This document provides guidance on measuring success on social media platforms. It discusses setting measurable objectives aligned with marketing goals like awareness, consideration, and demand generation. Key metrics for platforms like Twitter, LinkedIn, Facebook, and YouTube are outlined to track objectives. These include followers, shares, comments, and traffic to your website. The document also recommends tools for each platform to analyze engagement, reach, and other metrics. The overall strategy presented is to drive traffic from social media to long-form content on your blog.

1. Measuring Success
in Social Media

2. AGENDA
• Overview of key principles for success
• How to set measurable objectives for social media
– Align objectives with your client’s journey (aka “the sales
funnel”)
– Align objectives with appropriate metrics
• The Homeland & Embassy model
• Review platform-level metrics and tools
– Twitter
– LinkedIn
– Facebook
– YouTube
• Questions
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3. KEY PRINCIPLES FOR SUCCESS
• B2B = high stakes decisions
– Requires you provide more education
– Provide more value up-front to encourage engagement
– Recognize that multiple customer touches will likely be necessary
to convert a visitor to a prospect
– Give specific demonstrations of customer success to reduce
anxiety, within boundaries of compliance
• Develop customer empathy
– Develop relationships, not followers
• Don’t sell
– People care about their problems, not your products
• More emphasis on service and solutions
– Continually engage with customers outside of standard account
interactions
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4. SET YOUR OBJECTIVES
• Awareness:
– Increase awareness of you / your company & the problems you solve
– Engage community with content
– Demonstrate thought leadership
– Reputation management
• Consideration / Education:
– Establish interest with:
• Compelling data
• Analysis of breaking news
• In-depth content
• Demand Generation:
– New client inquiries
• Retention:
– Establish more frequent client contact
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5. ALIGN OBJECTIVES WITH METRICS
• Awareness:
– Twitter – Tweets, followers, #hashtag use
– LinkedIn – LinkedIn shares, connections, appearances in search,
profile views
– Facebook – Fans, likes
• YouTube – Views, comments, likes, favorites
– Consideration / Education:
– Twitter – Retweets, @replies, favorites, referral traffic to site
– LinkedIn – Messages, recommendations, referral traffic
– Facebook – Shares, comments, referral traffic
– YouTube – Subscribers, referral traffic
• Demand Generation:
– Data capture
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6. THE HOMELAND & EMBASSY MODEL
Use social media platforms generate traffic to your blog:
• Build a unified presence across platforms that amplifies your message
• Use the right platform for each message
• Drive back to your blog
– Deliver long-form content to satisfy user needs in Consideration /
Education phase
– Deliver a clear, compelling call-to-action for Demand Generation
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7. TWITTER METRICS
Awareness:
– Number of followers
– #hashtag use
Consideration / Education:
– Retweets – will sharing your tweet reflect positively on your
follower(s)?
– @replies – your friends / fans are engaging and others will see
that engagement
– Favorites – influences Twitter’s search results
– Referral traffic back to your website / blog
• Engagement metrics: Visits, time on site, page views per visit, bounce rate
Demand Generation:
– Website conversions where the referring traffic source was
Twitter
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8. TWEETREACH.COM
Useful for:
– Conversation volume
– #hashtag tracking
– Reach
• Unique accounts reached
– Exposure
• Impressions
– Activity
• Timeline of mentions
– Top Contributors
– Most retweeted tweets
– Contributors
– Tweets timeline
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9. TOPSY.COM
http://analytics.topsy.com
Useful for :
– Identifying popular topics
– Keywords
– #hashtags
– Identifying popular articles
– Make sure you’re using
hashtags appropriately
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10. LINKEDIN
Basics: 1) Get your profile to 100% complete!
2) Pay for a PRO account
Awareness:
– Connections
– Appearances in search results
– Profile views
– Who’s viewed
Consideration / Education:
– Messages
– Recommendations
– Referral traffic back to your website / blog
Demand Generation:
– Messages
– Website conversions where referral traffic source is LinkedIn.com
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11. LINKEDIN PROFILE STATS PRO
Useful for:
– Who’s Viewed
– Views
– App. in search
– Keywords
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12. FACEBOOK
Basics: 1) Set up a Fan Page
2) Get 30 Fan Page likes
3) Activate Facebook Insights
Awareness:
– Total post views
– Likes
• Fan page likes
• Individual post likes
Consideration / Education:
– Shares
• If you’re getting lots of shares, it’s an indication that people really like
what you’re saying, so consider posting more
– Comments
– Referral traffic back to your website / blog
Demand Generation:
12 – Website conversions where referral traffic source is Facebook

13. FACEBOOK INSIGHTS
Useful for:
– Total Likes
• Fan Page likes
– Friends of Fans
• Potential reach
– PTAT
– Weekly Total Reach
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14. YOUTUBE
Awareness:
– Views
– Comments
– Likes / Dislikes
Consideration / Education:
– Subscribers
– Minutes watched
– An important measure of engagement
– Referral traffic back to your website / blog
Demand Generation:
– Website conversions where referral source was youtube.com
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15. YOUTUBE STATS
Useful for:
– Key discovery events
• Which websites?
– Views
– Subscriber count
– Engagement
Tools:
– YouTube Statistics
• For individual videos
– YouTube Analytics
• Gives you info on:
– Engagement
– Traffic sources
– Playback locations
– Views
– Demographics
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16. THANKS!
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