Social Media Measurement: A Practical Approach

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Measuring Up:A Practical Approach to

Social Media Measurement

Mary Fletcher Joneswww.FletcherPrince.com

Mary@FletcherPrince.com

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About this presentation

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Why do we need to measure social media?

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The challenge of social media measurement

• 88% of marketing pros say they can’t accurately measure social media

• 57% of businesses say measuring ROI is their top social media marketing challenge

Social media ROI* = SM return – SM investment x 100 SM investment

*Wikipedia, “Social Media Measurement”

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So what about “engagement?”

#1 measure of brand effectiveness on social media used by business is FANS

Top Measurements Used for Social Media96% Total number of fans89% Traffic to website84% Social mentions across platforms66% Share of social conversations

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What are we hoping to learn?

1. Are we doing this right?

2. Is social media getting us the results we want?

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2 Kinds of Data

Quantitative• Views• Followers• Retweets

Qualitative• Comments• @mentions

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Create a measurement plan

SMART• Specific• Measurable• Attainable• Realistic• Timely

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Business results to have on hand

1. # of inquiries2. # new projects 3. # new clients4. Revenues for the

month $

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Social Media Platforms

• Facebook Pages• YouTube• Blogs• Twitter• Pinterest

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3rd Party Measurement Tools

• Hootsuite• Google Analytics• Klout• Hubspot tools• Wildfire Social

Media Monitor

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Measurement Tool: Editorial Calendar/Results Report

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How to measure with Facebook Insights

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Free to download from Administrator dashboard

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What to measure on Facebook

What you did:1. # posts for the month?2. Did you use advertising?

Results:3. # views?4. #shares?5. #Likes6. #Comments7. #Fans (+/-)

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Facebook Page Engagement Rate Formula

The engagement rate* of a post =

# of likes + # of comments + # of shares x 100Total # of

fans

*Wikipedia, Social Media Measurement

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How to measure withYouTube Analytics

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What to measure on YouTube

What you did:1. # of videos uploaded2. # of video responses posted,

shares, embeds, playlists

Results:3. Views4. Shares5. Comments6. Likes/Dislikes7. Subscribers (+/-)

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How to measure with WordPress stats

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What to measure on your blog

What you did:# of new posts

Results:1. # views2. # shares3. # comments4. # subscribers (+/-)

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How to measure Twitter• Twitter – Free profile checker;

basic stats• Twoolr – Performance, best

times to tweet, ratio of broadcast to engaging tweets

• ManageFlitter – Housekeeping for follows and unfollows; basic analytics

• TwitCleaner – How to operate a quality Twitter account & avoid pitfalls

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Twitter Counter

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Twitter Counter – Profile Checker

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Twit Cleaner doesn’tpull any punches!

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What to measure on Twitter

What you did:1. # broadcast tweets2. # retweets3. #@mentions

Results:4. # retweets5. # @mentions6. # Followers (+/-)

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Engagement rate formulafor a Tweet

The engagement rate* of a Tweet =

# of @ replies + # of retweets x 100

# of followers

*Wikipedia “Social Media Measurement”

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How to measure Pinterest

• Use Pinpuff to determine your influence rate, similar to Klout, and get quick stats

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What to measure on Pinterest

What you did:# of pins# of boards

Results:1. # of likes2. # of repins3. # of followers (+/-)

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Presenting your results

• Monthly reports• Year end reports–Memos and

reports–Powerpoint

presentations–Charts and visuals–Annual reports

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Thanks!!

Contact me about• Speaking engagements• PR & marketing projects• Social media coaching

and training

Mary Fletcher Jones(571) 269-7559

Mary@FletcherPrince.com