#Manship4002 Social Media Monitoring and Measurement - Lecture 13

1. SOCIAL MEDIA
MONITORING &
MEASUREMENT
#MANSHIP4002
LECTURE 13

2. SIMPLE DEFINITIONS:
• Social Media Monitoring: The detection of when
and where your brand has been mentioned on the
web
• Social media analytics: the ability to understand
what‟s being said about your brand, including
frequency of mentions, reach of mentions, the
influence of those sources and the sentiment felt
toward the brand.

3. MONITORING
• 3 step process:
• 1. Listen – listening through monitoring can establish
relatively quickly how often your brand is referenced, how
many of those mentions are significant. Spot customers in
distress and pass those along to customer service team
(or respond yourself)
• 2. Engage – spot and harness positive opportunities for
conversation through social media monitoring
• 3. Influence – build a community around conversation
and positive engagement on social media
– CIPR Social Media Best Practice Guidelines

4. – CIPR Social Media Best Practice Guidelines

5. MONITORING: KEEPING TRACK
– CIPR Social Media Best Practice Guidelines

6. VANITY METRICS: DOES WHAT
YOU ARE MEASURING MATTER?
• “We must be on guard at all times
against „vanity metrics‟ that can
seriously undermine the credibility of
our measurement efforts.” – CIPR Social
Media Best Practice Guidelines
• Twitter „impressions‟:
• New York Times twitter account appears
to have over 10 million followers (Nov
2013); according to
Statuspeople.com, 44% of these are
fake, another 40% are inactive, leaving
1.6 million „true‟ followers. Even these
followers aren‟t online all at one time, so
any one tweet only potentially reaches a
fraction of this audience.
• Same thing for # of Facebook fans –

7. SHELF LIFE OF A TWEET
• Estimated 18 minutes (the likelihood of any kind of
interaction with a Tweet is going to happen within
18 minutes) – CIPR Social Media Best Practice
Guidelines
• So only a fraction of you audience on Twitter will
see any given tweet, depending on when they are
online, when they check their Twitter feed, etc.
• Understand what your metrics really tell you

8. WHEN IS THE BEST TIME TO
TWEET FOR ENGAGEMENT VS.
CLICKS
Search Engine Journal

9. Search Engine Journal

10. WHEN IS THE BEST TIME TO
TWEET FOR ENGAGEMENT VS.
CLICKS
Search Engine Journal, from an Argyle
B2B = Business-to-business
B2B = Business-to-consumer

11. WHEN IS THE BEST TIME TO FB
FOR ENGAGEMENT VS. CLICKS
from an Argyle Social stud
B2B = Business-to-business
B2B = Business-to-consumer

12. WHEN IS THE BEST TIME TO FB
FOR ENGAGEMENT VS. CLICKS
from an ArgyleB2B = Business-to-businessB2B = Business-to-consumer

13. Search Engine Journal

14. http://blog.kissmetrics.com/science-of-social-timing-
3/?wide=1

15. BUT REMEMBER…
• Timing depends on the individual
• Best times to tweet, blog, and post to Facebook will
depend upon your audience and your goals.
Experiment to see what works best for you.

16. MEASUREMENT PRINCIPLES TO
REMEMBER
• A single metric, like Klout score and PeerIndex
ranking, is „sexy,‟ but is rarely very informative
• Just because you can measure it, doesn‟t mean it
matters
• Myth: the more followers / friends, the better.
Popularity doesn’t equal engagement and
influence. You may want to focus on rich
engagement with fewer ‘fans’

17. WHAT YOU CAN MEASURE:
KEYWORD AND MESSAGE
ANALYSIS
• Identify what keywords people are using to find your site
through web analytics tools, Google
AdWords, Wordtracker.com, etc.
• Paid tools like Vocus, Radian6, Alterian SM2 and Cymfony are
great for very specific keyword searches, tracking
conversations, rating them with key metrics and
sentiment, and outputting results to a spreadsheet for further
analysis. It can really shorten the time required compared to
using free tools like Google Alerts, Social Mention, IceRocket
or Addict-o-matic.

18. WHAT YOU CAN MEASURE:
BLOGS AND WEBSITES
• Visitors, Unique Visitors and Visits – Benchmarking these
simple numbers is important for gauging awareness. They can
be found in Google Analytics, which is free.
• Comments – Counting comments is also important for
gauging awareness
• RSS Subscribers – how many actual subscribers does your
blog have? You can check this out at Google‟s Feedburner.
• Linkbacks – How many people have clicked-through on links
in your blog posts or Tweets? To find out, make sure to use a
URL-shortening site like Bit.ly, which tracks the number of
clicks it directs on your behalf. Hootsuite‟s ow.ly also provides
link tracking as one of its free report options.

19. WHAT YOU CAN MEASURE:
TWITTER
• Number of followers - tools for vetting your followers to spot
Intermediary influencers include:
Klout, PeerIndex, SocialMention, Technorati and Twitalyzer.
• Retweets - are your tweets being passed along by influential
people?
• Retweet Velocity measures your likeliness to be retweeted. But
watch out; are you always retweeted by the same people, or are
you retweeted by new followers?
• Retweet Efficiency – how many retweets do you get per 100 or
1000 followers?
• @Replies – how many messages do you receive per outbound
message? Are you being added to lists and building an
audience?
• Tools: TwentyFeet, Twitalyzer, Twazzup

20. WHAT YOU CAN MEASURE:
FACEBOOK
• Number of Fans or Friends and Active Users – benchmark
your numbers at the beginning of your campaign, and watch
to see if they grow with influential members of the
media, bloggers, Tweeters, etc. Refer to tools in Appendix B
for tools to measure influencers.
• Number of Comments – how many comments do you receive
in a given amount of time? What is your Conversation Rate –
the percentage of feedback you receive compared to your
postings?
• Number of Likes – is this number growing?
• Tools: Facebook page Insights

21. WHAT YOU CAN MEASURE:
VIDEOS AND PHOTOS
• For Video - YouTube Insights provides your number
of views, unique users and subscribers; links
followed to your video; geography and
demographics; and engagement through
sharing, ratings, comments and favorites – all for
free.
• For Photos – the number of views per photo, and
how referrers found you, are among the stats
available through Flickr‟s PRO account.

22. HAPPY MEASURING!
http://www.clickz.com/clickz/column/21345
00/measure-social-media-results-suite

24. http://www.frogloop.com/care2blog/2012/9/9/whats-the-
best-way-to-measure-influence-diy-not-klout.html

25. VIDEO & SOCIAL MEDIA
MEASUREMENT ASSIGNMENT FOR
NEXT WEDNESDAY
• For this assignment, you will develop a video campaign
(via Instagram, Vine, YouTube, Vimeo, etc.) that
somehow calls audiences to action (like sharing their
favorite ice cream creations using a hashtag you create;
sharing their favorite landmarks on campus; getting fit;
going to an LSU event; etc. - get creative!). You should
then deploy the video, and monitor social media activity
for the video for 2-3 days. Monitoring social media
activity could include measuring exposure (# of
views, etc.), engagement
(comments, retweets, etc.), influence (people posting
their own content using your hashtag, etc.) and action, if
appropriate.

26. VIDEO & SOCIAL MEDIA
MEASUREMENT ASSIGNMENT FOR
NEXT WEDNESDAY• You should deploy your video to Facebook and Twitter, at
the least, but you can also deploy via other social media
channels. Try to measure exposure, engagement, influence
and action for each of these media channels. You can then
compare to see on which channels you got the most
engagement.
• You will write a blog post for Wednesday, March 19th
describing the video campaign and the social media
metrics you measured. You will e-mail me the blog post
before 9:30am on Wednesday.
• You can use any social media measurement tools we have
talked about in class - there are many free tools online to
measure exposure, monitor activity on a hashtag, etc. (Tip:
Make SURE the hashtag you develop is unique).