social metrics made easy
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social metrics made easy

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    social metrics made easy social metrics made easy Presentation Transcript

    • SOCIAL MEDIA SNAPSHOT
      METRICS
      April 23, 2010
    • Why Numbers Matter
      Metric programs in Public Affairs are vital tools to identify where you are & measure how you’ve done
      Metrics offer a recognizable and demonstrable way of showing effect
      Trends allow you to make informed decisions
    • Not All Numbers are Created Equal
      Many social metrics have little significance without considering relationship:
      Number of fans
      Number of posts you put out
      Word clouds
      Instead you should focus social metrics on engagement & interaction:
      Number of likes, comments & impressions in Facebook
      Number of @ replies or RTs in Twitter
      Number of comments in Flickr, YouTube, Facebook
    • But Before You Can Devise a … You Must Have
      METRIC
      MEASUREABLE OBJECTIVES
      What do you want to achieve?
      With whom do you want to achieve it?
      How does it fit into your command communication goals?
      How will you measure that success?
    • MONITOR CONVERSATIONS
      GOAL 1:
    • Step 2
      Use social tracking software or sites, set up RSS feeds
      Google, Addictomatic, Radian6, Twitter search … the more the merrier
      Step 1
      Devise search terms
      Variations on your command name, commander, common misspellings,
      Keywords related to the command or its mission, etc.
      Step 3
      Keep track
      Keep a spreadsheet to track topics and who is talking about you
      BONUS: use a Google form to ease input of “coding” of social mentions
      Form Feeds into Spreadsheet
      Make Charts from Data
      Find Item
      Use Google Form to Code
    • Use Google Forms for Coding
      1. Log into Google Docs (http://docs.google.com) , create a form
      2. Populate the form with items you want to “code,” like date, audience type, message, topics discussed, etc.
      3. Form data feeds into spreadsheet that Google docs builds automatically as you create that form
      4. Toggle between form and spread sheet as you build the form and check the spreadsheet
      5. Start coding with the form when it is ready, use the data on the spreadsheet to to make graphs
      Need form ideas for your own coding?
      • See http://bit.ly/usncode1 for a coding form focusing on what others say about you
      • See http://bit.ly/usncode2 for a form focusing on how engaging you are to your stakeholders
    • Monitor reach & repeat of my message
      GOAL 2:
    • RTs are great – it means no one edited your message!
      Step 1
      Post it, use bit.ly for links
      Step 2
      Monitor how many people clicked on it
      Type an asterisk (*) after your bit.ly URL to see your stats on that link
      Step 3
      Monitor how many people directly retweeted your message
      Click on your @username or Retweets on the left sidebar to see how many people republished your tweet
      Step 4
      Keep score
      Keep a spreadsheet to track number or RTs, @ mentions and clicks for each message you tweet.
      BONUS: make graphs showing how successful social media is at communicating command messages
      Monitor mentions
    • ENGAGE MY STAKEHOLDERS
      GOAL 3:
    • Shows Viral Effect
      Built-in Facebook Metrics
      Impressions show how many eyeballs saw the item you posted on their feeds – that means fans, and friends of fans who interacted (creating a viral effect).
      Feedback is the ratio of interaction per impression.
      Insights contain admin-only metrics that chart interaction and give audience data.
      Click for More Metrics
    • Facebook Insights
      Export Facebook Insight data into Excel
      Post quality compares interaction of your fans with that on sites of similar sizes. The higher the number, the better.
      Demographics are broken down into active fans this week (top) and all fans (bottom) on the right. Are you hitting your targeted gender, age and geographic demographic?
      Media consumption shows how much each of your multimedia products posted within Facebook are viewed.
      Select Different Metrics
      Select Different Metrics
    • Matching Objectives with Metrics
      • Count Topical Mentions
      • Look at Tone by Topic
      • Compare Topical Mention Over Time
      Are Message Goals Met?
      • Demographics of Users (Facebook Insights and your own coding)
      • City, Gender or Ages of Users
      • Creating your own Coding Categories such as Sailor, family, etc.
      • Look at Topics Mentioned by Audience Group
      Are You Reaching Your Targeted Stakeholder Groups?
      • Count Mentions
      • Track Topic Trends
      How Much are Command Issues/the Command Discussed?
      Match objectives with metrics, then use the data to chart communication course.
    • For help setting your metrics program or to get more information about these processes, please contact us.
      LT Kaye Sweetser
      Acting Deputy, Emerging Media Integration
      CHINFO
      Kathleen.Sweetser@navy.mil
      (O)703-695-6915
      CDR Scott McIlnay, APR
      Director, Emerging Media Integration CHINFO
      scott.mcilnay@navy.mil
      (O)703-692-4718