Social Media Measuring

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Getting started with social media activities for business? You’d have heard that measuring your efforts is a must. But why and how to measure? What tools can you use? This presentation will guide you through different options to make the process easier.

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Social Media Measuring

  1. 1. MEASURING SOCIAL MEDIA e
  2. 2. 2 Why Measure?Measuring helps you adjust yoursocial media efforts to :•  achieve more efficient communication•  identify your audience•  monitor the progress and adjust the strategy if needed•  know when, how, and how often to engage with the audience. Viral Cast, 2012 Title page photo credit: Simon A. Eugster @SomaziWW
  3. 3. 3 Goals and Objectives SMART ObjectivesMeasuring KPIs depends on what auser want to accomplish. Commongoals are: Results- Building brand awareness Tangible: money, time, conversions- Increasing sales- Increase traffic to you website- Becoming a resource/authority Tactical- Reputation management Specific to a 1. How many? channel, platform or 5. Reflect toolGoals should then be supported by*SMART objectives - examples: Capacity•  “Increase traffic from social media channels to your website People, content, by 20% within six months”. learning, work flow•  “Build brand awareness by 2. By when? 4. Measure with metrics increasing conversations around your products or services by 30% in a year.” 3. Benchmark*SMART = Specific, Measurable, Attainable, Realistic and Time-sensitive @SomaziWW
  4. 4. 4 What are Social Media Key Performance Indicators?•  Key Performance Indicators (KPIs) are the aspects of your social media activity you choose to measure the progress in Define achieving objectives.•  Common KPIs include: •  Reach – the size of the direct network exposed to your posts – usually a number of friends or followers. Analyse •  Engagement – measuring interactions Review Key such as likes, retweets, and +1s. Performance Knowing which posts generate response will help you target content Indicators to your audience. •  Sentiment – a ratio between positive, neutral, negative conversations. There is no one accepted formula for calculating sentiment, one can use Implement Solve tools such as Social Mention or the expertise of your analyst team. - @SomaziWW
  5. 5. 5 MetricsMetrics are the primary elements of a strategy.Sometimes measuring a KPI will require using different metrics for different channels. For instance – tomeasure reach on Twitter, one will use the number of followers, to measure the same on Facebook – thenumber of friends.The table below is an example of the metrics for specific KPI, for two different platforms: Facebook andTwitter. KEY PERFORMANCE INDICATORS Brand Awareness Brand Engagement Voice Strength Conversion rate Awareness/Competitors’ awareness Number of Number of retweets Visits to the website Twitter followers and replies from Twitter Engagement/Competitors’ engagement Awareness/Competitors’ awareness Number of Visits to the website Facebook Number of likes comments, shares Engagement/Competitors’ from Facebook and likes of posts. engagement @SomaziWW
  6. 6. 6 Measuring InfluenceInfluence is a metric whichfocuses on measuring theability to impact othersonline. The tools on theright aim to measureinfluence based on abilityto drive action on socialnetworks. Frogloop -nonprofits’ marketing blog, 2012 @SomaziWW
  7. 7. 7 Free Tools @SomaziWW
  8. 8. 8 THE SOMAZI EFFECT AuthorsThis presentation is a part of the SoMazi Social EwaMedia Resources series. For more presentations, @Ewajoanreports and learning materials, go tohttp://www.somazi.com/resources/ .SoMazi has offices in London, New York, Bergamoand Geneva. We’d love to hear from you. Marlies @MsSpijkerE-mail: contactus@somazi.comFacebook: https://www.facebook.com/SomaziWWTwitter: https://www.twitter.com/SomaziWWPinterest: http://pinterest.com/Somazi Clementina @CGZatSomazi

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