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Social Media Metrics:
What You Should Be Tracking
Erica McGillivray
Senior Community Manager at Moz
@emcgillivray
#sherpam...
I <3
Community building
Social media geekery
Pushing boundaries
Comic book trivia
Reading urban fantasy
You
@emcgillivray #sherpamoz
Your Wants
Love your work
Excel at it
Please your
boss/clients/yourself
Grow your social
media followers
Danger
Goal
@emcgillivray #sherpamoz
Bought
1,759,098
Followers
Has 0 Friends
Even Celebrities Inflate Followers
Reality Check
@emcgillivray #sherpamoz
Business Follower Averages
14,709 followers
13,157 likes
229 followers
208 followers
@emcgillivray #sherpamoz
Mailbox
Recycling
Door
Direct to Garbage
Attention Spans
Twitter: 18 minutes
Facebook: 2-3 hours
G+: 3 hours
Instagram: 3-4 hours
@emcgillivray #sherpamoz
Don’t
Panic!
@emcgillivray #sherpamoz
1 Million
Followers
Tough Talk
Why is my brand on
social media?
Beat the
competition
Thought
leadershipLead
generation
Promote
partnerships
& influencers
Customer
service
Connect
with
co...
Say No to Reporting
Vanity Metrics
But secretly
track them for
the math!
@emcgillivray #sherpamoz
Report This!
Engagement
@emcgillivray #sherpamoz
True Social Metrics
Math =
Counting &
Division
# of actions by
followers / # of
posts = Rate
Find a
Baseline
Select a time period
that makes sense.
Conversation
Rate
Who’s chatty? How
often? What topics
are interesting to
my followers?
Conversation Goals
Simple spreadsheet
@emcgillivray #sherpamoz
Are you keeping up?
Amplification
Rate
Who’s re-sharing
my content?
Where? And why?
Amplification Goals
@emcgillivray #sherpamoz
Audience Reach
G+ Ripples
Share top content again
Rival IQ
@emcgillivray #sherpamoz
Applause
Rate
Who’s lurking, but
liking? Who
encourages you?
Who gives you high
fives?
Applause Goals
@emcgillivray #sherpamoz
Report This!
Relative
Engagement
@emcgillivray #sherpamoz
What?
As you grow your
followers & regular
postings, you want
to keep pace with
connecting to your
community.
True Social Metrics
Math =
Followers,
Counting &
Division
# of actions / # of posts
/ Followers per 1,000 =
Relative Engagement
Rate
# of acti...
Relative Engagement Goals
@emcgillivray #sherpamoz
What About
Conversions?
@emcgillivray #sherpamoz
Sales? Try Traffic
Google Analytics
@emcgillivray #sherpamoz
Company
news
Email sign up
form
Sales
leads
Product
feedbackBranding
Onsite
community
registration
Report This!
Anything
Important to
Your Business
@emcgillivray #sherpamoz
Customer
Happiness
In Q2 2014, Moz
sent 154 happy
packages to our
community.
Team
Growth
Moz’s community
team went from one
primary person to 5
full-time & 4 part-
time people since
2010.
2010 2011 2...
Product Feedback
@emcgillivray #sherpamoz
Special Events (Stakeholders)
@emcgillivray #sherpamoz
Special Events (all staff)
@emcgillivray #sherpamoz
Reporting
@emcgillivray #sherpamoz
Reports Tell
a Story
Shows
engagement,
traffic, and
customer love
over time.
SampleReport
Love
@emcgillivray #sherpamoz
Passion
@emcgillivray #sherpamoz
Relevance
@emcgillivray #sherpamoz
Who’s
Listening
Weekly check-ins with
your team
Monthly reports to
your team & company
Share quarterly with
the world
I want 1,000
conversations
with 100 people,
not 1 million
followers & 100
conversations
@emcgillivray #sherpamoz
Contact Me
Erica McGillivray
Senior Community
Manager at Moz
@emcgillivray
erica@moz.com
http://moz.com/
#sherpamoz
Resources
• Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting
FTW by Jen Lopez
http://moz.com/blo...
Photo Credits
https://www.flickr.com/photos/orinrobertjohn/80698721
https://www.flickr.com/photos/sadiediane/4235308808
ht...
Social Media Metrics: What You Should Be Tracking
Social Media Metrics: What You Should Be Tracking
Social Media Metrics: What You Should Be Tracking
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Social Media Metrics: What You Should Be Tracking

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The latest FREE on-demand marketing webinar, hosted by DigitalSherpa and presented by Erica McGillivray of Moz. Get more free content at http://digitalsherpa.com/learn

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Social Media Metrics: What You Should Be Tracking

  1. 1. Social Media Metrics: What You Should Be Tracking Erica McGillivray Senior Community Manager at Moz @emcgillivray #sherpamoz
  2. 2. I <3 Community building Social media geekery Pushing boundaries Comic book trivia Reading urban fantasy
  3. 3. You @emcgillivray #sherpamoz
  4. 4. Your Wants Love your work Excel at it Please your boss/clients/yourself Grow your social media followers
  5. 5. Danger Goal @emcgillivray #sherpamoz
  6. 6. Bought 1,759,098 Followers Has 0 Friends
  7. 7. Even Celebrities Inflate Followers
  8. 8. Reality Check @emcgillivray #sherpamoz
  9. 9. Business Follower Averages 14,709 followers 13,157 likes 229 followers 208 followers @emcgillivray #sherpamoz
  10. 10. Mailbox Recycling Door Direct to Garbage
  11. 11. Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours @emcgillivray #sherpamoz
  12. 12. Don’t Panic! @emcgillivray #sherpamoz
  13. 13. 1 Million Followers
  14. 14. Tough Talk Why is my brand on social media?
  15. 15. Beat the competition Thought leadershipLead generation Promote partnerships & influencers Customer service Connect with community
  16. 16. Say No to Reporting Vanity Metrics
  17. 17. But secretly track them for the math! @emcgillivray #sherpamoz
  18. 18. Report This! Engagement @emcgillivray #sherpamoz
  19. 19. True Social Metrics
  20. 20. Math = Counting & Division # of actions by followers / # of posts = Rate
  21. 21. Find a Baseline Select a time period that makes sense.
  22. 22. Conversation Rate Who’s chatty? How often? What topics are interesting to my followers?
  23. 23. Conversation Goals Simple spreadsheet @emcgillivray #sherpamoz
  24. 24. Are you keeping up?
  25. 25. Amplification Rate Who’s re-sharing my content? Where? And why?
  26. 26. Amplification Goals @emcgillivray #sherpamoz
  27. 27. Audience Reach
  28. 28. G+ Ripples
  29. 29. Share top content again Rival IQ @emcgillivray #sherpamoz
  30. 30. Applause Rate Who’s lurking, but liking? Who encourages you? Who gives you high fives?
  31. 31. Applause Goals @emcgillivray #sherpamoz
  32. 32. Report This! Relative Engagement @emcgillivray #sherpamoz
  33. 33. What? As you grow your followers & regular postings, you want to keep pace with connecting to your community.
  34. 34. True Social Metrics
  35. 35. Math = Followers, Counting & Division # of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate
  36. 36. Relative Engagement Goals @emcgillivray #sherpamoz
  37. 37. What About Conversions? @emcgillivray #sherpamoz
  38. 38. Sales? Try Traffic Google Analytics @emcgillivray #sherpamoz
  39. 39. Company news Email sign up form Sales leads Product feedbackBranding Onsite community registration
  40. 40. Report This! Anything Important to Your Business @emcgillivray #sherpamoz
  41. 41. Customer Happiness In Q2 2014, Moz sent 154 happy packages to our community.
  42. 42. Team Growth Moz’s community team went from one primary person to 5 full-time & 4 part- time people since 2010. 2010 2011 2012 2013 2014
  43. 43. Product Feedback @emcgillivray #sherpamoz
  44. 44. Special Events (Stakeholders) @emcgillivray #sherpamoz
  45. 45. Special Events (all staff) @emcgillivray #sherpamoz
  46. 46. Reporting @emcgillivray #sherpamoz
  47. 47. Reports Tell a Story Shows engagement, traffic, and customer love over time.
  48. 48. SampleReport
  49. 49. Love @emcgillivray #sherpamoz
  50. 50. Passion @emcgillivray #sherpamoz
  51. 51. Relevance @emcgillivray #sherpamoz
  52. 52. Who’s Listening Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world
  53. 53. I want 1,000 conversations with 100 people, not 1 million followers & 100 conversations @emcgillivray #sherpamoz
  54. 54. Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray erica@moz.com http://moz.com/ #sherpamoz
  55. 55. Resources • Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter • Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation- amplification-applause-economic-value/ • Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media • G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet • July Moz Community Chronicle https://magic.piktochart.com/output/2472261-community-chronicle-july-14# • True Social Metrics http://www.truesocialmetrics.com/ • SproutSocial https://sproutsocial.com/ • Buffer https://bufferapp.com/ • Rival IQ https://www.rivaliq.com/ • Piktochart http://piktochart.com • Fake Follower Check http://www.socialbakers.com/twitter/fakefollowercheck/
  56. 56. Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/595098067 0907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112 https://www.flickr.com/photos/frielp/2661943 https://www.flickr.com/photos/wonderlane/3175521546

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