SMM - Importance• What gets measured gets done• Benchmarking• Feedback• Brand health• Campaign tracking• Research• Crisis Detection• Competitive Intelligence• Lead generation• What else?
What to Measure?• Mentions • Referrals• Shares • Time on the site• Comments • Bounce rate• Followers • Demographics • RSS • Key conversations • Followers • Competition • Likes• Reach
Common Terms to Know• Reach • New Visitor• Growth • Shares• Retweet • Demographics• Follow • Referrals traffic• Unfollow • Bounce Rate• Likes• Hides
Facebook Insights• Give Page admins and devs valuable information• Allow you to measure user exposure, actions, behaviour• Trends (likes, hides)• Demographics• Advertising insights
Facebook• Tab Views – Views of tabs vs. Actual page• Shares – Additional Reach• Click-throughs – track with bit.ly• Fan Growth• Impressions• “Talking About Us” (Over the last 7 days) • Liking a page • Posting to a pages wall • Liking, commenting on or sharing a page post • Responding to an event invitation • Tagging a page in a post • Tagging a photo to a page • Liking or sharing a deal • Checking in at a place
Facebook• Likes / Comments per post (Engagement rate)• Socialbakers.com• External Referrers – Is my site there?Great resource: http://www.nonprofitfacebookguy.com/how- to-use-facebook-insights-video-tutorial/
Google Analytics• Track traffic on your website• Easy to use• Use a little or use a lot• Measure • Demographics • Time on site • Bounce rate • Referral
Google Analytics – Key Terms• Bounce Rate – Coming to website and quickly leaving• Average Time on site – Average time spent on the website (total time spent / number of visits)• Unique Visitors – Number of unique individuals viewing a page• Total Visits – All of the visits
Google Analytics• Traffic Sources• Referral Traffic – Where did people come from?• t.co – Any Twitter visits• m.facebook.com / facebook.com – facebook• Linkedin.com - Linkedin
Other Questions You CanAnswer• Are people coming on their mobile?• Are they coming from Google• Where are they from?• What languages do they speak?
Google Analytics• Advanced• Customizable • API, Export, Dashboards• Visual • Charts, funnels, score cards• For more information http://www.google.com/analytics/features.html
Hootsuite• Engagement and campaign specialists• Some reporting on trends• Advanced workflow• Link Tracking• Great resource• Learn more: http://learn.hootsuite.com/
Other Tools• Social Bro (Free) - http://www.socialbro.com/• Sprout Social http://sproutsocial.com/• Simply Measured - http://simplymeasured.com/