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3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
3 Essential Steps for Measuring the Impact of your Social Media Activity
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3 Essential Steps for Measuring the Impact of your Social Media Activity

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3 Essential Steps for measuring the impact of your Social Media Activity …

3 Essential Steps for measuring the impact of your Social Media Activity

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Transcript

  • 1. 3 Essential Steps
    for measuring the impact of your Social Media Activity
    CIARÁN REGANMarch 2011
  • 2. Our approach will answer two fundamental questions for any social media activity. You will learn:
    • How you should measure
    • What you should measure
  • 3. How you should measure
  • 4. How you should measure
    Step 1:
    Your Objective
    • Define your business objective
    • 5. Ensure you measure based on that specific objective
  • How you should measure
    •Positioning yourself or your
    company online
    •Audience engagement
    •Conversational reach
    Some sample objective(s) you may have are as follows:
  • 6. How you should measure
    Step 2:
    Your Plan
    • Develop a measurement plan
    • 7. Everyone involved can see what is being monitored and what is not.
    • 8. Create milestones, this sets expectations for everyone involved in the campaign.
  • How you should measure
    • Each company or campaign has specific requirements.
    • 9. You must determine the purpose of your campaign
  • How you should measure
    Campaign Purpose:
    An example of your activity may be:
    Do you want to:
    •Have users produce content about you?
    •Have users engage with you?
    •Have users recommend you?
  • 10. How you should measure
    Step 3:
    Your Goals
    You must define your campaign GOALS:
    •Be slightly aggressive with your Goals
    •Stick to these Goals
    •Define what a successful outcome is to you
    •Think about what needs to be done in order to
    achieve them
  • 11. How you should measure
    Be specific when setting weekly or monthly
    GOALS:
    Sample Goals for your campaign:
    •Grow your collective fanbase on social
    networks by X amount.
    •Increase traffic to your website from social
    networks by X amount.
    •Increase online downloads, donations or
    registrations by X amount.
    GOALS
  • 12. What you should measure
  • 13. What you should measure
    Valuable and relevant measurement
    requires a combination of Qualitative
    and Quantitative metrics.
  • 14. What you should measure
    Sample Metric
    Categories for your
    campaign content will
    include the following:
    Relevance
    Attention
    Sentiment
    Engagement
    Reach
    Influence
  • 15. What you should measure
    This can be achieved by the following:
    •Selecting a tool or set of tools that track
    across many media channels.
    •Producing custom reports for your campaign
  • 16. What you should measure
    Your Tool or Platform selection should depend on your campaign purpose, outlined earlier.
    Some Free and Paid Tools I Suggest are:
    Free Tools include:
    Facebook
    Insights
    Your Social
    Monitor
    Google
    Analytics
    Twitter
    Search
    Klout
    Hootsuite
  • 17. What you should measure
    Fee Based Tool suggestions are:
    Tool selection
    should depend on
    campaign purpose
    Awareness
    Hub
    Wildfire
    App
    Basic (Fee)
    Uber Vu
    Buddy
    Media
    Lithium
    Platform
    Advanced (Fee)
    Radian 6
  • 18. What you should measure
    So, what exactly
    are we measuring?
    I recommend you begin with standard metrics.
    •Website landing page traffic from social networks
    •Fanbase size across all networks
    •Brand / Product / Service mentions
  • 19. What you should measure
    So, what exactly
    are we measuring?
    Then move into Specific metrics.
    Influence: Gauge how influential your users are and
    target the most influential with your content.
    Engagment: Assess the nature of your user activity,
    how are they engaging with your content, is this
    increasing our time, is it being forwarded and shared
    Inbound Traffic: Are users from social networks
    staying on your site?
  • 20. What you should measure
    So, what exactly
    are we measuring?
    Specific metrics continued...
    Interaction: Are numbers of active fans increasing
    Conversion of passive fans to interactive fans.
    Commenting v reading, repeat comments.
    Sentiment: Assess whether activity is positive
    or negative
  • 21. Conclusion
    So, what have
    we learned…
    •Measure and record
    •Build reports
    •Match against goals
    •Keep setting goals
    •Keep listening
    Bring the conversation closer!
  • 22. Thank You
    If you would like to know more information on this please email cregan@directbrand.ie
    CIARÁN REGAN

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