This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.

1. Social Media Metrics and Measurement
Michelle Post, Ph.D., CSMS

2. Amazing & Scary at the Same Time!
Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr
©Michelle Post, Ph.D., CSMS

3. Lessons to Learn
©Michelle Post, Ph.D., CSMS

4. What is Social Media Metrics &
Measurement?
“Social metrics is the
relatively young
science of measuring
social media to
determine what kind
of impact it is having.”
(Walker, n.d., para. 1)
©Michelle Post, Ph.D., CSMS

5. Why do you need to measure Social Media?
Simply stated:
“What gets
measured, gets
improved.” ~
Rebekah
Seragih
©Michelle Post, Ph.D., CSMS

6. ITS ALL ABOUT THE HOW
©Michelle Post, Ph.D., CSMS

7. Social Media Metrics Model
Bartholomew, D. (n.d.). A New Framework for Social Media Metrics
and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi
©Michelle Post, Ph.D., CSMS

8. @Nichole_Kelly -
The Three Primary Goals of Social Media
Lead
Generation
Customer
Retention
Social
Media
Brand
Awareness
Kelly, N. (2013). How to measure social media, p. 13.
©Michelle Post, Ph.D., CSMS
Indianapolis, IN: Que.

9. Creating a SM Measurement Strategy
©Michelle Post, Ph.D., CSMS

10. WHAT CAN YOU MEASURE?
©Michelle Post, Ph.D., CSMS

11. Facebook Analytics
•
•
•
•
•
•
•
•
•
•
Admin Posts
People Talking About This
Stories Created
User Mentions
Total Reach
Total Impressions
Consumers
Page Mentions
Organic Reach
Viral Reach
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS
Retrieved from http://bit.ly/Ta8Okt

12. Twitter Analytics
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS
Retrieved from http://bit.ly/Ta8Okt

13. LinkedIn Analytics
•
•
•
•
•
•
•
•
•
Size of your network
Number of new invitations
Number of LI profile views
Times your profile shows up in a search
Percentage of target audience profile
views
Interaction level
Number of skills & expertise
endorsements
Number of recommendations
Selling activity success
Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social
Selling Success [Blog post]. Retrieved from©Michelle Post, Ph.D., CSMS
http://bit.ly/16UIP9j

14. Web Analytics
•
•
•
•
•
•
Pages
Pageviews
Time on site
Engagement
Clicks
Clickpaths
• Referral websites
traffic
• Search engines traffic
• Direct traffic
• Top keywords
• New visitors
• Returning visitors
• Bounce rate
• Abandonment
Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website
©Michelle Post, Ph.D.,
[Slideshare post]. Retrieved from http://slidesha.re/17GRyqY CSMS

15. Blog Analytics
• Total number of posts on
your blog
• Average number of posts
per day
• Average number of
words per post
• Total number of
comments on your blog
• Average number of
comments per day
• Average number of
comments per post
Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from
©Michelle Post,
http://wordpress.org/plugins/advanced-blog-metrics/ Ph.D., CSMS

16. YouTube Analytics
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS
Retrieved from http://bit.ly/Ta8Okt

17. Google+ Analytics
Brand Posts
Reshares
Circles
Newly Added to
Circles
• Have you in Circles
•
•
•
•
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS
Retrieved from http://bit.ly/Ta8Okt

18. Pinterest Analytics
•
•
•
•
•
•
•
•
Average Repins per Pin
Average Likes per Pin
Average comments per Pin
Average 2nd Degree
Followers
Follower Engagement
Short Term Follower
Engagement
Reach
Velocity
•
•
•
•
•
•
•
•
•
Impressions
Reach
Clicks
Most Recent
Most Repinned
Most Clicked
Top Fans and Influencers
Top Pins
Total Interactions
Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand
[INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin
©Michelle Post, Ph.D., CSMS

19. Instagram Analytics
•
•
•
•
Likes
Total Engagement
Filters
Best Time for
Engagement
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS
Retrieved from http://bit.ly/Ta8Okt

20. NOW ITS TIME TO TAKE ACTION &
MEASURE!
©Michelle Post, Ph.D., CSMS

21. Apply the SMM&M Strategy
©Michelle Post, Ph.D., CSMS

22. REPORTS, TOOLS, BOOKS, &
RESOURCES
©Michelle Post, Ph.D., CSMS

23. Free Reports
• 30 social media metrics defined and explained - http://bit.ly/1iqrMip
• Ian Cleary – Razor Social - http://www.razorsocial.com/
• The Social Media ROI Cookbook http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook
• Free Social Media Analytics in Excel & On The Web http://simplymeasured.com/free-social-media-tools
• Guide to Twitter Analytics http://simplymeasured.com/blog/category/guide-to-twitter-analytics/
• Guide to Facebook Analytics http://simplymeasured.com/blog/category/guide-to-facebook-analytics/
• KISSmetrics FREE Marketing Guides http://blog.kissmetrics.com/marketing-guides/
©Michelle Post, Ph.D., CSMS

24. Tools, Tools, & More Tools
• Tools Used by the Experts http://www.razorsocial.com/category/asktheexpert/
• 10 free metrics tools - http://socialbrite.s3.amazonaws.com/10free-metrics-tools.pdf
• Free social media tools - http://simplymeasured.com/free-socialmedia-tools
• 39 Awesome Tools and Resources for Blogging and Social Media
Marketing - http://bit.ly/11dZZFN
• 50 Top Tools for Social Media Monitoring, Analytics, and
Management – http://bit.ly/13sJc6I
• Top 25 Free Website Grader Tools http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/
©Michelle Post, Ph.D., CSMS

25. Tools, Tools, & More Tools
• 12 Awesome Pinterest Tools To Power Up Your Marketing http://bit.ly/14K6HMa
• 29 Tools to Enhance Your Business Blog - http://bit.ly/10R7WTe
• Free Twitter Analytic Tools: The Ultimate Guide http://www.razorsocial.com/free-twitter-analytics/
• 5 Free Instagram Analytics Tools One Must Use!! http://www.dazeinfo.com/2013/04/19/5-free-instagram-analyticstools-one-must-use/
• 5 Tools to Grow Your Presence on Google Plus http://bit.ly/VPuHmh
• See who is tracking you (Lightbeam) https://addons.mozilla.org/en-US/firefox/addon/lightbeam/
• Advanced Blog Metrics – Wordpress Plugin http://wordpress.org/plugins/advanced-blog-metrics/
©Michelle Post, Ph.D., CSMS

26. My Favorite Books
©Michelle Post, Ph.D., CSMS

27. Resources
• 12 Must Read Analytics Blogs http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/
• 40 Key Social Media Metrics Defined - http://bit.ly/Ta8Okt
• 5 Social Media Metrics That Won't Slow You Down http://socialmediatoday.com/1607386/5-social-media-met
• A Few Good Tools for Measuring and Monitoring Social Media http://bit.ly/pC5kma
• How to Measure the Reach of Your Facebook Posts (and then
Increase It) - http://www.postplanner.com/how-to-measureincrease-facebook-reach/
• How To Measure Your Facebook Page Performance [INFOGRAPHIC]
- http://bit.ly/10sRInJ
• The Minimalist’s Guide To Social Media Metrics http://mklnd.com/14xbtbO
©Michelle Post, Ph.D., CSMS

28. Resources
• 10 useful Google Analytics custom dashboards http://bit.ly/12QO8Qw
• Gerry Moran Infographic: 9 Simple Ways to Measure
Facebook and Twitter Success - http://bit.ly/17eIVE1
• Get A Pulse: The Best Social Media Metrics To Track For
Your Brand - http://bit.ly/1eVylYk
• How to Use Pinterest Analytics: 6 Metrics Worth Measuring
- http://www.socialmediaexaminer.com/pinterestanalytics/
• Making the Most of LinkedIn Insights http://bit.ly/135wPiV
• Top Ten Steps to Measure Social Media Return on
Investment (ROI) - http://bit.ly/KmjiYC
©Michelle Post, Ph.D., CSMS

29. REFERENCES
©Michelle Post, Ph.D., CSMS

30. References
• Bartholomew, D. (n.d.). A New Framework for
Social Media Metrics and Measurement [Blog
posting]. Retrieved from http://bit.ly/1bw3ygi
• Hounsokou, F. (2013, February 11). 10 metrics to
effectively track your website [Slideshare post].
Retrieved from http://slidesha.re/17GRyqY
• Kelly, N. (2013). How to measure social media.
Indianapolis, IN: Que.
• Moran, G. (2013, June 9). Size Matters. How To
Measure Your LinkedIn Social Selling Success
[Blog post]. Retrieved from http://bit.ly/16UIP9j
©Michelle Post, Ph.D., CSMS

31. References
• Shively, K. (2012, December 20). 40 Key social metrics
defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt
• Walker, L. (n.d.). Social Metrics: What Does It Mean?
[Blog post]. Retrieved from
http://personalweb.about.com/od/socialmediaresearc
h/a/Social-Metrics.htm
• Walter, E. (2013, August 12). The Ultimate Guide to
Pinterest Metrics for Every Brand [INFOGRAPHIC].
Retrieved from http://bit.ly/17jTgin
• Wordpress.org. (n.d.). Advanced blog metrics [Blog
post]. Retrieved from
http://wordpress.org/plugins/advanced-blog-metrics/
©Michelle Post, Ph.D., CSMS

32. IMAGE CREDITS
©Michelle Post, Ph.D., CSMS

33. Image Credits
• Buzztimebusiness. (2012). Measuring social media
[Image file]. Retrieved from http://bit.ly/I2pMiV
• Dashoflime.co.za. (2012). Facebook-Measuring1
[Image file]. Retrieved from http://bit.ly/1efv6Kr
• Icdn5.digitaltrends.com. (n.d.). twitter-analytics-3650x0 [Image file]. Retrieved from http://bit.ly/1fRlfLj
• Hudsonhorizons.com. (n.d.). Googleanalyticsyoutube
[Image file]. Retrieved from http://bit.ly/18LAzEl
• Venturebeat. (2011). Google-plus-businesses [Image
file]. Retrieved from http://bit.ly/1aoEwm9
©Michelle Post, Ph.D., CSMS

34. Image Credits
• Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from
http://bit.ly/185miYw
• Alexanders.com. (2013). Measuring-pinterest [Image file]. Retrieved
from http://bit.ly/I2snJw
• Whitehatmedia.com. (n.d.). Instagram [Image file]. Retrieved from
http://bit.ly/19CqeKj
• Intersearchmedia.com. (2013). Web-Analytics-Function-Diagram
[Image file]. http://bit.ly/Ie5nqc
• Cdn.impactbnd.com. (2013). Analytics-Blog-690x426 [Image file].
Retrieved from http://bit.ly/1iqWuIe
• Kcerny.files.wordpress.com. (2011). fotolia_30498382_xs [Image
file]. Retrieved from
http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jp
g
©Michelle Post, Ph.D., CSMS

35. ABOUT DR. POST
©Michelle Post, Ph.D., CSMS

36. Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS