Measuring Social Media

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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?


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