3. Monitoring 101
Some Basic Terms
Metric Description / Notes
Mentions Obvious – How many times was your brand
mentioned?
Sentiment Positive? Negative? Neutral?
Share of Voice What % of the overall buzz about your market do
you have?
Influencers Who is important to your industry? Your
customers? Who can influence opinion?
Velocity How fast is the conversation spreading? How is it
picking up steam?
Share metrics How often is content being shared?
Reach How far has this conversation gone? Who’s picked
it up?
4. Social Media Dashboards
Limitations:
• Impossible for any one tool to measure everything
• You’ll ever capture it all
• Manual review constantly needed
• Closed profiles
• Keyword based
8. Without Context, Numbers are Just Numbers
&
Combined:
6 NBA Championships
5 League MVP Awards
14 All Star appearances
10 Scoring titles
9 All Defensive First Team
honors
More than $1 billion in
endorsement deals
=
Mike & Me……..
……And numbers alone can mislead
9. Sentiment: Both Actionable & Interesting
“Love the iphone,
but AT & T
sucks.”
“Successful call
on 3rd
try…. Nice
network AT &
T!”
“The new iphone
is SICK!!!”
Just can be a time
hog to get at:
You need to fill in the blanks………
12. Web Analytics 101
Best Practice:
Metrics that provide actionable insights
Data is useless unless you can do something with it.
13. Your Customers are telling you:
• What they want
• What they like
• What they hate
• You suck
• Why you suck
• How to not suck
• You rock
• Why you rock
• Who they talked to
• Why you’re better
• Why you’re worse
• What their intentions are
You can act in real time
Social Media
Measurements
Ultimate
Actionable Metrics
29. Snip-n-Tag (Firefox Add On)
• Shorten URL (bit.ly, ow.ly,
etc)
• Sign in with bit.ly account to
get click stats
• Make it instantlytrackable in
Google Analytics
• All in one interface from a
Firefox sidebar
Bit.ly/bH9tYH
30. Twitalyzer
• Link up with Analytics
• Free and paid editions
Done as a society?
www.twitalyzer.com
31. BackTweets
• Pro & Limited Free
Edition
• Type in URL to see
who’s sharing links
www.backtweets.com
39. Google Analytics – Tag Facebook
Page
• Give your Facebook page a GA account
profile
• How To:
– Set up a new GA profile
– Paste this line at the top of your FBML code:
<fb:google-analytics uacct="UA-9999999-99" />
Source: www.hongkiat.com