This document discusses how to measure the effectiveness of social media efforts by choosing objectives, analyzing online conversations, finding tools to track metrics, and collecting both quantitative and qualitative data. It recommends starting with research on blogs and social networks, setting trackable objectives like increasing followers or fundraising, using analytics from Google, Facebook, and websites to measure metrics like reach and engagement. The key takeaways are to analyze online interactions, connect metrics to objectives, use available tools to track impact, and create reports to share findings.

1. Measuring What’s Right for You
@starfocus
Danielle Brigida
Manager of Social Media
National Wildlife Federation

2. Choosing Your Objectives with
Social Media
• Research and Learning
• Build Relationships /Issues Awareness
• Improve Reputation
• Content Generation/Issues Awareness
• Driving Traffic
• Actions Taken
• Fundraising

3. Analyze Conversations and Communities
• Blogs
– Blogpulse
– Icerocket
– Google Blog Search
• Facebook/Twitter
– Search.twitter
– Social Mention
– Kurrently
– Boardreader
– Addictomatic

4. Find a Tool for You!
Small Act Thrive

5. Think about Trackable Objectives!
http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/

6. Google Social Analytics

7. Top Content Shared on Facebook

8. Using Facebook Insights

10. Measuring all this?

11. Combining Web and Facebook Metrics
Web Traffic Reach People talking about Likes
You
Visitors Frequency Mentions # of Likes
Top Content Referrers Viral Reach Popular Content
Donations Visitors Check-ins Engaged Users
Actions Views Stories from posts # of Comments

12. Collect Qualitative Data Too

13. Start Brainstorming Ways to Prove
Your Objective
• Research and Learning – develop monitoring
dashboard
• Build Relationships/Issues Awareness – increase fans or
#number of followers
• Improve Reputation – survey results
• Content Generation – number of passionate bloggers
• Driving Traffic – increase time on site, pageviews
• Actions Taken - # of comments, tweets, etc
• Fundraising – number of dollars directly and indirectly

14. Follow Helpful Resources
http://www.Bethkanter.org
http://www.mashable.com
http://www.prnewsonline.com/
http://www.johnhaydon.com/

15. Create Daily, Weekly or
Monthly Reports to Share

17. Key Takeaways
• Conduct analysis of online messages,
conversations and communities
• Connect media coverage, web site traffic and
online interaction to your objectives
• Use Facebook insights, web analytics and
other tools to track your social media impact
• Create a report that shares your findings

18. Questions?
Danielle Brigida
brigidad@nwf.org
@starfocus @nwf