1. Social Media Measurement
PBRL 3150 Social Media for Strategic PR
Feb. 28, 2012

4. Our Mission
• Identify key performance indicators.
• Understand tools and services.
• Provide clear reporting and analysis.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

5. ROI = (Gain – Cost) / Cost
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

6. The Cost
Social media is only free if
your time is worthless.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

7. The Gain
• Build brand awareness and affinity.
• Increase number of event attendees.
• Increase number of sales.
• Drive web traffic.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

8. Two Core Metrics
Success on a social platform is determined by
two factors — influence and engagement.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

9. Set Measurable Objectives
• Prompt __ people to inquire.
• Increase engagement by __ percent.
• Drive __ people to the website.
• Get __ people to apply.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

10. ―Number of fans and followers
is NOT a business metric —
what you do with them is.‖
-Jeremiah Owyang
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

11. What are your key
performance indicators?
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

12. Key Performance Indicators
• Feedback (likes, comments,
mentions, shares etc.)
• Total and unique views.
• Website referrals.
• Conversions.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

13. Business Objective Key Performance Indicator
Foster Dialog Share of Voice
Audience Engagement
Conversation Reach
Promote Events Active Advocates
Advocate Influence
Conversation Reach
Customer Service Response Time
Resolution Rate
Generate Leads Active Advocates
Conversation Reach
Conversions
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

14. Don’t measure everything,
just the things that matter.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

15. It begins here …
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

16. General Trends
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

17. Advanced Segments
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

18. Social Interaction Tracking
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

19. Specific Campaigns
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

20. Specific Campaigns
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

21. URL Builder
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

22. View Insights
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

23. Facebook Insights
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

24. Metric Meaning
Total Likes The number of unique people who like your
page.
Friends of Fans The number of unique people who were
friends of people who liked your page.
People Talking The number of people in a week who have
About This created a story about your page, i.e., liked,
commented, shared, or posted.
Weekly Total Reach The number of unique people in a week
who have seen any piece of content from
your page.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

25. Page Posts
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

26. Metric Meaning
Reach The number of unique people who
have seen your post.
Engaged Users The number of unique people who
have clicked on your post.
Talking About This The number of unique people who
have created a story on your page
post.
Virality Percentage of people who saw your
posted and created story from it.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

27. The real gold in a Facebook page
is mined from exported data.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

28. Exported Data
• Story types created (like, comments).
• Consumptions by type (view, click).
• Organic, paid and viral impressions.
• Organic, paid and viral reach.
• Lifetime negative feedback.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

29. • Followers
• Following
• Tweets
• Lists
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

30. Hootsuite
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

31. TwitterCounter
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

32. Additional Resources
• TwitterGrader by Hubspot
• Wildfire Social Monitor
• TweetStats
• Klout
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

33. YouTube
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

34. Foursquare
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

35. Klout
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

36. Unless a measurement tool addresses
your specific social media goals, the
score it spits out is useless.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

37. Now what do I do?
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

38. Social media measurement is only as
valuable as the analysis that
follows.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

39. Creating a Report
• Make it easy to read and understand.
• Report key performance indicators.
• Monitor and highlight trends.
• Offer recommendations.
• Explain causation.
Social Media Measurement
PBRL 3150 Social Media for Strategic PR

40. Social Media Measurement
PBRL 3150 Social Media for Strategic PR

41. Social Media Measurement
PBRL 3150 Social Media for Strategic PR

44. Discussion
Social Media Measurement
PBRL 3150 Social Media for Strategic PR