Social Media Measurement - Penn State Web Conference 2010Presentation Transcript
Social Media Measurement Shelby Thayer Joshua Ellis Outreach Marketing and Communications
Where do these numbers come from? How do these companies measure social media?
Question #1: Do you measure other parts of your business?
Social media is not the only marketing channel. . . . Social media is not a traditional marketing channel.
Social media does cost money – don’t forget about soft costs (resources, time, effort).
What is Social Media?
You’re seriously asking me this question?
“ Dude, I’m the mayor of Otto’s.
I know what social media is.”
Is it worth it?
Social Media Measurement Source: 360 Digital Connections, 100 Ways To Measure Social Media, David Berkowitz
Let’s begin at the beginning
Why do you use social media? What is your goal?
Only 3 True Business Goals Source: Social Media Metrics, Jim Sterne
Social media goals
Increase brand awareness.
Increase student enrollment.
Decrease helpdesk call volume.
How can I tell if I’m achieving those goals?
Key Performance Indicators:
Increase brand awareness
# of brand mentions
Share of voice (brand mentions/total (brand + competitor mentions)
Increase student enrollment
% conversions from social media referrers
% increase in student enrollment
Decrease helpdesk call volume
% volume decrease
% tickets resolved using social media
Social Media Measurement
# of Tweets
# of Retweets
Social media doesn’t happen in a vacuum People know Penn State, they don’t necessarily know Penn State [enter college/unit/department name here]. We are one Penn State to the outside world. Know what others are doing.
Also … social media doesn’t happen in a vacuum Just like you aren’t the only one using social media on campus, it’s also not the only thing you’re doing.
A silver bullet doesn’t exist. There is no one metric, one tool, one awesome, ridiculous app that we can use. It doesn’t exist.
Steps to Measurement
Monitoring - Reputation
What are people saying about you?
What are people saying about your competitors?
Who are the influencers?
Monitoring - Sentiment
The X course at Penn State was awesome!
The X course at Penn State was terrible!
The X course at Penn State wasn't bad.
I'm not going to say that the X course at Penn State sucked because it didn't.