Dr. Kaye Sweetser of the University of Georgia focuses on intermediate social media metrics to measure engagement online.

2. Framework to Measure Results in Social Media Strategy Management Execution Social Media Goals Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter : http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428

5. Strategy Management Execution Granular Metrics Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter : http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428 Foster Dialog Conversation Reach Audience Engagement Share of Voice

7. Step 3 Keep track Step 2 Use social tracking software or sites, set up RSS feeds Google Reader feeds, Addictomatic, Twitter search, Radian6 … more the merrier Keep a spreadsheet to track topics and who is talking about you BONUS: use a Google form to ease input of “coding” of social mentions Step 1 Devise search terms Variations on your command name, commander, common misspellings, Keywords related to the command or its mission, etc. Radian6 suggests monitoring brand, industry & competitors Find Item Use Google Form to Code Form Feeds into Spreadsheet Make Charts from Data

9. If You Code This … + Who, what, when, where, how mixes demographics and topical/sentiment analysis + Item demographics , like date, time, tool/media, permalink, etc + Audience analysis , look at author name (to identify loyal contributors), author gender, author categorization (servicemember, spouse/significant other, parent, recruit), geographic location, etc. + Topics discussed focused around your communication goals, leave room to grow as new issues are introduced + Sentiment enables a quick snapshot measuring support for your issues + Share of conversation comparing how often you and your issues are discussed as opposed to other groups (other services, other issues, etc.) + Look for @ replies in Twitter + Understand trends from your issues , such as who is saying what, how are topics being discussed and tone + Audience analysis to break an issue down to see what each of your stakeholders are saying about it, what issues are important to each, tone, etc. Then You Can Find Out This …

13. If You Count This … + Potential reach charting how many people/impressions potentially saw the message + bit.ly or ow.ly clicks shows how many people clicked on the link you created + Inbound links or referrals shows how many people are linking to your content & which of your content is most viral + Audience analysis to understand who is talking about you (gender, author type) + Tool analysis to understand which tool has the highest quality & most robust conversation about you + Categorize your content that others are linking to – what is the topic, does it use jargon, was it multimedia or text? + Count & categorize RTs , to capture how people repeat your message + Time with content showing how long people look at your content & average number of pages per visit + Track bounce by looking at mentions per period (you set the time period), impressions, clicks, etc. + Understand what type of content your audience likes the most by comparing your reach or impression data based on your internal categorizations or by tool Then You Can Find Out This …

15. If You Count This … + Engagement ratio compare output to input from your audiences + Number of interactions , defining interaction for each tool such as likes and comments in Facebook, RTs or mentions in Twitter, favorites or comments in Flickr and YouTube etc. + And don’t forget … record audience categorizations, media/tool, content categorization on type and topic to see what type of content or audience inspires the most interaction. + Understand what inspires interaction based on your output Then You Can Find Out This …

16. Sample Chart: Engagement by Type

17. Sample Chart: Engagement by Topic

21. Holla at your girl. Dr. Kaye Sweetser University of Georgia http://kayesweetser.com [email_address]