Social Media Metrics and Measurement Michelle Post, Ph.D., CSMS
May 06, 2015
Social Media Metrics and Measurement
Michelle Post, Ph.D., CSMS
Amazing & Scary at the Same Time!
Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr
©Michelle Post, Ph.D., CSMS
Lessons to Learn
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What is Social Media Metrics & Measurement?
“Social metrics is the relatively young science of measuring social media to determine what kind of impact it is having.” (Walker, n.d., para. 1)
©Michelle Post, Ph.D., CSMS
Why do you need to measure Social Media?
Simply stated: “What gets
measured, gets improved.” ~
Rebekah Seragih
©Michelle Post, Ph.D., CSMS
ITS ALL ABOUT THE HOW
©Michelle Post, Ph.D., CSMS
Social Media Metrics Model
Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi
©Michelle Post, Ph.D., CSMS
@Nichole_Kelly - The Three Primary Goals of Social Media
Lead Generation
Brand
Awareness
Customer Retention
Social Media
Kelly, N. (2013). How to measure social media, p. 13. Indianapolis, IN: Que. ©Michelle Post, Ph.D., CSMS
Creating a SM Measurement Strategy
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WHAT CAN YOU MEASURE?
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Facebook Analytics
• Admin Posts • People Talking About This • Stories Created • User Mentions • Total Reach • Total Impressions • Consumers • Page Mentions • Organic Reach • Viral Reach Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt
©Michelle Post, Ph.D., CSMS
Twitter Analytics
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt ©Michelle Post, Ph.D., CSMS
LinkedIn Analytics • Size of your network • Number of new invitations • Number of LI profile views • Times your profile shows up in a search • Percentage of target audience profile
views • Interaction level • Number of skills & expertise
endorsements • Number of recommendations • Selling activity success
Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j ©Michelle Post, Ph.D., CSMS
Web Analytics • Pages • Pageviews • Time on site • Engagement • Clicks • Clickpaths
• Referral websites traffic
• Search engines traffic • Direct traffic • Top keywords • New visitors • Returning visitors • Bounce rate • Abandonment
Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY ©Michelle Post, Ph.D., CSMS
Blog Analytics • Total number of posts on
your blog • Average number of posts
per day • Average number of
words per post • Total number of
comments on your blog • Average number of
comments per day • Average number of
comments per post
Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS
YouTube Analytics
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt ©Michelle Post, Ph.D., CSMS
Google+ Analytics
• Brand Posts • Reshares • Circles • Newly Added to
Circles • Have you in Circles
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt ©Michelle Post, Ph.D., CSMS
Pinterest Analytics
• Average Repins per Pin • Average Likes per Pin • Average comments per Pin • Average 2nd Degree
Followers • Follower Engagement • Short Term Follower
Engagement • Reach • Velocity
• Impressions • Reach • Clicks • Most Recent • Most Repinned • Most Clicked • Top Fans and Influencers • Top Pins • Total Interactions
Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin
©Michelle Post, Ph.D., CSMS
Instagram Analytics
• Likes • Total Engagement • Filters • Best Time for
Engagement
Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt ©Michelle Post, Ph.D., CSMS
NOW ITS TIME TO TAKE ACTION & MEASURE!
©Michelle Post, Ph.D., CSMS
Apply the SMM&M Strategy
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REPORTS, TOOLS, BOOKS, & RESOURCES
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Free Reports
• 30 social media metrics defined and explained - http://bit.ly/1iqrMip • Ian Cleary – Razor Social - http://www.razorsocial.com/ • The Social Media ROI Cookbook -
http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook • Free Social Media Analytics in Excel & On The Web -
http://simplymeasured.com/free-social-media-tools • Guide to Twitter Analytics -
http://simplymeasured.com/blog/category/guide-to-twitter-analytics/ • Guide to Facebook Analytics -
http://simplymeasured.com/blog/category/guide-to-facebook-analytics/ • KISSmetrics FREE Marketing Guides -
http://blog.kissmetrics.com/marketing-guides/
©Michelle Post, Ph.D., CSMS
Tools, Tools, & More Tools
• Tools Used by the Experts - http://www.razorsocial.com/category/asktheexpert/
• 10 free metrics tools - http://socialbrite.s3.amazonaws.com/10-free-metrics-tools.pdf
• Free social media tools - http://simplymeasured.com/free-social-media-tools
• 39 Awesome Tools and Resources for Blogging and Social Media Marketing - http://bit.ly/11dZZFN
• 50 Top Tools for Social Media Monitoring, Analytics, and Management – http://bit.ly/13sJc6I
• Top 25 Free Website Grader Tools - http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/
©Michelle Post, Ph.D., CSMS
Tools, Tools, & More Tools
• 12 Awesome Pinterest Tools To Power Up Your Marketing - http://bit.ly/14K6HMa
• 29 Tools to Enhance Your Business Blog - http://bit.ly/10R7WTe • Free Twitter Analytic Tools: The Ultimate Guide -
http://www.razorsocial.com/free-twitter-analytics/ • 5 Free Instagram Analytics Tools One Must Use!! -
http://www.dazeinfo.com/2013/04/19/5-free-instagram-analytics-tools-one-must-use/
• 5 Tools to Grow Your Presence on Google Plus - http://bit.ly/VPuHmh
• See who is tracking you (Lightbeam) - https://addons.mozilla.org/en-US/firefox/addon/lightbeam/
• Advanced Blog Metrics – Wordpress Plugin - http://wordpress.org/plugins/advanced-blog-metrics/
©Michelle Post, Ph.D., CSMS
My Favorite Books
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Resources
• 12 Must Read Analytics Blogs - http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/
• 40 Key Social Media Metrics Defined - http://bit.ly/Ta8Okt • 5 Social Media Metrics That Won't Slow You Down -
http://socialmediatoday.com/1607386/5-social-media-met • A Few Good Tools for Measuring and Monitoring Social Media -
http://bit.ly/pC5kma • How to Measure the Reach of Your Facebook Posts (and then
Increase It) - http://www.postplanner.com/how-to-measure-increase-facebook-reach/
• How To Measure Your Facebook Page Performance [INFOGRAPHIC] - http://bit.ly/10sRInJ
• The Minimalist’s Guide To Social Media Metrics - http://mklnd.com/14xbtbO
©Michelle Post, Ph.D., CSMS
Resources
• 10 useful Google Analytics custom dashboards - http://bit.ly/12QO8Qw
• Gerry Moran Infographic: 9 Simple Ways to Measure Facebook and Twitter Success - http://bit.ly/17eIVE1
• Get A Pulse: The Best Social Media Metrics To Track For Your Brand - http://bit.ly/1eVylYk
• How to Use Pinterest Analytics: 6 Metrics Worth Measuring - http://www.socialmediaexaminer.com/pinterest-analytics/
• Making the Most of LinkedIn Insights - http://bit.ly/135wPiV
• Top Ten Steps to Measure Social Media Return on Investment (ROI) - http://bit.ly/KmjiYC
©Michelle Post, Ph.D., CSMS
REFERENCES
©Michelle Post, Ph.D., CSMS
References
• Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi
• Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY
• Kelly, N. (2013). How to measure social media. Indianapolis, IN: Que.
• Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j
©Michelle Post, Ph.D., CSMS
References
• Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt
• Walker, L. (n.d.). Social Metrics: What Does It Mean? [Blog post]. Retrieved from http://personalweb.about.com/od/socialmediaresearch/a/Social-Metrics.htm
• Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin
• Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/
©Michelle Post, Ph.D., CSMS
IMAGE CREDITS
©Michelle Post, Ph.D., CSMS
Image Credits
• Buzztimebusiness. (2012). Measuring social media [Image file]. Retrieved from http://bit.ly/I2pMiV
• Dashoflime.co.za. (2012). Facebook-Measuring1 [Image file]. Retrieved from http://bit.ly/1efv6Kr
• Icdn5.digitaltrends.com. (n.d.). twitter-analytics-3-650x0 [Image file]. Retrieved from http://bit.ly/1fRlfLj
• Hudsonhorizons.com. (n.d.). Googleanalyticsyoutube [Image file]. Retrieved from http://bit.ly/18LAzEl
• Venturebeat. (2011). Google-plus-businesses [Image file]. Retrieved from http://bit.ly/1aoEwm9
©Michelle Post, Ph.D., CSMS
Image Credits
• Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from http://bit.ly/185miYw
• Alexanders.com. (2013). Measuring-pinterest [Image file]. Retrieved from http://bit.ly/I2snJw
• Whitehatmedia.com. (n.d.). Instagram [Image file]. Retrieved from http://bit.ly/19CqeKj
• Intersearchmedia.com. (2013). Web-Analytics-Function-Diagram [Image file]. http://bit.ly/Ie5nqc
• Cdn.impactbnd.com. (2013). Analytics-Blog-690x426 [Image file]. Retrieved from http://bit.ly/1iqWuIe
• Kcerny.files.wordpress.com. (2011). fotolia_30498382_xs [Image file]. Retrieved from http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jpg
©Michelle Post, Ph.D., CSMS
ABOUT DR. POST
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Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS