social media metrics & measurement

IABC International AssociationOf Business Communicators

Houston

social media bootcamp for communicators


Houston

Social Media Measurement and Monitoring

Sandra FernandezManager of Public Relations

Houston Public Library


Houston

Social Media Landscape


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Social Media Metrics


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Social Media Measurement and Monitoring

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Social Media Measurement and Monitoring FOR BEGINNERS

QUESTIONS TO CONSIDER


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WHAT?

What’s your objective? What are you trying to achieve?What problem are you trying to solve?What were you hired to do?


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WHAT?

What are you going to measure?Fans, comments, subscribers, new customers, engagement levels, responses…

What are you going to measure against?

What are you using as a benchmark?Where are you beginning?


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HOW MUCH?

How much of your resources are you going to invest in measurement?Do you have money to spend?Are you going to do analysis in-house or outsourced?


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WHEN?

When are you going to look at your metrics?


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Metrics vs Analysis


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Things you start tracking today, for FREE (or little money) + your time

# of Followers/Fans/SubscribersTraffic to your blog – visits NOT hitComments on your blog or your FB page and responses on TwitterLinks to your site or social media channelClickthroughs on the links you share with your networksRetweets, Trackbacks, Sharing


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Some things you want to start tracking nextConversation typesLevel of engagementAttitudesSatisfaction


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsGoogle Analytics -- http://www.google.com/analytics/


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsAlexa’s Site Info -- http://www.alexa.com/siteinfo


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsRSS Feeds, FeedBurner -- http://www.feedburner.com/


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsOW.LY URL Shortener (HootSuite) -- http://hootsuite.com


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsBIT.LY URL Shortener --

http://bit.ly/


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Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs

MentionsSocial Mention --http://www.socialmention.com/Google Alerts: News, Blogs --http://www.google.com/alertsTechnorati --http://technorati.com/


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Social Media Measurement and Monitoring FOR BEGINNERS -- BlogsComments & Trackbacks


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Social Media Measurement and Monitoring FOR BEGINNERS -- TwitterNumber of Followers


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Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter

Responses

Retweets

Mentions


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Social Mention --http://www.socialmention.com/Twitter Search --http://search.twitter.com/Twazzup --http://www.twazzup.com


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“Decks” & ClickthroughsBIT.LY URL Shortener --http://bit.ly/OW.LY URL Shortener (HootSuite) --http://hootsuite.comTweetDeck --http://www.tweetdeck.com/


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Social Media Measurement and Monitoring FOR BEGINNERS -- FacebookNumber of “Fans”


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Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook

Demographics on your fans Fan interactions on your page


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Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook

CommentsSharing (links)

OW.LY URL Shortener (HootSuite) --http://hootsuite.comBIT.LY URL Shortener --http://bit.ly/

MentionsSocial Mention --http://www.socialmention.com/Facebook Search


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Recap – questions to ask firstWhat’s your objective?What are you going to measure?What are you going to measure against?How much of your resources are you going to invest in measurement?When are you going to look at your metrics?


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Recap – Free tools to use TODAYBlogs

TrafficAlexa.com’s Site Info tool -- http://www.alexa.com/siteinfoGoogle Analytics -- http://www.google.com/analytics/

RankingAlexa.com’s Site Info tool -- http://www.alexa.com/siteinfo

LinksOW.LY URL Shortener (HootSuite) -- http://hootsuite.comBIT.LY URL Shortener -- http://bit.ly/

MentionsSocial Mention -- http://www.socialmention.com/Google Alerts: News, Blogs -- http://www.google.com/alerts

Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours Technorati -- http://technorati.com/

Comments & TrackbacksRSS Feeds (subscriptions)

RSS Feeds, FeedBurner -- http://www.feedburner.com/


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Recap – Free tools to use TODAYTwitter

# of Followers, # of Responses, # of Retweets, MentionsTwitter Search -- http://search.twitter.com/Social Mention -- http://www.socialmention.com/Twazzup -- http://www.twazzup.com

Clickthroughs OW.LY URL Shortener (HootSuite) -- http://hootsuite.comBIT.LY URL Shortener -- http://bit.ly/

Trends TweetStats -- http://tweetstats.comTwitter Analyzer -- http://twitteranalyzer.com/Twitter Sheep -- http://twittersheep.com/Twitter Grader -- http://twitter.grader.com/


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Recap – Free tools to use TODAYFacebook

# of Fans (“Likers”)Demographics on FansCommentsSharingAttendance at eventsClickthroughs

OW.LY URL Shortener (HootSuite) -- http://hootsuite.comBIT.LY URL Shortener -- http://bit.ly/

MentionsSocial Mention -- http://www.socialmention.com/Facebook Search


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Paid Tools for Monitoring & AnalysisOmniture --http://www.omniture.com/en/products/online_analytics/discoverPR Newswire -- http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/Radian6 -- http://www.radian6.com/Scout Labs -- http://www.scoutlabs.com/Sysomos -- http://www.sysomos.com/Viral Heat -- http://www.viralheat.com/Web Trends (powered by Radian6) --http://www.webtrends.com/Products/SocialMeasurement


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Paid Tools for Monitoring & AnalysisCymfony -- http://www.cymfony.comJD Powers --http://businesscenter.jdpower.com/?f=/jdpacontent/corpcomm/Services/content/WebIntelligence.htmListenLogic -- http://www.listenlogic.com/Nielsen Buzzmetrics -- http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetricsVisible Technologies -http://www.visibletechnologies.com/


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Bibliography – Articles & BlogsStop the Interruption: Push Versus Pull in Media Relations http://blog.journalistics.com/2009/stop-the-interruption-pull-versus-pull-media-relations/PR people can measure social media. We just need to learn. http://nextcommunications.blogspot.com/2010/05/pr-people-can-measure-social-media-we.htmlPR Measurement Tips to Grade Your Campaign’s Performance http://www.ereleases.com/prfuel/pr-measurement-tips/KD Paine’s Measurement Blog http://kdpaine.blogs.com/Communication Overtones (blog by Kami Huyse) http://overtonecomm.blogspot.com/


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Where to find mewww.SandraSays.comwww.twitter.com/sandrasayswww.facebook.com/sandrasayswww.linkedin.com/in/sandrafernandez

[email protected]

social media metrics & measurement

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