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Measurement Best Practices

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Social Media Measurement
Mayo Clinic Social Media Network
Makala Arce

Publié dans : Médias sociaux
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Measurement Best Practices

  1. 1. Measurement Best Practices @MakalaArce
  2. 2. 2 Measurement Basics In the Monitoring and Measurement Basics course, you learned:  Monitoring vs. measuring  Qualitative vs. quantitative  Native ways to find analytics on social media platforms  Third-party tools to help collect metrics
  3. 3. 3 Measurement Best Practices Build a “measurement framework” to help: • Align metrics to your goals • Easily identify where to improve efforts • Apply lessons learned to other initiatives • Report out successes • Develop an understanding of the overall social media journey
  4. 4. 4 Measurement Framework The standard still applies…
  5. 5. 5 Measurement Framework Tactics to measure: • Ad performance • Organic post performance • Views/impressions Social media activity designed to expand the breadth of your reach (and your follower base).
  6. 6. 6 Mayo Ex: Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
  7. 7. 7 Measurement Framework Tactics to measure: • Comments, Likes, Shares, Retweets, etc. • Video views • Click-throughs Social media activity designed to build engagement.
  8. 8. 8 Mayo Ex: Reposting Top Tweets • Average engagements per tweet: 50 • Cream of the crop outliers • Average engagements per reposted tweet: 166 • 116 more engagements/tweet
  9. 9. 9 Mayo Ex: Looking beneath the metrics surface
  10. 10. 10 Mayo Ex: A/B Testing • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
  11. 11. Social media activity designed to have people act or do something (aka the CTA). 11 Measurement Framework Tactics to measure: • Webinar attendance/registration • Appointments scheduled • (all financially-related metrics)
  12. 12. 12 Mayo Ex: Appointment Requests Snapshot...
  13. 13. 13 Mayo Ex: Appointment Requests Snapshot (Continued) **Use of these tracking parameters is still being implemented and is not yet on all blogs, so this is not all-inclusive.
  14. 14. 14 Mayo Ex: ROI of Social Ads for #MayoInOz • Native CPC (Cost-per-click) Metrics • Facebook: $1.36 • LinkedIn: $3.71 • Twitter: $1.79 • Google Analytics – via UTM Parameters – Registration & CPR (Cost-per-registration) Metrics • Facebook: 7; $500 • LinkedIn: 9; $250 • Twitter: 2; $725 • $880 revenue per registration; ROI = 113%
  15. 15. 15 Questions?

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