1) Measurement is the most important part of any social media strategy, as it allows companies to track key metrics and determine if objectives are being achieved. 2) There are many free and paid tools that can be used to measure engagement on different social media platforms. Metrics vary by platform, for example Facebook focuses on interactions while Twitter looks at followers and retweets. 3) To get the most value from tools and metrics, companies should link measurements back to specific business goals like sales, customer retention, or brand awareness and evaluate progress over time.

1. JumpStart Social Media
Measurement
Tools & Techniques
Learning Objectives
Measurement: Job #1
1.) Become familiar with
the top social media When we consider the strate-
measurement and man- gic element to social media,
agement tools what should we keep in
mind? First, measurement is
2.) Learn about the key
job one. Measurement pro-
metrics associated with
vides the kind of accountabil-
Facebook, Twitter &
ity we require and the metrics
YouTube
should end up driving all our
3.) Use techniques and efforts. Second, social media
processes to measure metrics are important to the
social media campaigns whole organisation, not just
4.) Use a range of free the marketing department.
and paid tools to monitor Make your measurement
different aspects of efforts as transparent as pos-
social media activity sible. Finally, tie your metrics
strategy back to what the business is
trying to achieve. Ultimately
that means exposure or sales
closed and not numbers of re
-tweets or Facebook friends.
Social media without measurement is like taking a trip
Key Takeaways
without a destination. What’s the point?
1.) Social media meas-
urement must be linked
to a desired business
outcome.
Analytics for multiple objectives
2.) There are manage-
ment and measurement
tools for every budget. What do we want to meas-
ure? Social media can be
3.) The major social me- used to measure more than
dia platforms are all just increased sales. Some
measured according to business objectives might
their own metrics. include: acquiring and re-
4.) Social media activity taining customers, be con-
has no intrinsic value sidered a trusted brand,
unless it is benchmarked retain and attract employ-
against other activity ees, deliver a return on in-
such as sales volume or vestment or be considered
brand sentiment. an innovative market lead-
er.
5.) There is a wide range
of tools that can be used Does your social media
to monitor and analyse strategy tie in to any of the-
social media activity. se business objectives?
Are you measuring how
social media is helping to
achieve them?
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2. Measurement
Tools & Techniques
Top tools for managing
and measuring social
media, for any budget
You can spend as much or as little as your
budget and situation require. There are tools
that allow you to manage and measure your
social media assets that range in price from
free to tens of thousands. There are many
different categories of tools, including manage-
ment, measurement, brand management, free
web and Twitter tools, social search and ag-
gregator tools, subscription services and brand
and CRM management tools. To make mat-
ters even more confusing, many of these tools
have capabilities that overlap. Matching your
specific needs to your resources is key to de-
termining what the best solution is for your
brand.
Measuring the major
platforms
Each of the major social media platforms have
metrics that are special to them. In order to
evaluate social media metrics effectively, you
need to know how to speak Facebook,
YouTube and Twitter!
Well designed
Facebook
brand pages
are built to
attract
interactions Key Twitter metrics include: Followers,
that can be Referrals from tweets, Visits per period,
measured Visits per follower and Re-tweeting rate
YouTube provides
milestones for each
video, as well as
demographics
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3. Guest expert topics in this module
Measurement
• Social Platform Launches (Tip Gloria, Social Media Strategist) Tools & Techniques
• Nielsen & Social Media
(Matt Bruce, Managing Director/Nielsen)
This module’s
Ning Learning
Missions include:
• Sentiment check
• Competitive check
• Online revenue
goals
With so many metrics to track, measurement
can often seem overwhelming. The best place
Sim to start is linking measurement back to objec-
p
mea lifying
tive, then benchmark
over time. For example,
sure a sales promotion
men broadcast via social
t media can be tracked.
The response to the
social media messaging
can be linked to con-
sumer activity that is
generated by the mes-
sage. This activity can
include sales, a change
in brand sentiment or a
change in other social
media metrics, such as
friending/rating/
responding/etc. Over a period of time, it is pos-
sible to correlate all these metrics with actual
results. As the chart to the right illustrates, all
the activity can be reduced to trends, which can
tell an easily comprehensible story, given
enough time.
JumpStart Strategy
module includes:
Play the Measurement game!
Tools to measure and
manage mini-quiz In this module’s
virtual reality game,
you are a Social
Measurement
Media Manager eval-
techniques mini-quiz uating a recent cam-
paign using some
Strategy Game handy tools. Did it
make the needle
Resource Bank move? All your col-
leagues want to know
Glossary and you are the go-to
person!
Remember: all
submissions are en-
tered into the draw
for a prize!
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4. Term Definition
Measurement
Amplification The extension of an ad campaign through social media and the degree to& Techniques
Tools which campaign
messages propagate through social networks.
Association Degree to which a particular brand is associated with the general product category in the
mind of the consumer (share of mind).
Data-latency The speed at which conversations are collected by a tool is limited by the frequency of
their web-crawlers and the length of time it takes the tool to process the data. This could
make alert functions less useful.
Engagement The level of involvement, interaction, intimacy and/or influence a consumer has for or with
a brand or social platform over time.
ORM Online reputation management (or monitoring) is the practice of monitoring the Internet
reputation of a person, brand or business, with the goal of suppressing negative mentions
entirely, or pushing them lower on search engine results pages to decrease their visibility.
Relevance Reach represents the degree of marketing penetration within a given target audience.
That degree of penetration (expressed either as a number of individuals or as a percent-
age of individuals) is equal to the degree of exposure the target audience has had to an
intended marketing message.
Sentiment Analysis Can also be used to determine if the "sentiment" of the page is positive or negative
SERM Search Engine Reputation Management (or SERM) tactics are often employed by compa-
nies and increasingly by individuals who seek to proactively shield their brands or reputa-
tions from damaging content brought to light through search engine queries.
Share A "share of voice" is a brand's or group of brands' advertising weight or buzz expressed
as a percentage of a defined total market or market segment in a given time period. The
weight is usually defined in terms of expenditure, ratings, pages, poster sites, buzz etc.
Social Measurement The tools and benchmarks required to determine success in the various forms of social
media marketing.
Social Targeting Uses data to find those obsessive social networkers who influence the "social graph."
Third-party panel-based analytics Providers such as comScore and Nielsen can tell you who actually looks at a site. Howev-
er, some publishers contend that they are often undercounted due to the complexity of the
web and the difficulty of getting reliable metrics for smaller sites.
Time Spent The amount of elapsed time from the invitation of a visit to the last user activity associat-
ed with that visit.
Velocity The rate at which social media tools/apps are dispersed through a social media ecosys-
tem.
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