Measuring What Matters in Social Media

Measuring What Matters in Social Media

@KentjLewisPresident & Founder

AnvilMediaInc.com

About Me

Agenda

Trends in social media measurementWhat NOT to measureSocial measurement best practicesMetric options by platformExamplesResources

Trends in Social Metrics

Trends in Social Media

Trends in Social Media

What NOT to Measure

Total Likes, Followers, Fans, etc.Velocity of updatesSentiment (via algorithm)Over-simplifying (Klout)Quantity over qualityCommentsGoogle +1sImpressionsDownloads

Identify key performance indicators (KPIs)Determine metrics & set goals for each platform Develop content strategies to support goalsMonitor, measure and modify social activityRefine KPIs as needed

Trends in Social MetricsSocial Mesurement Best Practices

Visibility in relevant search results (SERPs)Referring traffic to websiteQualitative feedback/sentiment (ratings, reviews)Quantitative feedback (NetPromoter Score)Qualified leads/sales (by source)Return-on-Investment (ROI)

Key Performance Indicators (KPIs)

Critical Social Analytics 1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility and/or Sentiment

Social Metrics Matrix

Facebook Metrics1. Likes (per Post)2. Comments (per Post)3. Shares (per Post)4. Check-ins (per week)

Facebook Metrics

Twitter Metrics1. Retweets (per Post)2. Replies (per week)3. Favorites (per Post)4. Followers (per Post)

Twitter Metrics

LinkedIn Metrics1. Followers (per week)2. Recommendations (per Service)3. Shares (per Post)4. Best Answers (per Question)

LinkedIn Metrics

YouTube Metrics1. Likes (per View)2. Comments (per week)3. Shares (per Video)4. Subscribers (per week)

YouTube Metrics

Google+ Metrics1. +1s (per week)2. Comments (per Post)3. Shares (per Post)4. Follows (per week)

Google+ Metrics

Pinterest Metrics1. Likes (per Follower)2. Comments (per Pin)3. Follows (per week)4. Repins (per Board)

Pinterest Metrics

Slideshare Metrics1. Favorites (per File)2. Comments (per File)3. Shares (per week)4. Followers (per week)

SlideShare Metrics

iTunes Metrics1. Subscribers (per week)2. Shares (per Download)3. Ratings (per Show)4. Reviews (per Download)

iTunes Podcast Metrics

Quora Metrics1. Followers (per week)2. Comments (per Board)3. Posts (per Question)4. Best Answer (per Question)

Quora Metrics

Blog Metrics1. Subscribers (per week)2. Comments (per Post)3. Shares (per Post)4. Pingbacks (per Post)

Blog Metrics

Measuring What Matters: Example

Meaningful Metrics by Objective Audience Platform Test, test test.

Example: Anvil Twitter

Example: Anvil Facebook

Determine your key performance indicators (KPIs)Map them to each platform’s metrics & set goalsDevelop content strategies to support goalsMonitor, measure and modify as neededStay on top of the evolving social environment

Key Takeaways

The Social Media Metrics That Truly Matterhttp

://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/

The 9 Dumbest Ways to Measure Social Mediahttp://www.imediaconnection.com/content/33132.asp

Social Media (Marketing) Evangelist Job Descriptionhttp

://blogs.imediaconnection.com/blog/2012/03/10/social-media-marketing-evangelist-job-description/

Related Articles

Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletter & webinarsRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about digital or integrated marketing

@KentjLewisPresident & FounderAnvil Media, [email protected]

Thank You