This SlideShare includes information I teach in Carroll Community College's non-credit Social Media Analytics class.
Why measure your social media efforts? Because it ...
- Helps with decision making.
- Helps with successful plan execution.
- Helps the plan from becoming outdated.
- Helps assess ROI.
7. Why Measure?
Helps with
Decision
Making
When ShouldYou Post?
Insights
Followerwonk.com (free & paid)
Iconosquare.com (paid)
Google Analytics (Acquisition ->AllTraffic
Source/Medium)
Tailwind.com (paid)
8. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Friends, Family &
Community
• Good for:
• B2C
• Photos, videos & image quotes
• Website links
• Simple targeted questions
• Offers
• Event registration
• Information on local businesses
& events
9. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: News, Professional, Pop-
culture, Real-time
• Good for:
• B2C & B2B
• Events (e.g. live tweeting)
• Real-time focused
conversations (i.e.Twitter
Chats)
• Website links
• Photos
• Second screening
10. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus:Topic & Communities
• Good for:
• B2C & B2B
• SEO & SEM
• Photos & video (YouTube)
• Simple targeted questions
• Polls – classic version only
• Alternative to blogging (Collections)
• Hobby interests
11. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Inspirational Photos &Videos
(60 seconds)
• Good for:
• B2C
• Engagement
• Evoking emotion & action
• Hobbies & interests
• Storytelling
• Photo contests
12. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Businesses/Organizations,
Career & Groups
• Good for:
• B2C & B2B
• Website links
• Inbound/content marketing – lead
generation
• Articles, company news & industry
trends
• Photos, videos & SlideShare
presentations
14. Why Measure?
Helps with
Decision
Making
Why ShouldYou Post?
Goals
GoogleAnalytics Goals:
• Generate online sales
• Grow lead generation
• Improve brand awareness
• Encourage engagement &
frequent visits (i.e. publishing
site)
• Provide information at the right
time
15. Why Measure?
Helps with
Successful
Plan
Execution
• Tools – built-in or third party analytics
• Competitor benchmarks
• Key performance indicators (KPIs)
• Measurement frequency (e.g. weekly,
monthly, quarterly)
Analytics Toolkit
16. Why Measure?
Helps with
Successful
Plan
Execution
Tools
Built-in Third Party
Pro: Free
Cons:
• Not all networks
measure the same
information
• Can require manual
data gathering
Pros:
• Offers consistent
data measuring
• Provides automated
data gathering via
dashboards &
reports
Con:
• Can be very costly
17. Why Measure?
Helps with
Successful
Plan
Execution
Competitor Benchmarking
Following to follower ratio
Posting frequency
Content types (e.g. photos, videos, polls, contests,
questions, trivia, endorsements, sponsorships,
hashtags, shared content, link shortening services)
Engagement rates (e.g. likes, comments, shares)
Month-to-month percentage growth
23. Why Measure?
Helps with
Successful
Plan
Execution
• Determine what tactics are and are not working and why.
• Repeat winning tactics.
• Study growth/failure rates upon the strategy
implementation. Compare with previous data.
• Be aware of changes (positive or negative) happening
around your business due to changes adopted in your social
marketing initiatives.
• Rework the areas that need attention to improve social KPIs.
Report Analysis
25. Why Measure?
Helps the
Plan from
Becoming
Outdated
• Staying up-to-date with algorithm changes.
• Being aware of network and built-in analytic changes.
• Utilize new growing social sites that reach your target
audiences.
• Keep up with the latest media trends.
• Take advantage of trending topics (e.g. hashtags & Google
Trends).
Stay Current
28. Why Measure?
Helps the
Plan from
Becoming
Outdated
The Outdated SMP Checklist
Setting up automatic sharing across networks.
Using outdated annoying buzzwords.
Most of your posts are a commercial for your products/services.
Sending everyone who follows you a LinkedIn invite.
Using your personal Instagram account as your business
Instagram account.
Overusing or misusing hashtags.
IgnoringYelp, Google & Facebook reviews.
Waiting too long or not responding to social customer service.
29. Why Measure?
Helps
Assess
ROI
The Social Media ROI Cookbook:
Top Down Approaches
Anecdote – involves a verbal “share” of a
relationship between a social media activity & a
sale. Most commonly used.
Correlation – tries to establish a relationship
between certain type of social media behavior
and some other activity.
Multivariate (A/B)Testing – attempts to
understand the effectiveness of two versions of
the same type of content.
30. Why Measure?
Helps
Assess
ROI
The Social Media ROI Cookbook:
Bottom Up Approaches
Linking &Tagging – uses a series of codes to
track how a person comes to purchase your
product.
Integrated – utilizes multiple techniques to
gather information about how a particular
person makes a purchase.
Direct Commerce – utilizes some sort of selling
functionality within a social network(s).
31. Mary Ann Davis
Digital Marketer & Strategist
Providing business with strategic marketing
solutions, focusing on digital marketing that
compliments traditional marketing, and
teaching people how to use social media to
promote businesses.
about.me/mary_ann_davis
mary_ann_davis@outlook.com