Module 07. Metrics

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Module 7 of 7: Metrics

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Module 07. Metrics

  1. 1. Module 7: Metrics Measuring social media journalism projects
  2. 2. How do you measure success in print? <ul><li>Circulation, readership, subscription </li></ul><ul><li>Advertising </li></ul><ul><li>Letters to the editor </li></ul><ul><li>Participation in marketing events, charity runs, contests, donations </li></ul><ul><li>Focus groups: Determine what people read, what’s popular and why </li></ul><ul><li>Eyetrack studies: Determine how people read what they read and why </li></ul>
  3. 4. Measuring in online and mobile world <ul><li>Quantitative: </li></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Unique Visitors </li></ul></ul><ul><ul><li>Time spent </li></ul></ul><ul><ul><li>Online advertising (ad buy, conversions) </li></ul></ul><ul><li>Most emailed, most viewed, most visited, most downloaded </li></ul><ul><li>Facebook: Number of friends, fans, participants in event </li></ul><ul><li>Twitter: Number of followers, tweets, re-tweets, clicks to short links (eg: bit.ly provides stats) </li></ul><ul><li>Blogs: Number of pageviews, visitors number of comments, re-posts, mentions on other blogs, RSS subscriptions </li></ul><ul><li>Video, podcasts: Number of views, embeds, downloads </li></ul><ul><li>Apps, widgets, badges: Downloads </li></ul>
  4. 5. Measuring in online and mobile worlds <ul><li>Qualitative: </li></ul><ul><ul><li>Were we able to resolve a community issue, avert a crisis or injustice, save costs, improve an infrastructure, inspire change, encourage action from authorities for our readers </li></ul></ul><ul><ul><li>Blog/Twitter/Facebook Comments: Positive/negative/neutral </li></ul></ul><ul><ul><ul><li>Did we learn something that we didn’t know before? </li></ul></ul></ul><ul><ul><ul><li>Did our readers learn something? </li></ul></ul></ul><ul><ul><ul><li>Were we able to engage our readers in new conversations? </li></ul></ul></ul><ul><ul><li>Interaction and conversations: </li></ul></ul><ul><ul><ul><li>What are people blogging/tweeting about our stories? </li></ul></ul></ul>
  5. 6. Tools to track and monitor <ul><li>Google Analytics </li></ul><ul><li>Google Alerts </li></ul><ul><li>Tweetbeep </li></ul><ul><li>Social Mention </li></ul><ul><li>Xinu </li></ul><ul><li>Feedburner </li></ul><ul><li>Social Too </li></ul><ul><li>BoardTracker </li></ul><ul><li>BackType </li></ul><ul><li>KeoTag </li></ul><ul><li>Compete </li></ul><ul><li>Trackur </li></ul>Commercial: Nielsen BuzzMetrics, Radian6, TNS Cymfony, Ubervu
  6. 8. Signs of success… on <ul><li>When Googled: </li></ul><ul><li>Leads to story or set of stories on website, social media project microsite or dedicated section, or related social network pages. </li></ul><ul><li>Leads to active discussions on issues related to stories or social media project. </li></ul><ul><li>Leads to blogs and commentary on other sites linked to your stories or project. </li></ul><ul><li>Does not lead to something controversial or negative, (unless a lesson to be learnt) </li></ul><ul><li>When your bylines are individually Googled: </li></ul><ul><li>Doesn’t come up blank. </li></ul><ul><li>Leads to your online blog, webpage or social media profiles and social media project. </li></ul>
  7. 9. Signs of success…on blogs, microblogs, social networks <ul><li>Your followers, fans are rising </li></ul><ul><li>They update their followers regularly and link to your stories </li></ul><ul><li>They re-tweet your posts, tweets </li></ul><ul><li>They voluntarily answer questions </li></ul><ul><li>They have interesting things to say about your posts, stories or social media projects </li></ul><ul><li>They respond to your solicitation for story ideas, feedback, on polls and offer to help </li></ul><ul><li>They show genuine interest in engaging with the community you are building </li></ul>

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