Make a Difference with Social Measurement

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Danielle Brigida, Sr. Manager of Social Strategy & Integration, National Wildlife Foundation
Twitter Handle: @Starfocus
What does your number of likes mean? How many followers does it take to be a success?
We all have these questions, but the fact is- if done well measuring how people
interact with your organization online can greatly help you determine where to allocate
resources. In this session we’ll talk about why we measure, some measurement best
practices and a few free and enterprise tools that don’t break the bank.

Published in: Social Media

Make a Difference with Social Measurement

  1. 1. Make a Difference with Social Measurement By Danielle Brigida National Wildlife Federation
  2. 2. Common Response to Social Measurement
  3. 3. Just Remember: Good Measurement Leads to Action • Don’t stop at measuring what’s easy • Ask tough questions • Learn tool capability and experiment
  4. 4. Measuring Types of Social Media Owned Your Branded Presences Earned Organic Shares and Posts Paid Social Advertising
  5. 5. Owned Social Media The Impact of Your Accounts
  6. 6. Facebook Insights Overview
  7. 7. Performance by Post What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.
  8. 8. Facebook Insights: Referrers
  9. 9. Facebook Insights: Exporting Data by Post or Page Level
  10. 10. What Can Facebook Insights Really Inform? • Top shareable content – what works, what should you produce more of? • What is your current active audience? • Where are there growth opportunities? But there’s still more qualitative information to track:
  11. 11. Owned Social: Twitter Analytics.twitter.com
  12. 12. By Tweet
  13. 13. Audience Information https://analytics.twitter.com
  14. 14. Measure Influence: Twtrland
  15. 15. Owned Social Media Pinterest
  16. 16. Owned Social Media: LinkedIn Company Page
  17. 17. Owned Social Media: Youtube Channel Metrics
  18. 18. Measuring Earned Social Media • Shared Content: Sharethis & Addthis • Web Analytics (ex. Google, SiteCatalyst) • Google Trackbacks or Links • RSS Reader (Feedly, Digg Reader) • Mentions (Mentions.net)
  19. 19. Don’t be afraid of the truth.
  20. 20. Tools We Often Use to Track • Crowdbooster – mentions, replies & followers • Bufferapp – clicks and reach • Feedly – to track blog/social mentions • Rowfeeder – to track or hashtag mentions • Topsy Analytics– to compare hashtags
  21. 21. Crowdbooster Shows Devoted Supporters
  22. 22. BuzzSumo: See Popular Content on a Site
  23. 23. Measuring Mentions https://en.mention.net/
  24. 24. Tagboard – search hashtags
  25. 25. Bitly and Rt.ly
  26. 26. Social Performance Needs Web Metrics
  27. 27. Explore Google Trackbacks
  28. 28. It’s VERY Important to Stay Organized
  29. 29. Create Your Own Excel or Google Drive Tracking System
  30. 30. Some of Our Social Media Reports Works to Build Respect, Accountability and Actionable Next Steps Quarterly Report Campaign Specific Report
  31. 31. Analyze Don’t Regurgitate • Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter
  32. 32. And Remember… • Be flexible with social media and free tools • Your overall goals! • Pay attention to trends and compare data • Look for message quality in mentions • Use analytics to give you behavior information • Continue learning about social measurement!
  33. 33. No More Hiding From Metrics!
  34. 34. Questions? Danielle Brigida @starfocus brigidad@nwf.org

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