4. ā¢ Understand performance
ā¢ Demonstrate success
ā¢ Push your agenda forward
ā¢ Adjust and improve
Why track and measure your social activity?
5. No standardization in social media measurements:
ā¢ Tools use different terms and count metrics in different ways
Tools are always changing:
ā¢ Free tools come and go, and networks keep changing the rules
Social media measurement caveats
6. Traditional marketing and social media
Reach
Engagement
Influence
Impact
Awareness
Interest
Consideration
Conversio
n
7. Start your measurement plan by setting SMART* objectives for:
Reach
ā¢ To obtain 300,000 impressions on Facebook and Twitter by March 31
Engagement
ā¢ To get an average engagement rate of 3% on Twitter posts by March 31
Influence
ā¢ To have 5 community advocates speak positively about our brand by March 31
Impact
ā¢ To have 300 people visit our website for more information by March 31
ā¢ To have 250 people sign up for our newsletter by March 31
Bringing it all together
Reach
Engagement
Influence
Impact
9. How many people potentially saw your messages?
ā¢ Reach numbers via Facebook and Twitter
o Facebook: Organic reach is typically >10% of fans
o Twitter: Called Impressions--slightly higher
ā¢ Number of video views on YouTube
o Number of views of a blog post
o Tracking follower/fan growth overtime is also measuring your reach
Tools for measuring reach:
ā¢ Facebook Insights, Twitter Analytics YouTube Insight, TweetReach
Measuring reach
Reach
Engagement
Influence
Impact
15. What is your highest number of impressions
on a post in the last three months?
What is your percentage of impressions
compared to your followers?
Activity #2: Twitter reach
21. Whichever way you choose to measure engagement rateā¦
...be consistent!
total engagements
Ć· total reach
x 100
= engagement rate
Engagement rate
Reach
Engagement
Influence
Impact
23. Influence is measured by the ability to affect other peopleās thinking online:
ā¢ How connected are you to a community?
ā¢ Do you communicate to a wide audience?
ā¢ What is the level of trust and respect by audience by your audience?
Measuring influence
Reach
Engagement
Influence
Impact
24. Tools for measuring influence: Klout, FollowerWonk (Social Authority)
ā¢ Many tools attempt to measure influence of individual users, but still require a discriminating
review to evaluate for your self.
ā¢ Itās often better to measure the impact of your messages to reflect/assess the influence
Measuring influence
Reach
Engagement
Influence
Impact
27. IMPACT
āWe must move from numbers
keeping score to numbers
that drive better actions.ā
- David Walmsley
28. Impact is determined by how many people took action outside of social media after
viewing your message:
ā¢ Number of click-throughs to a website
ā¢ Conversions (i.e. donate button, subscribe to newsletter, take a pledge)
ā¢ Visit your store, buy tickets to a show, etc.
Tools for measuring impact:
ā¢ bit.ly, Google Analytics
Measuring impact
Reach
Engagement
Influence
Impact
33. Evaluating against objectives:
ā¢ Review: When you first start your social media plan you set:
o Long-term goals: Plan for the long term, and build toward it through incremental steps
o SMART objectives: Specific, Measurable, Attainable, Relevant, Timely
* Your objectives were made to be SMART for a reason ā so that you could compare them to
your results at the end of your campaign in order to evaluate whether or not it was a success.
Big picture measurement: Measuring Overall Success
34. ā¢ Look at where you currently are and document your metrics as it stands. This will give you
something to grow from.
ā¢ Set KPI (Key performance indicators) at every step and track regularly (Excel)
Establishing benchmarks
35. Try to come up with three goals for your social media campaign, based on your overall
business goals, the type of online campaign you plan to run, and your social media
management style (depending on your allocated resources).
Achievable goals
36. Did you not reach enough of your target audience? Did the message not inspire enough
engagement? First look at what stage of the funnel went wrong and analyze from there.
You may have met some objectives, but not all. Here are some questions you can ask to
develop a more nuanced view of your campaignās success:
ā¢ Did your campaign help save you money? (e.g. on printing costs)
ā¢ Did you reach a larger audience but have lower engagement levels?
ā¢ Can you demonstrate that your campaign contributed to better health outcomes?
ā¢ What can you change (messaging, timing, frequency) to support a higher level of success?
ā¢ Did you reach influential people?
What if you do not meet objectives?
37. OVERALL
āTake a risk and keep testing, because what
works today wonāt work tomorrow, but what
worked yesterday may work again.ā
- Amrita Sahasrabudhe
38. ā¢ Which metrics will ātell the storyā of your objectives and how youāve met them.
ā¢ Choose a report format
ā¢ Your report can be short and succinct or lengthy and in-depth, time and resources permitting.
ā¢ Set up a regular reporting period (weekly, monthly or quarterly).
ā¢ Consider distributing your report to internal stakeholders to demonstrate success and
progress in social media.
Reporting: Social media metrics reports
39. Executive summary
ā¢ Summary of key finding and recommendations
Specific measures (show growth and analysis of how or why not objective was met)
ā¢ i.e. Reach objective: 15% increase in Facebook page views.
ā¢ i.e. Engagement objective: 10% increase in retweets on Twitter.
ā¢ i.e. Influence objective: 25% increase in positive behaviour change.
ā¢ i.e. Impact objective: 20% increase in downloads, sign ups, donations, event attendees, etc.
ā¢ Overall observations
Recommendations/conclusion
Sample report format
41. ā¢ Network insights/analytics ā performance/your own activity
ā¢ TweetReach ā hashtag use
ā¢ Bitly ā cross network link clicks
ā¢ Twitonomy ā engagement trends
ā¢ Google Analytics* ā Website activity
Measurement tools
42. Although you set out to follow a social media plan, you may realize through your reports that
there is a certain content that performs better than most.
Once you begin to see these patterns, you can alter your social media plan to ensure your
audience is getting what they want while also delivering the results you seek.
Adjustments and refinements
43. From reporting you might discover:
ā¢ Facebook posts with an image get more clicks.
ā¢ Tweets that include both an image and a link get more retweets, but fewer link clicks.
ā¢ Content that asks audience a direct question get more responses than generalized questions
ā¢ Twitter posts on Monday afternoons on average get a higher click-through rate.
Moving forward, note these observations, and tailor your posts to reflect the types of posts that
generate the best results.
Adjustments and refinements
I like to cook a lot and Iām always thinking of different foods to try and to try making. Why am I telling you this?
Well, because when I cook at home, for myself, I kind of just look at what is in my fridge and grab whatever comes to mind. And I just put it all together and replace one ingredient for another and donāt look too carefully at the quantities.
But when I cook for others or for special occasions ā like if Iām cooking for my boyfriendās family ā then Iām a lot more careful and I try to follow a recipe and measure the quantities of each ingredient a look more closely.
Itās the same with doing social media.
Preparing food for yourself = personal social media VS. preparing food for someone you are trying to impress = social media for a business.
In social media you canāt measure everything so measure what you can.
Social media can be a significant investment of time and measurement is your key to ensuring you are using that time effectively and efficiently.
Are you trying to ensure better health outcomes for your audience? Better social well-being or social inclusion for specific groups of people? Ultimately, all your communications efforts, including social media, should support your overall objectives.
Ongoing measurement and evaluation can assist you in understanding the effectiveness of your messaging, your creative approaches, your staff or volunteer training and resources allocation.
Today weāll cover the fundamentals and underlying themes as best we can so youāre equipped to know what to look for and how to measure.
How many followers? (To determine this, consider the overall size of your audience)
Engagement rate? (e.g. 5% of overall followers)
Sentiment: Positive, neutral, negative? (60% positive)
Time to publish (e.g. in line with your editorial calendar)
Who is following/friending you? Are they influential members of your community?
Money saved/raised?