Social Media Metrics and Measurement
Michelle Post, Ph.D., CSMS
Amazing & Scary at the Same Time!

Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr
©Michelle Post, Ph.D.,...
What is Social Media Metrics &
Measurement?
“Social metrics is the
relatively young
science of measuring
social media to
d...
Why do you need to measure Social Media?

Simply stated:
“What gets
measured, gets
improved.” ~
Rebekah
Seragih

©Michelle...
ITS ALL ABOUT THE HOW

©Michelle Post, Ph.D., CSMS
Social Media Metrics Model

Bartholomew, D. (n.d.). A New Framework for Social Media Metrics
and Measurement [Blog posting...
@Nichole_Kelly -

The Three Primary Goals of Social Media
Lead
Generation

Customer
Retention

Social
Media
Brand
Awarenes...
Creating a SM Measurement Strategy

©Michelle Post, Ph.D., CSMS
WHAT CAN YOU MEASURE?

©Michelle Post, Ph.D., CSMS
Facebook Analytics
•
•
•
•
•
•
•
•
•
•

Admin Posts
People Talking About This
Stories Created
User Mentions
Total Reach
To...
Twitter Analytics

Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS...
LinkedIn Analytics
•
•
•
•
•
•
•
•
•

Size of your network
Number of new invitations
Number of LI profile views
Times your...
Web Analytics
•
•
•
•
•
•

Pages
Pageviews
Time on site
Engagement
Clicks
Clickpaths

• Referral websites
traffic
• Search...
Blog Analytics
• Total number of posts on
your blog
• Average number of posts
per day
• Average number of
words per post
•...
YouTube Analytics

Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post].
©Michelle Post, Ph.D., CSMS...
Google+ Analytics
Brand Posts
Reshares
Circles
Newly Added to
Circles
• Have you in Circles
•
•
•
•

Shively, K. (2012, De...
Pinterest Analytics
•
•
•
•
•
•
•
•

Average Repins per Pin
Average Likes per Pin
Average comments per Pin
Average 2nd Deg...
Instagram Analytics
•
•
•
•

Likes
Total Engagement
Filters
Best Time for
Engagement

Shively, K. (2012, December 20). 40 ...
NOW ITS TIME TO TAKE ACTION &
MEASURE!
©Michelle Post, Ph.D., CSMS
Apply the SMM&M Strategy

©Michelle Post, Ph.D., CSMS
REPORTS, TOOLS, BOOKS, &
RESOURCES
©Michelle Post, Ph.D., CSMS
Free Reports
• 30 social media metrics defined and explained - http://bit.ly/1iqrMip
• Ian Cleary – Razor Social - http://...
Tools, Tools, & More Tools
• Tools Used by the Experts http://www.razorsocial.com/category/asktheexpert/
• 10 free metrics...
Tools, Tools, & More Tools
• 12 Awesome Pinterest Tools To Power Up Your Marketing http://bit.ly/14K6HMa
• 29 Tools to Enh...
My Favorite Books

©Michelle Post, Ph.D., CSMS
Resources
• 12 Must Read Analytics Blogs http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/
• 40 Key Social Media M...
Resources
• 10 useful Google Analytics custom dashboards http://bit.ly/12QO8Qw
• Gerry Moran Infographic: 9 Simple Ways to...
REFERENCES

©Michelle Post, Ph.D., CSMS
References
• Bartholomew, D. (n.d.). A New Framework for
Social Media Metrics and Measurement [Blog
posting]. Retrieved fr...
References
• Shively, K. (2012, December 20). 40 Key social metrics
defined [Blog post]. Retrieved from http://bit.ly/Ta8O...
IMAGE CREDITS

©Michelle Post, Ph.D., CSMS
Image Credits
• Buzztimebusiness. (2012). Measuring social media
[Image file]. Retrieved from http://bit.ly/I2pMiV
• Dasho...
Image Credits
• Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from
http://bit.ly/185miYw
• Alexanders.com. (201...
ABOUT DR. POST

©Michelle Post, Ph.D., CSMS
Michelle Post, Ph.D., CSMS

©Michelle Post, Ph.D., CSMS
Social media metrics and measurement
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Social media metrics and measurement

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This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.

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Transcript of "Social media metrics and measurement"

  1. 1. Social Media Metrics and Measurement Michelle Post, Ph.D., CSMS
  2. 2. Amazing & Scary at the Same Time! Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr ©Michelle Post, Ph.D., CSMS
  3. 3. Lessons to Learn ©Michelle Post, Ph.D., CSMS
  4. 4. What is Social Media Metrics & Measurement? “Social metrics is the relatively young science of measuring social media to determine what kind of impact it is having.” (Walker, n.d., para. 1) ©Michelle Post, Ph.D., CSMS
  5. 5. Why do you need to measure Social Media? Simply stated: “What gets measured, gets improved.” ~ Rebekah Seragih ©Michelle Post, Ph.D., CSMS
  6. 6. ITS ALL ABOUT THE HOW ©Michelle Post, Ph.D., CSMS
  7. 7. Social Media Metrics Model Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi ©Michelle Post, Ph.D., CSMS
  8. 8. @Nichole_Kelly - The Three Primary Goals of Social Media Lead Generation Customer Retention Social Media Brand Awareness Kelly, N. (2013). How to measure social media, p. 13. ©Michelle Post, Ph.D., CSMS Indianapolis, IN: Que.
  9. 9. Creating a SM Measurement Strategy ©Michelle Post, Ph.D., CSMS
  10. 10. WHAT CAN YOU MEASURE? ©Michelle Post, Ph.D., CSMS
  11. 11. Facebook Analytics • • • • • • • • • • Admin Posts People Talking About This Stories Created User Mentions Total Reach Total Impressions Consumers Page Mentions Organic Reach Viral Reach Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
  12. 12. Twitter Analytics Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
  13. 13. LinkedIn Analytics • • • • • • • • • Size of your network Number of new invitations Number of LI profile views Times your profile shows up in a search Percentage of target audience profile views Interaction level Number of skills & expertise endorsements Number of recommendations Selling activity success Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from©Michelle Post, Ph.D., CSMS http://bit.ly/16UIP9j
  14. 14. Web Analytics • • • • • • Pages Pageviews Time on site Engagement Clicks Clickpaths • Referral websites traffic • Search engines traffic • Direct traffic • Top keywords • New visitors • Returning visitors • Bounce rate • Abandonment Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website ©Michelle Post, Ph.D., [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY CSMS
  15. 15. Blog Analytics • Total number of posts on your blog • Average number of posts per day • Average number of words per post • Total number of comments on your blog • Average number of comments per day • Average number of comments per post Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from ©Michelle Post, http://wordpress.org/plugins/advanced-blog-metrics/ Ph.D., CSMS
  16. 16. YouTube Analytics Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
  17. 17. Google+ Analytics Brand Posts Reshares Circles Newly Added to Circles • Have you in Circles • • • • Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
  18. 18. Pinterest Analytics • • • • • • • • Average Repins per Pin Average Likes per Pin Average comments per Pin Average 2nd Degree Followers Follower Engagement Short Term Follower Engagement Reach Velocity • • • • • • • • • Impressions Reach Clicks Most Recent Most Repinned Most Clicked Top Fans and Influencers Top Pins Total Interactions Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin ©Michelle Post, Ph.D., CSMS
  19. 19. Instagram Analytics • • • • Likes Total Engagement Filters Best Time for Engagement Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
  20. 20. NOW ITS TIME TO TAKE ACTION & MEASURE! ©Michelle Post, Ph.D., CSMS
  21. 21. Apply the SMM&M Strategy ©Michelle Post, Ph.D., CSMS
  22. 22. REPORTS, TOOLS, BOOKS, & RESOURCES ©Michelle Post, Ph.D., CSMS
  23. 23. Free Reports • 30 social media metrics defined and explained - http://bit.ly/1iqrMip • Ian Cleary – Razor Social - http://www.razorsocial.com/ • The Social Media ROI Cookbook http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook • Free Social Media Analytics in Excel & On The Web http://simplymeasured.com/free-social-media-tools • Guide to Twitter Analytics http://simplymeasured.com/blog/category/guide-to-twitter-analytics/ • Guide to Facebook Analytics http://simplymeasured.com/blog/category/guide-to-facebook-analytics/ • KISSmetrics FREE Marketing Guides http://blog.kissmetrics.com/marketing-guides/ ©Michelle Post, Ph.D., CSMS
  24. 24. Tools, Tools, & More Tools • Tools Used by the Experts http://www.razorsocial.com/category/asktheexpert/ • 10 free metrics tools - http://socialbrite.s3.amazonaws.com/10free-metrics-tools.pdf • Free social media tools - http://simplymeasured.com/free-socialmedia-tools • 39 Awesome Tools and Resources for Blogging and Social Media Marketing - http://bit.ly/11dZZFN • 50 Top Tools for Social Media Monitoring, Analytics, and Management – http://bit.ly/13sJc6I • Top 25 Free Website Grader Tools http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/ ©Michelle Post, Ph.D., CSMS
  25. 25. Tools, Tools, & More Tools • 12 Awesome Pinterest Tools To Power Up Your Marketing http://bit.ly/14K6HMa • 29 Tools to Enhance Your Business Blog - http://bit.ly/10R7WTe • Free Twitter Analytic Tools: The Ultimate Guide http://www.razorsocial.com/free-twitter-analytics/ • 5 Free Instagram Analytics Tools One Must Use!! http://www.dazeinfo.com/2013/04/19/5-free-instagram-analyticstools-one-must-use/ • 5 Tools to Grow Your Presence on Google Plus http://bit.ly/VPuHmh • See who is tracking you (Lightbeam) https://addons.mozilla.org/en-US/firefox/addon/lightbeam/ • Advanced Blog Metrics – Wordpress Plugin http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS
  26. 26. My Favorite Books ©Michelle Post, Ph.D., CSMS
  27. 27. Resources • 12 Must Read Analytics Blogs http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/ • 40 Key Social Media Metrics Defined - http://bit.ly/Ta8Okt • 5 Social Media Metrics That Won't Slow You Down http://socialmediatoday.com/1607386/5-social-media-met • A Few Good Tools for Measuring and Monitoring Social Media http://bit.ly/pC5kma • How to Measure the Reach of Your Facebook Posts (and then Increase It) - http://www.postplanner.com/how-to-measureincrease-facebook-reach/ • How To Measure Your Facebook Page Performance [INFOGRAPHIC] - http://bit.ly/10sRInJ • The Minimalist’s Guide To Social Media Metrics http://mklnd.com/14xbtbO ©Michelle Post, Ph.D., CSMS
  28. 28. Resources • 10 useful Google Analytics custom dashboards http://bit.ly/12QO8Qw • Gerry Moran Infographic: 9 Simple Ways to Measure Facebook and Twitter Success - http://bit.ly/17eIVE1 • Get A Pulse: The Best Social Media Metrics To Track For Your Brand - http://bit.ly/1eVylYk • How to Use Pinterest Analytics: 6 Metrics Worth Measuring - http://www.socialmediaexaminer.com/pinterestanalytics/ • Making the Most of LinkedIn Insights http://bit.ly/135wPiV • Top Ten Steps to Measure Social Media Return on Investment (ROI) - http://bit.ly/KmjiYC ©Michelle Post, Ph.D., CSMS
  29. 29. REFERENCES ©Michelle Post, Ph.D., CSMS
  30. 30. References • Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi • Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY • Kelly, N. (2013). How to measure social media. Indianapolis, IN: Que. • Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j ©Michelle Post, Ph.D., CSMS
  31. 31. References • Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt • Walker, L. (n.d.). Social Metrics: What Does It Mean? [Blog post]. Retrieved from http://personalweb.about.com/od/socialmediaresearc h/a/Social-Metrics.htm • Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin • Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS
  32. 32. IMAGE CREDITS ©Michelle Post, Ph.D., CSMS
  33. 33. Image Credits • Buzztimebusiness. (2012). Measuring social media [Image file]. Retrieved from http://bit.ly/I2pMiV • Dashoflime.co.za. (2012). Facebook-Measuring1 [Image file]. Retrieved from http://bit.ly/1efv6Kr • Icdn5.digitaltrends.com. (n.d.). twitter-analytics-3650x0 [Image file]. Retrieved from http://bit.ly/1fRlfLj • Hudsonhorizons.com. (n.d.). Googleanalyticsyoutube [Image file]. Retrieved from http://bit.ly/18LAzEl • Venturebeat. (2011). Google-plus-businesses [Image file]. Retrieved from http://bit.ly/1aoEwm9 ©Michelle Post, Ph.D., CSMS
  34. 34. Image Credits • Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from http://bit.ly/185miYw • Alexanders.com. (2013). Measuring-pinterest [Image file]. Retrieved from http://bit.ly/I2snJw • Whitehatmedia.com. (n.d.). Instagram [Image file]. Retrieved from http://bit.ly/19CqeKj • Intersearchmedia.com. (2013). Web-Analytics-Function-Diagram [Image file]. http://bit.ly/Ie5nqc • Cdn.impactbnd.com. (2013). Analytics-Blog-690x426 [Image file]. Retrieved from http://bit.ly/1iqWuIe • Kcerny.files.wordpress.com. (2011). fotolia_30498382_xs [Image file]. Retrieved from http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jp g ©Michelle Post, Ph.D., CSMS
  35. 35. ABOUT DR. POST ©Michelle Post, Ph.D., CSMS
  36. 36. Michelle Post, Ph.D., CSMS ©Michelle Post, Ph.D., CSMS

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