Key metrics and tools to measure
social media success
Ability
Social Media for Good – www.sm4good.com23.07.2013 1
Photo: C...
Most common metrics
 Number of followers/
fans/friends
 “Engagement”
23.07.2013 2Social Media for Good – www.sm4good.com
Most common metrics
 Followers/friends/fans =
quantitative measure
 Engagement = what are people
doing with our content ...
Aspects of enagement
 Number of people who liked, shared or
favourited our content
 Number of people who commented or re...
Why is engagement important?
 Not everyone who is a “fan” of your Facebook
page will see your updates.
 The likelyhood t...
UNLOCKING YOUR
SOCIAL MEDIA DATA
23.07.2013 Social Media for Good – www.sm4good.com 6
Photo: Viewminder on Flickr
Twitter timeline activity
Twitter (free)
https://ads.twitter.com
 You do NOT have to spend money or have a
credit card to...
Twitter timeline activity
23.07.2013 8Social Media for Good – www.sm4good.com
23.07.2013 9Social Media for Good – www.sm4good.com
Crowdbooster
Crowdbooster (from 9 USD/month)
http://crowdbooster.com
 Provides information about individual
messages and ...
Crowdbooster
23.07.2013 11Social Media for Good – www.sm4good.com
Crowdbooster
 Who are our biggest supporters?
 Are we just talking to our own peer group?
23.07.2013 12Social Media for ...
SocialBro
SocialBro (from 6.95 USD/month)
http://www.socialbro.com
 Twitter analytics tools, particularly useful to
segme...
Best Time to Tweet
23.07.2013 14Social Media for Good – www.sm4good.com
0
5
10
15
20
25
30
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Act...
How many followers do our
followers have?
23.07.2013 15Social Media for Good – www.sm4good.com
51%
12%
28%
6%
3%
0 to 49
5...
Why is that interesting?
 You can target Twitter users who are …
• Following you and have many followers
• Have certain k...
Facebook Insights
Facebook (free)
http://www.facebook.com
 Available for all Facebook pages
 Overview of key metrics and...
23.07.2013 18Social Media for Good – www.sm4good.com
Facebook Insights
23.07.2013 19Social Media for Good – www.sm4good.com
What virality is normal?
23.07.2013 20Social Media for Good – www.sm4good.com
Edgerank Checker
EdgerankChecker (from 15 USD/month)
http://edgerankchecker.com/
 Gives detailed analysis/recommendation ...
23.07.2013 22Social Media for Good – www.sm4good.com
23.07.2013 23Social Media for Good – www.sm4good.com
23.07.2013 24Social Media for Good – www.sm4good.com
Photo: Tal Axelrod on Flickr
Is what your are measuring
meaningful?
Thank you!
Timo Lüge
Social Media for Good
www.sm4good.com
timo.luege@gmail.com
Twitter: @timolue
23.07.2013 25Social Medi...
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Key metrics and tools to measure social media success

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Introduction to key metrics and tools to measure social media success. Presentation given during the "Social Media and Resilience Workshop" in Bangkok, Thailand in July 2013.

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Transcript of "Key metrics and tools to measure social media success"

  1. 1. Key metrics and tools to measure social media success Ability Social Media for Good – www.sm4good.com23.07.2013 1 Photo: Chandra Marsono on Flickr #sm4res
  2. 2. Most common metrics  Number of followers/ fans/friends  “Engagement” 23.07.2013 2Social Media for Good – www.sm4good.com
  3. 3. Most common metrics  Followers/friends/fans = quantitative measure  Engagement = what are people doing with our content = qualitative and qualitative measure 23.07.2013 3Social Media for Good – www.sm4good.com
  4. 4. Aspects of enagement  Number of people who liked, shared or favourited our content  Number of people who commented or replied to our content  Type of comments we received 23.07.2013 4Social Media for Good – www.sm4good.com
  5. 5. Why is engagement important?  Not everyone who is a “fan” of your Facebook page will see your updates.  The likelyhood that someone sees your content depends on whether Facebook thinks your content is interesting for a specific person.  Engagement is used to measure whether you content is interesting 23.07.2013 5Social Media for Good – www.sm4good.com
  6. 6. UNLOCKING YOUR SOCIAL MEDIA DATA 23.07.2013 Social Media for Good – www.sm4good.com 6 Photo: Viewminder on Flickr
  7. 7. Twitter timeline activity Twitter (free) https://ads.twitter.com  You do NOT have to spend money or have a credit card to use this tool!  Very basic overview showing some favourites, retweets and replies. 23.07.2013 7Social Media for Good – www.sm4good.com
  8. 8. Twitter timeline activity 23.07.2013 8Social Media for Good – www.sm4good.com
  9. 9. 23.07.2013 9Social Media for Good – www.sm4good.com
  10. 10. Crowdbooster Crowdbooster (from 9 USD/month) http://crowdbooster.com  Provides information about individual messages and their effectiveness on Facebook and Twitter.  Includes “scheduler” to optimize posting times. 23.07.2013 10Social Media for Good – www.sm4good.com
  11. 11. Crowdbooster 23.07.2013 11Social Media for Good – www.sm4good.com
  12. 12. Crowdbooster  Who are our biggest supporters?  Are we just talking to our own peer group? 23.07.2013 12Social Media for Good – www.sm4good.com
  13. 13. SocialBro SocialBro (from 6.95 USD/month) http://www.socialbro.com  Twitter analytics tools, particularly useful to segment and analyse Twitter followers.  Best time to tweet  Allows you to follow the followers of competitors 23.07.2013 13Social Media for Good – www.sm4good.com
  14. 14. Best Time to Tweet 23.07.2013 14Social Media for Good – www.sm4good.com 0 5 10 15 20 25 30 Mon Tue Wed Thu Fri Sat Sun Actual This chart shows when most of the organisation’s users are on Twitter and when the organisation tweets (bottom line). Using analytical information like this, organisations can optimize their social media activities.
  15. 15. How many followers do our followers have? 23.07.2013 15Social Media for Good – www.sm4good.com 51% 12% 28% 6% 3% 0 to 49 50 to 99 100 to 499 500 to 1K 1k to 5k 5k to 10k 10k to 50k 50k to 100k 100k to 500k 500k to 1 million > 1 million
  16. 16. Why is that interesting?  You can target Twitter users who are … • Following you and have many followers • Have certain key words in their profile • Already follow other NGOs • Have a lot of followers  Examples: • Follow all journalists following @UNOCHA • Find people interested in “shelter” who have more than 1,000 followers 23.07.2013 16Social Media for Good – www.sm4good.com
  17. 17. Facebook Insights Facebook (free) http://www.facebook.com  Available for all Facebook pages  Overview of key metrics and demographic data.  Help you target content to your audience 23.07.2013 17Social Media for Good – www.sm4good.com
  18. 18. 23.07.2013 18Social Media for Good – www.sm4good.com Facebook Insights
  19. 19. 23.07.2013 19Social Media for Good – www.sm4good.com
  20. 20. What virality is normal? 23.07.2013 20Social Media for Good – www.sm4good.com
  21. 21. Edgerank Checker EdgerankChecker (from 15 USD/month) http://edgerankchecker.com/  Gives detailed analysis/recommendation what type of content to post when.  Compares your page to others in the same industry. 23.07.2013 21Social Media for Good – www.sm4good.com
  22. 22. 23.07.2013 22Social Media for Good – www.sm4good.com
  23. 23. 23.07.2013 23Social Media for Good – www.sm4good.com
  24. 24. 23.07.2013 24Social Media for Good – www.sm4good.com Photo: Tal Axelrod on Flickr Is what your are measuring meaningful?
  25. 25. Thank you! Timo Lüge Social Media for Good www.sm4good.com timo.luege@gmail.com Twitter: @timolue 23.07.2013 25Social Media for Good – www.sm4good.com
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