1. Social Media Measurement and
Monitoring
Sandra Fernandez
Manager of Public Relations &
Social Media Administrator
Houston Public Library

2. Social Media Landscape

3. Social Media Metrics

4. Social Media Measurement
and Monitoring

5. Social Media Measurement
and Monitoring
QUESTIONS TO
CONSIDER

6. Social Media Measurement
and Monitoring
WHAT?
 What’s your objective?
 What are you trying to
achieve?
 What problem are you trying
to solve?
 What were you hired to do?

7. Social Media Measurement
and Monitoring
WHAT?
 What are you going to measure?
 Fans, comments, subscribers,
new customers, engagement levels,
responses…
 What are you going to measure
against?
 What are you using as a
benchmark?
 Where are you beginning?

8. Social Media Measurement
and Monitoring
HOW MUCH?
 How much of your resources
are you going to invest in
measurement?
 Do you have money to spend?
 Are you going to do analysis
in-house or outsourced?

9. Social Media Measurement
and Monitoring
WHEN?
 When are you going to look at
your metrics?

10. Social Media Measurement
and Monitoring
Metrics vs Analysis

11. Social Media Measurement
and Monitoring
Where Measurement Starts
SMART Objectives
 Specific
 Measurable
 Attainable
 Results-Oriented
 Time Bound
http://bit.ly/SMARTObjectives

12. Social Media Measurement
and Monitoring
Where Measurement Starts
SMART Objectives
 Specific – create a goal
 Measurable – something you can measure
 Attainable
 Results-Oriented
 Time Bound – create deadlines or schedules
Get to know EXCEL!

13. Social Media Measurement
and Monitoring
 Things you start tracking today, for FREE (or little
money) + your time
 Audience
 # of Followers/Fans/Subscribers
 Activity
 # of posts/tweets/updates
 Engagement
 Comments on your blog or your FB page and responses on
Twitter
 # of mentions
 # of retweets
 # of conversations
 Traffic/Reach
 Traffic to your blog – visits NOT hit
 Links to your site or social media channel
 Clickthroughs on the links you share with your networks
 Trackbacks, Sharing

14. Social Media Measurement
& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/

15. Social Media Measurement
& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features
 Content analytics -- Find your site’s top content and hidden
gems with the Content reports in Google Analytics. You'll find
out how often people visit each page of your site, how long they
stay, and how often they convert. All the reports are found in
the content section.
 Test and improve your web pages
 In-Page Analytics: See how visitors move within your site
 Site Speed Analysis: Uncover problems before your customers do

16. Social Media Measurement
& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/
Features
 Social analytics -- Social reports help you measure the impact
social media has on your business goals and conversions.
Integrated web and social data provides a holistic view of your
content and community.
 Discover what your visitors are sharing and where they're sharing it
 +1, Add This, Share This
 Learn which social sources refer engaged visitors

17. Social Media Measurement
& Monitoring -- Blogs
Alexa’s Site Info -- http://www.alexa.com/siteinfo

18. Social Media Measurement
& Monitoring -- Blogs
RSS Feeds, Google Reader -- http://www.google.com/reader

19. Social Media Measurement
& Monitoring -- Blogs
RSS Feeds, FeedBurner -- http://www.feedburner.com/

20. Social Media Measurement
& Monitoring -- Blogs
OW.LY URL Shortener (HootSuite) -- http://hootsuite.com

21. Social Media Measurement
& Monitoring -- Blogs
BIT.LY URL Shortener --
http://bitly.com

22. Social Media Measurement
& Monitoring -- Blogs
 Mentions
 Social Mention --
http://www.socialmention.com/
 Google Alerts: News, Blogs --
http://www.google.com/alerts
 Technorati --
http://technorati.com/

23. Social Media Measurement
& Monitoring -- Blogs
Comments & Trackbacks

24. Social Media Measurement
& Monitoring -- Twitter
Number of Followers

25. Social Media Measurement
& Monitoring -- Twitter
Responses
Retweets
Mentions

26. Social Media Measurement
& Monitoring -- Twitter
 “Decks” & Clickthroughs
 BIT.LY URL Shortener --
http://bitly.com
 OW.LY URL Shortener
(HootSuite) --
http://hootsuite.com
 TweetDeck --
http://www.tweetdeck.com

27. Social Media Measurement
& Monitoring -- Facebook
Number of “Likes”

28. Social Media Measurement
& Monitoring -- Twitter
Reach
 Hashtracking --
http://www.hashtracking.com/
 TweetReach --
http://tweetreach.com/

29. Social Media Measurement
& Monitoring -- Facebook
 Demographics on
your fans
 Friends of fans
 Fan interactions on
your page -- People
Talking about this
 Total Reach

30.  Comments
 Sharing (links)
 OW.LY URL Shortener
(HootSuite) --
http://hootsuite.com
 BIT.LY URL Shortener --
http://bitly.com
 Mentions
 Social Mention --
http://www.socialmention.com
 Kurrently --
http://www.kurrently.com
 Facebook Search
Social Media Measurement
& Monitoring -- Facebook

31. Recap – questions to ask first
 What’s your objective?
 What are you going to measure?
 What are you going to measure
against?
 How much of your resources are you going to
invest in measurement?
 When are you going to look at your metrics?

32. Recap – Free tools to use TODAY
 Blogs
 Traffic
 Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
 Google Analytics -- http://www.google.com/analytics/
 Ranking
 Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
 Links
 OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
 BIT.LY URL Shortener -- http://bitly.com
 Mentions
 Social Mention -- http://www.socialmention.com/
 Google Alerts: News, Blogs -- http://www.google.com/alerts
 Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours
 Technorati -- http://technorati.com/

33. Recap – Free tools to use TODAY
 Blogs
 Comments & Trackbacks
 RSS Feeds (subscriptions)
 RSS Feeds, FeedBurner -- http://www.feedburner.com/

34. Recap – Free tools to use TODAY
 Twitter
 # of Followers, # of Responses, # of Retweets, Mentions
 Twitter Search -- http://search.twitter.com/
 Twitlerts -- http://www.twilert.com/
 Social Mention -- http://www.socialmention.com/
 Kurrently -- http://www.kurrently.com
 Hashtracking -- http://www.hashtracking.com/
 TweetReach -- http://tweetreach.com/
 Clickthroughs
 OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
 BIT.LY URL Shortener -- http://bitly.com

35. Recap – Free tools to use TODAY
 Facebook
 # of Fans (“Likers”)
 Demographics on Fans
 Comments
 Sharing
 Attendance at events
 Clickthroughs
 OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
 BIT.LY URL Shortener -- http://bit.ly/
 Mentions
 Social Mention -- http://www.socialmention.com/
 Kurrently -- http://www.kurrently.com
 Facebook Search

36. Recap – Free tools to use TODAY
 Trending
 Google Insights -- http://www.google.com/insights

37. Paid Tools for Monitoring & Analysis
 Radian6 -- http://www.radian6.com/
 Sprout Social -- http://sproutsocial.com/

38. Bibliography – Articles & Blogs
 PR Measurement Tips to Grade Your Campaign’s Performance
http://www.ereleases.com/prfuel/pr-measurement-tips/
 KD Paine’s Measurement Blog http://kdpaine.blogs.com/
 Communication Overtones (blog by Kami Huyse)
http://overtonecomm.blogspot.com/
 195 Social Media Tools --
http://www.salesrescueteam.com/social-media-measurement-
tools/
 SMART Objectives -- http://bit.ly/SMARTObjectives
 Social Media Measurement, by Kami Huyse and Alice Brink,
http://overtonecomm.blogspot.com/2011/02/measure-this-
social-media-measurement.html

39. Where to find me
 www.SandraSays.com
 www.twitter.com/sandrasays
 www.facebook.com/sandrasays
 www.linkedin.com/in/sandrafernandez
 sandra@sandrasays.com