Chapter 14 of social media

1. Chapter14:SocialMediaMarketing
By: Ann Apostol, Casey Chin, Dave Pajak, Ally Szotak
& Tsu- Min Lin

2. AfterCompletingthisChapter,students willbeableto:
Define Social Media Monitoring
Describe a brief history of social media monitoring
Explain tracking social media
Define social media measurement
Identify how to measure social media
Describe how to measure quantitative key performance indicators
Explain how to measure qualitative key performance indicators
Describe how to use the Net Promoter Score
Define return on investment (ROI)

3. AbriefhistoryofSocialMediaMonitoring (ANN)
Social Media Monitoring is defined as the process of tracking, measuring,
and evaluating an organization’s social media marketing initiatives.
Early adopters of social media monitoring were public relations and
advertising agencies. They used this monitoring as a means to detect
negative comments posted to the social web about their clients.
By detecting issues early on the taking swift action to mediate them,
agencies sought to keep consumer outrage on social media from reaching
mass media outlets.

4. AbriefhistoryofSocialMediaMonitoring (ANN)
As social web rapidly grew, the importance of monitoring also increased.
As power monitoring tools appeared, it became not only feasible but desirable for
companies to move social media monitoring in-house.
As implications and advantages of social media monitoring became known within
organizations, its use spread to multiple department.
Ex. computer support department started monitoring complaints and questions about
product and services.

5. AbriefhistoryofSocialMediaMonitoring (ANN)
Public Relations found social media monitoring useful as an early warning system
of impending PR Calamities.
Companies discovered that they could gather valuable information about how they
were perceived by consumers, how their competitors were viewed, and even how the
industry as a whole was looked upon by the denizens of the social web.
Social Media Monitoring evolved into active interaction.
Marketing departments started using social media monitoring to track, measure,
evaluate, and tune their social media marketing activities in order to maximize
their chances of success.

6. Tracking(ANN)
Social Media Tracking is the process of finding and following content on the
social web.
There are five steps to effectively find relevant content on the social web.
1. Choose Focus Areas
2. Select Target-rich Platforms
3. Identify the Appropriate Keywords and Phrases
4. Restrict or Widen the Search
5. Adjust Searches

7. Measuring(DAVE)
Measurement professionals were unable to even agree on
definitions, let alone how to measure key elements of
social media marketing .
Less than one out of seven companies measured their return
on investment for social media marketing during the first
two years of implementation.
Measurement is needed because it enables marketers to
assess progress toward achieving marketing goals,
determine how strategies are performing, and make n

8. WhatissocialMediaMeasurement?
Social Media Measurement is the determination of the volume
of the content and the sentiment toward a brand or topic on
the social web.

9. HowtoMeasureSocialMedia
Step 1: defining an organization’s qualitative and
quantitative social media goals.
Step 2: choose KPIs that will accurately measure progress
toward those goals
Step 3: set a baseline or benchmarks, which will act as
standards against which all social media KPIs are measured
Step 4: The final step is to compare an organization’s social
media KPIs to its benchmarks over a period of time.

10. Qualitative SocialMediaMeasuring(Casey)
● Qualitative social media measuring - the process of
accessing the opinions and beliefs about a brand.
● Quantitative and qualitative measurements are not
mutually exclusive - combining the two types of social
media metrics provides a more realistic and accurate
picture of an organization’s progress in achieving its
desired marketing goals
● Plays a key role in identifying consumer satisfaction and
dissatisfaction with a brand

11. Qualitative KeyPerformanceIndicators(Casey)
● KPIs for Measuring Dialog
○ Share of Voice
○ Audience Engagement
○ Conversation Reach
● KPIs for Measuring Advocacy
○ Active Advocates
○ Avocate Influence
○ Advocacy Impact

12. Qualitative KeyPerformanceIndicators(Casey)
● KPIs Measuring for Spurring Innovation
○ Topic Trends
○ Sentiment Ratio
○ Idea Impact

14. KPIsforMeasuringDialog(Casey)
● Share of Voice indicates how a brand stacks up in
comparison with its competitors
● Audience Engagement shows the level of a company’s
engagement in comparison to its viewership
● Conversation Reach reveals the number of unique visitors
who participate in a specific brand/issue/topic
conversation across one or more social media channels

15. KPIsforMeasuringAdvocacy(Casey)
● Active Advocates measures the number of individuals
generating positive sentiment over a given time frame
● Advocate Influence indicates the unique advocate’s
influence across one or more social media channels
● Advocacy Impact measures the direct or indirect
contributions of advocacy on conversions

16. KPIsForMeasuringCustomerSupport(Casey)
● Resolution Rate is the percentage of customer service
inquiries resolved satisfactorily using social media
channels
● Resolution Time indicates the amount of time required to
produce a human-generated response to customer service
issues posed in social media channels
● Satisfaction Score indicates the relative satisfaction of
customers by dividing positive customer feedback by all
customer feedback

17. KPIsForMeasuringSpurringInnovation(Casey)
● Topic Trends measure key brand/product/service topics identified by
monitoring social media conversations
● Sentiment Ratio indicates the positive, neutral, and negative brand mentions
about specific products or services over a given time period
● Idea Impact measures the rate of interaction, engagement, and positive
sentiment generated from a new product or service idea

18. ThenetPromoterscore-Ally
One of the most popular and simplest qualitative
measurements
Measurement used the gauge the loyalty of a company’s
customer relationships
Developed by Fred Reichheld, Bain & Company, and Satmetrix
Been used in replacement of customer satisfaction
measurements

19. ThenetPromoterscore(Cont'd) -Ally
Every company’s customer = divided into 3 groups
Promoters (9-10 score)= loyal enthusiasts who will continue to buy and
refer other customers and fuel further growth
Passives (7-8 score)= satisfied but unenthusiastic customers,
vulnerable to competitive offerings
Detractors (0-6 score)= unhappy customers likely to damage the brand
and hinder growth through damaging word of mouth
● Calculated by taking the percentage of customers who are
promoters and subtracting the percentage who are
detractors

20. Returnoninvestment (Tsu)
- Return on Investment - ratio arrived at by subtracting
expenses from sales and then dividing the result by the
expenses
- make sure the mount of money you put into the the
advertisement or pr campaign, you get the money back
- reach and frequency
- Reach = Percentage of people in target market who are exposed to the
advertising schedule
- Frequency = number of times individual views commercial in particular
advertising schedule
- qualitative measurements of ROI would belong at the
Impact (the amount of awareness, people who are

21. evaluation (Tsu)
- Evaluation - interpreting data once it has been measured
with intention to derive insights and understanding from
it.
- measure whether social media strategies are achieving
organization’s goal
- three mistakes that happen when it comes to Evaluating
- data gathered doesn’t accurately measure the performance of social
media strategies in attaining goals.
- Organization aren’t willing give in the demand of commitment to
social media because its cost a lot of money.

22. selectingsocialmediamonitoringtools(TSU)
● There were 213 paid and free social media monitoring
tools available in May 2011
● The process of selecting one for an organization to use
can be aided by determining:
○ which metrics to measure
○ which social media platforms to cover
○ which price range an organization can afford
● Tool vendors continue to improve their offerings as
marketers continue to rely on them to measure performance
and justify expenses on social media marketing activities

23. thefutureofsocialmediamonitoring -Ally
Data mining = process of automatically sifting through
large amounts of data to reveal patterns, trends, and
relationships in order to detect useful information
Can uncover unique and valuable patterns about brands
● Semantic Web = common framework that facilitates machine
interpretations of the meaning of language
○ Social media monitoring tools stand to gain much from incorporating
advances in the Semantic Web to enhance brand analytics

25. Quiz
What is Social Media Marketing?
What is Social Media Measurement?
What are the 4 KPIs?
What are the three groups of customers involved in getting
a net promoter score?
What type of mining can uncover unique and valuable patterns about
brands?

26. Answer
1) Social media Monitoring is defined as the process of tracking, measuring,
and evaluating an organization’s social media marketing initiatives.
2)Social Media Measurement is the determination of the
volume of content and the sentiment toward a brand or
topic on the social web.
3)Measuring Dialog, Avocacy, Spurring Innovation, and
Customer Support