Social Media Measurement and Monitoring for Beginners
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Presentation given to IABC Houston's Social Media Bootcamp for Communicators.
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Social Media Measurement and Monitoring for Beginners
- 1. social media bootcamp for communicators
- 2. Social Media Measurement and Monitoring Sandra Fernandez Manager of Public Relations Houston Public Library
- 6. Social Media Measurement and Monitoring Photo 1
- 24. Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Responses Retweets Mentions
Editor's Notes
- Good Morning. My name is Sandra Fernandez I am the Manager of Public Relations at the Houston Public Library I am the social media coordinator QUESTION who is already using social media? Blogging? Twitter? Facebook? Photo Sharing? Video sharing? Reviews? Foursquare or Gowalla? Other?
- Most of us expect the Social Media Landscape to look like this. A little crowded but with some categories.
- A lot of us know that the Social Media landscape really looks more like this. Lots of choices, lots of chaos
- Social Media metrics and measurement looks something like this. Comments Links and clickthroughs Visits Updates Followers Mentions Subscribers Members Fans Recommendations Trackbacks
- So, if you’re just getting started, this is how you can feel. Look familiar?
- I’ve compiled the info for today’s presentation for beginner’s. So the information may be too basic for some of you. Before we start talking tools and techniques, let’s look at some questions you need to consider.
- You have to know what you’re trying to do. What’s the point of the social media campaign?? Just like in traditional public relations, you have to set goals first. Would like to take this opportunity to remind everyone that in most cases your social media campaign is going to be part of a larger communications program.
- How many widgets do you need to sell? How many people have to become a fan? How many submissions to your video contest are you hoping to achieve?
- According to research by USC Annenberg, measurement costs should average 3 to 7 percent of a total PR budget.
- How frequently, at what time are you going to measure? Monthly, daily, weekly, at the end of a campaign?
- Today I’m going to go over some things that you can do today to start taking metrics on your social media activities. We’re going to cover tools you can use, specific techniques for specific networks, and where to go to get started. But, if you’ve been measuring public relations, you know that it doesn’t stop at the reports of how many people saw your message, you have to analyze what it means to your organization, client and goal.
- We all know that just the number of people who have clicked a button that says that in that one moment they “liked” us doesn’t really mean anything. But it is a measurement we can use, when added to other metrics. Any good public relations professional is going to tell you that numbers alone don’t tell you anything. Is it worth the same to me if someone mentioned in a Tweet that they were going to a library today as if they went on for three tweets about how great the library service was? Quantity is a good metric. Quality is better. Unfortunately, quality takes an added analysis that most free tools don’t have and may require human interaction. There are some good paid services that provide reports that would be helpful in deciphering if the numbers mean good things to you, but we’re not going to cover those today. That’s really an intermediate topic.
- There are a lot of different models of “advanced” social media measurement. What you’re going to want work your way towards is trying to track impact of your activities on your “audience” (for lack of a better word). Positive comments Endorsements Good reviews Advocacy Recommendations
- Google Analytics gives you information on the number of visitors, how long they stay on your site, how many pages were viewed per visit, how many visitors are new Where you traffic comes from Which keywords are sending traffic your way Which pages have the most visits
- Alexa gives you a lot of the same info, but from search engines and other online companies that compile browser behavior. The benefit here is that you can do a search on Alexa for your site, or your competitor’s, and see very good statistics. These aren’t completely accurate, but they’re a good indication of what the site is doing – both by itself and in comparison with other sites.
- One of the great benefits of a blog (and other sites that run on content management systems) is that they have RSS feeds. What that means is that you don’t have to visit the site every day or every week or whatever to see if they’ve updated the content. Instead you subscribe to the feed and get a dashboard like this one (in Google Reader). A single place where you can see all the updates to your sites.
- Feedburner will give you The number of subscribers in a given time period The number of people who acted on any item – clicked on a headline, etc
- HootSuite is a web-based service that lets you manage your Twitter and Facebook accounts. HooteSuite will tell you: How many people clicked through on the links you shared, both yours and others When they clicked on them Give you metrics on each individual message so you can run comparisons based on time, message, etc. My favorite HootSuite feature is that it lets you advance program Tweets and upates to Facebook
- Bitly will give you similar metrics to what HootSuite will give you. Differences are that: You have to manually shorten the links and add them into whatever service or software you’re using to manage your accounts It also tracks “conversations” based on the links It tells you how many other links/clickthroughs there were in bitly for that particular link Tip: don’t just retweet someone else’s link. Reset the link in your tracking system, then you’ll have metrics on how many people in your networks clicked on that item.
- Mentions are where you will probably have to start adding in a filter. What’s a worthwhile mention versus a “meaningless” mention? Social Mention is a good tool to use. It’s one of the few that attempts to give you an analysis on whether the conversations tracked are good or bad. Google Alerts can be set up to send you an email every time someone blogs about your group, or when a news item is posted about you. Technorati searches for mentions of your blog or site in other blogs.
- When I grow up, I want to be a great writer so I can have 400 comments on a blog post.
- The most common metric for Twitter is to count the followers. As we already discussed, the number of followers by itself doesn’t tell you much.
- Counting Responses, Retweets, and Mentions is when you start to take notice of how your audience or your intended audience is interacting with the content you’re providing, how they’re interacting with the social media channel you’ve created.
- We already covered Social Mention. Twitter Search is an often overlooked tool to monitor Twitter feeds. You can create a Search then subscribe to the RSS feed to keep informed. You can look for hashtags, Twitter IDs, keywords, common misspellings of your name or product, etc., etc. My favorite is Twazzup. This gives you a snapshot of who your most active followers are, words you’ve been using with frequency, links you’ve posted that have been popular, and the tweets that relate to you. And you can run this for any twitter id that has a public accessible feed.
- In HootSuite and TweetDeck you can create “decks” or column where you can track searched terms. These can be IDs or keywords or even phrases. You can “plug in” your bitly login info into TweetDeck and it will shorten links automatically and track them in your account.
- In Facebook, the number of fans is the most common metric. But there are better numbers available.
- Facebook Insights tells you the demographics of your fans, and the demographics on the fans who have been interacting with your page. Much better info.
- How many people comment, share your items and news, and mention you in Facebook is when you start to pay attention to the interactions your fans are having with you in that network. For comments – on your wall, on your posts – you can just count them (and start to see what kinds of comments you’re getting). For Links shared, you can use the link shorteners we’ve already covered. Remember, HootSuite will let you advance post Facebook status updates. For mentions, you can do a on social mention (which will sometimes give you results on Facebook mentions) or use the often overlooked Facebook Search. Tip in using Facebook Search – you want to select ‘see more results” and “posts by everyone.”