Making Sense of Social Media Analytics

Making sense of social media analytics

Maggie McGary@maggielmcg

Do you do social media reports for your association each month?

eventmobi.com/nesaetech14

What we’re going to cover:

• Why social media analytics are important• How they can be challenging for associations• Tools for measuring social media• Overview of social media analytics• Q &A

Why Measure Social Media?• Data-driven is the new reality

Infographic source: Domo

Even if you can’t measure all that data, measuring your own actions can:

• Justify staff—current and future• Justify budget—or make a case for investment• Help show tie-in between social and other

activities• Answer is what we’re doing working? If not,

how can we improve?• Reveal when what had previously been

working has changed

Start With Strategy…. (but which strategy?!)

Map Goals to Metrics

• Web strategy goal: drive web traffic – Google analytics, click-throughs, social shares

• Membership goal: increase membership/retention– CRM, engagement, campaigns

• Meetings goal: increase attendance at events – Hashtag use, Instagram, mentions, screenshots

• Product sales: Increase revenue from CE products– Campaigns, conversions

Tools: Free vs. Paid

• Free tools– Cyfe– Hootsuite– Native platform analytics (GA, Twitter, FB, LI)– Excel/”bootleg Excel dashboard”

• Paid tools– Simply Measured– Radian6– Sprout Social

Facebook

Twitter

LinkedIn

Pinterest

Google Analytics

If you only read one thing:

Resources (http://bit.ly/analyticsresources)

• Measuring the Networked Nonprofit (book)• Katie Paine’s Measurement blog• Measuring the ROI of social media (video/blog post)• Which Stats Matter: The Definitive Guide to Trackin

g Social Media Metrics• Leader Networks Engagement Score for Private Onli

ne Communities• 5 Tips for Using Your Private Online Community Dat

a to Make Better Decisions• How to calculate the value of your social media cam

paign• Annielytics--great information and training on

analytics and dashboard creation

Thank You!

Maggie McGarySenior AssociateStrategic Communications Group

@maggielmcg on [email protected]