1. SOCIAL MEDIA METRICS
& MEASUREMENT
December 11, 2012

2. Agenda
• Why Measure?
• Expose, Engage, Act
• The 7 Step Process
• Some Useful Tools

3. Why Measure?

4. Why Measure?

5. Why Measure?

6. Why Measure?

7. What Can We Know?

8. What’s a Like or Follow?
906,417 / 48,858957 = .018 38,161 / 1,574,485 = .024
Total fans, core fans and Influencers are not created equal!

9. EXPOSE ENGAGE ACT
SEE SAY & DO
FEEL
FAN & FOLLOWERS, COMMENTS, LIKES SHARE? RT? DONATE?
REACH & IMPRESSIONS WHAT ELSE? TAG, REGISTER?

10. 7 Steps for Measurement
GOALS
ANALYZE
AUDIENCE
RESULTS
DATA INVEST-
COLLECTION MENTS
METRICS BENCH-
MARKS

11. WHAT’S THE GOAL?
E.g. Reconnect
with
alumni

12. Define Audience
Primary? Secondary?

13. Define • How much time (and
other resources) are
Investments you investing?
• Is this intentional?
• How do you know it’s
the right amount of
time? Is it “worth” it?
• Have you measured to
know if it’s really what
you’re putting in?

14. Define Benchmarks
• Where are you starting
from?
• How will you know if
you’re improving?
• Are there baselines
from the field too?

15. Tracking Progress Over Time
And Cause/Effect
KD Paine, Slideshare

16. Facebook Insights

17. Facebook
Insights

18. Klout
Klout measures your social influence
across Twitter, Facebook, LinkedIn,
Foursquare, YouTube, Google+, etc.
Network Influence:
This graph shows the influence level
of your engaged audience. How
many mentioners, re-tweeters, likers,
commenters and recommenders do
you have and how influential are
they?
Helps you identify who are
influencers in your network.

19. Bit.ly
• Shortens links and measures clicks.
• Good way to compare with A/B testing.

20. HootSuite

21. What’s Your Next Ste

22. Next webinars:
December 19, 1-2pm eastern
Content Generation and Curation
January 8, 2-3pm eastern
Social Fundraising