Monitoring and Measuring Your Social Media Efforts
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Presentation by Joe May at the Advanced Learning Institute, July 2011.
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Monitoring and Measuring Your Social Media Efforts
- 1. How to Monitor, Manage, And Measure Your Organization's Social Media Efforts July 15, 2011 Joe May 2011© Prepared by State and Federal Communications, Inc.
- 2. GOALS 2011© Prepared by State and Federal Communications, Inc.
- 3. Setting Goals What are the communications goals of your organization? Key Performance Indicators (KPIs) Looking at the Outcomes 2011© Prepared by State and Federal Communications, Inc.
- 4. Why measure? Measure to know Measure to improve Measure to decide 2011© Prepared by State and Federal Communications, Inc.
- 5. Questions you need to ask: Where are we in relationship to our goals? What is working? What isn’t working? Where can we improve? 2011© Prepared by State and Federal Communications, Inc.
- 6. Brainstorming Citizen Engagement Information Management Transparency Crisis Management Customer Service Brand Awareness Finding and keeping talent 2011© Prepared by State and Federal Communications, Inc.
- 7. KPI exercise 2011© Prepared by State and Federal Communications, Inc.
- 8. Finding your benchmark 2011© Prepared by State and Federal Communications, Inc.
- 9. How long do we need to measure? You need to collect your measurement data long enough to get good and actionable data. 2011© Prepared by State and Federal Communications, Inc.
- 10. Making the connection Always try to connect social media measurement to the outside world Traditional media efforts Meetings, press releases, real-life events 2011© Prepared by State and Federal Communications, Inc.
- 11. Finding Meaning “Your job is not to show what the numbers are, your job is to show what the numbers mean.” - Jeff Van West 2011© Prepared by State and Federal Communications, Inc.
- 12. 2011© Prepared by State and Federal Communications, Inc.
- 13. Image of the Wordsearch by Stannered through Creative Commons. 2011© Prepared by State and Federal Communications, Inc.
- 14. A note about qualitative metrics 2011© Prepared by State and Federal Communications, Inc.
- 15. Goals Rock Star The Smithsonian Institution Summary of the Web and New Media Strategy Goals 2011© Prepared by State and Federal Communications, Inc.
- 16. THE SOCIAL MEDIA PLATFORMS 2011© Prepared by State and Federal Communications, Inc.
- 17. Blogs and Websites Measure online behavior. Who is visiting? What content are they viewing? Where do they go? 2011© Prepared by State and Federal Communications, Inc.
- 18. Blogs and Websites Traffic Sources – where is it coming from? Measure direct traffic, organic searches, and referral traffic Track keywords Content Reports Comments Navigation Landing pages, exit pages, in-page analytics 2011© Prepared by State and Federal Communications, Inc.
- 19. Tools and tips Alexa.com Compete.com Websitegrader.com Quick tip: Look for traffic from Social media platforms to your hub (website or blog) Look for: Backlinks, mentions in other blogs and online publications, Twitter mentions and Retweets Offline communications in relation to use of social media 2011© Prepared by State and Federal Communications, Inc.
- 20. Website and Blog Rock Star City and County of San Francisco San Francisco Social Media Center A paragon of social media accessibility. 2011© Prepared by State and Federal Communications, Inc.
- 21. Blogs and Websites Macro Engagement Goals Composition Online Behavior 2011© Prepared by State and Federal Communications, Inc.
- 22. Facebook Facebook Insights – Just the numbers please! What data points should I pay attention to in the Facebook User Reports? 1. Users 2. Impressions 3. Interactions 2011© Prepared by State and Federal Communications, Inc.
- 23. Facebook Rock Star What story does your Facebook interaction tell? Akron-Canton Regional Airport “A marketing organization with an airport attached.” 2011© Prepared by State and Federal Communications, Inc.
- 24. At the heart of Facebook “Most people will come back to your fan page if there’s a real sense of community.” Mari Smith on Social Media Examiner What actions would encourage this? What measurements would demonstrate this? 2011© Prepared by State and Federal Communications, Inc.
- 25. Facebook Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
- 26. Twitter Just the numbers please! Twitter followers over time Tweets over time Retweets over time Tools Contax.io/ Klout Tweetstats Twitalyzer 2011© Prepared by State and Federal Communications, Inc.
- 27. Grain of Salt Alert Social Media Today “Twitter Influence: Who do you believe?” 2011© Prepared by State and Federal Communications, Inc.
- 28. Retweet Tools Retweet Rank Tweet Reach Retweetist URL Shortener Tools Bit.ly.com Owl.ly Su.pr 2011© Prepared by State and Federal Communications, Inc.
- 29. Twitter Rock Star What story does your Twitter interaction tell? District of Columbia Board of Elections and Ethics Alysoun McLaughlin took the problem of long lines at the polls and turned it into a Twitter opportunity! 2011© Prepared by State and Federal Communications, Inc.
- 30. Twitter Tips Composition of your Twitter followers Tools: Contax.io, Twitalyzer.com, Tweeple.com, Twitter Lists Twitter Search Tools: Twitter searches, Twitter lists, http://twittersentiment.appspot.com/ 2011© Prepared by State and Federal Communications, Inc.
- 31. Twitter Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
- 32. LinkedIn LinkedIn Analytics Pageviews Unique Visitors Member Followers Member Visits by Profession 2011© Prepared by State and Federal Communications, Inc.
- 33. Dig Deeper LinkedIn Groups, Answers Check in Google Analytics to see if LinkedIn is a traffic source Connect to real world – Did LinkedIn supply new hires? Did you research a contractor? 2011© Prepared by State and Federal Communications, Inc.
- 34. LinkedIn Places to Go LinkedIn Answers: Government and Nonprofit Questions LinkedIn Events 2011© Prepared by State and Federal Communications, Inc.
- 35. LinkedIn Rock Stars U.S. Department of State Texas Department of Agriculture LinkedIn Profile 2011© Prepared by State and Federal Communications, Inc.
- 36. LinkedIn Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
- 37. YouTube YouTube Insights http://www.youtube.com/my_videos_insight Views, Demographics, Content report, bounce and rewind rate, community engagement YouTube Insights tutorial http://www.youtube.com/t/advertising_insight Handy tool: Google’s YouTube for Government Page http://www.youtube.com/government101 2011© Prepared by State and Federal Communications, Inc.
- 38. YouTube Rock Star Discover St. Charles (MO) YouTube Channel Move over, public access TV! YouTube Town Hall You can weigh-in on the congressional debates. 2011© Prepared by State and Federal Communications, Inc.
- 39. YouTube Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
- 40. GOOGLE ANALYTICS 2011© Prepared by State and Federal Communications, Inc.
- 41. Google’s Dashboard The main indicators: Visits Bounce Rate Time on Site Dimensions vs. Metrics 2011© Prepared by State and Federal Communications, Inc.
- 42. The Visitor Puzzle Who is a visitor vs. who is a unique visitor? New vs. Returning The Map Overlay 2011© Prepared by State and Federal Communications, Inc.
- 43. Mobile! 2011© Prepared by State and Federal Communications, Inc.
- 44. More Reports Traffic Sources Search Engines, Referring Sites and Keywords Content Which pages are hopping and which pages are graveyards? Navigation Analysis Where do people go when they are on your site or blog? What does it tell you about optimization? 2011© Prepared by State and Federal Communications, Inc.
- 45. Goals and Conversions Event Tracking So you have a whitepaper – is anyone downloading it? 2011© Prepared by State and Federal Communications, Inc.
- 46. The forgotten metric Internal searches and keywords This is a great way to test your site optimization. Are people leaving as happy searchers or are they frustrated? 2011© Prepared by State and Federal Communications, Inc.
- 47. Become a Google Rock Star Google Conversion University http://www.google.com/support/conversionuniversity/bin/request .py?hl=en&contact_type=indexSplash&rd=1 The 25 tutorial videos are free! 2011© Prepared by State and Federal Communications, Inc.
- 48. DASHBOARDS 2011© Prepared by State and Federal Communications, Inc.
- 49. Monitoring Dashboard How to see if you have been mentioned: Find the backlinks Google Analytics referrals, Google Webmaster tools Backlinks Also Alexa.com and www.opensiteexplorer.org for backlinks Find the conversations Twitter, TweetDeck, HootSuite, Topsy.com, Addictomatic.com Google Search, Google Alerts, Google Reader Socialmention.com 2011© Prepared by State and Federal Communications, Inc.
- 50. Analytics Dashboard Free Metricly https://metricly.com/ Google Analytics https://www.google.com/analytics For Pay Social Report https://www.socialreport.com Unilyzer http://www.unilyzer.com/ HootSuite http://hootsuite.com Netvibes http://www.netvibes.com TwentyFeet https://www.twentyfeet.com 2011© Prepared by State and Federal Communications, Inc.
- 51. Analytics Rock Star Centers for Disease Control and Prevention Metrics Dashboard Web Analytics as Government Transparency! CDC Annual Summary 2010 2011© Prepared by State and Federal Communications, Inc.
- 52. Daily Routine What do you measure? Photo by Julius Shorzman through Creative Commons. 2011© Prepared by State and Federal Communications, Inc.
- 53. FOR FURTHER STUDY 2011© Prepared by State and Federal Communications, Inc.
- 54. Your Daily Scan Social Media and Gov 2.0 News #measure mashable.com socialmediatoday.com www.govloop.com www.nextgov.com techpresident.com governingpeople.com 2011© Prepared by State and Federal Communications, Inc.
- 55. Follow the Blogs! Social Media Metrics Blogs KDPaine’s PR Measurement Blog http://kdpaine.blogs.com The Measurement Standard http://kdpaine.blogs.com/themeasurements tandard Brass Tack thinking http://www.brasstackthinking.com Web Analytics Google Analytics Blog Web Analytics (cont.) Web Strategy Blog by Jeremiah Owyang http://www.webstrategist.com/blog/ Occam’s Razor Web Analytics Blog by Avinash Kaushik http://www.kaushik.net/avinash/ Omniture: Industry Insights http://blogs.omniture.com/ J Cutroni’s Analytics Talk http://cutroni.com/blog/ Kaizen Analytics http://www.kaizen-analytics.com/ http://analytics.blogspot.com/ Zoom Metrix http://www.zoommetrix.com/ Google Analytics YouTube Channel Online-behavior http://online-behavior.com/ http://www.youtube.com/user/go 2011© Prepared by State and Federal Communications, Inc.
- 56. Reading List Social Media Twitterville by Shel Israel Groundswell by Charlene Li, Josh Bernoff Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky Social Media Metrics Social Media Metrics by Jim Sterne Measure What Matters by Katie Delahaye Paine The Now Revolution by Jay Baer and Amber Naslund 2011© Prepared by State and Federal Communications, Inc.
- 57. Organizations The International Association for the Measurement and Evaluation of Communication http://www.amecorg.com/amec/index. asp Web Analytics Association http://www.webanalyticsassociation.or g/ 2011© Prepared by State and Federal Communications, Inc.
- 58. Documents Barcelona Declaration of Measurement Principles http://www.amecorg.com/amec/Barcel ona%20Principles%20for%20PR%20 Measurement.pdf Valid Metrics for PR Measurement http://ameceuropeansummit.org/amec orgdocs/ValidMetricsFramework7June 2011PrintVersion.pdf 2011© Prepared by State and Federal Communications, Inc.
- 59. Upcoming Events North American Summit on Public Relations Measurement PRSA and Institute for Public Relations September 18-20, 2011 in Philadelphia, PA Web Analytics Association Symposiums The Future of Analytics: Leading the Modern Enterprise Seattle, October 3, 2011 Content and Conversion: What Each Can Learn from the Other Philadelphia, November 2, 2011 2011© Prepared by State and Federal Communications, Inc.
- 60. What does that word mean? Webtrends Web Analytics Glossary http://www.webtrends.com/Education/Glossar y 2011© Prepared by State and Federal Communications, Inc.
- 61. THANK YOU! Joe May, Social Media Coordinator jmay@stateandfed.com State and Federal Communications, Inc. 80 South Summit Street • Suite 100 • Akron, Ohio 44308 330.761.9960 www.lobbycomply.com 2011© Prepared by State and Federal Communications, Inc.
Hinweis der Redaktion
- Before we get started, are you locally listed? Do you have local listing optimization?Check getlisted.orgGoogle Places, Bing, Yahoo Business Directory, Yelp, Hotfrog
- Measurement that is not connected to an organization’s goals is not analytics. It cannot help you, you cannot make any decisions based on it.
- Raw data – Broad overview metrics – Actionable metricsThat said, I am not against measuring the raw numbers. Raw data gets a raw deal in my opinion.Just imagine if your number of visits were to “zero out” on you. Then you will feel the value of the raw numbers.You have to know the broad numbers, just don’t stop there.
- As we start to craft a social media analytics plan, we should be asking these questions.The measurements – the numbers – should be helping you to know the answers to these questions.
- Public Service!You may find that you are changing your social media goals as we go through the various platforms.
- http://www.skrbl.com/Goals, Outcomes, ThresholdsOBJECTIVES:Increase our blog subscribers by 15% in 6 monthsProduce 12 episodes (one per month) of Widget.TV and achieve live viewership of 75 for each episodeGrow our LinkedIn Group to 250 members (a 25% increase) by the end of the yearEstablish a Facebook Fan Page with 500 fans within 6 monthsA list of social interaction metrics / KPIsAlerts (register and response rates / by channel / CTR / post click activity)Bookmarks (onsite, offsite)CommentsDownloadsEmail subscriptions, forms filled outFans (become a fan of something / someone)Favorites (add an item to favourites)Feedback (via the site) Followers (follow something / someone)Groups (create / join / total number of groups / group activity)Install widget (on a blog page, Facebook, etc)Key page activity (post-activity)Love / Like this (a simpler form of rating something)Messaging (onsite)Profile (e.g. update avatar, bio, links, email, customisation, etc)Print page, and other Event trackingRegistered users (new / total / active / dormant / churn)Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)Tagging (user-generated metadata)TestimonialsTime spent on key pagesTime spent on site (by source / by entry page)Total contributors (and % active contributors)Uploads (add an item, e.g. articles, links, images, videos)Views (videos, ads, rich images)Widgets (number of new widgets users / embedded widgets)Wishlists (save an item to wishlist)
- Benchmarking against your competitors.Benchmarking according to your own performance – the question is, “What is normal?”
- At least a quarter as a bare minimumHalf-a-year will give you enough information to see trendsAfter one year you can start comparing year-to-date.In business – benchmarking against competitors and against our own “norm”What we in business (dealing with commerce) consider are purchase cycles. Your conversions are different.
- It’s easier in a way to deal with commercial conversions: Google Adwords for instance. Testing landing pages, testing key words, testing ad text. We look at click-throughs and conversions to sales.But we also look at softer metrics in the area of brand positioning and developing thought leadership.Brainstorm about real-life conversions: look for the tangible.DownloadsCommentsFewer complaint calls
- This is getting to the heart of the issue – trying to figure out online behavior as a reflection of an offline reality.What is at stake here is very important – PUBLIC SERVICE.
- Data dump – there is too much information, it needs to be sorted outYou could overwhelm your boss with information to cover up bad performance. Take into consideration who are your stakeholders and what they need to know.
- They lay it all out – all of their goals - on the table for everyone to see.
- We can learn a great deal from the online marketers – i.e. Google Adwords – because they target the outcomes – click-through to salesWe are talking about online behavior. We can never fully know what people are thinking or intending through their online behavior.Marketers want to know precision, predictability.” Will it happen again in the future.”We need to look for the kind of conversions that make sense to our organizations.
- Commercial goals talk about sales funnels.Public service funnels toward conversions?Traffic Sources: Look at organic sources – search engines. This is an indication of search engine optimization.Did you get “Panda slapped?” (March 2011) Our organic search results dramatcally increased after the change in algorithm.Referral traffic shows “brand” strength.Look for RSS subscriptions, backlinks.
- Movement from the micro-platforms like Twitter to more hosted types like Facebook and ultimately to your blog/website because that is where your most curated and media-rich material is.
- They have a great blog with clear and easy navigation – archive by month and categories.They also have a Social Media Center – a clearing house with social media links to every department!
- Macro – Visits, ContentEngagement – Comments, ConversionsComposition – New vs. Returning, Geographic, OS, MobileOnline Behavior – Bounce Rate, Time-on-Site, Navigation Path
- Numbers – fans, friends, comments, likes, Daily Active Users, Monthly Active UsersLook at: daily story feedback, which is the metric that tracks each time you put up a status update on your fan page, how many people see it, click thumbs up on it or leave a comment. It measures engagement. Also: Count the number of hides, which is what happens when people who get sick of your updates click the "X" that hides your updates from their news feeds. It's the Facebook equivalent of an unsubscribe.Impressions:which in the Facebook world means how many people in your total number of fans actually saw your status updates. Not everybody sees your updates on their walls because of EdgeRank, which is Facebook's algorithm for determining which updates actually show up in a user's news feed. The impression number shows you that ratio, and you need to track it over time. If that ratio starts to drop, it means people are getting bored and tuning out. Their impression number is similar to the open rate in email.Did Facebook bring traffic to your blog/website?If you’re looking to see if Facebook was a source of traffic – look at which landing pages on which they arrived. What was their time-on-site, bounce rate, navigation path. Did they make conversions?Export to Excel APIFacebook Insights yes yes (for Facebook Platform developers) Developers can access the data using the Facebook Query Language (FQL) or through Facebook's Graph API. Talk about the need to look at qualitative measurements.
- Kristie Van Auken - Senior Vice President and Chief Marketing & Communications OfficerGoals – measurements of outcomes – decision-making – these people do it all.They know who their core audience or core demographic is: the younger mobile traveling setTalk about the guy who lost his luggage and how it played out on Facebook.Very active with promotions on Facebook. Gave away a Harley Davidson (that was parked at the airport). Participation in the promotion was “liking” them on Facebook.
- Also, what measurements would demonstrate a need to change tactics?
- Facebook InsightsMacro - Fans, LikesEngagement – Likes, substantive conversations, sentiment, conversions like media consumptionComposition – Language, Country, City, GenderReferrals to your blog or website, conversions by media consumption
- Tweetreach will calculate how many people have seen something you’ve shared on Twitter. It has a free search function, plus a tiered “for-pay” sets of reports.Klouttracks the impact of a twitter user’s opinions, links and recommendations across a social graph. It takes both the size of the audience and the influence of an individual’s tweets into consideration. Why would you want to know this? First, you’ll want to know how influential individuals in your twitter audience are, and second, you’ll want to understand the effectiveness of your own Twitter persona.Bit.ly creates unique user-level and aggregate links that allow you to view real-time traffic and referrer data, including location.Tweetstats - This is another great Twitter app basically it graphs your Twitter stats including Tweets per hour, per month and Tweet timeline.Twitalyzer - Offers free and subscription. Gives an influence rank. Could help you find influential followers in your list. Can integrate Bit.ly information, and generate location reports.ExcelContax.io yes Klout don’t see it Twitalyzer yes, for $4.99 per month
- http://socialmediatoday.com/brendancooper/215917/twitter-influence-who-do-you-believeDid Twitter bring traffic to your blog/website?If you’re looking to see if Twitter was a source – look at which landing pages on which they arrived. What was their time-on-site, bounce rate, navigation path. Did they make conversions?
- http://www.retweetrank.comRetweet Rank is different from the others in that it attempts to rank users by how often they’re retweeted and assigns a numerical score. If you’re looking to benchmark how you do against some of your closest competitors, that feature may make this tool more useful other some of the others.http://tweetreach.comTweet Reach uses an interesting metric to produce it’s results. It looks at how many readers could possibly see this Retweet based on the person that actually Retweeted it and the number of followers shared among them (reach).http://retweetist.com/Enter in your username and ReTweetist will populate a list of your recent retweets and the users that retweeted them. You also have the option to enter in a URL instead of a username to see the same data (though that seems to be a bit wonkier). Su.prby Stumble Upon real-time analytics1. Real time analytics showing how many people click through your links, how many came via StumbleUpon in particular and who the most prolific “reTweeters” have been. 2. Easy publishing to Twitter and Facebook, including the ability to schedule those links and messages to be pushed out at a particular time. 3. “Suggested posting time” metrics, based on historical data concerning when people are most likely to click through your links. 4. A handy bookmarklet that makes submission of links quick and easy. Good to build traffic Bit.ly- Sharing functionality. History Viewer. Advance Tools, side bar bookmarklet, developer tools. Good to build traffic Bit.ly has Google Spreadsheet template
- Alysoun McLaughlin at COGEL said her agency, the District of Columbia Board of Elections and Ethics tweeted about how long a wait for the lines at the elections. This is measureable. They took a problem, the long lines at the polls, turned it into an opportunity and then had feedback from people and received credit for their effort.Long lines at the polls, but had fewer complaints. Gave their Twitter followers up-to-the-minute information and immediate response.My only issue with it is that tracking sentiment on Twitter is problematic at best. Limited characters, nuanced conversation tone make it very difficult to nail down. If you're using a sophisticated text analytics platform, I'll jump on board. Otherwise, I'd be nervous...
- Use Twitter itself to follow hashtag conversations that relate to your organization and its communications goals.Are you having an event? Follow the conversations surrounding the hashtags.Twitter Sentiment – can get you in the ballpark, but you can probably do a better job yourself at determining the senitment of tweets.
- Macro – followers, your number of tweetsEngagement – Reach, Retweets, mentions, sentimentComposition – makeup of your followersReferrals – traffic to your blog or website, consumption of media
- Did LinkedIn bring new talent as in a new hire to your organization?LinkedIn Analytics: Compares your pageviews to other companies in your industry.The LinkedIn analytics tab collects data on who is visiting your company profile, who is following your page as well as their industry, company and function (position). In addition, LinkedIn company analytics also tracks visitors to your careers tab, products and services tab, promotional banners and which visitors reach out to your employees.The Analytics tab provides data on visitors to your Company Page by industry, title, function and company, page views over time, clicks on jobs, messages sent to recruiters, clicks on employee Profiles, and clicks on job "Apply" buttons. This tab is not visible to members. The Analytics tab is only visible to Company Page administrators. When no administrator is assigned, the tab is visible to employees with a confirmed company email address and a current position at your company listed on their Profile. Export to ExcelLinkedIn Analytics – I haven’t found it. API: I’ve seen for-pay services use it
- LinkedIn as a monitoring toolLinkedIn as a citizen engagement tool (We in business deal with customer service)Did LinkedIn bring traffic to your blog/website?If you’re looking to see if LinkedIn was a source – look at which landing pages on which they arrived. What was their time-on-site, bounce rate, navigation path. Did they make conversions?
- Macro – your company network, members of your groups, visits to your pageEngagement – LinkedIn Answers, activity on GroupsComposition – Visitors’ industry, title, function and companyReferrals – traffic to your website, media conversions
- Export to ExcelYouTube Insight - yesUnderstand how people discovered your video. See specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery, or which websites embed your videos.See the age and gender of your audience. You can adjust time and geographical data to explore how your audience differs before, during, or after specific initiative or in specific regions.The "Hot Spot" feature tells you which parts of your video are hot and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping off than on average.Examine both an interactive graphical trend line and a heat map of where video views are coming from. You can adjust the period of time display and the continent, country, or even US state.Observe how many times viewers rate, favorite, or comment on your videos.
- Macro – Views of videosEngagement – Rates, favorites and comments; sentiment analysis; “hot-spot” analysisComposition – gender, age, locationReferrals – traffic to your blog or website
- Google Analytics has ability to export to Excel, PDF, CSV, TSV, XMLGoogle Analytics API
- Toggle between PowerPoint and Google Analytics DashboardGive basic tour of Google AnalyticsCombining Metrics to reveal meaning.Google Panda slapdown
- The trouble with visitors and unique visitors is we don’t really know. New vs. Returning – returning is an indicator of brand loyalty, new visitors (especially ones that come from organic searches) show good visibility, good SEO.
- Which platforms are showing up?Is your site mobile optimized? What content is most visited by smart phones – especially good to measure against site average. Use two metrics – with time on site. Use second dimension of landing page.
- Traffic Sources: *** Define direct, referring, and organic sourcesContent: Content by title, top landing and exit pages, In-page analyisis – shows you how the content is performingKeywords: Google Adwords Keyword Toolhttps://adwords.google.comLook to see how many people use a keyword term per month in Google organic search Google Webmaster Toolshttps://www.google.com/webmasters/tools/home?hl=enLook to see what Google thinks are our keywords based on our text. Google Analytics:Keyword report (in left menu, under Traffic Sources)Look to see what people are actually typing into search engine to arrive at our website Google Search Engine:General organic search, Allintitle: searchLook to see how many search results come up – showing how many sites are optimized for the keyword.Categories of competitiveness
- This one is often the forgotten step-child of the measurements.Following this metric can give you a peek into your visitor’s mind. What are they look for?If you further segment this information – check their navigation behavior: new vs. returning visitor, time-on-site, bounce rate, landing pages, exit pages, conversions, etc. You can get an idea whether they are finding what they need and are basically happy, or whether they are a frustrated visitor.
- Report ability Excel Developer API Web and blogsGoogle Analytics yes yes TwitterContax.io yes Klout don’t see it Twitalyzer yes, for $4.99 per month Bit.ly Has Google Spreadsheet template FacebookFacebook Insights yes yes (for Facebook Platform developers) Developers can access the data using the Facebook Query Language (FQL) or through Facebook's Graph API. Metricly no yes LinkedInLinkedIn Analytics ? I’ve seen for-pay services use it YouTubeYouTube Insight yes Social Mention ? yes
- Export to ExcelSocial Mention – I have not found it. API - yes
- https://www.twentyfeet.comhas a free trial period, then starts at $2.49
- Social Media Metrics & Measurement WorkshopKatie D. Painehttp://www.slideshare.net/sncr/social-media-metrics-measurement-workshop