Can you identify which social media metrics are most correlated with actual bottom line performance for your company? Analytics tools and data abound on the web today, accessible to big companies and freelancers alike, but the technology alone may not be as important as the analyst interpreting the numbers or the strategy for prioritizing them. Huge budgets are devoted to delivering and acting on certain metrics, when many less easily measurable factors also help determine the future of a company. Strategies and initiatives justifying the ROI of social media implementation assume that certain metrics meet set goals. But are those metrics the right ones? Join us as we ask our panelists from Fenton and Planned Parenthood.

2. Social Media Today presents:
Which Metrics Matter in Social Media?
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3. How to Participate
• Submit your questions in the GotoWebinar presentation
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• Follow along and share your thoughts on Twitter at
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4. About the Moderator

5. About the Panel
John Gordon is Senior VP of Digital in Fenton’s New York office and manages the social media practice firm wide.
In that position he works to create memorable campaigns by integrating strategy, technology, and creative content
for clients like Warner Bros, ASPCA and Stonyfield Organics. Gordon was formerly the director of new media at
Spitfire Strategies where he helped clients such as the Hewlett Foundation, the Robert Wood Johnson Foundation,
and the Joint Ocean Commission use new media to drive supporters, win campaigns, and build capacity. Prior to
Spitfire, Gordon was the director of interactive communications and marketing at the Girl Scouts of the USA
(GSUSA), where he developed online marketing and communications initiatives that served the membership,
fundraising, advocacy and e-commerce goals of the national organization and more than 300 Girl Scout councils
nationwide. Gordon is a frequent writer and speaker on social media, social CRM, creative content, movement
building and metrics. His innovative efforts have been recognized with multiple Webby, Pollie and SXSW
Interactive awards. @j6ordon
Heather joined Planned Parenthood Federation of America in August 2011 as Director of Digital Strategy after two
years as VP of Digital at Fenton Communications, where she led the DC office’s digital practice. Heather worked to
develop and execute social media strategies and multimedia projects across a diverse client base. Prior to Fenton,
Heather served for four years as the director of political advocacy for Care2. She worked to connect Care2’s
millions of members to non-profits doing political work and advocacy campaigns. She led the effort to develop
Care2’s Election2008 Channel. Heather was also a partner and online organizing director for the Carol/Trevelyan
Strategy Group (CTSG), instrumental in developing and growing CTSG’s Creative Multimedia department, including
serving as executive producer and co-writer for several Pollie-award winning campaigns. @holdie1

8. Tick Tock of Komen: How We
Responded
Date Email Social
1/31 Disappointing News (Donate) Announcement (4pm) (3% viral; 2.6k
Tick Tock of Komen: How We shares)
Donate (6pm)
2/1 Open Letter (Sign on) Open Letter (2:30pm)
Responded (6pm) (26.8% viral; 23k
Share Badge
shares)
2/2 Bloomberg Match (Donate) PPSavedMeTumblr (11:15am)
Supporter Video (4pm)
Bloomberg (6:30pm) (10.5% viral; 9.7k
shares)
2/3 Komen Restores partnership Announcement (12pm) (15.5% viral; 12.4k
(Update) shares)
Thank you—Share Badge (5pm) (14.6%
viral; 9.1k shares)

9. How our supporters responded…
How our supporters
responded…

10. Komen debate Timeline
Social media fuels real-time news propagation
Twitter drove news spikes (red dotted lines) followed quickly by Facebook conversation
spikes (black dotted lines) – every news update was highly socialized
After first 18 hours, social groundswell kept conversation active for 2.5 days until Komen
reversed its decision – then conversation tapered after 18 more hours

11. Sentiment on Komen

12. Results
• Decision reversed
• Lost funding covered by supporter donations.
• 290,000 posts across Facebook/Twitter from
Jan. 31-Feb. 6.
• 170k petition signatures in 48 hours
• Sentiment: 15 to 1 in favor of Planned
Parenthood on Twitter (1.5MM related Tweets)

13. SOCIAL MEDIA GOALS
13

14. Venn Diagram of Organizational Goals and Social Media Goals
Organizational Goals
Social Media Goals

15. SEE, SAY, FEEL, DO
1. Structure for measuring and reporting
3. Guide for explaining social media impact
5. Tool for planning campaigns
15

16. SEE, SAY, FEEL, DO
1. Who is your audience?
3. Where are they?
5. What do you want them to do?
7. What do they want from you?
16

17. SEE, SAY, FEEL, DO
17

18. Communication
• Report
• Event
• Campaign
SAY
• Tweet this
• Share this

19. Communication SEE
• Report • Article
• Event • Blog post
• Campaign • Advertisement
SAY FEEL
• Stories • Questions
• Stats • Personalization
• Quotes • Tweet chats
DO

20. MORE THAN NUMBERS
20

21. IMPRESSIONS EXPRESSIONS

22. Thanks for Joining Us
This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
Connect with our panelists on Social Media
Today using the search function:

23. Join us July 10th for…
The Next Generation CRM:
Social Media Management and Monitoring
Register at: http://socialmediatoday.com/social-media-management-
and-monitoring