Measuring Social Media                                          Anne Pogoriler                         Colorado Environmen...
WHAT ARE WE TALKING ABOUT
WEB 1.0       them                                 them                           YOU                     them            ...
YOU                               WEB 2.0       them                                       them                           ...
Tons of networks to chose from
BY THE                                                                                   NUMBERS                  FACEBOOK...
PEOPLE LISTEN TO   GENUINE                                   OTHER PEOPLE  CONNECTION                       GENERATES COMM...
TIME INVESTMENT             HARD TO RAISE                                   MONEYWHY WE DON’T        WHAT IS THE RETURN ON...
SETTING GOALS
MENTION                                 INFLUENCE                                        LEGISLATOR                       ...
Communicate and engage   Use social capital   Make a list of your goals and what you’ll need to gather to     help meet th...
TOOLS
WEB ANALYTICS
GOOGLE ALERTS
LIKES & COMMENTS Shows up in ticker and on user’s page SHARE Shows up in feeds of user’s friendsFACEBOOK INTERACTIONS
LIKES & COMMENTS Shows up in ticker and on user’s page            I heard you SHARE Shows up in feeds of user’s friends   ...
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
POPULARITY                      RELEVANCE        EdgeRank                       RECENCYEdgeRank is the algorithm Facebook ...
NEW FACEBOOK INSIGHTS
NEW FACEBOOK INSIGHTS
TwitterManually count followers, RTs and mentions. See if trends emerge around subject matter or time/date of post.
Klout (1-100)Your reach, your influence, important networks you’re a part of, issues on which you have more influence, whi...
Hootsuite                                               3rd Party Apps                                           Seesmic  ...
Hootsuite
Social Mention
Blogs
TAKE AWAYS
YOU SHOULD:                                                                   COUNT                                       ...
FREQUENCY                 TIMINGBEST PRACTICES                 SOME GENERAL STUFF                    TO KEEP IN MIND     V...
RESOURCESourcolorado.org/trackingsocialmediaNTEN – blog and membershipIdealware – great articlesHubspot – free webinarsFro...
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Tracking social media Final

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  • Many different forums, all essentially about interacting, communication, creating, finding, and sharing contentYouTube, blogs, Twitter, Facebook, LinkedIn, Digg, etc…Bottom line: PEOPLE LISTEN TO OTHER PEOPLE, so get other individuals to be your spokespeopleOn YouTube: Make videos! People love video contentInteract with your cohort in the comment sectionsFlickr: community sourcingYou can create tags and have communities participate in uploadinghave contestsshare stories and experiences (also works on YouTube)Going to focus on just three today:Twitter: tons of infoMicroblogging,140 character postskeep your constituency updatedengage in conversationscreate hastags and join in on existing onesFacebook, the biggieEngageraise moneyhave conversationspost news, polls, etc Blogs: interact with your communities posting your own posts and encouraging feedbacktaking part in conversations on comments sections of other blogs
  • First of all, impossible to talk about ‘measuring’ if we don’t first talk about setting goals. While a lot of what we might be tracking in social media can be a little fuzzy, there are a lot of tools to tell us how we’re doing…but how we’re doing at what?
  • track hits incoming from Facebook, Twitter, Flickr, YouTubesee how your different networks are doingsee if there are particular big hits on particular postssee what is coming from mobile
  • Set up alert to email you or just pull into and RSS feedVariety of keywords, set up lots of alertsUse key misspellingsPost/comment on blogs that are writing about your issues (e.g., gardening blog you may not have come across makes mention of climate change affecting growing seasons…they may be a network hub for a community you haven’t tapped into yet)Will also pull from Twitter
  • LikesComments to posts – actually engagingBoth comments and likes:means you’ve been heardshow up in ticket (sidebar) and on individual user’s pageEither of these mean friends of your fan can see this interactions and get engaged, as wellEven better is actual share, meaning all of their friends see not just that there was an interaction, but the actual content, expanding audienceKeeping track of what works is feedback loop – lets you know
  • Increasing order of desirability:I heard youI careI want my friends to know, too
  • Analytics built in to facebookAs will all analytics: don’t worry so much about absolute numbers and how they might compare to other orgs – this whole world is still too new and fuzzy for there to be super reliable benchmarks, anyway – just worry about relative benchmarks for your org, and what you need to do to improve upon where you’re starting from.
  • Goes back several years, all information is exportable in a spreadsheetNew likesWatch fan base growCan see unsubscribes, as wellDaily active usersSee how fans are interactingSee what posts workSee when posts work (weekly peaks/valleys)Demographics (age and location)Page and tab viewsExternal referrers (e.g., source)Source of likes (e.g., shared item, item suggested, search on Facebook)
  • See friends of fans and better demographic breakdowns, much better daily post tallies
  • There are four key metrics that you now need to watch.“Reach” is the number of unique people who saw given post. “Talking about this” is the number of people who have created a News Feed story from your post such as liking, commenting or sharing.Liking your PagePosting to your Page’s WallLiking, commenting or sharing one of your Page posts or contentAnswering a question you postedRSVP-ing to one of your eventsMentioning your PagePhoto-tagging your PageLiking or sharing a check-in deal, or checking in at your Place.These actions are important because they generate a News Feed story, which can be seen by the share’s friends. Because of this fact, it is a critical number to pay attention to and focus on improving.“Engaged users” includes any click on the post.“Virality” is the percentage of people who saw the post who also created a story from it.Can also see demographic reach, friends of fans, and how people came to like your page in the first placeKeep track of other orgs like yours for reference
  • Count followers, do a tally once a week on a spreadsheetKeep in mind that the raw number of followers is pretty rough – lots of people follow and then just tune outMuch more effective to track if you’re actually getting RTs and mentions Retweet is when another user forwards your tweetMention is when someone else tags your handle in their tweet to get your attention or let others know they should be following youBasically a shout-outManually count what works and when, keep tabs on a spreadsheetManually search on twitter Search out your issues and follow other people tweeting on same subject matter – follow them and see what they’re up to, what’s working for them
  • Klout = Twitter influence1-100, higher the betterE.g., Grist.org = 70, NYTimes = 86, Barack Obama = 85, Justin Bieber = 100It’s free – just plug your Twitter handle in and it’ll tell you your scoreYour reach, your influence, important networks you’re a part of, issues on which you have more influence, which of your followers are high ranking network hubs
  • Manage multiple accountsTrack hashtags or unique users
  • Searches blogs, twitter, facebook, dig, youtube, stumbleupon, flickr, etc.Pull RSS feed or spreadsheet dataSee sentiment (pos or neg)See related keywordsSee hi-volume tweeters on that issueHashtags also associated withSources of discussion
  • What subjects/styles get comments?Get reposted elsewhereYou can repost content from your blog on other blogs
  • Important concepts
  • Tracking social media Final

    1. 1. Measuring Social Media Anne Pogoriler Colorado Environmental Coalition
    2. 2. WHAT ARE WE TALKING ABOUT
    3. 3. WEB 1.0 them them YOU them them them them them them themWeb 1.0 is about orgs and companies making information available to thegeneral publicOrganization generates contentOne to many
    4. 4. YOU WEB 2.0 them them them them them them them them themWeb 2.0 (social media) is about user-generated content.Highly personalizedMany-to-many
    5. 5. Tons of networks to chose from
    6. 6. BY THE NUMBERS FACEBOOK 850m active users TWITTER Over 100,000 non-profit pages 15m users regularly FLICKR Average user has 27 followers Five billion 93% of US adult internet users are images on Facebook 27m tweets per day 200m check in via mobile BLOGS YOUTUBE 152m blogs on the Internet 24 hours of video every minute 65% of internet users read blogs 100 m interactions dailyNearly 2/3 of US Internet users regularly use a social networkUS Internet users spend 3x as long on blogs & social networks as on emailNon-profit benchmark: for every 1000 email addresses = 110 fans on Facebook = 19 followers on Twitter92% of the top 50 nonprofits have at least 1 social media presence on their homepage.
    7. 7. PEOPLE LISTEN TO GENUINE OTHER PEOPLE CONNECTION GENERATES COMMUNITY AND INCREASED PARTICIPATION IN YOUR CAUSE WHY WE LIKESOCIAL MEDIA FREE EVERYONE IS THERE INFORMAL
    8. 8. TIME INVESTMENT HARD TO RAISE MONEYWHY WE DON’T WHAT IS THE RETURN ON INVESTMENT?? LEARNING CURVE TOO MANY CHOICES
    9. 9. SETTING GOALS
    10. 10. MENTION INFLUENCE LEGISLATOR LEGISLATOR IN LEGISLATOR CHANGES POSITION TWEETS AND RTs RECRUIT NEW 300 NEW FANSINCREASED NAME FANS ON BY THE END OF RECOGNITION FACEBOOK THE YEAR DEFINE DEFINE TACTICS GIVE LINK TO FANS/ GOAL SUCESS GROW LIST GROWTH RATE FOLLOWERS TO SIGN EMAIL LIST INCREASES DOUBLES UP AFTER MEMBER 10% OF EOY GET NEW DONATES, DONATIONS FROM MEMBERS ASK THEM TO NEW MEMBERS POST ON FB PUT AN EVENT ON FB RECRUIT NEW FIVE NEW VOLS AT AND ASK FANS TO VOLUNTEERS ANNUAL GALA SHARE SETTING GOALS
    11. 11. Communicate and engage Use social capital Make a list of your goals and what you’ll need to gather to help meet them before you get bogged down in which tools to use to ensure you get the data you want them YOU them themthem them them RESULTS! them them them
    12. 12. TOOLS
    13. 13. WEB ANALYTICS
    14. 14. GOOGLE ALERTS
    15. 15. LIKES & COMMENTS Shows up in ticker and on user’s page SHARE Shows up in feeds of user’s friendsFACEBOOK INTERACTIONS
    16. 16. LIKES & COMMENTS Shows up in ticker and on user’s page I heard you SHARE Shows up in feeds of user’s friends I care I want my friends to know, too!FACEBOOK INTERACTIONS
    17. 17. FACEBOOK INSIGHTS
    18. 18. FACEBOOK INSIGHTS
    19. 19. POPULARITY RELEVANCE EdgeRank RECENCYEdgeRank is the algorithm Facebook uses to figure out what posts show inuser feeds based on individual user’s recent interactions – the more stuffyou post that people like, the more likely they are to see the next thing youpost
    20. 20. NEW FACEBOOK INSIGHTS
    21. 21. NEW FACEBOOK INSIGHTS
    22. 22. TwitterManually count followers, RTs and mentions. See if trends emerge around subject matter or time/date of post.
    23. 23. Klout (1-100)Your reach, your influence, important networks you’re a part of, issues on which you have more influence, which of yourfollowers are high ranking network hubs.
    24. 24. Hootsuite 3rd Party Apps Seesmic bit.ly TweetdeckAllow you manage lots of social media accounts – not just Facebook andTwitter, but multiple accounts in eachBuilt-in analytics
    25. 25. Hootsuite
    26. 26. Social Mention
    27. 27. Blogs
    28. 28. TAKE AWAYS
    29. 29. YOU SHOULD: COUNT and FOLLOW SEARCH MONITOR TEST & ASK ADJUSTMONITOR: using stat-tracking tools available in Facebook, 3rd party Twitter apps, Google analytics/alerts.ASK: asking people how they’re coming across your information or finding out about your events – in personor using polls.LOW TECH: Count, sometimes the best stats tracker is you. Also search Twitter and Facebook manually formentions of your cause and groups or individuals that may be allies.TEST: what gets most comments? Are comments mostly positive/negative. What days/times work best forposting? How often is most effective? What type of content?FOLLOW: keep up with what other organizations are doing (and when) by following/friending, and don’t beafraid to copycat.
    30. 30. FREQUENCY TIMINGBEST PRACTICES SOME GENERAL STUFF TO KEEP IN MIND VOICE CONSISTENCY
    31. 31. RESOURCESourcolorado.org/trackingsocialmediaNTEN – blog and membershipIdealware – great articlesHubspot – free webinarsFrogloop – blog and newslettersBeth Kanter – Beth’s Blog and Facebookwebanalyticsdemystified.com

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