Measuring social media
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Measuring social media

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'Measuring Social Media' - put together for the Charity Comms social media conference.

'Measuring Social Media' - put together for the Charity Comms social media conference.

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  • The one senior managers are most interested in – but shouldn’t ness be!
  • Twitter counter can be very useful for historic twitter information – but it’s only accurate if you get an account with them, otherwise they aggregate any increase since the last time the @name was checked!
  • Lets look in more detail at the free tools on Facebook Q’s to be asking – are you reaching the demographic you want to? If so – keep going, if not, what has to change? Is your regional/global spread representative?
  • Lets look in more detail at the free tools on Facebook Most interestingly, individual posts (both on front and in Insights) show you a reach per post – the number of fans who’ve seen that story.
  • And that starts to lead to engagement – Facebook is very upfront with engagement figures – the number of likes/comments/shares, but also in the insights panel the number of video views, clicks and similar.
  • We take that key Facebook info and drop it into our own spreadsheets – why? Better continuity if Facebook change some of its measurements, and easier to keep up when Facebook’s systems stop. We convert FB’s info into our own Feedback % measure – so we can see best preforming days/content themes. This is easily expandable based on your own priorities – do you need to measure differences between different content themes – campaigning vs fundraising? Add a column. Different types of Facebook content – video vs photo vs status?
  • We take that key Facebook info and drop it into our own spreadsheets – why? Better continuity if Facebook change some of its measurements, and easier to keep up when Facebook’s systems stop. We convert FB’s info into our own Feedback % measure – so we can see best preforming days/content themes. This is easily expandable based on your own priorities – do you need to measure differences between different content themes – campaigning vs fundraising? Add a column. Different types of Facebook content – video vs photo vs status?
  • Search ‘google tracking code spreadsheet’ You could split ‘sharing’ vs your own social media. Worth noting this shouldn’t put off users – hidden behind a bit.ly on Twitter, and on Facebook once you’ve put the URL in and it’s a preview box, you can delete the URL so it’s not visible!
  • Once you have data – use the advanced segment system to make it easier to track clickthroughs
  • Let’s take a new Amnesty update. We’ve tracked the link with Google’s UTM tracking So – we can move from the status update, and in addition to knowing the level of engagement, we can see the level of action. If we need to, we could also track this to conversion – if it’s a fundraising ask, or a form completion of some kind and we either have goals set up in GA, or simply know the thank you page, we can work out conversion. In example, the thank you page for this is the 2nd line in the GA image, so we’re able to work out conversion….
  • And this allows us to benchmark – not only performance now against performance as we improve our social media, but also against other methods of marketing in the organisation – email, google adwords, display advertising…. And this can work for Twitter as well – for the key moments that you need to provide metrics at this level!
  • So back to Twitter – what about capturing engagement there? Free ways to do this – looking at tweets and counting no. retweets, no. of replies – but even in Twitter that information isn’t accurate!
  • Free version of Hootsuite is slightly more accurate – and you can use this to provide basic daily engagement stats, or engagement per tweet if you wish
  • You can also add twitter searches to tweetdeck or Hootsuite – but providing metrics off the back is tricky without just counting!
  • Beyond that – you might need paid for tools to look at your tweets in more detail First up – tweetreach. If something’s had less than 50 tweets this is free, otherwise you pay per report, and it only has a history of 4-7 days available to it. But it does give good information on reach (again based on all followers), no. of RTs and no. of regular tweets. Can be very useful for #hashtag campaign reporting
  • There’s a great many paid-for services out there from the cheap(er) – SproutSocial, Sysomos – to the very expensive (radian 6) but they do make top-level metrics far simpler….
  • … here’s an example of Amnesty’s Facebook metrics by month – looking at the number of brand mentions, replies and RTs. If you’re a smaller charity and you’re not getting the volume, you may be able to do this fine with the search tools in Hootsuite or even Twitter itself, plus manual counting. The 2 URLs at the bottom – thenextweb covers some more social media monitoring options, almost all paid for but mainly analytical rather than metrics-based, and the mashable link leads to some spreadsheets you can build with semi-automated tools that may be useful on Facebook likes, twitter posts, etc.
  • After all of that, what’s next? We’re looking at how we can pass conversion information from our site to our CRM system – so we can see what happens to a user if they take an action because of a message on Facebook – are they better email subscribers or donaters? Or is it an added-value channel for existing email subscribers? We’ll only know once we start to capture that level of data!

Transcript

  • 1. Measuring social media Emerson Povey, Digital Communities Editor @emersonp @amnestyukhttp://www.flickr.com/photos/tomschenkenberg/2392891330/
  • 2. What do you want to know?ReachHow many people am I talking to?What makes more people join us?EngagementHow many of them are listening?How many of them are talking to/about us?ActionHow many of them are doing something?
  • 3. Reach
  • 4. Reach
  • 5. Engagement & Action Facebook Liking Commenting Sharing Twitter Replying Mentioning Retweeting …and clickthroughs! http://www.flickr.com/photos/budding/104913945/
  • 6. Facebook
  • 7. Facebook
  • 8. Measuring action – Google Analyticshttp://www.amnesty.org.uk?utm_source=social&utm_medium=twitter&utm_campaign=MayAppeal&utm_content=AppealTweet1
  • 9. Measuring action – Google Analyticshttp://www.amnesty.org.uk?utm_source=social Email, social media, even press&utm_medium=twitter Twitter, Facebook, Google plus&utm_campaign=MayAppeal&utm_content=AppealTweet1 Fundraising, campaigninghttp://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
  • 10. Measuring action – Google Analytics
  • 11. …and back to Facebook
  • 12. …and back to Facebook
  • 13. Twitter
  • 14. Twitter
  • 15. Twitter
  • 16. Paid-for monitoring
  • 17. Paid-for monitoringhttp://thenextweb.com/socialmedia/2011/09/02/the-best-new-social-media-analytics-tools-of-the-year-so-far/http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/
  • 18. Questions? emerson.povey@amnesty.org.uk @emersonp @amnestyukAmnesty International