Social Media Monitoring & Measurement: Ryerson University


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Deep dive into social media monitoring & metrics: dashboards (Radian 6, Sysomos Heartbeat, HootSuite, etc.), best practices, social listening and more.

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  • I’m a digital communications professional with over a dozen years of experience in the field. I’ve worked for nonprofits and commercial enterprises, one-man shops and large multinational corporations in Canada and abroad. I specialize in digital and social media strategy. I started in web design and development in the late ‘90s with TransCanada PipeLines, and founded my own shop, webness, in 2001. I spent five years as webmaster and then creative director for Earth Day Canada, before shifting to digital communications for organizations such as the Royal Ontario Museum, Intuit’s Global Business Division and York University.I founded the Toronto Museums & Culture Online Collective, co-founded of Social Media Café Toronto, and am a regular presenter at events such as PodCamp Toronto, Social Media Week, and at colleges and universities around Toronto.
  • Full-timevs part-timeWorking?If so, where?
  • Return on ad spend: a metric used to measure the effectiveness of online marketing campaigns. This formula measures how much gross revenue is realized for every $1.00 of spend on advertising (Dollars Sold / Dollars Spend = ROAS).
  • Those are fine in and of themselves, but remember to always ladder those up. For example, you’re not measuring likes for the sake of likes; you’re measuring likes because it’s a measure of engagement. You’re not measuring retweets because it’s a vanity metric, you’re measuring it because it shows reach. You don’t care about someone’s follower count because getting picked up by someone with 10,000 followers sounds impressive; you care about it because that shows you’re reaching influencers.
  • Information without context or purpose is trivia
  • Share, share, share. Don’t be obsessed by whether those numbers will go up or down - the simple fact that you’ve got hard numbers to report is going to do so much for you and your ability to engage stakeholders that it’s an end in itself - don’t wait for a perfect report, to start sharing.
  • For example, sentiment is a key metric because it’s a proxy for consideration: if people think of us favourably online, we can safely assume (and correlate quantitatively, if needed) that they will consider buy from us / interact with us in a desirable fashion.However, sentiment is influenced by many different sources around an institution, which are completely separate from digital media.Therefore, although net sentiment can be benchmarked for specific posts or digital media channels, digital media success can’t be based on net sentiment for an institution. Digital media might only contribute a small part of an institution’s overall net sentiment and perception.
  • Sentiment: probably through a proxy, like sentiment.If sentiment goes up, assumedly so does reputation.But be careful: measuring things like sentiment online is fraught with danger. A lot of companies with very expensive products will claim to monitor sentiment automatically. Their output is uniformly dubious if they’re not using a natural language processing engine. Luckily, you can manually find out sentiment: it just takes longer.
  • Social Media Monitoring & Measurement: Ryerson University

    1. 1. Mark Farmer, Ryerson University Feb 12, 2014
    2. 2. Glorious Me
    3. 3. You ?
    4. 4. Tonight What are social media monitoring & measurement?  Best practices  Platforms   Strengths & weaknesses  Applications  How to implement monitoring & measurement
    5. 5. Why measure? Focus and clarity. Since they‟re objective and empirical, they remove opinion and conjecture from the decision-making process.  Legitimacy. If you want social media to be taken seriously in your institution, you will need it legitimized. 
    6. 6. Why measure? Demonstrating success. Nothing motivates like a success story, and you‟ll need to motivate people to adopt social media.  Clarity for yourself. How can you evangelize something to others if you yourself can‟t tell whether or not it‟s a success? 
    7. 7. ROI Return on investment  != “Return on engagement”  (Gain from investment - cost of investment) / cost of investment  In other words, you want to get out more then you spend 
    8. 8. Myths It‟s immeasurable  You shouldn‟t measure  You need to find the dollars  ROAS (Return on Ad Spend) equivalent is what matters 
    9. 9. How to measure  Define results  Is the desired result something tangible, like more revenue, more sign-ups for a newsletter, something empirical like that? That‟s fairly direct to measure, but can be difficult to track back to social efforts. There‟s a few things you can do, however.
    10. 10. How to measure  Define results ○ Shortened links in your promotions and campaigns: because they‟re unique, you can use them to track referral traffic to your website. ○ Special offers promoted online: allow you to measure pickup. ○ 30-day cookies. ○ Or just ask, using a survey or questionnaire:  How did you hear about us?  What was the most important part of your purchase decision?
    11. 11. How to measure  Less tangible?  Increased reputation? If so, how will you measure that?  Probably through a proxy, like sentiment.  If sentiment goes up, assumedly so does reputation.
    12. 12. How to measure  The perils of tangibility  Be careful: measuring things like sentiment online is fraught with danger.  A lot of companies with very expensive products will claim to monitor sentiment automatically.  Their output is uniformly dubious if they‟re not using a natural language processing engine.  Luckily, you can manually find out sentiment: it just takes longer.
    13. 13. How to measure  Maybe it can be measured directly in social media:  Likes  Retweets  Comments
    14. 14. Trivia
    15. 15. Change over time Popular metrics such as Facebook likes or Twitter followers aren‟t critical in and of themselves.  What‟s more valuable is positive change over time in such metrics; this shows that your digital media are headed in the right direction 
    16. 16. What‟s important  Other metrics, such as engagement rate, are more significant in and of themselves because they show the deeper interactions which are of the most value to your organization.
    17. 17. Uh oh  WTKjag
    18. 18. Share, share, share
    19. 19. What do you measure  Reach How far does our message travel?
    20. 20. What do you measure  Engagement How much does our audience engage with us, and how often? How much do they share, comment on, or like our content?
    21. 21. What do you measure  Sentiment Is our audience saying positive or negative things about the institution? How negative or positive is the overall tone?
    22. 22. What do you measure  Influence Are we influencing our audience to take actions? Are we reaching key influencers?
    23. 23. Reach  Facebook  Total reach  Impressions  Instagram  Followers  LinkedIn  Followers
    24. 24. Reach  Twitter  Followers  YouTube  Views  Minutes watched  Traffic and interactions on websites and blogs driven by social
    25. 25. Engagement  Facebook  Engagement rate  Total number of engaged users  Number of „stories‟ created by users (i.e. number of interactions)  Page likes / post likes  Clicks  Instagram  Likes
    26. 26. Engagement  LinkedIn  Likes  Comments  Twitter  Favourites  Retweets  Clicks ( /
    27. 27. Engagement  YouTube  Likes  Favourites  Shares  Subscribers
    28. 28. Influence  Number of mentions by top influencers, as identified by Radian 6 / Sysomos Heartbeat
    29. 29. Sentiment  Net sentiment change in Radian6, Sysomos Heartbeat
    30. 30. Benchmark 1. Previous effort 2. The competition 3. Phone-a-friend 4. Going forward
    31. 31. Challenges  Many of the metrics listed above depend on a variety of inputs. Because of this, digital media practitioners shouldn‟t be held solely responsible for moving these metrics; such metrics are impacted by many different inputs above and beyond the digital media channels available to an institution.
    32. 32. The good news  You can start measuring the results of your efforts right now, without spending a dime, using native or freemium dashboards.
    33. 33. Listening  Passive Listening  The most basic level. There is no interaction at this level, just listening.
    34. 34. Listening  Active Listening  Takes passive listening further by interacting with audience members online. This can be as simple as acknowledging a question, commenting on a conversation, or liking a comment.  This helps personalize digital media, and demonstrates that you‟re active and responsive.  Active listening can help you learn about customers, their concerns and perceptions.
    35. 35. Listening  Social Care  Social care takes listening to the next level by using social channels as a way to deliver customer service, responding to complaints and concerns, fielding requests and so on.  As people see an organization respond to customer care issues online, they become more likely to use these channels for customer care themselves. This may shift more customer care online from traditional channels.
    36. 36. Tools – Enterprise dashboards Salesforce: Radian6  Sysomos: Heartbeat  Meltwater  uberVU 
    37. 37. Tools – Native dashboards Facebook  LinkedIn  Twitter  YouTube  Instagram (Statigram) 
    38. 38. Paid platform-specific dashboards Hashtracking  Tweetreach  Tailwind  EdgeRank Checker 
    39. 39. Freemium dashboard  HootSuite
    40. 40. Multi-platform paid dashboard  SproutSocial
    41. 41. Not getting into  Google Analytics / Adobe Site Catalyst
    42. 42. Your new best friend Excel  Pivot charts 
    43. 43. Selling it to the C Suite – don‟t  How do we turn this into money?  You don‟t - it‟s part of a marketing funnel  “You set „em up - we knock „em down” Change over time  Sentiment - proxy  Social care  Social CRM 
    44. 44. Value 
    45. 45. Porblems  Twitter reach:  en-we-exaggerate-our-size-everyone-loses/
    46. 46. Learn what works for you Try something.  If it works, do more of it.  If it doesn‟t, do less of it.  Rinse, repeat. 
    47. 47. Resources     Olivier Blanchard - Social Media ROI: Beth Kanter - Measuring the Networked NonProfit: Katie Delahaye Paine - Measuring What Matters: Avinash Kauishik – Web Analytics 2.0:
    48. 48. Reach out    
    49. 49. Appenidx 1: the funnel