This document discusses various ways to measure engagement and influence on social media. It identifies key metrics like buzz, followers, content popularity, and growth rates. It also examines objectives like increasing revenue, reputation, and customer satisfaction. Additionally, it explores how to reach audiences through different channels and how to measure reach using tools like Feedburner and analyzing retweets. Finally, it discusses measuring sentiment and emotion on social media using tools that analyze polarity and intensity.

1. Social Media Metrics
Session 2

2. New Media and PR

3. Ways To Measure Social Media?

4. Ways To Measure Social Media
• Buzz – posts / impressions
• Buzz – time of day / seasonality
• Buzz – channel: twitter / forums / video / blogs
• Fans / followers / friends
• Content popularity – video plays / embeds
• Growth rates and virility
• Downloads, uploads
• Social bookmarks
• Pageviews
• Loads more …….

5. What Are The Objectives & Goals?

6. What Are The Objectives & Goals?
Big Business Goals:
 Raise revenue
 Lower costs
 Improve customer satisfaction
PR Goals:
 Reputation
 Relationships

7. Reaching The Audience

8. Reaching The Audience
Awareness
Engagement
Persuasion
Conversion
Retention

9. What Does ‘Reach’ Mean?

10. How Can You Reach An Audience?
 Articles
 Email
 Blog
 Podcast
 Photo, Video
 Twitter

11. Measuring Reach
 Feedburner
 Subscribers
 Clicks – “reach”
 Socialising feeds:
 http://adsenseforfeeds.blogspot.com/2009/12/s
ocializing-your-feed-with-twitter.html

13. Measuring Reach
 Twitter
 Not about number of followers
 Retweeting – measurable word
of mouth
 How many followers you have
 How many retweeted
 How many followers they have
 how many of those retweeted

14. Measuring Influence

15. Measuring Influence
 Individuals or ‘hubs’
 Size of audience
 Degree of connectedness
 Power of voice
 Who’s In The Crowd?
 Subscribers / followers value = 1
 Readers value = 1
 Fans value = 2
 Repeaters value = 4

17. Emotion and Sentiment

18. Emotion and Sentiment
 Polarity
 London is a city
 London is great!
 London is terrible!
 Intensity … can be ambiguous
 Tools:
 Tweetfeel
 Twitrratr
 Twittersentiment.appspot.com

19. Where To Analyse
Search all social media: Addcitomatic, IceRocket,
Yahoo! Pipes, Samepoint, Social Mention
Twitter searches and metric tools: tweetgrid, Twazzup,
trendistic, twitalyzer, tweeteffect, tweetstats, twitturly,
tweetvolume, trendpedia
Blogs: blogsearch.google.com, postrank
SEO: google.com/insights/search
Facebook: facebook.com/lexicon/
Be sure to also consider searching Flickr, YouTube,
Vimeo, Viddler and any other social site you can find!

20. TASKS
 http://www.wolframalpha.com/facebook/
 http://www.socialmention.com/
 Use wefollow for your monitoring
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 Use tweetfeel for your monitoring
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