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Tackling Social Media Measurement

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Danielle Brigida
Danielle Brigida

There comes a time in your social media adventure where you have to measure your work. That can be quite a task. Let me share what little I've learned about the topic!

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Eyes on the Prize: Tackling Social Media Measurement Danielle Brigida National Wildlife Federation
Common Response to Social Measurement
There are so many metrics…
What Drives Your Work?
Reach
Engagement
Revenue
Social Media Objectives • Research and Learning • Building Relationships • Improving Reputation • Content Generation • Issues Awareness • Driving Traffic • Actions Taken • Raising Funds/Sales
Always Remember Objectives and Goals
The Trick to Tracking • Pick metrics to measure ahead of time • Evaluate overtime • Identify anomalies • Tell a story with your data • Track metrics that matter
The Social Media Measurement Landscape…
Measure Several Accounts www.twentyfeet.com
Sprout Social
Hootsuite
Other Paid Tools • Spredfast • Wildfire • Argyle • Cotweet • Ubervu • Socialflow • Radian6
Understand Facebook Insights
Facebook Insights Image from JohnHaydon.com
Compare Social and Web Metrics Web Traffic Reach People talking about You Likes 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
Save Time… Exporting!
Sharing Analytics: • Addthis • Sharethis • Twitter Buttons • Facebook Plugins
Track Sharing Analytics
Find Several Ways to Track Metrics VERSUS
There are Tons of Ways to Measure Twitter Specific Metrics • Crowdbooster – mentions, replies & followers • Hootsuite – mentions, replies & followers • Twitter Counter - # of followers • Rowfeeder - mentions • Topsy and Topsy Analytics
Compare Retweets to Web Traffic
Track Tweets and Hashtags www.rowfeeder.com
Other Twitter Measurement Tools • Tweetscan • Twitstat • TweetBeep • Tweetmeme • TwitScoop • Tweet Cloud • Twilert • Klout • Twittergrader • Twinfluence And Hundreds More…
Track with network-specific analytics
Use Web Analytics To: • Know your referring traffic from social • Top content (site sections/overall) • See earned social traffic • Identify influential websites • See timing and content trends • Compare web and social audiences
Remember “Return” Comes in Many Forms
Collect Qualitative Data Too
Communicate with Reports
Ways to Measure 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
Follow Helpful Resources http://www.Bethkanter.org http://www.mashable.com http://www.prnewsonline.com/ http://www.johnhaydon.com/
Things to Remember • We learned flexibility with social media and free tools • Remember your overall goals • Pay attention to trends and compare data • Look for message quality in mentions • Use analytics to give you behavior information
Questions? Danielle Brigida brigidad@nwf.org @starfocus @nwf

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Tackling Social Media Measurement