Social Media Measurement and Monitoring, an introduction (2012)

Social Media Measurement and Monitoring

Sandra Fernandez

Manager of Public Relations & Social Media Administrator

Houston Public Library

Social Media Landscape

Social Media Metrics

Social Media Measurement and Monitoring

Social Media Measurement and Monitoring

QUESTIONS TO CONSIDER

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?

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?

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?

Social Media Measurement and Monitoring

WHEN?

When are you going to look at your metrics?

Social Media Measurement and Monitoring

Metrics vs Analysis

Social Media Measurement and Monitoring

Where Measurement Starts

SMART Objectives Specific Measurable Attainable Results-Oriented Time Bound

http://bit.ly/SMARTObjectives

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!

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

Social Media Measurement & Monitoring -- Blogs

Google Analytics -- http://www.google.com/analytics/

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

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

Social Media Measurement & Monitoring -- Blogs

Alexa’s Site Info -- http://www.alexa.com/siteinfo

Social Media Measurement & Monitoring -- Blogs

RSS Feeds, Google Reader -- http://www.google.com/reader

Social Media Measurement & Monitoring -- Blogs

RSS Feeds, FeedBurner -- http://www.feedburner.com/

Social Media Measurement & Monitoring -- Blogs

OW.LY URL Shortener (HootSuite) -- http://hootsuite.com

Social Media Measurement & Monitoring -- Blogs

BIT.LY URL Shortener -- http://bitly.com

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/

Social Media Measurement & Monitoring -- Blogs

Comments & Trackbacks

Social Media Measurement & Monitoring -- Twitter

Number of Followers

Social Media Measurement & Monitoring -- Twitter

Responses

Retweets

Mentions

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

Social Media Measurement & Monitoring -- Facebook

Number of “Likes”

Social Media Measurement & Monitoring -- Twitter

Reach Hashtracking --

http://www.hashtracking.com/

TweetReach -- http://tweetreach.com/

Social Media Measurement & Monitoring -- Facebook

Demographics on your fans

Friends of fans Fan interactions

on your page -- People Talking about this

Total Reach

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

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?

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/

Recap – Free tools to use TODAY

Blogs Comments & Trackbacks RSS Feeds (subscriptions)

RSS Feeds, FeedBurner -- http://www.feedburner.com/

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

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

Recap – Free tools to use TODAY

Trending Google Insights --

http://www.google.com/insights

Paid Tools for Monitoring & Analysis

Radian6 -- http://www.radian6.com/

Sprout Social -- http://sproutsocial.com/

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

Where to find me

www.SandraSays.com www.twitter.com/sandrasays www.facebook.com/sandrasays www.linkedin.com/in/sandrafernandez

sandra@sandrasays.com