Metrics for Viral Content and
the ROI of Social Media
Measuring a Conversation
Alex Nelson, Home Front Communications
Consist of using one or more platforms to
Is affected by multiple content factors
Starts a dialogue - “Did you see that video on
Has no defined timeline
There is no benchmark for declaring a campaign
Is it 1 million YouTube views?
Is it 10,000 Facebook fans?
Is it 1,000 Twitter followers?
Is it 100,000 visitors to your Web site?
Measuring Social Media Engagement
Determining the ROI of Social Media presents a difficult problem: How
do you put numeric qualities around human interactions and
Creating Two Ways to Measure
Measuring Social Media Engagement - Quanitative Analysis
Web Site Traffic
Measuring Social Media Engagement - Qualitative Analysis
Instead of formulas, ask these questions -
Are you building better relationships with key audiences?
Are you participating in conversations where you hadn’t been involved?
Are you creating a dialogue?
Case Study – A Powerful Noise
Multi-platform campaign fighting poverty
in honor International Women’s Day
Documentary launched on
APR International Women’s Day (March 5,
Visual Petition powered by Flickr
Used #apowerfulnoise to track
JULY Tweets and then donated $.50 to
CARE for up to 10,000 tweets
What more could the campaign have done?
Creating Metrics for Your Organization
Measurable goals based on your organization’s past online performance
What type of campaign are you pursuing: advocacy, fundraising,
visibility, reputation management, etc?
Use a combination of qualitative and quantitative measurements to
create your success metrics
Implement the campaign, review your metrics and goals. Filter out
channels and strategies that don’t get good returns.
Tips and Tricks for
Distribution model with partner
Branded YouTube channel
Search Engine Marketing with
Social Networking Tips
Determine your organizational needs
Private v. public social network
Integrate your page and cause
Send users to your Page Wall
Create “human” updates and
generate user interaction
Utilize the format to offer
relevant information in a
Applications for multiple platforms
Learn the lingo
Customer Service & Community
Go beyond news feeds
Mashable’s Follow for Good