Measuring What Matters in Social Media
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This document discusses best practices for measuring social media performance. It recommends focusing on key performance indicators (KPIs) tailored to specific objectives and platforms rather than total followers or likes. Specific metrics are suggested for platforms like Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, SlideShare, iTunes and blogs. The document emphasizes determining KPIs, mapping them to platform metrics, developing content strategies to support goals, and monitoring and modifying social activity based on results. Examples are provided for measuring performance on Twitter and Facebook accounts.
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Measuring What Matters in Social Media
- 1. Measuring What Matters in Social Media @KentjLewis President & Founder AnvilMediaInc.com
- 2. About Me
- 3. Agenda Trends in social media measurement What NOT to measure Social measurement best practices Metric options by platform Examples Resources
- 4. Trends in Social Metrics
- 5. Trends in Social Media
- 6. Trends in Social Media
- 7. What NOT to Measure Total Likes, Followers, Fans, etc. Velocity of updates Sentiment (via algorithm) Over-simplifying (Klout) Quantity over quality Comments Google +1s Impressions Downloads
- 8. Identify key performance indicators (KPIs) Determine metrics & set goals for each platform Develop content strategies to support goals Monitor, measure and modify social activity Refine KPIs as needed Trends in Social MetricsSocial Mesurement Best Practices
- 9. Visibility in relevant search results (SERPs) Referring traffic to website Qualitative feedback/sentiment (ratings, reviews) Quantitative feedback (NetPromoter Score) Qualified leads/sales (by source) Return-on-Investment (ROI) Key Performance Indicators (KPIs)
- 10. Critical Social Analytics 1. Conversions 2. Qualified Visitors/Fans/Prospects 3. Engagement Metrics 4. Overall Visibility and/or Sentiment Social Metrics Matrix
- 11. Facebook Metrics 1. Likes (per Post) 2. Comments (per Post) 3. Shares (per Post) 4. Check-ins (per week) Facebook Metrics
- 12. Twitter Metrics 1. Retweets (per Post) 2. Replies (per week) 3. Favorites (per Post) 4. Followers (per Post) Twitter Metrics
- 13. LinkedIn Metrics 1. Followers (per week) 2. Recommendations (per Service) 3. Shares (per Post) 4. Best Answers (per Question) LinkedIn Metrics
- 14. YouTube Metrics 1. Likes (per View) 2. Comments (per week) 3. Shares (per Video) 4. Subscribers (per week) YouTube Metrics
- 15. Google+ Metrics 1. +1s (per week) 2. Comments (per Post) 3. Shares (per Post) 4. Follows (per week) Google+ Metrics
- 16. Pinterest Metrics 1. Likes (per Follower) 2. Comments (per Pin) 3. Follows (per week) 4. Repins (per Board) Pinterest Metrics
- 17. Slideshare Metrics 1. Favorites (per File) 2. Comments (per File) 3. Shares (per week) 4. Followers (per week) SlideShare Metrics
- 18. iTunes Metrics 1. Subscribers (per week) 2. Shares (per Download) 3. Ratings (per Show) 4. Reviews (per Download) iTunes Podcast Metrics
- 19. Quora Metrics 1. Followers (per week) 2. Comments (per Board) 3. Posts (per Question) 4. Best Answer (per Question) Quora Metrics
- 20. Blog Metrics 1. Subscribers (per week) 2. Comments (per Post) 3. Shares (per Post) 4. Pingbacks (per Post) Blog Metrics
- 21. Measuring What Matters: Example Meaningful Metrics by Objective Audience Platform Test, test test.
- 24. Determine your key performance indicators (KPIs) Map them to each platform’s metrics & set goals Develop content strategies to support goals Monitor, measure and modify as needed Stay on top of the evolving social environment Key Takeaways
- 25. The Social Media Metrics That Truly Matter http://blogs.imediaconnection.com/blog/2012/02/22/social- media-metrics-that-matter/ The 9 Dumbest Ways to Measure Social Media http://www.imediaconnection.com/content/33132.asp Social Media (Marketing) Evangelist Job Description http://blogs.imediaconnection.com/blog/2012/03/10/social- media-marketing-evangelist-job-description/ Related Articles
- 26. Read articles & white papers in Anvil Resources section Sign up for our monthly email newsletter & webinars Read our blog or follow us on Twitter (@AnvilMedia) Ask questions about digital or integrated marketing @KentjLewis President & Founder Anvil Media, Inc. 503-260-6700 kent@anvilmediainc.com Thank You
Editor's Notes
- According to recent research by Satmetrix (May 2012), less than half of companies worldwide are tracking and responding to customers feedback via social media. What are you measuring in social media and why? This session focuses on developing social media metrics that truly matter; ones based on objective, audience and platform. More importantly, this presentation addresses the creation of meaningful metrics based on relationships (aka ratios) which properly factor in growth and behavior change. Learn how to create a social media measurement dashboard by asking strategic questions, conducting research, testing and refining metrics and associated goals. Kent Lewis, President & Founder of Anvil Media, will help you effectively measure your social media marketing initiatives and resources, whether they be tools, in-house or agency talent.
- http://www.anvilmediainc.com/about/team/kent-lewis
- The Social Media Metrics That Truly Matterhttp://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/
- https://www.anvilmediainc.com/search-engine-marketing-resources