Measuring Social Media It’s About Relationships

Why Measure?

Why Measure? “ Are we making a difference, or just making a fool of ourselves? ”

Measuring Social Media Katie Paine, KD Paine and Partners

Super Six Steps to Measurement Set your objectives Define your stakeholders Determine which metrics to use Benchmark against yourself over time or your competition Pick your measurement tool Analyze the results and start over

Set your objectives

Define your stakeholders

Determine which metrics to use

Benchmark against yourself over time or your competition

Pick your measurement tool

Analyze the results and start over

1. Setting Objectives Make them measurable What do I want to happen by when? Changes in attitudes and/or behavior Outputs, outtakes and outcomes Without objectives, measurement is meaningless

Make them measurable

What do I want to happen by when?

Changes in attitudes and/or behavior

Outputs, outtakes and outcomes

Without objectives, measurement is meaningless

Strategy to Engage Active Listening Contribution Participation http://www.healthcare100.com

Active Listening

Contribution

Participation

2. Community of Stakeholders By Andrew Niddrie, Flickr, Gulliver Square , Scotland

3. What Metrics Matter Most? Relationships Analytics Outcomes

Relationships

Analytics

Outcomes

Measuring Analytics: Easier Number of unique users Returning versus new readers Referring traffic Links from other sites Google PageRank Technorati Authority Total time spent on the site The popularity of the content itself, page views Conversation Index: Ratio of blog comments to blog posts Tone of conversation, comments, posts Speed or velocity of spread, viral

Number of unique users

Returning versus new readers

Referring traffic

Links from other sites

Google PageRank

Technorati Authority

Total time spent on the site

The popularity of the content itself, page views

Conversation Index: Ratio of blog comments to blog posts

Tone of conversation, comments, posts

Speed or velocity of spread, viral

Measuring Relationships: Harder Interaction: Conversation Index Quality of relationships Building mutual trust

Interaction: Conversation Index

Quality of relationships

Building mutual trust

Measuring Relationships Control Mutuality – Power of influence Trust – Degree to which it exists Satisfaction – Expectations met Commitment – Mutually promoted Exchange Relationship – Expectations of return for giving Communal Relationship – Genuine and mutual concern with no expectation by Jim Grunig and Linda Childers Hon, Institute for Public Relations

Control Mutuality – Power of influence

Trust – Degree to which it exists

Satisfaction – Expectations met

Commitment – Mutually promoted

Exchange Relationship – Expectations of return for giving

Communal Relationship – Genuine and mutual concern with no expectation

by Jim Grunig and Linda Childers Hon, Institute for Public Relations

Outcomes and the Dreaded ROI Charlene Li, Forrester Research, The ROI of Blogging Benefits Costs Risks

Benefits

Costs

Risks

4. Your Competition By Mr. Mark, Pick One , Flickr

5. Measurement Tools: Free Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor man’s clipping service) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (ratings and demographics)

Technorati (number of links, “authority”)

Del.icio.us (quality and type of coverage)

Google Analytics (site statistics)

Veoh (video views on all platforms)

Flickr (photo views)

Feedburner (subscribers)

Google Blog Search (Poor man’s clipping service)

Yahoo Pipes (manage RSS)

Compete , Alexa (traffic)

Quantcast (ratings and demographics)

Measurement Tools: Paid The CGM Dashboard ( link ) Radian6 ( link ) BuzzLogic ( link ) Jeremiah’s List ( link )

The CGM Dashboard ( link )

Radian6 ( link )

BuzzLogic ( link )

Jeremiah’s List ( link )

Fun: Media Snackers Meme

Fun: Media Snackers Meme There have been 72 posts over the past 14 days that include the terms "media snack" or "media snackers." Both the plurals and the singular uses of each word were also pulled.

Comments and the “Conversation” Now Is Gone , Geoff Livingston (27 comments) Every dot Connects , Connie Reece (21 comments) Web strategy by Jeremiah , Jeremiah Owyang (19 comments) Web strategy by Jeremiah , Jeremiah Owyang (18 comments) Engage in PR , Kyle Flaherty (12 comments)

Jeremiah Owyang’s Mindshare

Resources Kami’s Measurement Tag Measuring Public Relationships , Katie Paine Calculating the ROI of Blogging , Charlene Li Constantin Basturea’s ROI tag Jeremiah Owyang’s Social Media Tag Trinity of Analytics , Avinash Kaushik Institute for Public Relations , Measurement

Kami’s Measurement Tag

Measuring Public Relationships , Katie Paine

Calculating the ROI of Blogging , Charlene Li

Constantin Basturea’s ROI tag

Jeremiah Owyang’s Social Media Tag

Trinity of Analytics , Avinash Kaushik

Institute for Public Relations , Measurement

Kami Watson Huyse, APR My PR Pro 210.467.5092 [email_address] www.myprpro.com Blog: Communication Overtones, overtonecomm.blogspot.com Measuring Social Media

Kami Watson Huyse, APR

My PR Pro

210.467.5092

[email_address]

www.myprpro.com

Blog: Communication Overtones,

overtonecomm.blogspot.com