Social Media Metrics & Measurement

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Tools and techniques, both free and paid, to help you track your success and receive prompt notice of any comments, or spikes in traffic to your site(s).

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Social Media Metrics & Measurement

  1. 1. social media bootcamp for communicators IABC International Association Of Business Communicators Houston
  2. 2. Social Media Measurement and Monitoring Sandra Fernandez Manager of Public Relations Houston Public Library IABC International Association Of Business Communicators Houston
  3. 3. Social Media Landscape IABC International Association Of Business Communicators Houston
  4. 4. Social Media Landscape IABC International Association Of Business Communicators Houston
  5. 5. Social Media Metrics IABC International Association Of Business Communicators Houston
  6. 6. Social Media Measurement and Monitoring Photo 1 IABC International Association Of Business Communicators Houston
  7. 7. Social Media Measurement and Monitoring FOR BEGINNERS QUESTIONS TO CONSIDER IABC International Association Of Business Communicators Houston
  8. 8. Social Media Measurement and Monitoring FOR BEGINNERS WHAT? What’s your objective? What are you trying to achieve? What problem are you trying to solve? What were you hired to do? IABC International Association Of Business Communicators Houston
  9. 9. Social Media Measurement and Monitoring FOR BEGINNERS 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? IABC International Association Of Business Communicators Houston
  10. 10. Social Media Measurement and Monitoring FOR BEGINNERS 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? IABC International Association Of Business Communicators Houston
  11. 11. Social Media Measurement and Monitoring FOR BEGINNERS WHEN? When are you going to look at your metrics? IABC International Association Of Business Communicators Houston
  12. 12. Social Media Measurement and Monitoring FOR BEGINNERS Metrics vs Analysis IABC International Association Of Business Communicators Houston
  13. 13. Social Media Measurement and Monitoring FOR BEGINNERS 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 IABC International Association Of Business Communicators Houston
  14. 14. Social Media Measurement and Monitoring FOR BEGINNERS Some things you want to start tracking next Conversation types Level of engagement Attitudes Satisfaction IABC International Association Of Business Communicators Houston
  15. 15. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs Google Analytics -- http://www.google.com/analytics/ IABC International Association Of Business Communicators Houston
  16. 16. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs Alexa’s Site Info -- http://www.alexa.com/siteinfo IABC International Association Of Business Communicators Houston
  17. 17. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs RSS Feeds, FeedBurner -- http://www.feedburner.com/ IABC International Association Of Business Communicators Houston
  18. 18. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs RSS Feeds, FeedBurner -- http://www.feedburner.com/ IABC International Association Of Business Communicators Houston
  19. 19. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs OW.LY URL Shortener (HootSuite) -- http://hootsuite.com IABC International Association Of Business Communicators Houston
  20. 20. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs BIT.LY URL Shortener -- http://bit.ly/ IABC International Association Of Business Communicators Houston
  21. 21. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs Mentions Social Mention -- http://www.socialmention.co m/ Google Alerts: News, Blogs -- http://www.google.com/alerts Technorati -- http://technorati.com/ IABC International Association Of Business Communicators Houston
  22. 22. Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs Comments & Trackbacks IABC International Association Of Business Communicators Houston
  23. 23. Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Number of Followers IABC International Association Of Business Communicators Houston
  24. 24. Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Responses Mentions Retweets IABC International Association Of Business Communicators Houston
  25. 25. Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Social Mention -- http://www.socialmention.com/ Twitter Search -- http://search.twitter.com/ Twazzup -- http://www.twazzup.com IABC International Association Of Business Communicators Houston
  26. 26. Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter “Decks” & Clickthroughs BIT.LY URL Shortener -- http://bit.ly/ OW.LY URL Shortener (HootSuite) -- http://hootsuite.com TweetDeck -- http://www.tweetdeck.com/ IABC International Association Of Business Communicators Houston
  27. 27. Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook Number of “Fans” IABC International Association Of Business Communicators Houston
  28. 28. Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook Demographics on your fans Fan interactions on your page IABC International Association Of Business Communicators Houston
  29. 29. Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook Comments Sharing (links) OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/ Mentions Social Mention -- http://www.socialmention.com/ Facebook Search IABC International Association Of Business Communicators Houston
  30. 30. 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? IABC International Association Of Business Communicators Houston
  31. 31. 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 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 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/ IABC International Association Of Business Communicators Houston
  32. 32. Recap – Free tools to use TODAY Twitter # of Followers, # of Responses, # of Retweets, Mentions Twitter Search -- http://search.twitter.com/ Social Mention -- http://www.socialmention.com/ Twazzup -- http://www.twazzup.com Clickthroughs OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/ Trends TweetStats -- http://tweetstats.com Twitter Analyzer -- http://twitteranalyzer.com/ Twitter Sheep -- http://twittersheep.com/ Twitter Grader -- http://twitter.grader.com/ IABC International Association Of Business Communicators Houston
  33. 33. Recap – Free tools to use TODAY Facebook # of Fans (“Likers”) Demographics on Fans Comments Sharing Attendance at events Clickthroughs OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/ Mentions Social Mention -- http://www.socialmention.com/ Facebook Search IABC International Association Of Business Communicators Houston
  34. 34. Paid Tools for Monitoring & Analysis Omniture -- http://www.omniture.com/en/products/online_analytics/discov er 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 IABC International Association Of Business Communicators Houston
  35. 35. Paid Tools for Monitoring & Analysis Cymfony -- http://www.cymfony.com JD Powers -- http://businesscenter.jdpower.com/?f=/jdpacontent/c orpcomm/Services/content/WebIntelligence.htm ListenLogic -- http://www.listenlogic.com/ Nielsen Buzzmetrics -- http://en- us.nielsen.com/tab/product_families/nielsen_buzzme trics Visible Technologies - http://www.visibletechnologies.com/ IABC International Association Of Business Communicators Houston
  36. 36. 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/ IABC International Association Of Business Communicators Houston
  37. 37. Where to find me www.SandraSays.com www.twitter.com/sandrasays www.facebook.com/sandrasays www.linkedin.com/in/sandrafernandez sandra@sandrasays.com IABC International Association Of Business Communicators Houston

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