This document provides an overview of social media metrics and return on investment (ROI) measurement for organizations. It discusses the growth of mobile social networks and importance of an effective mobile engagement strategy. It also outlines several social media management systems, best practices for listening, publishing and measuring engagement across various social channels. Content marketing tactics and key performance indicators are explored to help align analytics with business objectives.

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Social Media &
ROI Metrics 101
Robyn Lyn Florian
NPOchick@gmail.com
Nonprofit Communications Consultant
Rachel Peckham
(rachel.peckham@arbor.edu)
SAU Director of Online Lead
Generation

3. By the year 2016,
the growth of mobile social network users
is expected to reach 1.7 billion users,
a 210% increase from 2011.
Marketers need to be aware of this growth
and begin to build a strong foundation
for an effective mobile social engagement strategy
… now.
~ eMarketer

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Organizational Social Media
• Effective & efficient social media management (SMM)
system
• Social Resources to facilitate creative conversation
campus-wide via various SM channels
• Content Marketing
• Icing on the Cake: Measurement & Analytics (Metrics)

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Organizational Social Media: SMM System
• Hootsuite – Free, Pro ($5.99/mo + add. users & reports) & Enterprise
($1499/mo + add. Users & reports)
• SproutSocial – Small Biz ($39/mo for 20 channels + users), Deluxe
($59/mo for 40 channels + users) & Premium ($899/mo for unlimited
channels & 10 users)
• Hubspot – Basic (starts at $200/mo-$700/mo, depending on # of
contacts), Professional (starts at $400/mo-$3,000/mo, depending on # of
contacts) & Enterprise (starts at $700/mo-$5000/mo, depending on # of
contacts)
• Spredfast – $2,000/mo*
• Shoutlet – $12,000-$30,000/yr, depending
*estimated introductory numbers

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Organizational Social Media: SMM System
• Listening – monitoring organization, interaction, events
(hashtags), distinctives (key words),industry,
competition
• Publishing – automate, team assignments, schedule
posts (Facebook posts on M-W-F, Twitter on Tu-Th,
reply immediately)
• Measurement – Google Analytics, Facebook insights,
Twitter KPI; most engaging content, best day/time to
publish for your audience

7. Hootsuite
Free OR
Pro ($5.99/mo)
• Unlimited social profiles
• Team members
• Reporting
Be a pro … Get Pro. 

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Organizational Social Media: SMM System
Setting Up Hootsuite Pro
• Organize by channel or by stream – personal preference, but
schools with a large number of accounts should consider by
stream
• Set Up “Listening” Streams
• Adding YouTube & Flicker
+ Stream > Apps > Install
Suggeston: Create Multimedia Tab
and add one or both streams under one tab.
• Lists (alumni, faculty/staff, students)
• Schedule Posts
• Assign Responses to team users

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Organizational Social Media: SMM System
Best Practices
• Do not mix personal and organizational accounts.
• Utilize only reliable, trustworthy employees and use leveled user
roles.
• Never share passwords.
Other Apps
• Google+ - Can filter by circles to segment
posts and other activity
• LinkedIn has introduced company pages
to a select group, but will release them
in future.

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Organizational Social Media: Social Resources
The days of controlling the message at the administrative level must give
way to framing the message and equipping organizational colleagues for
multi-level distribution.
• Staff Champion
– Inspires and motivates organizational adoption of social media.
– Communicates energy and organizational personality via social media.
– Assigns content development and response responsibilities.
– Knowledgeable about various social media channels, and stays abreast of
new opportunities and changes in the industry
– Maintains a social media “idea bank” per channel (Facebook, twitter,
YouTube, etc.) ~ consider content curation
– Conducts staff training (Social Media Mondays lunches, internal brief
email inspiration, best practices, classes & webinars)

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Organizational Social Media: Social Resources
Another Time Management Structure:
70% - What’s most important now – Facebook, Twitter, YouTube,
Flickr
20% - What’s around the corner – Google+, Foursquare, Tumblr
(Gowalla gone, bought by facebook. Instagram just bought by
facebook as well.) RESERVE Google+ shortcode at gplus.to.
10% - What’s possible in the future – Pinterest*, stake your claim on
the name
* Investment depends on industry. Retail industry – GO! 
Credit TBA

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Organizational Social Media: Social Resources
• Technology
– Mobile devises advisable for immediacy in response
– Computers
– Social media accounts
– Video production equipment (or outsource)
• Additional Staff
– The most important, compelling content at our schools will come from our
academic departments. Establish departmental coordinators for social
media team.

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Organizational Social Media: Content Marketing
• Exposure – Brand Reach, i.e.
Impressions, Visits, Follows, Likes
• Influence – Mentions, i.e. Sharing,
Retweets
• Engagement – Actions, i.e. Click
Thrus, Responses, Lead Gen
• Conversion – Sales, i.e. Revenue,
Attendance
• Retention – Repeat Engagement
& Revenue
http://allthings.womma.org/2012/03/29/where-is-the-
social-sales-professional/

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Organizational Social Media: Content Marketing
By Preferred Channel Focus for 2012
1. Facebook (more B2C) 1. YouTube (knocking Facebook
2. Twitter (more B2B) off the top) – High ROI, but
3. LinkedIn (more B2B) more expensive
4. Blogs 2. Facebook – Best focus for
people just getting started
5. YouTube/Video
3. Twitter – Good customer service
6. Google+ channel
7. Photo Sharing (Pinterest, Flickr,
Instagram) Google+ - in part due to the Google
empire, value in Google search
~ Most Used SM Tools, Social Media Examiner
Report 2011
Pinterest, Flickr, Instagram
~ “Top 3” Areas of Focus for 2012, Social Media
Examiner Report 2011

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Organizational Social Media: Content Marketing
New Facebook Timeline
• Cover Pic
– 850 px X 315 px preferred, at least 399 px wide
– Multiple photos or one good image
– No calls to action, “Like This” or “Share This,”, discount/pricing or contact info
• Keep profile pic as company logo for icon – 180 px X 180 px
• Pin posts (contests, key content)
• Highlight posts (click star, post widens across both columns)
• Milestones (add past organizational info)
• Admin Panel / Facebook Insights
• New apps – Four show on page, including photos (doesn’t move),
change apps, app photos (111 px X 74 px), change to call to action

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Organizational Social Media: Content Marketing
By Distinctives
• Identify organizational distinctives.
SAU – “Michigan’s largest Evangelical Christian
university,” “critical participation,” “global initiatives,”
“social justice”
• Share these distinctives with colleagues in a memorable
way (on a coffee tumbler? laminated card?)
• Seek and prioritize mission-driven stories than reinforce
key distinctives.

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Organizational Social Media: Content Marketing
Utilize “writing for the web” best practices
• Scannable Text (use bold text for headings and sub-heads)
• Above-the-Fold coordination of content
• Bullet-point Lists
• 50% less text than traditional print
• Split longer articles up into multi-page series of articles
• Links to off-site resources should open in a new window so they don’t
leave your site. Links to on-site content should open in same window.

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Organizational Social Media: Content Marketing
• One Voice/Personality
– Personality (think cocktail party, without the alcohol, of course ),
Authenticity & One Voice
• Content Publishing Map
– Use a content calendar to schedule production and posting of social
media posts throughout the week
– Requires quality, intentionally-framed content plus time- and event-
responsive content
• Outsourcing:
– Initial design and development
– Annual or bi-annual consulting on strategies, analytics, content and up-to-
date information

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Organizational Social Media: Content Marketing
5 Love Languages of Community Engagement
• Words of affirmation: How you say things in the social space is very
important. [Encourage, support, value others.]
• Quality time: Reply to comments on posts and walls. Spend quality time in
the spaces that are important to your community.
• Receiving gifts: It doesn't have to be a big gift, but it should be special, i.e.
offer timeline cover photos for people to put on their timeline.
• Acts of service: [Provide valuable, helpful content.]
• Physical touch: How can we create a personality so that our audience feels
they know us?
~ Adapted from “Don't Be Afraid of Community Engagement” by Robin Smail, Disruptive
Technologist at Penn State University, #edugurusummit based on 5 Love Languages by Gary Smalley

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Social Media Resources: Content
• Hootsuite Blog
http://blog.hootsuite.com/
• Mashable: Social Media
http://mashable.com/social-media/
• Social Media Examiner
http://www.socialmediaexaminer.com/
• SalesForces’ Radian6 (free resources)
http://www.radian6.com/resources/
• HubSpot Marketing Resources (free webinars)
http://www.hubspot.com/marketing-resources/

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Social Media Resources: Content
101 Social Media Tactics for
Nonprofits: A Field Guide
http://www.101socialmediat
actics.com/

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The Icing on the Cake: Social Metrics

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The Icing on the Cake: Social Metrics
• How do you know your social media strategy
is working?
• Take your content to the next level by
applying social analytics.

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The Icing on the Cake: Social Metrics
In and of themselves, they
don’t mean much,
BUT
When you chart their
history, they can be a
powerful tool to measure
your performance!

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Social Metrics: Beginning Metrics
• Retweets The number of retweets you had this month is
great, but chart your retweets over time to measure the
success of your strategy.
• Likes By the same token, charting your Facebook page
or post likes over the course of time can help to see what
kind of content is most effective, and tracking the
progression of “friends” can tell you your reputation.

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop Key
Performance Indicators (KPI’s)
So what’s your objective in social media?
• Dialog
• Promote Advocacy
• Support
• Innovation

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop KPI’s
Dialog
• Engagement
• Reach

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop KPI’s
Promote Advocacy
• Influence
• Impact

30. Klout measures your social
influence online.
My goal is to increase the topics I
am influential about to include more
marketing/information science.
This particular score is because I
do more personal things on
Facebook and am moving a more
professional presence to Twitter.

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop KPI’s
Support
• Repeat Contact Rate (Total contacts / Total issues)
• Resolution Time (average in a spreadsheet)
• Satisfaction Score (survey after resolution)
This will be more effective with paid CRM and knowledgebase
solutions. However, you can start tracking support issues seen
through social media and log the process with a spreadsheet.

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop KPI’s
Innovation
• Topic Trends

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Social Metrics
Now get out there and publish!
• Conceive your campaign.
• Write/design your creative.
• Publish landing pages.
• Create tracking code using Google URL Builder.
• Use the appended URL when you publish to social
media channels for web traffic metrics.
• Use the techniques from this presentation to measure
your social presence.

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Social Media Resources: Metrics
• Social Marketing Analytics
http://www.slideshare.net/jeremiah_owyang/altimeter-report-
social-marketing-analytics
• Occam’s Razor: Best Social Media Metrics
http://www.kaushik.net/avinash/best-social-media-metrics-
conversation-amplification-applause-economic-value/
• The Brand Builder
http://thebrandbuilder.wordpress.com/
• “The 10 Social Media Metrics Your Company Should Monitor
http://socialtimes.com/social-media-metrics_b2950

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Social Media Resources: Metrics
Social Media ROI Web Analytics 2.0
www.amazon.com/Social- www.webanalytics20.com
Media-ROI-Measuring-
Organization/dp/078974741
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