This document discusses tools and metrics for measuring social media. It outlines different types of social media like social news, social sharing, and social networking. It then discusses measuring engagement across stages from involvement to influence. These stages include involvement where a customer first interacts, interaction where they participate more, intimacy where they share opinions, and influence where they advocate for a brand. The document stresses measuring engagement across websites, social channels, and offline to gain actionable insights and determine key performance indicators for social media strategy.

1. Measuring Social: Tools, Sources and MetricsLiana “Li” EvansDirector of Social Media, Serengeti Communication

2. How’d We Get Here?

3. Different Types of Social Media

4. Lots of things to measure in each…Social News (Digg, Reddit, Mixx, Etc)Number of Votes, CommentsTraffic to Media SubmittedSocial Sharing (YouTube, Flickr, Etc)Number of Views, Ratings, Embeds, Links, FavoritesSocial NetworkingNumber of Fans, Friends, Group MembersComments on walls, postings, media

5. Lots of things to measure in each…TwitterNumber of FollowersRetweetsBlogsSubscribersComments to PostsForums & Message BoardsNumber of MembersPosts to Members, Replies to Posts

6. Crafting an approach…1.) Consider WHERE the impact of SM can be observed;2.) Consider HOW people move through various stages of engagement, what they do in each and the tools/metrics that provide insight in each stage.

7. Where can the impact of Social Media be observed?On your Web site, Blogs, other Enterprise Generated Media

8. On Social Channels outside of your site(s)

9. In conversations that happen offlineSome ways to see it…EGM (Web site, Blogs, etc.): Web Analytics Data from SMO toolsSocial ChannelsBuzz Monitoring Channel tools (Tweetdeck)OfflineSurvey panels, event attendance, buzz programs (w/self reporting)

10. Stages of Engagement

11. InvolvementCustomer’s first point of agreed upon contactVisit to web site, Blog, other EGM

12. Measuring InvolvementWeb AnalyticsReferral traffic to site from social media sitesConversion rates of SM generated trafficBehavior of SM generated traffic (ATOS, comments on Blogs, etc.)Participates in offline event

13. InteractionA step further into “contact” PurchaseRespond (to Blog, to email, etc.)Request for more information or for contactVisits or participates in EGM (Facebook page, YouTube channel, etc.)

14. Measuring InteractionWeb AnalyticsConversions/behavior of SM referred trafficBeyond WA…Customer intake data (how did you hear about us?)CRM dataChannel & Community activity: subscribers, retweets, uses FB app, comments on wall, etc.Event participation & follow up data

15. IntimacyVisitor has an opinion based on their experience with youPosts product or service reviewsCreates blog posts w/ opinions of products/servicesCreate UCG such as videos, photos, podcastsTalks offline to a friend/neighbor about purchase

16. Measuring IntimacyBuzz MonitoringBeyond MonitoringCustomer Feedback DataProduct Review/ratings sites/toolsNumber of up/down votes, stars on ratingsEmbeds, favoritesCommunity participation (Forum activities, takes your quiz, uses your FB app)Surveys, event data

17. InfluenceEvangelists or Detractors emergeTell others to buy or not to buy“Vote” for your company, your sites, your Facebook page, etc. in various waysCreate UCG that is highly visible and influential

18. Measuring InfluenceBuzz MonitoringBeyond Buzz MonitoringCustomer source (referrals)Customer Feedback Data (how likely to recommend)Customer surveysSelf-reported referrals and buzzPropagation, relay rates, influencer tracking/scoring

19. Putting it all togetherActionable insights come from connecting the data dots There is NO SINGLE TOOL that will do this for youCustom dashboards a growing trend