Social Media Measurement and Monitoring for Beginners

social media bootcamp for communicators

Social Media Measurement and Monitoring Sandra Fernandez Manager of Public Relations Houston Public Library

Social Media Landscape

Social Media Metrics

Social Media Measurement and Monitoring Photo 1

Social Media Measurement and Monitoring FOR BEGINNERS
QUESTIONS TO CONSIDER

WHAT?
What’s your objective?
What are you trying to achieve?
What problem are you trying to solve?
What were you hired to do?

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?

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?

WHEN?
When are you going to look at your metrics?

Metrics vs Analysis

Things you start tracking today, for FREE (or little money) + your time
# of Followers/Fans/Subscribers
Traffic to your blog – visits NOT hit
Comments on your blog or your FB page and responses on Twitter
Links to your site or social media channel
Clickthroughs on the links you share with your networks
Retweets, Trackbacks, Sharing

Some things you want to start tracking next
Conversation types
Level of engagement
Attitudes
Satisfaction

Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs
Google Analytics -- http:// www.google.com /analytics/

Alexa’s Site Info -- http://www.alexa.com/siteinfo

RSS Feeds, FeedBurner -- http://www.feedburner.com/

OW.LY URL Shortener (HootSuite) -- http://hootsuite.com

BIT.LY URL Shortener -- http://bit.ly/

Mentions
Social Mention -- http://www.socialmention.com/
Google Alerts: News, Blogs -- http:// www.google.com /alerts
Technorati -- http://technorati.com/

Comments & Trackbacks

Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter
Number of Followers

Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Responses Retweets Mentions

Twitter Search -- http://search.twitter.com/
Twazzup -- http://www.twazzup.com

“ Decks” & Clickthroughs
TweetDeck -- http://www.tweetdeck.com/

Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook
Number of “Fans”

Demographics on your fans
Fan interactions on your page

Comments
Sharing (links)
Mentions
Facebook Search

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?

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
Mentions
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/
Comments & Trackbacks
RSS Feeds (subscriptions)
RSS Feeds, FeedBurner -- http://www.feedburner.com/

Twitter
# of Followers, # of Responses, # of Retweets, Mentions
Twitter Search -- http://search.twitter.com/
Twazzup -- http://www.twazzup.com
Clickthroughs
Trends
TweetStats -- http://tweetstats.com
Twitter Analyzer -- http://twitteranalyzer.com/
Twitter Sheep -- http://twittersheep.com/
Twitter Grader -- http://twitter.grader.com/

Facebook
# of Fans (“Likers”)
Demographics on Fans
Comments
Sharing
Attendance at events
Clickthroughs
Mentions
Facebook Search

Paid Tools for Monitoring & Analysis
Omniture -- http://www.omniture.com/en/products/online_analytics/discover
PR Newswire -- http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/
Radian6 -- http://www.radian6.com/
Scout Labs -- http://www.scoutlabs.com/
Sysomos -- http://www.sysomos.com/
Viral Heat -- http://www.viralheat.com/
Web Trends (powered by Radian6) -- http://www.webtrends.com/Products/SocialMeasurement

Paid Tools for Monitoring & Analysis
Cymfony -- http://www.cymfony.com
JD Powers -- http://businesscenter.jdpower.com/?f=/jdpacontent/corpcomm/Services/content/WebIntelligence.htm
ListenLogic -- http://www.listenlogic.com/
Nielsen Buzzmetrics -- http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetrics
Visible Technologies - http://www.visibletechnologies.com/

Bibliography – Articles & Blogs
Stop the Interruption: Push Versus Pull in Media Relations http://blog.journalistics.com/2009/stop-the-interruption-pull-versus-pull-media-relations/
PR people can measure social media. We just need to learn. http://nextcommunications.blogspot.com/2010/05/pr-people-can-measure-social-media-we.html
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/

Where to find me
www.SandraSays.com
www.twitter.com/sandrasays
www.facebook.com/sandrasays
www.linkedin.com/in/sandrafernandez
[email_address]

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Social Media Measurement and Monitoring for Beginners

by Sandra Fernandez on May 27, 2010

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Social Media Measurement and Monitoring for Beginners — Presentation Transcript