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Eyes on the Prize:
Tackling Social Media Measurement
Danielle Brigida
National Wildlife Federation
Common Response to Social Measurement
There are so many metrics…
What Drives
Your Work?
Reach
Engagement
Revenue
Social Media Objectives
• Research and Learning
• Building Relationships
• Improving Reputation
• Content Generation
• Iss...
Always Remember
Objectives and Goals
The Trick to Tracking
• Pick metrics to measure ahead of time
• Evaluate overtime
• Identify anomalies
• Tell a story with...
The Social Media
Measurement Landscape…
Measure Several Accounts
www.twentyfeet.com
Sprout Social
Hootsuite
Other Paid Tools
• Spredfast
• Wildfire
• Argyle
• Cotweet
• Ubervu
• Socialflow
• Radian6
Understand Facebook Insights
Facebook Insights
Image from JohnHaydon.com
Compare Social and Web Metrics
Web Traffic Reach People talking about
You
Likes
Visitors Frequency Mentions # of Likes
Top...
Save Time… Exporting!
Sharing Analytics:
• Addthis
• Sharethis
• Twitter Buttons
• Facebook
Plugins
Track Sharing Analytics
Find Several Ways to Track Metrics
VERSUS
There are Tons of Ways to Measure
Twitter Specific Metrics
• Crowdbooster – mentions, replies & followers
• Hootsuite – me...
Compare Retweets to Web Traffic
Track Tweets and Hashtags
www.rowfeeder.com
Other Twitter
Measurement Tools
• Tweetscan
• Twitstat
• TweetBeep
• Tweetmeme
• TwitScoop
• Tweet Cloud
• Twilert
• Klout...
Track with network-specific analytics
Use Web Analytics To:
• Know your referring traffic from social
• Top content (site sections/overall)
• See earned social ...
Remember “Return” Comes in Many Forms
Collect Qualitative Data Too
Communicate with Reports
Ways to Measure Your Objective
• Research and Learning – develop monitoring
dashboard
• Build Relationships/Issues Awarene...
Follow Helpful Resources
http://www.Bethkanter.org
http://www.mashable.com
http://www.prnewsonline.com/
http://www.johnhay...
Things to Remember
• We learned flexibility with social media and
free tools
• Remember your overall goals
• Pay attention...
Questions?
Danielle Brigida
brigidad@nwf.org
@starfocus @nwf
Tackling Social Media Measurement
Tackling Social Media Measurement
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Tackling Social Media Measurement

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There comes a time in your social media adventure where you have to measure your work. That can be quite a task. Let me share what little I've learned about the topic!

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Tackling Social Media Measurement

  1. 1. Eyes on the Prize: Tackling Social Media Measurement Danielle Brigida National Wildlife Federation
  2. 2. Common Response to Social Measurement
  3. 3. There are so many metrics…
  4. 4. What Drives Your Work?
  5. 5. Reach
  6. 6. Engagement
  7. 7. Revenue
  8. 8. Social Media Objectives • Research and Learning • Building Relationships • Improving Reputation • Content Generation • Issues Awareness • Driving Traffic • Actions Taken • Raising Funds/Sales
  9. 9. Always Remember Objectives and Goals
  10. 10. The Trick to Tracking • Pick metrics to measure ahead of time • Evaluate overtime • Identify anomalies • Tell a story with your data • Track metrics that matter
  11. 11. The Social Media Measurement Landscape…
  12. 12. Measure Several Accounts www.twentyfeet.com
  13. 13. Sprout Social
  14. 14. Hootsuite
  15. 15. Other Paid Tools • Spredfast • Wildfire • Argyle • Cotweet • Ubervu • Socialflow • Radian6
  16. 16. Understand Facebook Insights
  17. 17. Facebook Insights Image from JohnHaydon.com
  18. 18. Compare Social and Web Metrics Web Traffic Reach People talking about You Likes Visitors Frequency Mentions # of Likes Top Content Referrers Viral Reach Popular Content Donations Visitors Check-ins Engaged Users Actions Views Stories from posts # of Comments
  19. 19. Save Time… Exporting!
  20. 20. Sharing Analytics: • Addthis • Sharethis • Twitter Buttons • Facebook Plugins
  21. 21. Track Sharing Analytics
  22. 22. Find Several Ways to Track Metrics VERSUS
  23. 23. There are Tons of Ways to Measure Twitter Specific Metrics • Crowdbooster – mentions, replies & followers • Hootsuite – mentions, replies & followers • Twitter Counter - # of followers • Rowfeeder - mentions • Topsy and Topsy Analytics
  24. 24. Compare Retweets to Web Traffic
  25. 25. Track Tweets and Hashtags www.rowfeeder.com
  26. 26. Other Twitter Measurement Tools • Tweetscan • Twitstat • TweetBeep • Tweetmeme • TwitScoop • Tweet Cloud • Twilert • Klout • Twittergrader • Twinfluence And Hundreds More…
  27. 27. Track with network-specific analytics
  28. 28. Use Web Analytics To: • Know your referring traffic from social • Top content (site sections/overall) • See earned social traffic • Identify influential websites • See timing and content trends • Compare web and social audiences
  29. 29. Remember “Return” Comes in Many Forms
  30. 30. Collect Qualitative Data Too
  31. 31. Communicate with Reports
  32. 32. Ways to Measure Your Objective • Research and Learning – develop monitoring dashboard • Build Relationships/Issues Awareness – increase fans or #number of followers • Improve Reputation – survey results • Content Generation – number of passionate bloggers • Driving Traffic – increase time on site, pageviews • Actions Taken - # of comments, tweets, etc • Fundraising – number of dollars directly and indirectly
  33. 33. Follow Helpful Resources http://www.Bethkanter.org http://www.mashable.com http://www.prnewsonline.com/ http://www.johnhaydon.com/
  34. 34. Things to Remember • We learned flexibility with social media and free tools • Remember your overall goals • Pay attention to trends and compare data • Look for message quality in mentions • Use analytics to give you behavior information
  35. 35. Questions? Danielle Brigida brigidad@nwf.org @starfocus @nwf

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