Social media measurement - JDS Academy 2012-13

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Social media measurement - JDS Academy 2012-13

  1. 1. SOCIAL MEDIA METRICS & MEASUREMENT December 11, 2012
  2. 2. Agenda• Why Measure?• Expose, Engage, Act• The 7 Step Process• Some Useful Tools
  3. 3. Why Measure?
  4. 4. Why Measure?
  5. 5. Why Measure?
  6. 6. Why Measure?
  7. 7. What Can We Know?
  8. 8. What’s a Like or Follow? 906,417 / 48,858957 = .018 38,161 / 1,574,485 = .024Total fans, core fans and Influencers are not created equal!
  9. 9. EXPOSE ENGAGE ACT SEE SAY & DO FEELFAN & FOLLOWERS, COMMENTS, LIKES SHARE? RT? DONATE?REACH & IMPRESSIONS WHAT ELSE? TAG, REGISTER?
  10. 10. 7 Steps for Measurement GOALS ANALYZE AUDIENCE RESULTS DATA INVEST-COLLECTION MENTS METRICS BENCH- MARKS
  11. 11. WHAT’S THE GOAL? E.g. Reconnect with alumni
  12. 12. Define AudiencePrimary? Secondary?
  13. 13. Define • How much time (and other resources) areInvestments you investing? • Is this intentional? • How do you know it’s the right amount of time? Is it “worth” it? • Have you measured to know if it’s really what you’re putting in?
  14. 14. Define Benchmarks• Where are you starting from?• How will you know if you’re improving?• Are there baselines from the field too?
  15. 15. Tracking Progress Over Time And Cause/Effect KD Paine, Slideshare
  16. 16. Facebook Insights
  17. 17. Facebook Insights
  18. 18. KloutKlout measures your social influenceacross Twitter, Facebook, LinkedIn,Foursquare, YouTube, Google+, etc.Network Influence:This graph shows the influence levelof your engaged audience. Howmany mentioners, re-tweeters, likers,commenters and recommenders doyou have and how influential arethey?Helps you identify who areinfluencers in your network.
  19. 19. Bit.ly• Shortens links and measures clicks.• Good way to compare with A/B testing.
  20. 20. HootSuite
  21. 21. What’s Your Next Ste
  22. 22. Next webinars: December 19, 1-2pm easternContent Generation and Curation January 8, 2-3pm eastern Social Fundraising

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