Presented at KipCamp; Kiplinger Social Summit, OSU, November 13, 2012.

1. It’s all about ‘Likes’
-says nobody anymore
*hopefully
Presented by Jodi Gersh, Director of Social Media & Engagement, Gannett, @jodiontheweb

2. Social media metrics
1. Do you have a social media strategy?
2. What are you trying to accomplish?
3. What really counts?
4. Can you benchmark and measure?

4. start with your goals
Getting more fans on Facebook is not a goal, it is a success criteria.
o Goal:
– increase the reach of your content to new audiences
o Tactics:
– add a Like button and box to your website
– daytime editor will post socially friendly news stories every
morning at 9am
– buy targeted Facebook promoted posts to specific audience
groups
o Measures:
– number of fans per week
– referrals from Facebook to dotcom site

5. social media goals at Gannett
o Promote our journalism
o Enhance our reporting
o Increase engagement with consumers and
readers
o Elevate the profiles and social influence of our
journalists
o Support customer concerns and issues
o Align with marketing and sales efforts

6. metrics to review & analyze
o Total Reach
o Activity
o Engagement

7. Total Reach
The number of people who could
have seen your content

8. Activity
Messages sent out from your
social channels

9. Engagement
Defined by how a brand and consumer
connect and interact within their networks
of relevance.
Engagement is measured by takeaway value,
sentiment or feelings, and resulting
actions following the exchange.
Source: Brian Solis

10. mentions, clicks & referrals,
OH MY
o Are you listening?
–What are you hearing?
–How are you responding?
o Are you converting users?
–What does conversion look like?

11. why I don’t like Likes
o One word
EDGERANK
o Facebook’s algorithm is stacked against us.

12. edgerank
o Feed is optimized to show users the posts they are most
likely to engage with, where engagement is defined as
clicking, liking, commenting, or sharing the post.
o Posts that are more likely to be engaging tend to appear
higher in feed. Some of the strongest factors that influence
this are how engaging an individual post has been for other
users who have seen it, and how engaged a user has
historically been with other posts they’ve seen from that
page.
o If a page has a piece of content that it feels will be very
engaging e.g. A great photo, an announcement, etc. then
using paid media to “boost” that post to fans in newsfeed
can be an effective tool to increase engagement with fans.

13. converged media
Do you think about paid, owned and
earned on social media?
o Paid media
o Owned media
o Earned media

14. benchmarks
o Can you define Key Performance Indicators
(KPIs)?
o How do you determine where you should be?
o How do you determine your competitors?
o How do you determine your share of voice?

15. Can we
benchmark
social
media?

19. free* tools
o Facebook
– Facebook Insights
– Edgerank checker
o Twitter
– Twitter Web Analytics
– Twitter Counter
– Tweetreach
o All
– Add This

20. not free* tools
o Facebook
– Pagelever
– Edgeranker checker
o Twitter
– Radian6
o All
– Simply Measured
– Spredfast
– Argyle

21. In closing…
Go follow me so I know I am doing a
good job!
@jodiontheweb
Thank you!

22. sources and references
o Social Marketing Analytics: A New Framework
For Measuring Results In Social Media
http://www.webanalyticsdemystified.com/downloads/Web_A
nalytics_Demystified_Altimeter-Social-Media_Analytics.pdf
o Radian6
– Future of Analytics
– 5 steps for Measuring Social Media