Quantifying Social Success with Metrics

MetricsUGBA 198

Haas School of Business

Counting, tracking, and presenting of data

Social Media: Internal vs. External

External: likes, shares, comments, retweets, favorites

Internal: post clicks, unlikes, reach,

Defining Metrics

Just raw numbers and data without strategy

Quantifying your success—return on investment (ROI)

Getting internal buy-in

Measuring relatively

Metrics Relevance

Competitive LandscapeIndustry

• Higher Education (UC Berkeley vs. Harvard) • Coffee (Starbucks vs. Peet’s Coffee) • Food (Chipotle vs. McDonalds)

Business Context

• B2B (Intel vs. Cisco) • B2C (Amazon vs. Wal-Mart) • B2E (Life@Google vs. Microsoft Careers)

• Lower (UCI, 60K likes) • Similar (UCLA, 400K likes) • Higher (Harvard, 4M likes)

• Start-up (1-2 employees) • SMB (2-5 employees) • Enterprise (10+ employees)

Followers Base

Org.Size

Competitive Analysis

Measure to scale

Key to success when you first start out

Example: UC Berkeley vs. Harvard vs. UCLA

Measure Relatively

Engagement Ratio

ER = People Talk About This / Total Likes

Growth Ratio

GR = Weekly New Page Likes / Total Likes

External Ratios

Case Study

*September 2015

UC Berkeley

UC Berkeley: 25,000 / 350,000 = 7.1%

Harvard

Harvard: 55,000 / 4,200,000 = 1.3%

CS: Engagement Ratio

UC Berkeley

UC Berkeley: 2,600 / 350,000 = 0.74%

Harvard

Harvard: 19,000 / 4,200,000 = 0.45%

CS: Growth Ratio