This document discusses measuring social media engagement and effectiveness. It focuses on measuring reach, engagement, and actions. Reach refers to the number of people an organization talks to and engages with on social media. Engagement looks at how many people listen to and discuss an organization's social media presence. Actions examines how many people perform meaningful actions like donations or petitions. The document provides tips on using analytics tools from Google and Twitter to track these metrics and improve social media strategies over time based on benchmarking and testing various content types and messages.

1. Measuring social media
Emerson Povey, Digital Communities Editor
@emersonp
@amnestyuk
http://www.flickr.com/photos/tomschenkenberg/2392891330

2. First, a quick check...

3. First, a quick check...

4. Measurement
Reach
How many people am I talking to?
What makes more people join & follow us?
Engagement
How many of them are listening?
How many of them are talking to/about us?
Action
How many of them are doing something?
Are we changing long-term behaviour?

6. Our social
broadcasting
Peer sharing – both when asked to do
so, and ‘organic’ sharing
Measurement

7. Measuring 'reach' & 'engagement'
(Who's seen it & done something?)

8. Do you know what your best update on
Facebook was this week?
Do you know – for sure – any correlation
between your best updates in the last 6
months?

9. Likes and Shares
Comments
Clicks and views

10. Likes and Shares
Comments
Clicks and views

19. Twitter have launched some handy analytics: https://ads.twitter.com

21. They're engaged. Are they taking action?

22. Our social
broadcasting
Measuring action: the problem
Peer sharing – both when asked to do
so, and ‘organic’ sharing

23. Measuring action: the solution
http://support.google.com/googlea
nalytics/bin/answer.py?hl=en&ans
wer=55578
Google Analytics Campaign
system allows us to split out
our social broadcast
messages

24. http://www.amnesty.org.uk
?utm_source=social
&utm_medium=facebook
&utm_campaign=turkey
&utm_content=standingman
Measuring action: the solution
http://support.google.com/googlea
nalytics/bin/answer.py?hl=en&ans
wer=55578

25. Measuring action

26. Tracking individual posts

27. Improving your benchmarks!

28. Measuring action – Google Analytics
https://support.google.com/analytics/answer/1033017?hl=en-GB
Use Advanced Segments to easily see your audiences
in Google Analytics

30. Code share buttons
Use the same campaign analytics to track Tweet and
Google+ buttons

33. Sharing some good news…

35. Engagement rate
3.45%
32%
Shares
193
386%

36. Engagement rate
4.63%
78%
Shares
598
1,196%

37. Engagement rate
3.80%
65%
Shares
1,625
3,250%

38. Amnesty International
Questions?
emerson.povey@amnesty.org.uk
@emersonp
@amnestyuk