This document discusses various metrics for measuring the effectiveness of social media marketing. It emphasizes that social media requires investments of time, people and expertise, and is not truly "free". It identifies important metrics like network size, engagement, and tracking goals to see if strategies are working. The document also stresses the importance of measuring the right types of followers and audiences that are valuable for a brand, rather than just focusing on growth in numbers.

1. What Matters in Measuring Your Social Media

3. The Social Media Land Rush Yee –haw! Facebook here I come!

4. You Have To Come To The Dance

5. You Have To Come To The Dance But You Don’t Want To Be These Guys

6. Still Not Sure About Social Media? "unfriend “– verb – To remove someone as a 'friend' on a social networking site such as Facebook. As in, 'I decided to unfriend my roommate on Facebook after we had a fight.'" What was the New Oxford American Dictionary’s Word of the Year for 2009?

7. So How Do You Tell If It’s Working?

8. And What Investment Are You Measuring? Social Media Is Free *If your people, time and expertise are ‘free’ Social Media Is Free* Yippie! Our Online Marketing Problems are OVER!

9. And What Investment Are You Measuring? Social Media Is Free *If your people, time and expertise are ‘free’ Social Media Is Free* oh. Bummer. *If your people, time and expertise are ‘free’

10. What Investment? Everyone Says “It’s Free!”

11. … Only, It’s NOT

12. Even The Pundits Invest A Lot Into ‘Low Cost’ Social HubSpot claims: “On the Internet, you can publish your own blog, pictures, videos and more for very low cost.” To spread this message they employ “over 70 people, over 20 of whom are their own “Marketing Specialists” whose job is to live and breathe SEO, make blog posts, publish interviews, compile reports, create videos, make podcasts, run webinars, and even draw cartoons.” * Jason Cohen ‘Please stop saying social media marketing is free’ And they still pay for ads:

14. Most Metrics Are Ego Driven

15. Your Ego Wants Metrics Like This

16. Social Metrics Is Like Stamp Collecting

17. How Valuable Is Your Collection

18. You Want The Right Followers For Value

19. Two Types Of Social Media Measurement I want to know how my much my network is growing and how social media performs as a source. I want to know if my social media efforts are engaging the right audience of brand advocates.

21. Marketing Social Media Metrics * MarketingSherpa’s 2010 Social Media Marketing Benchmark Report

22. Social Metrics Aren’t Web Metrics Web Metrics Move In One Direction – Towards You

23. Web Metrics Can Feel Good But Don’t Track Social " You like me , you really like me !"

24. Two Focuses Depending On Function I want to monitor effectiveness of social media sources as a marketing effort. I need insight which will allow me to manage and adjust social media presence.

25. ROI For Engaging In Social Media Return On Interaction Audience and Engagement Metrics Allow Me To Manage and Adjust My Strategy.

26. Business ROI From Social Media Specific Business Goal Metrics Show Me Which Strategies Are on Target.

27. Tracking Audience - Who’s Real and Worthwhile?

28. Who’s Real and Worthwhile?

29. How Much ‘New Blood’ Is In Your Network? Overlap Potential Extended Reach

30. How Much ‘New Blood’ Is In Your Network?

31. Are You A Victim Of Churn?

32. People Can Follow You On An ‘Off-Topic’ Post… Wow!

33. … But Leave When They See Your Primary Topics I’m Outta Here! Wow, That’s Amazing!

34. Churn In Action This is a neat gadget, maybe some of my followers will find this amusing or cool.

35. My ‘Cufflinks’ Tweet Gets Me Followed…

36. By a Commercial Account Strictly ‘Pushing’ Jewelry

37. They ‘unfriend’ Me the next day, but I Gain…

38. … A Real Person With Followers and Topic Overlap Laurie_H has 167 followers and tweets about PR, social media & networking. SCORE!

39. This Follower is ‘Listed’ ON Geo-Centric Lists Laurie_H is a great resource if I want to get a tweet out to the Cleveland area!

40. Tracking Engagement

41. Track Clicks On Articles To Gauge Interest Watch This To Keep An Eye On Broadcasting See if content is of interest and if you have an effective network. I wonder if the tweet about Google Remarketing could have had a better headline…maybe that would get more clicks.

42. Track ReTweets and References to Track Your Growth

43. Watch Overall Engagement Trends

44. Tracking Goals - Start Taking Baby Steps

46. Track Specific Goals

47. Business Goals Drive Channel Usage * MarketingSherpa’s 2010 Social Media Marketing Benchmark Report

48. What Happens Next – Where Do They Go?

49. How Engaged Are Social Audiences With Your Site? 3.6 3.3 2.9 2.5

50. Which Media Sources Drive Event Conversion? 18% 15% 13% 12%

52. Thank you! @KevinBHawkins linkedin.com/in/kevinbhawkins [email_address]