How can you measure social media, especially the intangible "relationship" factors? Watch this presentation, Social Media Measurement & Metrics, to learn how

1. Social Media Measurement & Metrics
Master Class
You’re About to Learn . . .
• Why social media is EASIER to track than traditional media!
• The must-watch metrics in google analytics
• How to use google goals and advanced segmenting to
understand your numbers
• The “numbers method” and “performance review method”
for tracking reputation and fame
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2. Why Social Media is Easy To
Measure
• When you buy traditional advertising or publicity
you can’t track what people did after they heard
about you
• As Gary Vaynerchuk says - how did offline
advertising get away with their “metrics” for so
long?
• On the web you can see what source traffic came
from, how long they stayed, what pages they
viewed, and more
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3. Core Tool: Google Analytics
• Free web analytics program, sign up at
google.com/analytics
• Most important stats: Keywords (what people
searched for), All Traffic Sources, Referring Sites,
Average Time on Site
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4. Google Analytics Goals
• Goals allow you to track conversions, the
percentage of visitors that perform a certain
action
• Must track goals: newsletter sign ups,
purchases, views of certain key pages
• To create a goal: analytics settings > click “edit”
on the website where goal lives > Click “Add
goal”
• Track sales by creating a special page that only
clients get to
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5. Analytics for Social Media Tracking
• Use “Advanced Segments” to dig into traffic from
one source like facebook, twitter, a forum, or
another social networking site
• Choose Traffic Sources > Source > Matches
Exactly > (the site you want to track)
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6. How to Track The Untrackable
• Social media is valuable for building
relationships, reputation, and “fame”, but how
can you track those things? How do you know
which channels are paying off?
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7. Start With a List
• Similar to goal tracking, make a list of trackable
“events” related to relationships and reputation
• Examples: write a guest post, receive a request
to write a guest post, receive an invitation to
join a mastermind group, receive an interview
request, receive a quote request, receive a “fan”
email, receive a blog comment, get retweeted,
receive a comment on your fan page wall,
receive a speaking request
• This list will evolve with your experience, as your
reputation grows
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8. The “Numbers” Way
• Assign a point value to each event, or just track
how often each one happens
• Put the numbers in a graph using excel to check
in on every week or month
• Keep it simple and track only what is valuable
for YOU to evaluate, don’t track just for the sake
of having “metrics” without much meaning
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9. The “Performance Review” Way
• Start a document where you keep notes on these
events as they happen, then write up a summary
every month
• Schedule time each month to review previous
month’s summaries - very difficult to be
objective in looking back at your own business
• ALWAYS note where every client and prospective
client came from (social media or not),
understanding how money comes to your
business is crucial
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10. In Summary . . .
• Social media tracking is the art of combining
hard numbers with “fuzzy” relationship
happenings
• For example - knowing that you gained two
clients from facebook and the traffic from there
stayed on your site for eight minutes is more
powerful than either metric alone
• Schedule a “performance review” with yourself or
your team every month to keep on track
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