Social media has over 120 million active users who share status updates, photos, and other content daily. As information sources, social media and user reviews are becoming more trusted than traditional sources like search engines, directories, and newspapers. With so much user-generated content, social networks act as filters where friends and communities influence what users see. For marketers, social media allows targeting large audiences and generating organic reach through influential users to spread engagement further. Analytics provide metrics on interactions, demographics, and activities to help measure campaigns and discover new opportunities.

1. Social Media and Measurement Kent Schoen November 11, 2008

2. A few numbers... 120 million active users 15 million mobile users 1 billion profile details 20 million daily status updates 100 million daily pokes 20 million daily wall posts

3. Evolution of discovery How consumers find information UGC + Social Context Facebook Digital Directory Yahoo eBay Search Search engine marketing UGC + Directory Yelp Directory Phonebooks, local ads, newspapers

4. Source : Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169 When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information? Social media is influential

5. The Filter Factor Massive amounts of content Your media preference Friends/Community are the filter User Reviews Discussion Board Blogs Videos Photos People

6. Reaching your audience 120 million users Target your audience Evangelists Engagers

7. Organic effect

8. Generating organic reach and engagement Organic effect Evangelists Evangelists Engagers

9. Marketing communication tools These Facebook marketing tools help you drive distribution through user connections On Facebook Pages Events Applications Across the Web Share & Connect

10. Measurement and analytics Passive measurement Active measurement

11. Insights and Analytics Reach: Total and Unique User Impressions and Clicks Analytics Viral Metrics: Organic Distribution Engagement Metrics: Interactions with your presence on Facebook. Ex: wall posts, discussion posts, photo uploads, etc Gender Age Geography Activities Interests Favorite Music Favorite TV Shows Favorite Movies Favorite Books Insights

12. Passive measurement Lexicon measures social interactions and demographics.

13. Passive measurement Ad tools can help you understand who is out there

14. Discover who’s engaging with your business and how. Demographic data may confirm your suspicions or lead you in a new direction Make informed decisions based on how people interact with your content. Active Measurement