WWF's Head of Digital presented on using social media analytics to improve WWF's social media presence and engagement. Key points included measuring engagement metrics like social interactions, email signups, and petition signatures to experiment with content, post timing, and other factors. Analytics were also used to plan WWF's weekly editorial calendar and react in real time to news about campaigns by thanking influencers. The goal was to better insert WWF into relevant online conversations over time.

1. David Drodge, Head of Digital
WWF International
WWF’s Social
Media Analytics
2014

2. Social Footprint:
panda.org/socialstats

3. What’s the impact of a single,
timely tweet?

4. Breaking through on Facebook -
be timely
…and on
Twitter

5. Images are core to WWF’s
storytelling
Images.pand
a.org

6. Social media analytics and action
• Tool specific analytics weekly for conversion
• Measure social engagement, email & petition sign-ups
• Experiment and tweak content, post timing, etc
• Improvements into the planned, weekly editorial calendar
• Real time started with ad hoc projects then tools
• Reacting in real time to news concerning a campaign
• Thanking influencers (from DM to public acknowledgement)
• Extending to daily activity slowly as resources allow to insert
ourselves into the relevant popular conversations