Updated version of the social media measurement talk given a year ago at Charity Comms.

1. Measuring social media
Emerson Povey, Digital Communities Editor
@emersonp
@amnestyuk
http://www.flickr.com/photos/tomschenkenberg/2392891330

2. First, a quick check...

3. First, a quick check...

4. Measurement
Reach
How many people am I talking to?
What makes more people join & follow us?
Engagement
How many of them are listening?
How many of them are talking to/about us?
Action
How many of them are doing something?
Are we changing long-term behaviour?

6. Our social
broadcasting
Peer sharing – both when asked to do
so, and ‘organic’ sharing
Measurement

7. Measuring 'reach' & 'engagement'
(Who's seen it & done something?)

8. Do you know what your best update on
Facebook was this week?
Do you know – for sure – any correlation
between your best updates in the last 6
months?

9. Likes and Shares
Comments
Clicks and views

10. Likes and Shares
Comments
Clicks and views

19. Twitter have launched some handy analytics: https://ads.twitter.com

21. They're engaged. Are they taking action?

22. Our social
broadcasting
Measuring action: the problem
Peer sharing – both when asked to do
so, and ‘organic’ sharing

23. Measuring action: the solution
http://support.google.com/googlea
nalytics/bin/answer.py?hl=en&ans
wer=55578
Google Analytics Campaign
system allows us to split out
our social broadcast
messages

24. http://www.amnesty.org.uk
?utm_source=social
&utm_medium=facebook
&utm_campaign=turkey
&utm_content=standingman
Measuring action: the solution
http://support.google.com/googlea
nalytics/bin/answer.py?hl=en&ans
wer=55578

25. Measuring action

26. Tracking individual posts

27. Improving your benchmarks!

28. Measuring action – Google Analytics
https://support.google.com/analytics/answer/1033017?hl=en-GB
Use Advanced Segments to easily see your audiences
in Google Analytics

30. Code share buttons
Use the same campaign analytics to track Tweet and
Google+ buttons

33. Sharing some good news…

35. Engagement rate
3.45%
32%
Shares
193
386%

36. Engagement rate
4.63%
78%
Shares
598
1,196%

37. Engagement rate
3.80%
65%
Shares
1,625
3,250%

38. Amnesty International
Questions?
emerson.povey@amnesty.org.uk
@emersonp
@amnestyuk