The document discusses social media measurement and metrics. It covers tying metrics to organizational goals, using keyword analysis tools like SEMRush and Google's Keyword Planner to understand traffic drivers, and diving into analytics from Google Analytics and Facebook Insights. The presentation also discusses visualizing metrics and showcases examples like a museum's open data dashboard. Resources like Metricly and Socialbrite's sharing center are provided for additional metrics tools.

1. Social media measurement:
Tools & tips
Social Media Forum
JD Lasica
Founder, Socialbrite.org
jd@socialbrite.org

2. What we’ll cover today
Meaningful metrics:
1. Tying metrics to goals
2. All about keywords (hands on)
3. Google Analytics (hands on)
4. Facebook Insights (hands on)
5. Metrics as data visualization
Q&A, hugs, tearful goodbyes

3. Relax!
Flickr photo “relaxation, the
maldivian way” by
notsogoodphotography
www.socialbrite.org/cp

4. Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar
Tweet this preso! Hashtag:
#netnon

5. Metrics tool handout

6. MEANINGFUL METRICS
Before you start, measure!

7. ‘Data is better than gut’
Gather, analyze, act
Photo on Flickr by Vee Dub (CC-BY)

8. Set goals, map metrics
Goals Metrics to measure
Grow email list of supporters # newsletter, RSS subscribers
Increase comments on blog avg. # comments/post
Increase website visibility increase in traffic or linkback #s
Increase positive mentions of mentions in blogs & social
organization or cause networks
Have visitors stick around stick rate, bounce rate
Make our content more viral # of shares
Get people to take action # of petition signatures
Get people to attend event # of registrants, year over year

9. Let’s get geeky! SEMRush
search ‘socialbrite.org’ on semrush.com

10. HANDS-ON DEMO
Keywords are key
search ‘malt.org’ on semrush.com
Marin Agricultural Land Trust

11. Google Keyword tool
https://adwords.google.com/o/Targeting/Explorer

12. Google Keyword tool

13. HANDS-ON DEMO
Google Analytics
google.com/analytics

14. Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic

15. Keep track of traffic referrers
Write down keywords driving traffic & attention

16. HANDS-ON DEMO
Facebook Insights

17. M E T R I C S A S D ATA V I S U A L I Z AT I O N
Data visualization
Transparency from the Indianapolis Museum of Art
http://dashboard.imamuseum.org/

18. M E T R I C S A S S H A R E A B L E D ATA
Map mashups with open data
Broadband speeds at schools & colleges in Miami

19. Other metrics tools
Metricly.com (metrics dashboard)
Crowdbooster.com (Twitter)
Klout.com (influence score)
Socialbrite roundup of Twitter tools

20. RESOURCES
Socialbrite Sharing Center
http://socialbrite.org/sharing-center

21. Don’t settle for the status quo
If you do not change
direction, you may
end up where you are
heading.
— Lao Tse

22. Thank you, let’s talk!
JD Lasica, founder
Socialbrite.org
email: jd@socialbrite.org
Twitter: @jdlasica
@socialbrite
http://socialbrite.org/cp