Third session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects. Topic: Managing and measuring your social media presence Author: Nicholas Standage (PAU Education) Website: http://www.web2llp.eu/training/online-session-3-management-impact

1. This project was financed with the support of the European Commission. This publication is the sole
responsibility of the author and the Commission is not responsible for any use that may be made of the
information contained therein.
http://www.web2ll
p.eu
Nicholas Standage
P.A.U Education
Managing and measuring your social media
presence

2. Today´s session
 Managing multiple channels
 What does it mean? Who should do this? How?
 Measuring the impact of the channel to your project
 Why measure? What to measure? How?
 Measuring your presence on the channel
 How does your audience perceive your presence?
 Evaluating your social media strategy
 Are you getting the most out of it?
 Additional Tools
 Any Recomendations?

3. Managing multiple channels

4. What does it mean to manage multiple
channels?
Different channel
capabilities
• Mass messaging
• Personalized
communication
• Mentions, Hashtags…
Different audiences
Different ways of
communicating to them
• Content
• Style
• Frequency
Different objectives
• Awareness raising
• Engagement /
discussion

5. Hootsuite
Spoutsocial
Tweetdeck
Engagor
Shotools
Managing multiple channels

6. What to ask for/expect of a managing tool?
 Managing all/ most networks from the same
dashboard and programming posts publication.
 Monitoring hashtags, keywords and/or lists of users
in the same page.
 Counting with a Twitter Archive.
 Handy RSS feed.
 Automatically generated insights easing the
measurement of your strategy’s performance.
 Being able to compare with others’.
 Getting a holistic overview of projects and dedicated
teams.

7. Managing multiple networks simultaneously
Source: Hootsuite
Scheduling
See your
tweets being
retweeted live
Multiple
networks

8. Easing Management & Monitoring
Scheduling
content
publishing is a
great option for:
1. That content that you
wish / need to republish
certain times
(announcements,
registration promotion,
newsletter launch,
reminders, etc.)
2. Time management:
Once you have decided
the content that you , all
you need is to prepareit
to be posted.
Image above: Hootsuite
Scheduling

9. Measuring and evaluating
“Let your performance do the thinking” Charlotte Bronte
Getting the most out of your efforts
(ROI)
Benchmarking with your competitors
Reporting to your client / Manager
Social Media is a rapidly changing
environment
Why measure?

10. Why measure?
You can validate
your content
strategy
You are in control
and can change
the action plan
You can enhance
your channels
Example: 20.000 likes on
Facebook, but only 30
likes per post
Example: You learn that
your Youtube videos are
watched from mobile
devices mostly
Example: to launch an Ads
campaign or a promotion
on Facebook seeking
growth

11. What to measure?
Number of visits on your site
Number of registered users
Number of contributions on your site by its members
Number of participations in your contest
Number of registered attendees at your upcoming event
Most visited item on your site
Press clippings
Social Media Channel
Performance
- Defined Indicators

12. Measuring your social media performance
Page Likes
Post reach
Engagement ( Comments, shares…)
Are you reaching the right people?
Are you posting when your fans are online?
What kind of content do your fans react to?

13. Measuring social media performance
Followers – Growth
Retweets
Mentions
Mentions by influencers
Measuring the performance of your hashtag
Source: hashtags.org
Source: hashtagify.me

14. Measuring social media performance
Followers
Reach
Engagement
How do you compare with similar
pages?

15. Some offer the possibility to
customize your reports
From basic demographics to
very detailed indicators
Easing Measurement
Source: Sprout SocialSource: Hootsuite Report Builder

16. Easing Measurement
Schedule your monthly reporting!
Source: Hootsuite
Define the indicators that
interest you
Derive an executive
summary about it

17. Easing Measurement
• Monthly, weekly… Reports are set up
accordingly to your needs.
Frequency
• ‘Likes’ and ‘Followers’ demographics;
interest towards keywords;
influencers mentions, etc.Defined indicators
• Although they are not connected to
Ads yet, some dashboards are
connected to Google Analytics and /
or Facebook Insights
Integration with
other
measurement tools

18. Embeded tool: basic metrics
Facebook
Conversion:
‘Likes’ (old ‘fans’)
a) Reach (average
per post, per
week, etc.)
b) People Talking
about this
(number of
engaged users)
Twitter
Conversion:
Followers
Interaction: RT
(retweet) and
Mentions
LinkedIn
Conversion:
Followers
Interaction: page
views, engaged
users.

19. The impact of Social Media on your site
Mostly to measure
traffic and networks
push to your site.
Check the ‘Referrals’
area.Bounce rates are
most significant
indicator.
‘Add This’, ‘Share
this’ and social
buttons (‘Like, +1,
etc.) plugins can
provide you activity
reports.
Social sharing and
mentions has become
essential in terms of
SEM, check the
reports to see if your
content is interesting
to your readers.
How can you see it?

20. Achieving your projects objectives
More Followers and Fans = Broader Reach of your Content
Broader Reach of your Content = More Visits to your Website
More Visits to your Website = More Visibility to your Content
and Initiatives (events, contests, publications…)
More Visibility = Happier Client
Conclusion:
…Succesful projects are accompanied by well defined and
closely monitored social media strategies…

21. Tools to combine: TweetReach
Reach: estimates
how many people
could have seen
your tweet.
Influencers:
identifies top
contributors
Recommended: to
measure live-tweeting
impact and influencers
identification

22. Tools to combine: SocialBro
‘Best Time to
Tweet’ Reports
It eases the lists
setting up and
follow/unfollow
process
Great analytics
to target and to
identify
influencers
www.socialbro.com

23. Recommended:
measure your
performance
evolvement
and influencers
Dashboards
generally
include this
info about
users
Both
measure
social
influence
Tools to combine: Klout or PeerIndex
www.klout.com www.peerindex.com

24. Tools to combine: Klout or PeerIndex
If you are using Twitter only
If you are measuring paid campaigns on Facebook
If you need visualizations and practical advice
related to your data

25. Managing, Monitoring, Measuring

26. Thank you for your attention!
@Nicholas_st
es.linkedin.com/in/nicholasstandage
Nicholas.standage@paueducation.com