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  1. 1. SHARETHISSOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDONSUPPORTED BY
  2. 2. Measuring The Value Of Social Media Andrew Bruce Smith @andismit #ciprsmSOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
  3. 3. Is social media important to PR?September 2012 http://bit.ly/SltQcX
  4. 4. What’s the problem?September 2012 http://bit.ly/SltQcX
  5. 5. Biggest myth about social media?
  6. 6. Social is not measurable
  7. 7. Other issues• Wonky metrics – Relying too heavily on “gameable” outputs eg followers and Likes – Problems with Fakes
  8. 8. Is Google Analytics an answer?
  9. 9. Why GA?Ubiquity86pc of UK businesses use GA (E-Consultancy survey 2011)It’s free!A way to prove the direct and indirect value of PRand social mediaKey WIN areas: goals and attribution analysis
  10. 10. Social media’smarriage problem.Or how attributionanalysis can showthe value of socialmedia. Or PR.
  11. 11. Google Analytics provides a way ofseeing the direct and indirectcontribution made by any channelagainst a specific goal
  12. 12. Old vs newOld: our PR and social media activity created x number of OTS (opportunities to see)New: our social media (or PR) activity directly and indirectly contributed £x value inrelation to defined business and organisational goals
  13. 13. SHARETHISSOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDONSUPPORTED BY

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