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Making sense of social media 
analytics 
Maggie McGary 
@maggielmcg
Do you do social media reports for your 
association each month? 
eventmobi.com/nesaetech14
What we’re going to cover: 
• Why social media analytics are important 
• How they can be challenging for associations 
• Tools for measuring social media 
• Overview of social media analytics 
• Q &A
Why Measure Social Media? 
• Data-driven is the new reality 
Infographic source: Domo
Even if you can’t measure all that data, 
measuring your own actions can: 
• Justify staff—current and future 
• Justify budget—or make a case for investment 
• Help show tie-in between social and other 
activities 
• Answer is what we’re doing working? If not, 
how can we improve? 
• Reveal when what had previously been 
working has changed
Start With Strategy…. 
(but which strategy?!)
Map Goals to Metrics 
• Web strategy goal: drive web traffic 
– Google analytics, click-throughs, social shares 
• Membership goal: increase membership/retention 
– CRM, engagement, campaigns 
• Meetings goal: increase attendance at events 
– Hashtag use, Instagram, mentions, screenshots 
• Product sales: Increase revenue from CE products 
– Campaigns, conversions
Tools: Free vs. Paid 
• Free tools 
– Cyfe 
– Hootsuite 
– Native platform analytics (GA, Twitter, FB, LI) 
– Excel/”bootleg Excel dashboard” 
• Paid tools 
– Simply Measured 
– Radian6 
– Sprout Social
Facebook
Twitter
LinkedIn
Pinterest
Google Analytics
If you only read one thing:
Resources 
(http://bit.ly/analyticsresources) 
• Measuring the Networked Nonprofit (book) 
• Katie Paine’s Measurement blog 
• Measuring the ROI of social media (video/blog post) 
• Which Stats Matter: The Definitive Guide to Tracking Social 
Media Metrics 
• Leader Networks Engagement Score for Private Online 
Communities 
• 5 Tips for Using Your Private Online Community Data to 
Make Better Decisions 
• How to calculate the value of your social media campaign 
• Annielytics--great information and training on analytics and 
dashboard creation
Thank You!
Maggie McGary 
Senior Associate 
Strategic Communications Group 
@maggielmcg on Twitter 
maggielmcg@gmail.com

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Making Sense of Social Media Analytics

  • 1. Making sense of social media analytics Maggie McGary @maggielmcg
  • 2. Do you do social media reports for your association each month? eventmobi.com/nesaetech14
  • 3. What we’re going to cover: • Why social media analytics are important • How they can be challenging for associations • Tools for measuring social media • Overview of social media analytics • Q &A
  • 4. Why Measure Social Media? • Data-driven is the new reality Infographic source: Domo
  • 5. Even if you can’t measure all that data, measuring your own actions can: • Justify staff—current and future • Justify budget—or make a case for investment • Help show tie-in between social and other activities • Answer is what we’re doing working? If not, how can we improve? • Reveal when what had previously been working has changed
  • 6. Start With Strategy…. (but which strategy?!)
  • 7. Map Goals to Metrics • Web strategy goal: drive web traffic – Google analytics, click-throughs, social shares • Membership goal: increase membership/retention – CRM, engagement, campaigns • Meetings goal: increase attendance at events – Hashtag use, Instagram, mentions, screenshots • Product sales: Increase revenue from CE products – Campaigns, conversions
  • 8. Tools: Free vs. Paid • Free tools – Cyfe – Hootsuite – Native platform analytics (GA, Twitter, FB, LI) – Excel/”bootleg Excel dashboard” • Paid tools – Simply Measured – Radian6 – Sprout Social
  • 14. If you only read one thing:
  • 15. Resources (http://bit.ly/analyticsresources) • Measuring the Networked Nonprofit (book) • Katie Paine’s Measurement blog • Measuring the ROI of social media (video/blog post) • Which Stats Matter: The Definitive Guide to Tracking Social Media Metrics • Leader Networks Engagement Score for Private Online Communities • 5 Tips for Using Your Private Online Community Data to Make Better Decisions • How to calculate the value of your social media campaign • Annielytics--great information and training on analytics and dashboard creation
  • 17. Maggie McGary Senior Associate Strategic Communications Group @maggielmcg on Twitter maggielmcg@gmail.com

Editor's Notes

  1. How many are using social media?
  2. Data-driven is the rule these days…but social media data might not be considered “data.” The reality, though, is that social media generates a ton of data….this is how much data is generated by various social media sites every MINUTE. Realistically, most associations don’t have the capability or the need to analyze all this data. However…
  3. Associations are adopting social media more than they were three or five years ago, but it’s still something often relegated to volunteers or students and senior management may not have good understanding of the way social media aligns with other association activities. Things associations want to measure: membership, member engagement, product sales, web traffic, media coverage, marketing campaigns, event registrations, advocacy campaigns….but they may not realize how social media can and should be aligned with all those areas and that tracking social media metrics can help provide more insight into traditional metrics already being tracked: web traffic, email opens, etc. If not measuring social media, it’s too easy to lose sight of why you’re using it, how you’re using it, whether what your doing is effective, whether you need more staff or more budget to invest in paid tools/ads. Example: Facebook organic reach—time to stop focusing solely on Facebook, stop spending money/effort on likes. Pinterest—data can inform what platforms you’re using
  4. Social media reporting for associations is especially challenging because it’s hard to find information/resources that apply to associations. Most information about measuring social media is either geared specifically to marketing (ROI calculators, etc) or PR (share of voice, etc). Social media in the context of associations is broader than just marketing or PR--it’s part of almost every function of an association: communication, marketing, events, publications, membership, advocacy, continuing education, HR/recruiting, fundraising, etc. How do you map metrics to ALL of those functions?! Start with identifying social media team—point of contact in each dept, seat at table for all depts involved will help keep strategy and efforts on track and will help program evolve.
  5. Once strategy is in place—or social media components of various strategies pulled into one place—you can map goals to specific metrics We’ll take a look at various metrics available on each of the major social media platforms plus social section of GA
  6. Free tools are ok, but not reliable; paid tools can be expensive. Radian6, Simply Measured, Hootsuite Pro, Sprout Social, etc--offer various reports/dashboards. Free tools are ok, but many are unreliable at best and disappear with no notice at worst. Your best bet with no budget might be developing your own custom report in format that works best for you--could be dashboard, word doc, spread sheet, screen shots, combination, etc. Also, Google doesn’t get you very far when it comes to social media reporting because the space evolves so quickly. Tools that used to exist don’t anymore; specific things that Facebook measures change constantly, Twitter just introduced analytics...social media metrics is a constantly moving target. If you have budget to use a paid tool, great--but those tools may be geared towards brands and not map to your association’s goals.
  7. Acquisition > Social