Emerging Standards in Social Media -Katie Delahaye Paine - Measure13
Emerging Standards in Social Media Social Media Monitoring & Measurement London, UK March 25, 2013#
About Us Katie Paine is Chief Marketing Officer of News Group an international monitoring, measurement & social media company. The company she founded, KDPaine & Partners now part of Salience Insight, News Group’s Measurement & Insight Practice. We provide customized research to help you define and measure your success. 2
What is a standard? A published specification that: – establishes a common language; – contains a technical specification or other precise criteria; – is designed to be used consistently, as a rule, a guideline, or a definition. Source: British Standards Institute Retrieved May 28, 2012 from http://www.standardsbookshop.com/what.htm
Cross-Industry Collaboration AMEC Council of PR Firms “The IABC Institute for PR Coalition” “The SNCR PRSA Conclave” DAA Global Alliance WOMMA ARF FIBEP Clients #SMMStandards CIPR Media PRCA Dell Ratings AAAA General Motors Council ANA McDonalds IAB Ford WOMMA Procter & Gamble Advert. & Media Cos. SAS Southwest Airlines Thomson Reuters
Process for Standards Market-driven Voluntary / non-exclusionary Use International Standards Organization process Broad industry input Promote fair competition Compliant with anti-trust laws Posted to www.smmstandards.org Conclave/ 2-month Interim Approved Coalition Comment Standards StandardDevelopment Period
Content Standard All social media measurement reports should include a standard “content sourcing and methodology” table that helps clients know “what’s inside” the product for full transparency and easy comparison (like a food nutrition label).
Transparency Table#SMMStandards – Sources & Methods Transparency Table www.smmstandards.orgTimeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________ ☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc levelSpam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report
#2: Standards for Reach & Impressions All impression numbers are flawed for a variety of reasons Multipliers should never be used. A divider is more appropriate because it is less than 10% of what is posted is actually seen. OTS must be specific to a particular channel – i.e. For Twitter OTS is the number of first line followers. For Facebook it is the number of fans to a page.
#2: Reach & Impressions ITEM= a post, micro-post, article, or other instance appearing for the first time in a digital media. MENTION= refers to a brand, organization, campaign, or entity that is being measured. REACH represents the total number of unique people who had an opportunity to see an ITEM or a valid reproduction of that ITEM across any digital media. IMPRESSIONS represent the gross number of items that could have been seen by all people, including repeats. The term “displayed” applies across channels, browsers, devices, and other methods by which an individual might see an item. 10
#3: Standards for Engagement Engagement = some action beyond exposure, and implies an interaction between two or more parties. Social media engagement is an action that typically occurs in response to content on an owned channel – i.e. when someone engages with you. Conversation = some form of online or offline discussion by customers, citizens, stakeholders, influencers or other third parties about your organization, brand or relevant issues. Any measure of Engagement and Conversation must be tied to the goals and objectives for your organization, brand or program. Engagement and Conversation both occur offline and online, and both must be considered if you intend to integrate your metrics with other marketing or communications efforts.
Standards for Engagement cont. Engagement counts such actions as: likes, comments, shares, votes, +1s, links, retweets, video views, content embeds, etc. Engagement types and levels are unique to specific channels but can be aggregated for cross-channel comparison. Engagement should be measured by the percentage of your audience engaged by day/week/month; and the percentage of engagement for each item of content your organization publishes. Conversation counts such items as blog posts, comments, tweets, Facebook posts/comments, video posts, replies, etc. Conversation types and levels are unique to specific channels but can be aggregated for cross-channel comparison. 12
Standards for Engagement cont. Conversation should be measured by the total number of “items” that mention the brand, organization or issue (within and/or across channels); the number of “mentions” within each item; and the “opportunities to see” for each item, calculated by the readership at the time of posting (unique daily/monthly visitors, first-order fans/followers, view counts, etc.). Engagement manifests differently by channel but is typically measurable at various points based on effort required, inclusion of opinion and how shared with others. Engagement and Conversation could be, but are not necessarily, outcomes. Organizations may weight Engagement and Conversation types differently based on their goals, but Engagement and Conversation metrics should be consistent across an organization. 13
#4: Influence & Relevance• Influence is something that takes place beyond engagement• Influence happens when you are persuaded to change behavior or opinion that would otherwise not have changed. Influence happens online and off line and both should be considered• Any influence score requires transparency• You can measure what influenced change to happen, but that is not in the scope of this effort. Survey research measures what people say they are influence by. Data analysis can measure the impact of a campaign on a business outcome• Influence cannot be expressed in a single score or algorithm• Can be an outlet or an individual• Influence must be tied to a specific topic, brand or issue
#4: Influence & Relevance• Should include some combination of the following five elements: • Reach • Engagement around individual • Relevance to topic • Frequency of posts around the topic • Audience impact as measured by the ability to get the target audience to change behavior or opinion.• If an individual scores a 0 on one element, they don’t count
#5 Opinion & Advocacy• Sentiment is over-rated and over-used• Sentiment reliability varies by vendor and approach – be transparent• Recommendations (“try it” or “avoid it”)• Feeling/Emotions (“That product makes me feel happy”)• Intended action (“I’m going to buy that product tomorrow”)• Coding definitions, consistency and transparency are critical
#6: Impact & Value• Impact and value will always be dependent on client objectives• Outcomes must be defined in advance• “ROI” should be strictly limited to measurable financial impact• Use cost/benefit, cost effectiveness/efficiency metrics instead• Value can be calculated in positive returns (sales, reputation, etc.) or avoided negative returns (risk mitigated, costs avoided)• Key performance indicators and balanced scorecards are helpful to connect social media impact to business results/language
Questions? For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.com For a copy of this presentation go to: http://www.kdpaine.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735 18