27/2012 GV Expo 7
  8. 8. Create a measurement plan SMART • Specific • Measurable • Attainable • Realistic • Timely11/27/2012 GV Expo 8
  9. 9. Business results to have on hand1. # of inquiries2. # new projects3. # new clients4. Revenues for the month $11/27/2012 GV Expo 9
  10. 10. Social Media Platforms• Facebook Pages• YouTube• Blogs• Twitter• Pinterest11/27/2012 GV Expo 10
  11. 11. 3rd Party Measurement Tools• Hootsuite• Google Analytics• Klout• Hubspot tools• Wildfire Social Media Monitor11/27/2012 GV Expo 11
  12. 12. Measurement Tool: Editorial Calendar/Results Report11/27/2012 GV Expo 12
  13. 13. How to measure with Facebook Insights11/27/2012 GV Expo 13
  14. 14. Free to download from Administrator dashboard11/27/2012 GV Expo 14
  15. 15. What to measure on FacebookWhat you did:1. # posts for the month?2. Did you use advertising?Results:1. # views?2. #shares?3. #Likes4. #Comments5. #Fans (+/-)11/27/2012 GV Expo 15
  16. 16. Facebook Page Engagement Rate FormulaThe engagement rate* of a post =# of likes + # of comments + # of shares x 100 Total # of fans*Wikipedia, Social Media Measurement11/27/2012 GV Expo 16
  17. 17. How to measure with YouTube Analytics11/27/2012 GV Expo 17
  18. 18. What to measure on YouTubeWhat you did:1. # of videos uploaded2. # of video responses posted, shares, embeds, playlistsResults:1. Views2. Shares3. Comments4. Likes/Dislikes5. Subscribers (+/-)11/27/2012 GV Expo 18
  19. 19. How to measure with WordPress stats11/27/2012 GV Expo 19
  20. 20. What to measure on your blogWhat you did:# of new postsResults:1. # views2. # shares3. # comments4. # subscribers (+/-)11/27/2012 GV Expo 20
  21. 21. How to measure Twitter• Twitter – Free profile checker; basic stats• Twoolr – Performance, best times to tweet, ratio of broadcast to engaging tweets• ManageFlitter – Housekeeping for follows and unfollows; basic analytics• TwitCleaner – How to operate a quality Twitter account & avoid pitfalls11/27/2012 GV Expo 21
  22. 22. Twitter Counter11/27/2012 GV Expo 22
  23. 23. Twitter Counter – Profile Checker11/27/2012 GV Expo 23
  24. 24. Twit Cleaner doesn’t pull any punches!11/27/2012 GV Expo 24
  25. 25. What to measure on TwitterWhat you did:1. # broadcast tweets2. # retweets3. #@mentionsResults:1. # retweets2. # @mentions3. # Followers (+/-)11/27/2012 GV Expo 25
  26. 26. Engagement rate formula for a TweetThe engagement rate* of a Tweet =# of @ replies + # of retweetsx 100 # of followers*Wikipedia “Social Media Measurement”11/27/2012 GV Expo 26
  27. 27. How to measure Pinterest• Use Pinpuff to determine your influence rate, similar to Klout, and get quick stats11/27/2012 GV Expo 27
  28. 28. What to measure on PinterestWhat you did:# of pins# of boardsResults:1. # of likes2. # of repins3. # of followers (+/-)11/27/2012 GV Expo 28
  29. 29. Presenting your results• Monthly reports• Year end reports – Memos and reports – Powerpoint presentations – Charts and visuals – Annual reports11/27/2012 GV Expo 29
  30. 30. Thanks!! Contact me about • Speaking engagements • PR & marketing projects • Social media coaching and training Mary Fletcher Jones (571) 269-7559 Mary@FletcherPrince.com11/27/2012 GV Expo 30

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