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Eyes on the Prize:
Tackling Social Media Measurement
Danielle Brigida
National Wildlife Federation
Common Response to Social Measurement
There are so many metrics…
What Drives
Your Work?
Reach
Engagement
Revenue
Social Media Objectives
• Research and Learning
• Building Relationships
• Improving Reputation
• Content Generation
• Issues Awareness
• Driving Traffic
• Actions Taken
• Raising Funds/Sales
Always Remember
Objectives and Goals
The Trick to Tracking
• Pick metrics to measure ahead of time
• Evaluate overtime
• Identify anomalies
• Tell a story with your data
• Track metrics that matter
The Social Media
Measurement Landscape…
Measure Several Accounts
www.twentyfeet.com
Sprout Social
Hootsuite
Other Paid Tools
• Spredfast
• Wildfire
• Argyle
• Cotweet
• Ubervu
• Socialflow
• Radian6
Understand Facebook Insights
Facebook Insights
Image from JohnHaydon.com
Compare Social and Web Metrics
Web Traffic Reach People talking about
You
Likes
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
Save Time… Exporting!
Sharing Analytics:
• Addthis
• Sharethis
• Twitter Buttons
• Facebook
Plugins
Track Sharing Analytics
Find Several Ways to Track Metrics
VERSUS
There are Tons of Ways to Measure
Twitter Specific Metrics
• Crowdbooster – mentions, replies & followers
• Hootsuite – mentions, replies & followers
• Twitter Counter - # of followers
• Rowfeeder - mentions
• Topsy and Topsy Analytics
Compare Retweets to Web Traffic
Track Tweets and Hashtags
www.rowfeeder.com
Other Twitter
Measurement Tools
• Tweetscan
• Twitstat
• TweetBeep
• Tweetmeme
• TwitScoop
• Tweet Cloud
• Twilert
• Klout
• Twittergrader
• Twinfluence
And Hundreds More…
Track with network-specific analytics
Use Web Analytics To:
• Know your referring traffic from social
• Top content (site sections/overall)
• See earned social traffic
• Identify influential websites
• See timing and content trends
• Compare web and social audiences
Remember “Return” Comes in Many Forms
Collect Qualitative Data Too
Communicate with Reports
Ways to Measure 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
Follow Helpful Resources
http://www.Bethkanter.org
http://www.mashable.com
http://www.prnewsonline.com/
http://www.johnhaydon.com/
Things to Remember
• We learned flexibility with social media and
free tools
• Remember your overall goals
• Pay attention to trends and compare data
• Look for message quality in mentions
• Use analytics to give you behavior
information
Questions?
Danielle Brigida
brigidad@nwf.org
@starfocus @nwf

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Tackling Social Media Measurement