A presentation on the need for social media measurement and how we can use various measures to get a feel for the effectiveness and the performance of various social media engagements. A few social media channels are used as examples.
Social Media Metrics. Measuring the ROI on
using Web 2.0 tools for brand building and
Digital and New Media Consultant
Why do we need to measure how our Social Media
Social media are internet-based tools . Some features:
allow sharing of information such as videos, audio, blogs,
enable discussion on different topics.
provide a platform for networking with friends
allow the building of relationships between various entities
The early web era : corporate web sites – a static online
brochure – informing customers what you had to offer along
with an online guide to your business.
Today: Web 2.0 and Social Media - all about relationships in
the connected world
The big question: Can it stand on its own and replace all
other forms of marketing?
The big answer: No.
Social media complements other online and offline
marketing initiatives that any company may undertake. It
does not replace other media.
The Investment plan, media strategy and execution all
need to be put together just as for other marketing
A mechanism is needed for measuring the returns that you
are getting on your investment.
You need something to help you define the criteria that
will measure the success of your efforts.
This is the challenge.
With websites and banners it was easy.
You measured page views, unique visitors, number of visits,
you measured impressions, clicks, click-through rates
So, what do you do when it comes to Social Media?
First, you need to remember that Social Media
marketing is not about hard-sell.
Where you try and influence a selected section of your
audience using sources of authority.
Where you try and engage and influence and bring about
interaction amongst your network and communities from other
Beyond a certain point you will have little control over the
spread of word as it then becomes a viral which moves along
based on trust and credibility that the users have amongst
It is essential that you have a well defined
framework that will allow you to measure.
We can define the categories that measure
This measures effectiveness and efficiency.
what is the number of positive reviews produced
how many people discussed this in blogs
how many times did your brand get talked about?
This measure the change that comes about from the activity.
how many more positive reviews do you have for a new product or service that
you have launched?
Business results .
This has a more direct bearing on the actual sales.
Gives a clear measure of how your efforts have helped you achieve a specific
business objective, for eg., growth in sales.
There are tools available that can measure all these; For eg –
how many people commented on your blog
how many people shared your article
how many reviewed or voted on your product/services?
How many forwarded or engaged in discussion about your brand?
What you need to remember
keep a firm watch on the business outcome
you have to monitor this with reference to what else you are
If your business objectives are not being met, despite a good amount
of engagement of users with your brand, then you have to revisit your
Measurements help in navigation and allows you to make course
corrections as you go after your business objectives.
Why is listening important? Why is it an important
part of any Social Media Strategy?
Listening is important. We need to listen
To be able to gauge the sentiment around your
To be able to manage your reputation online
To identify areas and issues that need to be
addressed around your brand
To be able to identify and leverage
relationships to promote your brand
There are lots of free tools out there that can be
used for listening.
There are paid services also that will provide you
with reports on the buzz surrounding your brand.
Some free listening tools available are:
Presenting the metrics used across a few popular
social media channels
A blog is a type of Web site used by individuals,
groups or business entities
Used to publish opinions and commentary on
various topics which can cover current events,
popular themes, or even be like a personal diary.
Blog posts are listed in reverse chronological
order and also allow for comments by readers.
Posts can be in the form of text, image, video,
or rich-media formats.
Blogging platforms allow for rapid syndication of
content to interested audiences. eg. RSS
An indication of the audience growth could be
How many Unique visitors visit your blog?
How many Subscribers does your blog have?
What is the number of page views for your blog?
What is the amount of time sSpent on your blog?
The level of user participation is
What is the volume of comments on your blog?
What is the number of comments in relation to the
number of posts? This gives an indication of the
Citations and external acknowledgements
How many unique blogs link to your blog? (citations)
The leading social network, Facebook, allows you to engage with
It provides in-context insights into the interactions
You can see how users are interacting with your page, by Wall
posts, likes and comments.
Post Quality shows how engaging your posts are to your fans
The Fans Over Time graph lets you track when users decide to
Statistics are provided on where your fan base is located and which
Interactions over time
Interactions per post
All Fans over time
Total Fans / Unsubscribed Fans
New / Removed Fans
Unsubcribes / Resubscribes
Apart from these graphs, the following insights
are also provided:
You can see the Total Fans by
Male / Female
Active Fans are also shown by
Male / Female
By Age Group
Twitter is a micro-blogging service
It enables its users to send and read messages known as
text-based posts of up to 140 characters
displayed on the author's profile page
delivered to the author's subscribers
The authors subscribers are known as followers.
Performance can be measure by Reach, Demand, Engagement
What is Reach?
Are your tweets interesting and informative enough to build an
How far has your content been spread across Twitter?
Are people adding you to lists and are those lists being followed?
Reach is measured by
Total Number of followers
Total number of friends
What is Engagement?
How diverse is the group that @ messages you?
Are you broadcasting or participating in conversation?
Engagement can be measured by
Follower Mention %
Inbound Msgs per Outbound Msg
What is Velocity?
How likely are you to be retweeted?
Do a lot of people retweet you or is it always the same
• Velocity is measured by
Unique Messages Retweeted
YouTube is a leading Video Sharing site
On YouTube you can
Create your own channel
Share your videos
Subscribe to other peoples channel’s and videos
Comment on videos
YouTube offers measurements based on views,
demographics and community
How many views are your videos getting?
Views / Unique Users
Where are the viewers from?
Age ranges for male / female /all
Genders for all age groups
Number of users who have either commented on or rated
Total / Engagements per view
Total / Ratings per view / Average Rating
How many comments have your videos received
Total / Comments per view
How many times have your videos been marked as
Total / Favourites per view
Flickr is a popular photo sharing platform
Flickr offers statistics on the following
Photos and Videos
Your most viewed photos and videos
So far today
So far today
Breakdown of your photos
Public / Private
Friends only / Family only / Friends and family
Tagged / Not tagged
Geotagged / Not geotagged
In sets / Not in sets
In groups / Not in groups
With Views / Without views
With comments / Without comments
Favourited / Not favourited
This was a short presentation on the need for social
media measurement and how we can use various
measures to get a feel for the effectiveness and the
performance of various social media engagements. A
few social media channels were used as examples.
Social media does not lend itself to direct marketing
and hard-sell. Rather it can used very effectively by
leveraging the relationships that exist within the
various networks and communities.
Measuring the effectiveness of our selected
engagements as it helps revisit our strategies and
make necessary course corrections as required.