Social media monitoring & measurement 2 - #LSUSoMe #Manship4002

1. SOCIAL MEDIA
MONITORING &
MEASUREMENT
#LSUSOME

2. SIMPLE DEFINITIONS:
• Social Media Monitoring: The detection of
when and where your brand has been
mentioned on the web
• Social media analytics: the ability to
understand what’s being said about your
brand, including frequency of mentions, reach
of mentions, the influence of those sources
and the sentiment felt toward the brand.

3. MONITORING
• 3 step process:
• 1. Listen – listening through monitoring can
establish relatively quickly how often your brand is
referenced, how many of those mentions are
significant. Spot customers in distress and pass
those along to customer service team (or respond
yourself)
• 2. Engage – spot and harness positive opportunities
for conversation through social media monitoring
• 3. Influence – build a community around
conversation and positive engagement on social
media
– CIPR Social Media Best Practice Guidelines

4. – CIPR Social Media Best Practice Guidelines

5. MONITORING: KEEPING TRACK
– CIPR Social Media Best Practice Guidelines

6. VANITY METRICS: DOES WHAT
YOU ARE MEASURING MATTER?
• “We must be on guard at all times
against ‘vanity metrics’ that can
seriously undermine the credibility
of our measurement efforts.” – CIPR
Social Media Best Practice Guidelines
• Twitter ‘impressions’:
• New York Times twitter account
appears to have over 10 million
followers (Nov 2013); according to
Statuspeople.com, 44% of these are
fake, another 40% are inactive,
leaving 1.6 million ‘true’ followers.
Even these followers aren’t online all
at one time, so any one tweet only
potentially reaches a fraction of this
audience.

7. SHELF LIFE OF A TWEET
• Estimated 18 minutes (the likelihood of any
kind of interaction with a Tweet is going to
happen within 18 minutes) – CIPR Social Media
Best Practice Guidelines
• So only a fraction of you audience on Twitter
will see any given tweet, depending on when
they are online, when they check their Twitter
feed, etc.
• Understand what your metrics really tell you

8. WHEN IS THE BEST TIME TO
TWEET FOR ENGAGEMENT VS.
CLICKS
Search Engine Journal

9. Search Engine Journal

10. WHEN IS THE BEST TIME TO
TWEET FOR ENGAGEMENT VS.
CLICKS
Search Engine Journal, from an Argyle
Social study
B2B = Business-to-business
B2B = Business-to-consumer

11. WHEN IS THE BEST TIME TO FB
FOR ENGAGEMENT VS. CLICKS
from an Argyle Social stu
B2B = Business-to-business
B2B = Business-to-consumer

12. WHEN IS THE BEST TIME TO FB
FOR ENGAGEMENT VS. CLICKS
from an ArgyleB2B = Business-to-businessB2B = Business-to-consumer

13. Search Engine Journal

14. http://blog.kissmetrics.com/science-of-social-
timing-3/?wide=1

15. BUT REMEMBER…
• Timing depends on the individual
• Best times to tweet, blog, and post to
Facebook will depend upon your audience and
your goals. Experiment to see what works best
for you.

16. MEASUREMENT PRINCIPLES TO
REMEMBER
• A single metric, like Klout score and PeerIndex
ranking, is ‘sexy,’ but is rarely very informative
• Just because you can measure it, doesn’t mean
it matters
• Myth: the more followers / friends, the better.
Popularity doesn’t equal engagement and
influence. You may want to focus on rich
engagement with fewer ‘fans’

17. WHAT YOU CAN MEASURE:
KEYWORD AND MESSAGE
ANALYSIS
• Identify what keywords people are using to find your
site through web analytics tools, Google AdWords,
Wordtracker.com, etc.
• Paid tools like Vocus, Radian6, Alterian SM2 and
Cymfony are great for very specific keyword searches,
tracking conversations, rating them with key metrics
and sentiment, and outputting results to a spreadsheet
for further analysis. It can really shorten the time
required compared to using free tools like Google
Alerts, Social Mention, IceRocket or Addict-o-matic.

18. WHAT YOU CAN MEASURE:
BLOGS AND WEBSITES
• Visitors, Unique Visitors and Visits – Benchmarking
these simple numbers is important for gauging
awareness. They can be found in Google Analytics,
which is free.
• Comments – Counting comments is also important for
gauging awareness
• RSS Subscribers – how many actual subscribers does
your blog have? You can check this out at Google’s
Feedburner.
• Linkbacks – How many people have clicked-through on
links in your blog posts or Tweets? To find out, make
sure to use a URL-shortening site like Bit.ly, which
tracks the number of clicks it directs on your behalf.
Hootsuite’s ow.ly also provides link tracking as one of

19. WHAT YOU CAN MEASURE:
TWITTER
• Number of followers - tools for vetting your followers to
spot Intermediary influencers include: Klout, PeerIndex,
SocialMention, Technorati and Twitalyzer.
• Retweets - are your tweets being passed along by
influential people?
• Retweet Velocity measures your likeliness to be retweeted.
But watch out; are you always retweeted by the same
people, or are you retweeted by new followers?
• Retweet Efficiency – how many retweets do you get per 100
or 1000 followers?
• @Replies – how many messages do you receive per
outbound message? Are you being added to lists and
building an audience?
• Tools: TwentyFeet, Twitalyzer, Twazzup

20. WHAT YOU CAN MEASURE:
FACEBOOK
• Number of Fans or Friends and Active Users –
benchmark your numbers at the beginning of your
campaign, and watch to see if they grow with influential
members of the media, bloggers, Tweeters, etc. Refer to
tools in Appendix B for tools to measure influencers.
• Number of Comments – how many comments do you
receive in a given amount of time? What is your
Conversation Rate – the percentage of feedback you
receive compared to your postings?
• Number of Likes – is this number growing?
• Tools: Facebook page Insights

21. WHAT YOU CAN MEASURE:
VIDEOS AND PHOTOS
• For Video - YouTube Insights provides your
number of views, unique users and
subscribers; links followed to your video;
geography and demographics; and
engagement through sharing, ratings,
comments and favorites – all for free.
• For Photos – the number of views per photo,
and how referrers found you, are among the
stats available through Flickr’s PRO account.

22. HAPPY MEASURING!
http://www.clickz.com/clickz/column/
2134500/measure-social-media-
results-suite

24. http://www.frogloop.com/care2blog/2012/9/9/w
hats-the-best-way-to-measure-influence-diy-
not-klout.html

25. VIDEO & SOCIAL MEDIA
MEASUREMENT ASSIGNMENT FOR
NEXT WEDNESDAY
• For this assignment, you will develop a video
campaign (via Instagram, Vine, YouTube, Vimeo,
etc.) that somehow calls audiences to action (like
sharing their favorite ice cream creations using a
hashtag you create; sharing their favorite
landmarks on campus; getting fit; going to an LSU
event; etc. - get creative!). You should then deploy
the video, and monitor social media activity for the
video for 2-3 days. Monitoring social media activity
could include measuring exposure (# of views,
etc.), engagement (comments, retweets, etc.),
influence (people posting their own content using
your hashtag, etc.) and action, if appropriate.

26. VIDEO & SOCIAL MEDIA
MEASUREMENT ASSIGNMENT FOR
NEXT WEDNESDAY• You should deploy your video to Facebook and
Twitter, at the least, but you can also deploy via other
social media channels. Try to measure exposure,
engagement, influence and action for each of these
media channels. You can then compare to see on
which channels you got the most engagement.
• You will write a blog post for Wednesday, March 18th
describing the video campaign and the social media
metrics you measured. You will e-mail me the blog
post before class on Wednesday.
• You can use any social media measurement tools we
have talked about in class - there are many free tools
online to measure exposure, monitor activity on a
hashtag, etc. (Tip: Make SURE the hashtag you