1. Objection: You can’t measure
social media, so how will we
know if it’s worth the time/
money/effort/angst?
Friday, September 23, 2011
2. The Trinity of Measurement
Interest
Attitudes
Action
Friday, September 23, 2011
3. Measuring Interest
- Web traffic
- Page views
- Click-thrus
- Blog or other mentions
- Downloads
- Followers on Twitter
- Friends on Facebook
Friday, September 23, 2011
4. Measuring Attitudes
- Tonality of comments and posts
- Inclusion of key messages in content
- Share of conversation
- Measure of relationships
- “Likes” via Facebook
Friday, September 23, 2011
5. Measuring Actions
- Interactions
- Revenue raised
- Items sold
- Purchase intent
- New sales leads
- Subscribers
Friday, September 23, 2011
6. • What return is expected?
• What were you hired to do?
• If you are celebrating complete
100% success a year from now,
what is different about the
organization?
• If your department was
eliminated, what would be
different?
Define the “R”
Friday, September 23, 2011
8. What is the investment?
Define the “I”
Friday, September 23, 2011
9. What is the investment?
• Personnel
Define the “I”
Friday, September 23, 2011
10. What is the investment?
• Personnel
Define the “I”
• Agency compensation
Friday, September 23, 2011
11. What is the investment?
• Personnel
Define the “I”
• Agency compensation
• Senior staff time
Friday, September 23, 2011
12. What is the investment?
• Personnel
Define the “I”
• Agency compensation
• Senior staff time
• Opportunity cost
Friday, September 23, 2011
13. Define your audiences and how you impact them
• You audience is never “anyone with a pulse”
• Compare results between constituencies
• List every stakeholder
• Where do they go for information?
• What’s important to them?
• What is the benefit of having a good relationship with that stakeholder group?
• Understand your role in
getting the audience to do
what you want it to do
• Raise awareness
• Increase preference
• Increase engagement
Friday, September 23, 2011
14. Financial
performance
correlates with
engagement.
Friday, September 23, 2011
