Social media analytics
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Presented at the Fundraising Institute of Australia Conference, February 2014, Melbourne.
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Social media analytics
- 1. Social media analytics HootSuite and friends
- 4. Don’t let the platform define what you measure. Go back to your strategic objectives.
- 5. Facebook • Casual, fun, community space • “Behind the scenes” view of Connecting Up • Key metrics: – Reach – Engagement touch points • Of interest: – Traffic to website – Connect with partners
- 6. Twitter • Resource sharing • Direct communications with individuals • Key metrics: – Retweets – Mentions – Content shares • Of interest: – “Influencer” engagement – #npau use
- 7. Have a hoot with HootSuite
- 8. HootSuite Features • Post to multiple accounts on networks – Facebook, Twitter, LinkedIn, Google+ Pages, FourSquare, Wordpress • Post scheduling – Auto-scheduling (next best time) – Bulk scheduling • Monitoring searches • URL shortener • Team management
- 9. HootSuite Analytics • Available for “Pro” users • Cost: ~$10 p/m (20% NFP discount available) – Also includes 1 extra team member – Unlimited social accounts
- 10. HootSuite Analytics • Facebook insights • Twitter statistics • Google Analytics • LinkedIn Page • Click statistics • Shareable reports
- 11. Other tools for measuring Free • Facebook Insights • Google Analytics • LinkedIn company page statistics • Twitter analytics (if you’re lucky) • Social Mention • Klout • Storify Paid • Twittercounter • Twitalyzer • TweetReach • Sprout Social • Social Bro • Buzznumbers • Salesforce Radian6 • Adobe Marketing Cloud
- 15. Stakeholders Board members Executive team Conference attendees M&C team Customer support
- 16. Let’s get visual! Infogr.am • Infographics • Pay to export • New video infographic service Piktochart • Infographics • Free version • Nonprofit pricing Animoto • Create short videos • Integrate photos, video, text and music • Mobile • Nonprofit pricing
- 17. Questions?
Hinweis der Redaktion
- Manage our marketing and communications across Australasia 3 and a half years at connecting up
- The battle station: We primarily use Facebook and Twitter but also have a presence on other platforms (e.g. pinterest, g+, LinkedIn and slideshare) Social media efforts are part of a broader marketing and communications strategy that helps us stay focused on what we’re using it for.
- Purpose: Inform people about the need to be strategic about their use of each platform and don’t measure just because you can. There are “vanity metrics” like Twitter followers, but you need to tie what you’re measuring back to what you’re trying to achieve from a communications/marketing point of view. There are LOTs of metrics when it comes to online data, but not everything is valuable.
- Purpose: Explain that we use Facebook as a ‘lighter side’ insight into Connecting Up rather than sales messages. We share content we feel others will want to share and we tie that to our key metrics
- Purpose: We use Twitter differently to FB and it’s more about resource sharing and connecting directly with individuals, we also use it to drive conversations at conferences.
- We use HootSuite to manage our social media accounts
- Some of the key features that we like about HootSuite
- Also includes analytics! Requies a Pro account (available through us!!). Pro account includes enough for 1 report, can buy credits for more reports
- Build reports from modules from various social networks. Reports can also be shared if people in org need them.
- But HootSuite isn’t the be-all and end-all, There are times where we’ll employ different means of ‘measuring’ and here are a few tools worth mentioning. For example, FB Insights are very good for community data (e.g. demographics, when people are online).
- [all hail the Excel spreadsheet] But sometimes we can’t get away from the old excel spreadsheet especially if we need to report internally on different aspects of what we do
- How we display our data will depend on who wants to see it. We have a number of stakeholders when it comes to our social media presence
- Just some of the stakeholders -Board wants to see trends Exec wants to see strategic links to other activities M&C wants to see coordination of communications CS wants to know how many help questions we get Conference attendees like to see the wrapups of how many tweets, who sent the most etc.
- You can present your data in different ways depending on who you’re showing it to. We’ve used pure numbers, graphs and Powerpoint presentations but these are a few free tools that are also easy to use and could be handy for different audiences.