1. Measuring What’s Right for You
@starfocus
Danielle Brigida
Manager of Social Media
National Wildlife Federation
2. Choosing Your Objectives with
Social Media
• Research and Learning
• Build Relationships /Issues Awareness
• Improve Reputation
• Content Generation/Issues Awareness
• Driving Traffic
• Actions Taken
• Fundraising
3. Analyze Conversations and Communities
• Blogs
– Blogpulse
– Icerocket
– Google Blog Search
• Facebook/Twitter
– Search.twitter
– Social Mention
– Kurrently
– Boardreader
– Addictomatic
11. Combining Web and Facebook Metrics
Web Traffic Reach People talking about Likes
You
Visitors Frequency Mentions # of Likes
Top Content Referrers Viral Reach Popular Content
Donations Visitors Check-ins Engaged Users
Actions Views Stories from posts # of Comments
13. Start Brainstorming Ways to Prove
Your Objective
• Research and Learning – develop monitoring
dashboard
• Build Relationships/Issues Awareness – increase fans or
#number of followers
• Improve Reputation – survey results
• Content Generation – number of passionate bloggers
• Driving Traffic – increase time on site, pageviews
• Actions Taken - # of comments, tweets, etc
• Fundraising – number of dollars directly and indirectly
17. Key Takeaways
• Conduct analysis of online messages,
conversations and communities
• Connect media coverage, web site traffic and
online interaction to your objectives
• Use Facebook insights, web analytics and
other tools to track your social media impact
• Create a report that shares your findings
Here’s an example of NWF’s quarterly report that talks about some of the most successful blog posts. By comparing long term trends we can make educated guesses about the content that works.