Measurement
Fundamentals
Class 1: New York University
Social Media Analytics I
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Challenges for Effective
Measurement in 2015
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*Increasingly Complex.
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*Always Evolving.
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*Difficult to Master.
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*Issues With Technology.
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*No Measurement
System is Perfect.
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*Not All Social Media
Can Be Measured.
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*ROI Dependent
on Channel Mechanic.
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@BrianHonigman
Apply This Measurement
Framework to Your Campaigns

STEP 1: Create a Campaign
Customer
Service
Marketing
Public
Relations
Sales
Fundraising
Employee
Engagement

STEP 2: Define Your Timeline
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STEP 3:
Understand
the Platforms
Used
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STEP 4: Select The
Right Tools
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STEP 5: Choose Your Goals
*More Awareness?
*Additional Sales?
*Happy Customers?
*Increased Loyalty?

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STEP 6: Pair Metrics

STEP 7: Monitor Real-Time Results
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STEP 8: Analyze & Report Results
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Example 1:
Ziploc’s Little
Beasts Campaign
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Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to the Ziploc Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results

Example 2:
KLM’s Social
Customer Service

Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to the KLM Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results

Example 3:
NATO’s PR
Campaign
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Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to NATO’s Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results

Questions!?
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