Everyone says that you can't measure social media, but if that's true, why are there so many numbers? The real issue is that people are trying to measure social media like a web page and it won't work. So if you're trying to show the value of social media to your boss, your client or your mom, come learn how to think about social media metrics. We'll give you concrete ideas for how to build links to your property (or that of a client) that are bound to generate real results.

1. 1
It’s Not Bigfoot
Yes, you can measure the impact and value of social media
October 21, 2014

2. It’s a Very Old Story
2
Once, we were in love with social media.
Flowers, candy, dinner, we took it to the airport…
And as always happens, love needed to get realistic.
“Where is this relationship going?”
“All we ever do is post memes!”
The bloom came off the rose as we were told that you can’t
measure social media effectively.
“You can’t just walk away! We have to talk this out!”
But we went with social media to a little couples therapy and we
got in touch with what we all needed.
“We understand what each other needs. “
“We don’t jump to conclusions. “
This webinar will cover what we learned in the process.

3. It’s a Good News/
Bad News Situation
3
Bad news: There is no single number that confirms
or denies your social media’s ROI
Good news: If you think strategically, you can learn
a lot about how well your social media is performing

4. Why Social Media Is
Different
OR
Why There Is No
Magic Number
4

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6. 6

8. 8

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11. Where Does Social Media Fit?
The Consumer Decision Cycle:

12. Where Does Social Media Fit?
The Job Seeker Decision Cycle:

13. Setting the Expectation
13
Social Posts
Social likely won’t be your top traffic
driver or be a leading source for
applications
Will likely see lower engagement on
career site
Will likely see lower conversion rates

14. Setting the Expectation
14
x x x
x x x x x x x
x x x x x x x
x x x x x x x
x x x x
x x x x x
x x x x x x x
x x x x x x x
x x x x x x x
x x x x
x x x x x
x x x x x x x
x x x x x
85% of conversions from social posts do not happen within the same day of
interaction
And… 30% of those conversions happen after 60 days

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17. Data Overload
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By Campaign
• Across all channels, how many people
clicked a link
• Across all channels, how many people
who clicked converted
• Across all channels, how long did people
who clicked stay
• Across all channels, how many other
pages did people who clicked see, and
how does that compare to the average
• Within the campaign, what were the
relative conversion rates for each
channel?
• Within the campaign, what channels
drove the most traffic?
• Within the campaign, what channels
drove the best traffic?
• Within the campaign, what messages
drove the most traffic?
• Within the campaign, what messages
drove the best traffic?
By Channel
• Size of the channel's audience (followers)
• Estimates of locations and basic
demographics of that audience
• Number of times people have seen
something on this channel
• Number of times people have clicked on
something on this channel
• Number of people who clicked on
something who you paid to have click on
it
• What messages drove more and better
clicks?
By Post
• Number of people who saw it
• Number of people who shared it
• Number of people who clicked on it
• Number of people who converted
relative to number of clicks
By Landing Page
• What channels drove the most traffic to
the landing page?
• What channels drove the best traffic to
the landing page?
• What messages drove traffic most
inclined to click the CTA?
• What percentage of traffic to the landing
page clicked something besides the CTA?
Did they later click the CTA? (Did they
need more information before
converting?)

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20. 20 Weight
Blood Sugars
Mile Speed

21. There is no shortage of data points.
Social metrics are everywhere.
The real question remains:
What Do You Want
Social To Do For You?
21

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Social Media Doesn’t Need to “Compete” with Job Boards
This applicant didn’t need social media.
They were actively looking for a job you
posted in your ATS, career site and on
job boards. Now that they’ve applied,
what good does social media do them?
This applicant is at least 3 months away
from thinking about looking for a new job.
She hasn’t seen a job board or done a
search. This is exactly when social media
can catch her attention and do some good.

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24. The honest truth about Twitter
(and social media in general) is:
You can’t convince
anyone of anything
in 140 characters
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25. Microconversions
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It’s not the application, it’s the process of
getting the candidate closer to applying

26. How Social Media Supports Microconversions

27. Sorta Like A Funnel
Clicks
Applies
links
Engages with
your social media
Aware of your
company
Unaware of
your company

28. Each Step Is a Microconversion
Aware of your
company
Unaware of
your company
Clicks
Applies
links
Engages with
your social media

29. Each Step Can Be Measured
Number of
followers
Number of
engagements
Apply clicks from
social
Visits from social

30. The Closer to the Center They Get
Clicks
Applies
links
Engages with
your social media
Aware of your
company
Unaware of
your company

31. Targets Identified
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So what do you measure?

32. So What Should I Measure?
Microconversion One: From Unaware to Aware
Growth of followers
Microconversion Two: From Aware to Engaged
Number of likes, comments, favorites, re-tweets, etc
Microconversion Three: From Engaged to Visit
Number of clicks to your website
Clicks per thousand followers
Microconversion Four: From Visit to Click
Conversion rate of those who visited via social media
Click your Heels Three Times
None of these numbers are probably
new to you. You had access to them
all along.
The key is not in having them, but
understanding what you are trying to
measure and the context those
numbers exist in.

33. Or Look At It Sideways
Measure Your Channel Effectiveness
Number of Engagements per 1000 Followers (each channel)
Number of Clicks per 1000 Followers (each channel)
Measure Your Message
Number of Engagements per 1000 Followers (each message)
Across all channels/messages, which ones drove the most clicks?
Measure Your Campaign
Across all channels, total number of engagements, clicks and
conversions for that campaign (requires tagging your URLs)
Measure Your Content
Conversion rate (resist the urge to compare social to non-social)
Bounce rate (resist the urge to compare social to non-social

34. So Now What?
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Your clearest road to effectively using and
measuring social media is actually very
simple:
• Know the role social media plays in your talent
acquisition strategy
• Establish useful microconversions
• Map out how a prospect might get injected into the
conversion funnel by social
• Build content that facilitates that funnel-injection
process.

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James Ellis
Director, Inbound Marketing
TMP Worldwide
@TheWarForTalent
@saltlab
Thanks!
For more on metrics, social, content
and a host of other talent acquisition
subjects, visit:
Meshworking.com