Social Media Measurement and Monitoring, an introduction (2012)

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Social Media Measurement and Monitoring, an introduction (2012)

  1. 1. Social Media Measurement and Monitoring Sandra Fernandez Manager of Public Relations & Social Media Administrator Houston Public Library
  2. 2. Social Media Landscape
  3. 3. Social Media Metrics
  4. 4. Social Media Measurement and Monitoring
  5. 5. Social Media Measurement and Monitoring QUESTIONS TO CONSIDER
  6. 6. Social Media Measurement and Monitoring WHAT?  What’s your objective?  What are you trying to achieve?  What problem are you trying to solve?  What were you hired to do?
  7. 7. Social Media Measurement and Monitoring WHAT?  What are you going to measure?  Fans, comments, subscribers, new customers, engagement levels, responses…  What are you going to measure against?  What are you using as a benchmark?  Where are you beginning?
  8. 8. Social Media Measurement and Monitoring HOW MUCH?  How much of your resources are you going to invest in measurement?  Do you have money to spend?  Are you going to do analysis in-house or outsourced?
  9. 9. Social Media Measurement and Monitoring WHEN?  When are you going to look at your metrics?
  10. 10. Social Media Measurement and Monitoring Metrics vs Analysis
  11. 11. Social Media Measurement and Monitoring Where Measurement Starts SMART Objectives  Specific  Measurable  Attainable  Results-Oriented  Time Bound http://bit.ly/SMARTObjectives
  12. 12. Social Media Measurement and Monitoring Where Measurement Starts SMART Objectives  Specific – create a goal  Measurable – something you can measure  Attainable  Results-Oriented  Time Bound – create deadlines or schedules Get to know EXCEL!
  13. 13. Social Media Measurement and Monitoring  Things you start tracking today, for FREE (or little money) + your time  Audience  # of Followers/Fans/Subscribers  Activity  # of posts/tweets/updates  Engagement  Comments on your blog or your FB page and responses on Twitter  # of mentions  # of retweets  # of conversations  Traffic/Reach  Traffic to your blog – visits NOT hit  Links to your site or social media channel  Clickthroughs on the links you share with your networks  Trackbacks, Sharing
  14. 14. Social Media Measurement & Monitoring -- Blogs Google Analytics -- http://www.google.com/analytics/
  15. 15. Social Media Measurement & Monitoring -- Blogs Google Analytics -- http://www.google.com/analytics/ Features  Content analytics -- Find your site’s top content and hidden gems with the Content reports in Google Analytics. You'll find out how often people visit each page of your site, how long they stay, and how often they convert. All the reports are found in the content section.  Test and improve your web pages  In-Page Analytics: See how visitors move within your site  Site Speed Analysis: Uncover problems before your customers do
  16. 16. Social Media Measurement & Monitoring -- Blogs Google Analytics -- http://www.google.com/analytics/ Features  Social analytics -- Social reports help you measure the impact social media has on your business goals and conversions. Integrated web and social data provides a holistic view of your content and community.  Discover what your visitors are sharing and where they're sharing it  +1, Add This, Share This  Learn which social sources refer engaged visitors
  17. 17. Social Media Measurement & Monitoring -- Blogs Alexa’s Site Info -- http://www.alexa.com/siteinfo
  18. 18. Social Media Measurement & Monitoring -- Blogs RSS Feeds, Google Reader -- http://www.google.com/reader
  19. 19. Social Media Measurement & Monitoring -- Blogs RSS Feeds, FeedBurner -- http://www.feedburner.com/
  20. 20. Social Media Measurement & Monitoring -- Blogs OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
  21. 21. Social Media Measurement & Monitoring -- Blogs BIT.LY URL Shortener -- http://bitly.com
  22. 22. Social Media Measurement & Monitoring -- Blogs  Mentions  Social Mention -- http://www.socialmention.com/  Google Alerts: News, Blogs -- http://www.google.com/alerts  Technorati -- http://technorati.com/
  23. 23. Social Media Measurement & Monitoring -- Blogs Comments & Trackbacks
  24. 24. Social Media Measurement & Monitoring -- Twitter Number of Followers
  25. 25. Social Media Measurement & Monitoring -- Twitter Responses Retweets Mentions
  26. 26. Social Media Measurement & Monitoring -- Twitter  “Decks” & Clickthroughs  BIT.LY URL Shortener -- http://bitly.com  OW.LY URL Shortener (HootSuite) -- http://hootsuite.com  TweetDeck -- http://www.tweetdeck.com
  27. 27. Social Media Measurement & Monitoring -- Facebook Number of “Likes”
  28. 28. Social Media Measurement & Monitoring -- Twitter Reach  Hashtracking -- http://www.hashtracking.com/  TweetReach -- http://tweetreach.com/
  29. 29. Social Media Measurement & Monitoring -- Facebook  Demographics on your fans  Friends of fans  Fan interactions on your page -- People Talking about this  Total Reach
  30. 30.  Comments  Sharing (links)  OW.LY URL Shortener (HootSuite) -- http://hootsuite.com  BIT.LY URL Shortener -- http://bitly.com  Mentions  Social Mention -- http://www.socialmention.com  Kurrently -- http://www.kurrently.com  Facebook Search Social Media Measurement & Monitoring -- Facebook
  31. 31. Recap – questions to ask first  What’s your objective?  What are you going to measure?  What are you going to measure against?  How much of your resources are you going to invest in measurement?  When are you going to look at your metrics?
  32. 32. Recap – Free tools to use TODAY  Blogs  Traffic  Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo  Google Analytics -- http://www.google.com/analytics/  Ranking  Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo  Links  OW.LY URL Shortener (HootSuite) -- http://hootsuite.com  BIT.LY URL Shortener -- http://bitly.com  Mentions  Social Mention -- http://www.socialmention.com/  Google Alerts: News, Blogs -- http://www.google.com/alerts  Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours  Technorati -- http://technorati.com/
  33. 33. Recap – Free tools to use TODAY  Blogs  Comments & Trackbacks  RSS Feeds (subscriptions)  RSS Feeds, FeedBurner -- http://www.feedburner.com/
  34. 34. Recap – Free tools to use TODAY  Twitter  # of Followers, # of Responses, # of Retweets, Mentions  Twitter Search -- http://search.twitter.com/  Twitlerts -- http://www.twilert.com/  Social Mention -- http://www.socialmention.com/  Kurrently -- http://www.kurrently.com  Hashtracking -- http://www.hashtracking.com/  TweetReach -- http://tweetreach.com/  Clickthroughs  OW.LY URL Shortener (HootSuite) -- http://hootsuite.com  BIT.LY URL Shortener -- http://bitly.com
  35. 35. Recap – Free tools to use TODAY  Facebook  # of Fans (“Likers”)  Demographics on Fans  Comments  Sharing  Attendance at events  Clickthroughs  OW.LY URL Shortener (HootSuite) -- http://hootsuite.com  BIT.LY URL Shortener -- http://bit.ly/  Mentions  Social Mention -- http://www.socialmention.com/  Kurrently -- http://www.kurrently.com  Facebook Search
  36. 36. Recap – Free tools to use TODAY  Trending  Google Insights -- http://www.google.com/insights
  37. 37. Paid Tools for Monitoring & Analysis  Radian6 -- http://www.radian6.com/  Sprout Social -- http://sproutsocial.com/
  38. 38. Bibliography – Articles & Blogs  PR Measurement Tips to Grade Your Campaign’s Performance http://www.ereleases.com/prfuel/pr-measurement-tips/  KD Paine’s Measurement Blog http://kdpaine.blogs.com/  Communication Overtones (blog by Kami Huyse) http://overtonecomm.blogspot.com/  195 Social Media Tools -- http://www.salesrescueteam.com/social-media-measurement- tools/  SMART Objectives -- http://bit.ly/SMARTObjectives  Social Media Measurement, by Kami Huyse and Alice Brink, http://overtonecomm.blogspot.com/2011/02/measure-this- social-media-measurement.html
  39. 39. Where to find me  www.SandraSays.com  www.twitter.com/sandrasays  www.facebook.com/sandrasays  www.linkedin.com/in/sandrafernandez  sandra@sandrasays.com
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