The document discusses guidelines for measuring social media performance based on five key objectives: awareness, engagement, traffic/leads, conversions, and retention/advocacy. Specific metrics are provided for measuring reach, audience growth, brand awareness, engagement, social traffic, conversions, and customer retention on various social media platforms. The company Raven Tools is promoted as being able to help with social media measurement and monitoring through various products and tools.

1. A tweet is worth
what?
A guide to measuring social media
Saturday, November 9, 13

2. A tweet is worth what? A guide to measuring social media
COURTNEY SEITER
Community Manager
If you’ve ever talked to Raven on
Twitter, Facebook, Google+,
LinkedIn or any other social
network, that was probably me.
@RavenCourtney
courtney@raventools.com
Saturday, November 9, 13

3. A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13

4. A tweet is worth what? A guide to measuring social media
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5. A tweet is worth what? A guide to measuring social media
raven.im/SMgoals
Saturday, November 9, 13

6. A tweet is worth what? A guide to measuring social media
The five goalposts of
social measurement
• Awareness
• Engagement
• Traffic/Leads
• Conversions
• Retention/Advocacy
Saturday, November 9, 13

7. A tweet is worth what? A guide to measuring social media
OBJECTIVE 1: AWARENESS
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8. A tweet is worth what? A guide to measuring social media
Reach metrics
• Facebook: Weekly Total Reach or “saw this post”
• Twitter: Total followers + Total followers of those who
retweeted your posts
• YouTube: Total views
• Google Plus: Those who have you in a Circle + total
number of Circles of everyone who shared your content
• LinkedIn: Total impressions
Saturday, November 9, 13

9. A tweet is worth what? A guide to measuring social media
Audience growth metrics
• Facebook: New fans ÷ total fans
• Twitter: New followers ÷ total followers
• YouTube: New subscribers ÷ total followers
• Google Plus: Newly added to Circles ÷ have you in
Circles
• LinkedIn: New followers of company page ÷ total
followers of company page
Saturday, November 9, 13

10. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
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11. A tweet is worth what? A guide to measuring social media
Brand awareness metrics
• Brand mentions: How often are people talking about
your brand?
• Brand sentiment: How do they feel when they’re
talking about you?
• Share of voice: Are more people talking about you, or
your competitor(s)?
Saturday, November 9, 13

12. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL MONITOR
raven.im/MaxMonitor
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13. A tweet is worth what? A guide to measuring social media
OBJECTIVE 2: ENGAGEMENT
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14. A tweet is worth what? A guide to measuring social media
Engagement metrics
• Likes
• Comments/Mentions
• Shares
• Reviews
• Links
Saturday, November 9, 13

15. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
Saturday, November 9, 13

16. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL MONITOR
Saturday, November 9, 13

17. A tweet is worth what? A guide to measuring social media
OBJECTIVE 3: TRAFFIC/LEADS
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18. A tweet is worth what? A guide to measuring social media
Traffic metrics
• Social traffic to site
• Percentage social visits
• New vs. returning visitors
• Social actions
• Top landing pages
Saturday, November 9, 13

19. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
Saturday, November 9, 13

20. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL
Saturday, November 9, 13

21. A tweet is worth what? A guide to measuring social media
OBJECTIVE 4: CONVERSIONS
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22. A tweet is worth what? A guide to measuring social media
Conversions=goals
• Duration goals: Spending more than 3 minutes on site
• Pages/visit goals: Visiting more than 5 pages on site
• Event goals: Watching a video, completing a form
• Destination goals: Visiting a thank-you page
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23. A tweet is worth what? A guide to measuring social media
Conversion metrics
• Number of conversions
• Conversion value
• Conversion rate
• Top converting pages
• Top converting networks
Saturday, November 9, 13

24. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL
Saturday, November 9, 13

25. A tweet is worth what? A guide to measuring social media
OBJECTIVE 5: RETENTION/ADVOCACY
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26. A tweet is worth what? A guide to measuring social media
Happy customer metrics
• Response rate
• Average response time
• Problems solved
• Questions answered
• Customers nurtured
• Advocates developed
Saturday, November 9, 13

27. A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: NEW SOCIAL TOOL!
Saturday, November 9, 13

28. A tweet is worth what? A guide to measuring social media
ONE MORE SNEAK PEEK...
Saturday, November 9, 13

29. A tweet is worth what? A guide to measuring social media
WANT MORE? DOWNLOAD OUR RESOURCE!
raven.im/30metrics
Saturday, November 9, 13

30. A tweet is worth what? A guide to measuring social media
WHERE IS ALL THIS GOOD STUFF?
Saturday, November 9, 13

31. A tweet is worth what? A guide to measuring social media
WHERE IS ALL THIS GOOD STUFF?
Saturday, November 9, 13

32. A tweet is worth what? A guide to measuring social media
REPORTING
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33. A tweet is worth what? A guide to measuring social media
P.S. Join our community!
• Twitter
• Google+
• YouTube
• Facebook
• Pinterest
• Quora
Saturday, November 9, 13
@RavenCourtney
courtney@raventools.com