Measuring Social Media
retweets, comments, replies, likes, shares, favorites
Engagement--who is participating and what kind of impact do they have uses what metrics?
increase brand's share of voice//metrics=track your volume and competitor's volume
How much of the overall conversation around your industry is about your brand is asked for what objective and uses what metrics?
uses for crimson hexagon
analysis of current events and trending topics; social media analysis platform to analyze media coverage and discourse; companies can see the demographic breakdown of all the people who engage with their posts
attention economy
attention as a scarce commodity with economic value// current constraints on attention because of vast amount of info online
track contributors and their influence
find advocates and fans--who is participating and what kind of impact do they have uses what metrics?
Kred
helps identify valuable communities and influencers on a topic//measures "influence" and "generosity" (reciprocal relationships)//measures real life credentials//looks at twitter, Fb, google + and linkedin interaction
awareness--how far is your message spreading
metrics for follower growth rate, % change in followers, reach by region, clicks by region measure what objective?
drive traffic to website--are people moving from social media to website
metrics for track URL shares and clicks and conversions measure what objective?
right metrics?//missing anything?//was anything unnecessary or unhelpful?//what can you improve for future measurement?
purpose of adjust and repeat
report results//use initial findings to set a baseline//benchmark for future measurement//how do #'s compare to what you expected and #'s compared to competitors?
purpose of analyzing and reporting
objective//what it measures//metrics
purpose of creating metrics to measure objectives
what are you trying to achieve with your social media efforts?//develop SMART objectives
purpose of determine/review your social goals/objectives
2 goals of measurement
purpose of improving based on metrics
find right tools to capture and measure your metrics
purpose of measuring
Klout
scored up to 100//increase score through increased SNS activity//still in BETA version--algorithms not stable//identifies "influencers" in topics based on what users publish through their SNS//can be difficult to find influential peer groups: need 1 person within the group and search topics//focus on advertising
increase awareness, increase engagement, drive traffic to website, find advocates and fans, increase share of voice
some examples of social goals/objectives
1.) determine/review your social media objectives/goals 2.) create metrics to measure objectives 3.) measure 4.) analyze and report 5.) improve based on metrics 6.) adjust and repeat
steps for social media measurement
determine if social campaigns are working//improve campaigns for future (determine what insights and opportunities it reveals)
what are 2 goals of measurement?
provides benchmarking//can provide rich information on brand//real-time adjustments
what is purpose of analytics?
to help determine costs, value, effectiveness, etc.
why do we measure attention?
to see which types of posts get the most engagement//2 goals of measurement..determine if social campaigns are working and to improve campaigns for future
why measure the top 5 posts?
