2.2 measurement final

09.04.2023 Social Media for Good – www.sm4good.com 1

Key metrics and tools to measure social media success

Ability

Photo: Chandra Marsono on Flickr

#sm4res

http://www.flickr.com/photos/chandramarsono/4324373384/



09.04.2023 2Social Media for Good – www.sm4good.com

Most common metrics

Number of followers/ fans/friends

“Engagement”


Most common metrics

Followers/friends/fans = quantitative measure

Engagement = what are people doing with our content = qualitative and qualitative measure


Aspects of enagement

Number of people who liked, shared or favourited our content

Number of people who commented or replied to our content

Type of comments we received


Why is engagement important? Not everyone who is a “fan” of your Facebook

page will see your updates. The likelyhood that someone sees your

content depends on whether Facebook thinks your content is interesting for a specific person.

Engagement is used to measure whether you content is interesting

09.04.2023 Social Media for Good – www.sm4good.com 6

UNLOCKING YOUR SOCIAL MEDIA DATA

Photo: Viewminder on Flickr

http://www.flickr.com/photos/light_seeker/5349830135/

http://www.flickr.com/photos/light_seeker/5349830135/


Twitter timeline activity

Twitter (free)https://ads.twitter.com

You do NOT have to spend money or have a credit card to use this tool!

Very basic overview showing some favourites, retweets and replies.

https://ads.twitter.com/

https://ads.twitter.com/


Twitter timeline activity



Crowdbooster

Crowdbooster (from 9 USD/month) http://crowdbooster.com

Provides information about individual messages and their effectiveness on Facebook and Twitter.

Includes “scheduler” to optimize posting times.

http://crowdbooster.com/


Crowdbooster


Crowdbooster

Who are our biggest supporters? Are we just talking to our own peer group?


SocialBro

SocialBro (from 6.95 USD/month) http://www.socialbro.com

Twitter analytics tools, particularly useful to segment and analyse Twitter followers.

Best time to tweet Allows you to follow the followers of

competitors

http://www.socialbro.com/


Best Time to Tweet

0:001:00

2:003:00

4:005:00

6:007:00

8:009:00

10:0011:00

12:0013:00

14:0015:00

16:0017:00

18:0019:00

20:0021:00

22:0023:00

0

5

10

15

20

25

30

MonTueWedThuFriSatSunActual

This chart shows when most of the organisation’s users are on Twitterand when the organisation tweets (bottom line). Using analytical information like this, organisations can optimize their social media activities.


How many followers do our followers have?

51%

11%

28%

6%

3%

0 to 49

50 to 99

100 to 499

500 to 1K

1k to 5k

5k to 10k

10k to 50k

50k to 100k

100k to 500k

500k to 1 million

> 1 million


Why is that interesting?

You can target Twitter users who are …• Following you and have many followers• Have certain key words in their profile• Already follow other NGOs• Have a lot of followers

Examples:• Follow all journalists following @UNOCHA• Find people interested in “shelter” who have more

than 1,000 followers


Facebook Insights

Facebook (free)http://www.facebook.com

Available for all Facebook pages Overview of key metrics and demographic

data. Help you target content to your audience

http://www.facebook.com/


Facebook Insights



What virality is normal?


Edgerank Checker

EdgerankChecker (from 15 USD/month)http://edgerankchecker.com/

Gives detailed analysis/recommendation what type of content to post when.

Compares your page to others in the same industry.

http://edgerankchecker.com/






Photo: Tal Axelrod on Flickr

Is what your are measuringmeaningful?

http://www.flickr.com/photos/tal_axl/4317091958/

http://www.flickr.com/photos/tal_axl/4317091958/


Thank you!

Timo LügeTwitter: @timolue

http://sm4good.com/

2.2 measurement final

Technology

social media data

social media activities

twitter followers

twitter users

content number of people

type of content

followers of competitors

twitter analytics tools