1. Social Media Measurement
2011 NETA Conference

2. Is it worth the effort?
Social Media Measurement | Page 2

3. “We don’t have a choice whether
we DO social media, the question
is how well we do it.”
- Erik Qualman
Social Media Measurement | Page 3

4. Social media isn’t a fad…
it‘s a fundamental shift in the way
we communicate.
Social Media Measurement | Page 4

5. You can’t buy attention anymore.
The old media paradigm was PAY
to PLAY. Now… you’ve got to be
willing to PLAY to PLAY.
- Alex Bogusky
Social Media Measurement | Page 5

6. Social media is like teen sex…
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7. Everyone wants to do it.
Nobody knows how.
When it’s done, it’s surprising that
it’s not better.
- A. Kaushik, Google
Social Media Measurement | Page 7

8. That said…

9. It takes…
1. People
2. Technology
3. Time
… all of which are limited
resources.
Social Media Measurement | Page 9

10. And…
If you can’t measure it,
you can’t manage it.
Social Media Measurement | Page 10

11. In other words
The best social media
starts and ends with data.
Social Media Measurement | Page 11

12. The future of social media is
about math, metrics and
monetization.
Social Media Measurement | Page 12

13. Before we go any
further

14. We’re going to talk about…
Return On Investment
Social Media Measurement | Page 14

15. The ROI equation
(Gain from investment – Cost of investment)
Cost of investment
Social Media Measurement | Page 15

16. So is everyone else measuring
social media ROI?
Social Media Measurement | Page 16

17. Social Media Measurement | Page 17

18. Social media metrics

19. It actually is easy
to measure…
just not with
conventional
success metrics.
Social Media Measurement | Page 19

20. Three categories
1. Quantitative metrics
2. Qualitative metrics
3. ROI metrics
Social Media Measurement | Page 20

21. Quantitative metrics
Data-intensive and number-oriented.
e.g. unique visits, page views,
followers, demographics, and
frequency.
Social Media Measurement | Page 21

22. Qualitative metrics
The emotional component.
e.g. if 80% of your viewers “love”
your programming and 20% say it
“needs improvement”.
Social Media Measurement | Page 22

23. Or, a mix of QUANT and QUAL:
the number of positive comments
on a specific post in a given week.
Social Media Measurement | Page 23

24. Or…
number influential blogs
linking to you.
Social Media Measurement | Page 24

25. ROI metrics
All roads lead here.
e.g. how has social increased
viewership or led to more donors.
Social Media Measurement | Page 25

26. The key:
pick the key metrics that most
impact your station, and don’t get
bogged down with the rest.
Social Media Measurement | Page 26

27. Data alone is
not enough
Action Data
Insight Reporting
Analysis
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28. At the end
of the day…

29. There is a sequence
Financial
Non- impact
financial
Reaction impact
Action
Investment
Social Media Measurement | Page 29

30. Not everything is measurable:
Loyalty Trust Passion
Interaction Brand awareness
Social Media Measurement | Page 30

31. Driving traffic is half the battle.
What users do/see/feel on your
website once they click… matters
as much (if not more).
Social Media Measurement | Page 31

32. Do “likes” and “followers” matter?
Successful social media strategies
focus on more
than just getting attention.
Social Media Measurement | Page 32

33. So are “1,000 true fans” better?
Social Media Measurement | Page 33

34. 10 ROI best practices

35. ROI best practices
1. Define goals and objectives.
e.g. what exactly are you trying
to accomplish and how will you
measure success?
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36. ROI best practices
2. Track everything. All the time.
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37. ROI best practices
3. Give viewers donor
opportunities where they live
and play.
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38. ROI best practices
Social Media Measurement | Page 38

39. ROI best practices
4. Look at all metrics
in one place. i.e.
develop a
comprehensive
dashboard of stats.
Social Media Measurement | Page 39

40. ROI best practices
5. Test, test, test.
Social Media Measurement | Page 40

41. ROI best practices
6. An email address is always far
more valuable than a social
interaction.
Social Media Measurement | Page 41

42. ROI best practices
7. Don’t think of social media
channels in silos. Allow
disparate social networks to
complement and amplify
each other.
Social Media Measurement | Page 42

43. ROI best practices
8. ROI isn’t just about tracking
success metrics. You should
also track time spent
managing social media.
Social Media Measurement | Page 43

44. ROI best practices
9. Learn how to best
communicate social media
ROI to key stakeholders.
Social Media Measurement | Page 44

45. ROI best practices
10.Be patient. It’s a process,
not an event.
Social Media Measurement | Page 45

46. hello@rockhousepartners.com
631 2nd Avenue South
Suite 2R
Nashville, TN 37210
twitter.com/rhpartners