The document outlines the importance of measuring social media impact, focusing on defining goals, understanding audience, and employing appropriate metrics for ongoing and campaign-focused analytics. It addresses common myths about social media effectiveness and emphasizes the need for a strategic approach in content and engagement. Key objectives include increasing engagement, website traffic, and brand mentions while developing a long-term action plan for diversity campaigns.

1. Measuring social media impact
SOCIAL MEDIA

2. 2
Finding your audience
What are your goals?
Social media voice
Don’t measure for the sake of it
Ongoing vs. Campaign analytics
Examples of measurement
Four social media myths
Five things to remember
Social Media: Unicorn or Horse?
Social Media Strategy & Measurement
WHAT WE WILL COVER TODAY

3. 3
Twitter
Youtube
Instragram
Whatsapp**
Connect with your
colleagues
LinkedIn
Snapchat **
Where are your audience?
SOCIAL LANDSCAPE
Pinterest Facebook
** Dark Social

4. 4
Example goals:
• Increase social community
engagement with our innovation and
research content by 25% by the end of
2017
• Increase traffic to website research
stories by 15%
• Increase Oxford brand mentions by
key industry influencers to enhance
brand position as leaders in
innovation and research
• Develop long-term action plan to
include at least one major diversity
campaign per term.
SMART
XX%
Twitter Users
XX%
Facebook Users
XX%
Google Users
What are your goals?
SOCIAL MEDIA STRATEGY

5. 5
How should your social media sound?
SOCIAL MEDIA VOICE

6. 6
Started in Oxford
Mindgrowing
OXFORD SOCIAL MEDIA CAMPAIGNS

7. 7
Started in Oxford
Mindgrowing
OXFORD SOCIAL MEDIA CAMPAIGNS

8. 8
Started in Oxford
Mindgrowing
OXFORD SOCIAL MEDIA CAMPAIGNS

9. 9
OXFORD SOCIAL MEDIA CAMPAIGNS
How do we plan?

10. Why does measurement
matter?
It lets us know what we are doing, what
works and what we can do better.

11. 11
www.yourcompanyname.com
Don’t measure for the sake of it
SOCIAL MEDIA MEASUREMENT
The metric that you should be looking at is
based on what you are trying to achieve!

12. 12
Don’t measure for the sake of it
SOCIAL MEDIA MEASUREMENT

13. 13
2013 2014 2015 2016 2017 2018
Ongoing analytics: pulse of general conversation – an overview of your brand
Campaign focused metrics: targeted marketing initiatives and will vary from campaign to campaign,
depending on your goals for each.
XX%
Twitter Users
XX%
Facebook Users
Ongoing and campaign focused analytics
SOCIAL MEDIA MEASUREMENT

14. 14
Measuring awareness?
Use metrics like volume,
reach, exposure,
amplification. How far is
your message spreading?
Examples of measurement
MEASUREMENT
Driving traffic to a website?
Track URL shares, clicks and
conversions. Are people moving
through social media to your external
site and what do they do once they’re
on your site?
Measuring engagement?
Look for metrics around
retweets, comments,
replies, and participants.
How many people are
participating, how often are
they participating, and in
what forms are they
participating?
Find advocates and fans?
track contributors and
influence. Who is
participating and what kind
of impact do they have?
Share of Voice?
Track your volume relative
to your closest
competitors. How much of
the overall conversation
around your industry or
product category is about
your brand?

15. 15
1. I Need to Be On Every Social Media Platform
2. I Can Publish the Same Post On All My Social Media Platforms
3. I Am Successful If I Have a Large Number of Followers
4. I Will See Big Results from My Social Media Activities in 30 to 60 Days
SOCIAL MEDIA MYTHS

16. Find your voice
Be flexible
Listen and learn
Content is everything
Remember your objectives
5 things to remember
SOCIAL MEDIA

17. 17

18. Thanks for listening
@jessiicaturner