Social Media Measurement and Monitoring, an introduction (2012)

Social Media Measurement and
Monitoring
Sandra Fernandez
Manager of Public Relations &
Social Media Administrator
Houston Public Library

Social Media Measurement
and Monitoring

and Monitoring
QUESTIONS TO
CONSIDER

and Monitoring
WHAT?
 What’s your objective?
 What are you trying to
achieve?
 What problem are you trying
to solve?
 What were you hired to do?

and Monitoring
WHAT?
 What are you going to measure?
 Fans, comments, subscribers,
new customers, engagement levels,
responses…
 What are you going to measure
against?
 What are you using as a
benchmark?
 Where are you beginning?

and Monitoring
HOW MUCH?
 How much of your resources
are you going to invest in
measurement?
 Do you have money to spend?
 Are you going to do analysis
in-house or outsourced?

and Monitoring
WHEN?
 When are you going to look at
your metrics?

and Monitoring
Metrics vs Analysis

and Monitoring
Where Measurement Starts
SMART Objectives
 Specific
 Measurable
 Attainable
 Results-Oriented
 Time Bound
http://bit.ly/SMARTObjectives

and Monitoring
Where Measurement Starts
SMART Objectives
 Specific – create a goal
 Measurable – something you can measure
 Attainable
 Results-Oriented
 Time Bound – create deadlines or schedules
Get to know EXCEL!

and Monitoring
 Things you start tracking today, for FREE (or little
money) + your time
 Audience
 # of Followers/Fans/Subscribers
 Activity
 # of posts/tweets/updates
 Engagement
 Comments on your blog or your FB page and responses on
Twitter
 # of mentions
 # of retweets
 # of conversations
 Traffic/Reach
 Traffic to your blog – visits NOT hit
 Links to your site or social media channel
 Clickthroughs on the links you share with your networks
 Trackbacks, Sharing

& Monitoring -- Blogs
Google Analytics -- http://www.google.com/analytics/

Features
 Content analytics -- Find your site’s top content and hidden
gems with the Content reports in Google Analytics. You'll find
out how often people visit each page of your site, how long they
stay, and how often they convert. All the reports are found in
the content section.
 Test and improve your web pages
 In-Page Analytics: See how visitors move within your site
 Site Speed Analysis: Uncover problems before your customers do

Features
 Social analytics -- Social reports help you measure the impact
social media has on your business goals and conversions.
Integrated web and social data provides a holistic view of your
content and community.
 Discover what your visitors are sharing and where they're sharing it
 +1, Add This, Share This
 Learn which social sources refer engaged visitors

Alexa’s Site Info -- http://www.alexa.com/siteinfo

RSS Feeds, Google Reader -- http://www.google.com/reader

RSS Feeds, FeedBurner -- http://www.feedburner.com/

OW.LY URL Shortener (HootSuite) -- http://hootsuite.com

BIT.LY URL Shortener --
http://bitly.com

 Mentions
 Social Mention --
http://www.socialmention.com/
 Google Alerts: News, Blogs --
http://www.google.com/alerts
 Technorati --
http://technorati.com/

Comments & Trackbacks

& Monitoring -- Twitter
Number of Followers

Responses
Retweets
Mentions

 “Decks” & Clickthroughs
 BIT.LY URL Shortener --
http://bitly.com
 OW.LY URL Shortener
(HootSuite) --
http://hootsuite.com
 TweetDeck --
http://www.tweetdeck.com

& Monitoring -- Facebook
Number of “Likes”

Reach
 Hashtracking --
http://www.hashtracking.com/
 TweetReach --
http://tweetreach.com/

 Demographics on
your fans
 Friends of fans
 Fan interactions on
your page -- People
Talking about this
 Total Reach

 Comments
 Sharing (links)
 OW.LY URL Shortener
(HootSuite) --
http://hootsuite.com
 BIT.LY URL Shortener --
http://bitly.com
 Mentions
 Social Mention --
http://www.socialmention.com
 Kurrently --
http://www.kurrently.com
 Facebook Search

Recap – questions to ask first
 What’s your objective?
 What are you going to measure?
 What are you going to measure
against?
 How much of your resources are you going to
invest in measurement?
 When are you going to look at your metrics?

Recap – Free tools to use TODAY
 Blogs
 Traffic
 Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
 Google Analytics -- http://www.google.com/analytics/
 Ranking
 Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo
 Links
 OW.LY URL Shortener (HootSuite) -- http://hootsuite.com
 BIT.LY URL Shortener -- http://bitly.com
 Mentions
 Social Mention -- http://www.socialmention.com/
 Google Alerts: News, Blogs -- http://www.google.com/alerts
 Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours
 Technorati -- http://technorati.com/

 Blogs
 Comments & Trackbacks
 RSS Feeds (subscriptions)
 RSS Feeds, FeedBurner -- http://www.feedburner.com/

 Twitter
 # of Followers, # of Responses, # of Retweets, Mentions
 Twitter Search -- http://search.twitter.com/
 Twitlerts -- http://www.twilert.com/
 Kurrently -- http://www.kurrently.com
 Hashtracking -- http://www.hashtracking.com/
 TweetReach -- http://tweetreach.com/
 Clickthroughs
 BIT.LY URL Shortener -- http://bitly.com

 Facebook
 # of Fans (“Likers”)
 Demographics on Fans
 Comments
 Sharing
 Attendance at events
 Clickthroughs
 BIT.LY URL Shortener -- http://bit.ly/
 Mentions
 Kurrently -- http://www.kurrently.com
 Facebook Search

 Trending
 Google Insights -- http://www.google.com/insights

Paid Tools for Monitoring & Analysis
 Radian6 -- http://www.radian6.com/
 Sprout Social -- http://sproutsocial.com/

Bibliography – Articles & Blogs
 PR Measurement Tips to Grade Your Campaign’s Performance
http://www.ereleases.com/prfuel/pr-measurement-tips/
 KD Paine’s Measurement Blog http://kdpaine.blogs.com/
 Communication Overtones (blog by Kami Huyse)
http://overtonecomm.blogspot.com/
 195 Social Media Tools --
http://www.salesrescueteam.com/social-media-measurement-
tools/
 SMART Objectives -- http://bit.ly/SMARTObjectives
 Social Media Measurement, by Kami Huyse and Alice Brink,
http://overtonecomm.blogspot.com/2011/02/measure-this-
social-media-measurement.html

Where to find me
 www.SandraSays.com
 www.twitter.com/sandrasays
 www.facebook.com/sandrasays
 www.linkedin.com/in/sandrafernandez
 sandra@sandrasays.com

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