This document discusses how to measure the effectiveness of social media strategies across different platforms like LinkedIn, Twitter, and blogs. It recommends defining key performance indicators (KPIs) tailored for each network, configuring analytics to track metrics like interactions and conversions, using social analytics tools to analyze data, and understanding different social metrics to revise strategies based on goals. The five steps outlined are: 1) define measurable KPIs, 2) configure analytics, 3) use social analytics tools, 4) understand social metrics, and 5) revise strategies accordingly.

1. Social Media Analytics
What and how to measure in Social Media Strategy

2. Why it is important to measure your
Social Media Strategy?
BUSINESSES ARE
UNSURE OF THE
DIRECT VALUE OF
LINKEDIN
BUSINESSES ARE
UNSURE IF THEIR
ROI THROUGH
TWITTER
BUSINESSES ARE
NOT SURE HOW TO
MEASURE THE
IMPACT OF
BUSINESS METRICS
FROM BLOGS
What to do?

3. STEP 1: Define Measurable and
Actionable KPI’s
Define specific
KPI’s for each
Social Network
Define Actionable
KPI’s
Choose Metrics
that translate into
Business Context
Twitter KPI
Examples
• Number of people in specific location who follow
your company
• % Reduction in Sales Cycles
• % Reduction in Support Costs
• % Increase in Product Reviews
• Number of Product Improvement Suggestions

4. STEP 2: Configure your Analytics
Create a Filter or
Segment for
Social Traffic
Add Event
Tracking for Social
Media
Add Tracking to
measure
Interactions and
Event responses
Add Campaign
Tracking to URL’s
Identify quickly
which actions
work and from
which Social
Media
Users want to
see the
promotion you
are offering.
Create campaign
landing pages.
Which Button do
visitors interact
with? Is that
Button doing
what you
expected. If not
change it!!
Figure out which
wording leads to
more click-
throughs and
conversations

5. STEP 3: Use Social Analytics Tools
PAID TOOLS
RADIAN 6
SYSOMOS
ALTERIAN SM2
MELTWATER BUZZ
UBERVV
RAVEN
HOOTSUITE PRO
PEER INDEX
LITHIUM
FREE TOOLS
SOCIAL MENTION
WHOSTALKING
HOWSOCIABLE
BACKTYPE
TRENDISTIC
THINKUP
TINKER.COM
TWEETDECK
GOOGLE TRENDS

6. STEP 4: Understanding Each Social Metric
Quantitative Data
• New Likes
• Total Likes
• Page Views
• Referrals
Qualitative Data
• Users
• Language
• Location
• Comments (Sentiments)
Activity Data
• Post Views
• Interactions
• Comments
• Interaction Times
• Clicks on Posts
Profile Data
• Followers
• Followings
• Tweets
• Daily Tweet Average
Activity Data
• Number of Clicks
• Retweets
• What Time
• Which Tweet
• What content
Loyalty Data
• Brand Mentions
• Mention Content
• Sentiment

7. STEP 5: Revise your Strategy
Are you achieving your goals?
CONGRATS!!
• Don’t stop measuring and act differently depending on the results
• Keep on listening and identify possible business improvements
• Test Test and Test to get even better results
YES
CHANGE CHANGE!!
• Identify worst performing metrics one by one
• Publish more or less often
• Respond to comments in a different way
• Take out offers which visitors may like
NO

8. For more conversations
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