Measuring Social Media Impact

1. Social Media
Strategy:
Produced by Tony Roberts
for EADI
based on original presentation
Created by Vanessa and Colin Rhinesmith
and shared on Slideshare
This presentation is licensed by Tony Roberts
under a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.

2. Table of Contents:
 Review & Expectations
inc. yesterday's questions
 Social Media Work-flow
 Metrics for Measurement
 Definitions & Tools
 Aligning metrics to strategy
 Resources

3. Answers:
Qu.1. Why does Google analytics report
different stats than my web server stats or
other analytics tools?
Ans.1.
http://support.google.com/googleanalytics/bin/answer.py
Ans.1. Compare apples with apples i.e. stick
with Google Analytics and compare week on
week and month on month
Qu.2. Survey Monkey & other provide 'best
practice' examples of questions - both
quantitative & qualitative. See
http://www.questionpro.com/a/showSurveyLibrary.do?su
http://de.surveymonkey.com/
Qu.3. Alumni & Corporate brainstorm

4. Social Media
Work Flow

5. Sample Social Media
Workflow:
 Step 1: Publish an editorial, personal story or research piece to
website or blog
 Step 2: Shorten the URL using http://bit.ly/
 Step 3: Tweet about story & share short link on Twitter
 Step 4: Comment on Facebook status & share short link
 Step 5: Monitor
Beware of Automation: and measure success
Cross posting between your blog,
 Step 6: Modify practice on basis of
Twitter and Facebook might seem lessons learned i.e. was it
easy, be sure to treat each space
viewed / re-posted more on Twitter or Facebook? Would picture or
separately. Online users do not like
video help?
automated content and are quick to
call out offenders.

6. Step 1: Publish Your Story
l

7. Step 2: Use Bit.ly to Shorten
URL

8. Step 3: Share Link on Twitter

9. Enable Sharing
Top Tips to get amplified (shared, retweeted, re-posted)
Add Value
Be Sensational!
Use photos, infographics, video
Add This: social media buttons
https://www.addthis.com/get/sharing#.T_NgmUilgUQ

10. Step 4: Share Link on
Facebook

11. Step 5: Measure Success
(Bit.ly)

12. Step 6: Measure Success
(Facebook)

13. Step 7: Measure Success (Google)
http://www.google.com/analytics/

14. Step 6: Learn Lessons

15. Metrics
for Measurement

16. Definitions
exercise
Hits
Pageviews
Unique Visits
Bounce Rate
Visibility Time
Other

17. Tools
exercise
(Press Clipping Service)
[Google Alerts]
Google Analytics
Facebook Insights
Linked-In Analytics
Bit.ly
Klout
SocialMention
TweetReach
Other

18. Aligning Metrics
with Strategy

19. Strategy Management
 Gain internal consensus around strategy
 Secure resources to implement
(Adwords – intern – extra hours)
 Assign staff responsibilities
 Establish internal use policies and user guidelines of
what you deem appropriate as well as inappropriate
 Quarterly review against agreed indicators

20. Measure Success
 Set Up analytics tools to measure progress against your social
media strategy
 Create management sub-set of indicators to report back to boss /
team / Board
 Quarterly review against agreed indicators

21. Buy Success
Google Ads
http://bit.ly/BuySuccessOnGoogle
Linked-In Ads
http://www.linkedin.com/advertising
Facebook Ads
http://www.facebook.com/advertising/?pages

22. What Are Your Next Steps?
 Please take 30 minutes to review your draft strategy, success
indicators, tools & tactics and think about
3 solid next steps that you will take this month.
 Discuss your next steps with your partner and be prepared to
share them with the group.

23. Conclusion:
Websites, blogs, social networks are just tools – garbage in – garbage
out.
Analytics tools are not analysts – the data that they produce requires
intelligent interpretation by humans.
 Take your time learning how to use the tools effectively
 Identify the tools best for your organisation / strategy
 Respect your capacity and the resource/time capacity of your
organisation
 Be flexible and dynamic: your operating environment and your
target users are.

24. Resources

25. Resources:
The Social Media Guru
http://www.youtube.com/watch?v=ZKCdexz5RQ8
Web Analytics
http://en.wikipedia.org/wiki/Web_analytics
Google Analytics
http://www.google.com/analytics/
Facebook Insights
http://mashable.com/2010/09/03/facebook-insights-guide/
Bit.ly
http://techpresident.com/blog-entry/measuring-social-media-impact-bitly-vs-google-analytics
What your Klout Score Really Means
http://www.wired.com/business/2012/04/ff_klout/

26. Resources:
Return On Investment Calculator for Social Networking
http://www.frogloop.com/social-network-calculator
The ROI of Social Media
http://nten.org/blog/2008/01/11/the-roi-of-social-media
5 Ways to Measure your Social Media
http://www.fuzzone.com/blog/919/social-media-marketing/5-wa
What Does a Social Media Strategy looks like?
http://blog.coherentia.com/index.php/2010/07/what-does-a-soci
Add This: social media buttons
https://www.addthis.com/get/sharing#.T_NgmUilgUQ

27. Tony Roberts, ICT4D Centre
Royal Holloway, University of London
Contacts:
Thank you!
tonyroberts@hotmail.com
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Based on an original presentation given by Colin Rhinesmith
License = creative commons share alike 3.0