social media metrics and measurement

Social Media Metrics and Measurement

Michelle Post, Ph.D., CSMS

Amazing & Scary at the Same Time!

Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr

©Michelle Post, Ph.D., CSMS

http://on.ted.com/sWpr

http://on.ted.com/sWpr

Lessons to Learn


What is Social Media Metrics & Measurement?

“Social metrics is the relatively young science of measuring social media to determine what kind of impact it is having.” (Walker, n.d., para. 1)


Why do you need to measure Social Media?

Simply stated: “What gets

measured, gets improved.” ~

Rebekah Seragih


ITS ALL ABOUT THE HOW


Social Media Metrics Model

Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi


http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/


http://bit.ly/1bw3ygi

@Nichole_Kelly - The Three Primary Goals of Social Media

Lead Generation

Brand

Awareness

Customer Retention

Social Media

Kelly, N. (2013). How to measure social media, p. 13. Indianapolis, IN: Que. ©Michelle Post, Ph.D., CSMS

http://www.amazon.com/Measure-Social-Media-Step---Step/dp/0789749858/ref=sr_1_1?s=books&ie=UTF8&qid=1376993956&sr=1-1&keywords=nichole+kelly

Creating a SM Measurement Strategy


WHAT CAN YOU MEASURE?


Facebook Analytics

• Admin Posts • People Talking About This • Stories Created • User Mentions • Total Reach • Total Impressions • Consumers • Page Mentions • Organic Reach • Viral Reach Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt


http://bit.ly/Ta8Okt

Twitter Analytics

Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt ©Michelle Post, Ph.D., CSMS




LinkedIn Analytics • Size of your network • Number of new invitations • Number of LI profile views • Times your profile shows up in a search • Percentage of target audience profile

views • Interaction level • Number of skills & expertise

endorsements • Number of recommendations • Selling activity success

Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j ©Michelle Post, Ph.D., CSMS

http://bit.ly/16UIP9j

Web Analytics • Pages • Pageviews • Time on site • Engagement • Clicks • Clickpaths

• Referral websites traffic

• Search engines traffic • Direct traffic • Top keywords • New visitors • Returning visitors • Bounce rate • Abandonment

Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY ©Michelle Post, Ph.D., CSMS

http://slidesha.re/17GRyqY

Blog Analytics • Total number of posts on

your blog • Average number of posts

per day • Average number of

words per post • Total number of

comments on your blog • Average number of

comments per day • Average number of

comments per post

Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS

http://wordpress.org/plugins/advanced-blog-metrics/

YouTube Analytics





Google+ Analytics

• Brand Posts • Reshares • Circles • Newly Added to

Circles • Have you in Circles



Pinterest Analytics

• Average Repins per Pin • Average Likes per Pin • Average comments per Pin • Average 2nd Degree

Followers • Follower Engagement • Short Term Follower

Engagement • Reach • Velocity

• Impressions • Reach • Clicks • Most Recent • Most Repinned • Most Clicked • Top Fans and Influencers • Top Pins • Total Interactions

Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin


http://bit.ly/17jTgin

Instagram Analytics

• Likes • Total Engagement • Filters • Best Time for

Engagement



NOW ITS TIME TO TAKE ACTION & MEASURE!


Apply the SMM&M Strategy


REPORTS, TOOLS, BOOKS, & RESOURCES


Free Reports

• 30 social media metrics defined and explained - http://bit.ly/1iqrMip • Ian Cleary – Razor Social - http://www.razorsocial.com/ • The Social Media ROI Cookbook -

http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook • Free Social Media Analytics in Excel & On The Web -

http://simplymeasured.com/free-social-media-tools • Guide to Twitter Analytics -

http://simplymeasured.com/blog/category/guide-to-twitter-analytics/ • Guide to Facebook Analytics -

http://simplymeasured.com/blog/category/guide-to-facebook-analytics/ • KISSmetrics FREE Marketing Guides -

http://blog.kissmetrics.com/marketing-guides/


http://bit.ly/1iqrMip

http://www.razorsocial.com/

http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook

http://simplymeasured.com/free-social-media-tools

http://simplymeasured.com/blog/category/guide-to-twitter-analytics/

http://simplymeasured.com/blog/category/guide-to-facebook-analytics/

http://blog.kissmetrics.com/marketing-guides/

Tools, Tools, & More Tools

• Tools Used by the Experts - http://www.razorsocial.com/category/asktheexpert/

• 10 free metrics tools - http://socialbrite.s3.amazonaws.com/10-free-metrics-tools.pdf

• Free social media tools - http://simplymeasured.com/free-social-media-tools

• 39 Awesome Tools and Resources for Blogging and Social Media Marketing - http://bit.ly/11dZZFN

• 50 Top Tools for Social Media Monitoring, Analytics, and Management – http://bit.ly/13sJc6I

• Top 25 Free Website Grader Tools - http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/


http://www.razorsocial.com/category/asktheexpert/

http://socialbrite.s3.amazonaws.com/10-free-metrics-tools.pdf

http://socialbrite.s3.amazonaws.com/10-free-metrics-tools.pdf



http://bit.ly/11dZZFN

http://bit.ly/13sJc6I

http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/

Tools, Tools, & More Tools

• 12 Awesome Pinterest Tools To Power Up Your Marketing - http://bit.ly/14K6HMa

• 29 Tools to Enhance Your Business Blog - http://bit.ly/10R7WTe • Free Twitter Analytic Tools: The Ultimate Guide -

http://www.razorsocial.com/free-twitter-analytics/ • 5 Free Instagram Analytics Tools One Must Use!! -

http://www.dazeinfo.com/2013/04/19/5-free-instagram-analytics-tools-one-must-use/

• 5 Tools to Grow Your Presence on Google Plus - http://bit.ly/VPuHmh

• See who is tracking you (Lightbeam) - https://addons.mozilla.org/en-US/firefox/addon/lightbeam/

• Advanced Blog Metrics – Wordpress Plugin - http://wordpress.org/plugins/advanced-blog-metrics/


http://bit.ly/14K6HMa

http://bit.ly/10R7WTe

http://www.razorsocial.com/free-twitter-analytics/



http://bit.ly/VPuHmh

https://addons.mozilla.org/en-US/firefox/addon/lightbeam/


My Favorite Books


http://www.amazon.com/gp/product/1118137604/ref=as_li_qf_sp_asin_tl?ie=UTF8&tag=bethkanterorg-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=1118137604

http://www.amazon.com/How-Measure-Social-Media-Step-By-Step/dp/0789749858

http://www.amazon.com/Social-Media-ROI-Measuring-Organization/dp/0789747413

http://www.amazon.com/The-Science-Marketing-Proven-Strategies/dp/1118138279/ref=pd_sim_b_9

http://www.amazon.com/Measure-What-Matters-Understanding-Relationships/dp/0470920106/ref=pd_sim_b_13

http://www.amazon.com/gp/product/0470583789/ref=as_li_ss_tl?ie=UTF8&tag=dominicsstore&linkCode=as2&camp=217145&creative=399349&creativeASIN=0470583789

http://www.amazon.com/gp/product/0470529393/ref=as_li_ss_tl?ie=UTF8&tag=dominicsstore&linkCode=as2&camp=217145&creative=399349&creativeASIN=0470529393

http://www.amazon.com/Keyword-Intelligence-Research-Search-Social-ebook/dp/B005WX099M/ref=sr_1_1?s=books&ie=UTF8&qid=1384896007&sr=1-1&keywords=keyword+intelligence

http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing-ebook/dp/B009UCNJIE/ref=pd_sim_b_23

Resources

• 12 Must Read Analytics Blogs - http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/

• 40 Key Social Media Metrics Defined - http://bit.ly/Ta8Okt • 5 Social Media Metrics That Won't Slow You Down -

http://socialmediatoday.com/1607386/5-social-media-met • A Few Good Tools for Measuring and Monitoring Social Media -

http://bit.ly/pC5kma • How to Measure the Reach of Your Facebook Posts (and then

Increase It) - http://www.postplanner.com/how-to-measure-increase-facebook-reach/

• How To Measure Your Facebook Page Performance [INFOGRAPHIC] - http://bit.ly/10sRInJ

• The Minimalist’s Guide To Social Media Metrics - http://mklnd.com/14xbtbO


http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/


http://socialmediatoday.com/1607386/5-social-media-metrics-wont-slow-you-down

http://bit.ly/pC5kma

http://www.postplanner.com/how-to-measure-increase-facebook-reach/

http://www.postplanner.com/how-to-measure-increase-facebook-reach/

http://bit.ly/10sRInJ

http://mklnd.com/14xbtbO

Resources

• 10 useful Google Analytics custom dashboards - http://bit.ly/12QO8Qw

• Gerry Moran Infographic: 9 Simple Ways to Measure Facebook and Twitter Success - http://bit.ly/17eIVE1

• Get A Pulse: The Best Social Media Metrics To Track For Your Brand - http://bit.ly/1eVylYk

• How to Use Pinterest Analytics: 6 Metrics Worth Measuring - http://www.socialmediaexaminer.com/pinterest-analytics/

• Making the Most of LinkedIn Insights - http://bit.ly/135wPiV

• Top Ten Steps to Measure Social Media Return on Investment (ROI) - http://bit.ly/KmjiYC


http://bit.ly/12QO8Qw

http://bit.ly/17eIVE1

http://bit.ly/1eVylYk

http://www.socialmediaexaminer.com/pinterest-analytics/

http://www.socialmediaexaminer.com/pinterest-analytics/

http://bit.ly/135wPiV

http://bit.ly/KmjiYC

REFERENCES


References

• Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi

• Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY

• Kelly, N. (2013). How to measure social media. Indianapolis, IN: Que.

• Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j




http://bit.ly/1bw3ygi

http://slidesha.re/17GRyqY

http://www.amazon.com/Measure-Social-Media-Step---Step/dp/0789749858/ref=sr_1_1?s=books&ie=UTF8&qid=1376993956&sr=1-1&keywords=nichole+kelly

http://bit.ly/16UIP9j

References

• Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt

• Walker, L. (n.d.). Social Metrics: What Does It Mean? [Blog post]. Retrieved from http://personalweb.about.com/od/socialmediaresearch/a/Social-Metrics.htm

• Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin

• Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/



http://personalweb.about.com/od/socialmediaresearch/a/Social-Metrics.htm

http://personalweb.about.com/od/socialmediaresearch/a/Social-Metrics.htm

http://bit.ly/17jTgin


IMAGE CREDITS


Image Credits

• Buzztimebusiness. (2012). Measuring social media [Image file]. Retrieved from http://bit.ly/I2pMiV

• Dashoflime.co.za. (2012). Facebook-Measuring1 [Image file]. Retrieved from http://bit.ly/1efv6Kr

• Icdn5.digitaltrends.com. (n.d.). twitter-analytics-3-650x0 [Image file]. Retrieved from http://bit.ly/1fRlfLj

• Hudsonhorizons.com. (n.d.). Googleanalyticsyoutube [Image file]. Retrieved from http://bit.ly/18LAzEl

• Venturebeat. (2011). Google-plus-businesses [Image file]. Retrieved from http://bit.ly/1aoEwm9


http://bit.ly/I2pMiV

http://bit.ly/1efv6Kr

http://bit.ly/1fRlfLj

http://bit.ly/18LAzEl

http://bit.ly/1aoEwm9

Image Credits

• Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from http://bit.ly/185miYw

• Alexanders.com. (2013). Measuring-pinterest [Image file]. Retrieved from http://bit.ly/I2snJw

• Whitehatmedia.com. (n.d.). Instagram [Image file]. Retrieved from http://bit.ly/19CqeKj

• Intersearchmedia.com. (2013). Web-Analytics-Function-Diagram [Image file]. http://bit.ly/Ie5nqc

• Cdn.impactbnd.com. (2013). Analytics-Blog-690x426 [Image file]. Retrieved from http://bit.ly/1iqWuIe

• Kcerny.files.wordpress.com. (2011). fotolia_30498382_xs [Image file]. Retrieved from http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jpg


http://bit.ly/185miYw

http://bit.ly/I2snJw

http://bit.ly/19CqeKj

http://bit.ly/Ie5nqc

http://bit.ly/1iqWuIe

http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jpg

http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jpg

ABOUT DR. POST


Michelle Post, Ph.D., CSMS


http://amzn.to/VpR6Mp

http://www.linkedin.com/in/michellepostphd

http://workplaceinfluence.org/

http://www.slideshare.net/mpostphd

https://www.facebook.com/DrMichellePost

http://www.amazon.com/dp/B00A7HDV6Q

http://pinterest.com/mpostphd

http://twitter.com/michellepost

social media metrics and measurement

Education

csms http

measurement michelle

slideshare post

learnmichelle post

ly1bw3ygimichelle post

frommichelle post

howmichelle post

resources michelle post