Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
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Is This Thing On? How to Measure Your Social Media Efforts Presented by Dawn A Crawford Social Media & Communications Consultant @SocMediaRckStr
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You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your non profit? Measuring social media can be a daunting task, but with a few handy tools and a standard reporting structure, you can effectively measure your efforts. Promise!
Transcript of Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
Is This Thing On?How to Measure Your Social Media Efforts
Presented by
Dawn A Crawford Social Media & Communications Consultant
@SocMediaRckStr
2
• Raleigh-based full service communications & fundraising agency that works exclusively with nonprofits
• Over 10 years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience
• Bring us your problem and we’ll solve it
Some of our Awesome Clients:
Your Nonprofit
Media Relations
Social Media
Comm Strategy
Graphic Design
Advertising
Website
Videos
Online Fundraising
Intimidated? Call us!
Where Are We Going Today?
Tools that Work!
What is Reasonable?
How Do I Get Started?
Why Measure?
Why Measure?
Value your time
Report impact to
foundations & donors
Improve your efforts
Permission to STOP
How Do I Get Started?
Communications Plan
• What is important to you?• Baselines• Content strategy
Reporting Tool
• Spreadsheet or Google Docs• Analysis report
Repeat
• Do it the same time very month!• 6 month & 12
month reviews
What is Reasonable to Expect?
Depends on YOUR community
5% organic/10% paid “Like” growth
5% follower growth
2-3% views growth
5% follower growth
Tools Make Us Human
http://www.flickr.com/photos/bre/552152780/sizes/l/
Your Tool: Facebook Analytics
Basic• Fan Growth• Most Popular
Posts• Wins
Advanced• Unlikes/Hides• Content Types• Demographics• Challenges
OverviewSnapshot of your usage and interaction
Rockstar Tip: Last 7 days + 7 days
Your page Like activity
Rockstar Tip: See in the past quarter
Compares organic vs paid likes + tracks unlikes
Rockstar Tip: Pay attention to Unlikes
Find out what is triggering your page Likes
How many people saw your post
Rockstar Tip: Pay attention to spikes and repeat
Comparing Frequency
How people interacted with your content
Rockstar Tip: Pay attention to spikes and repeat
Track what is killing your fan base
Rockstar Tip: Watch your Hide Post rate!!!
Track eyeballs over time
Actual traffic to your Facebook page
Rockstar Tip: Not terribly important
Viral reach of your content
Rockstar Tip: Mentions are key
Track referring traffic over time
Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc.Likes, Comments & Shares = Engagement
Rockstar Tip: SORT!
NEW & COOL – Find the best times to post per day!
Rockstar Tip: Click on the days to
find different patterns
Content measurement
Rockstar Tip: Not clear on timeframe???
Who are your fans – gender, age and location – total population
Rockstar Tip: Target messages to brackets
People who saw at least 1 of your posts in the past 28 days
Rockstar Tip: Track over time if you want to target
Superfans – people who engaged with your content in the past 28 days
Rockstar Tip: Cater to these brackets
Your Tools:Twitter Backend -
HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise
Twitonomy -- $20 a month/$240 a year
Basic• Follower
Growth• Clicks• Retweet
Counts• Wins
Advanced• Superfans• Locations• Challenges
Ow.ly Click Summary – SummarySee when content activated
a click through
Ow.ly Click Summary – Region & ReferrersSee where your users are at
and what online platform they are using
Ow.ly Click Summary – ContentWhich were your most clicked on links
Twitonomy – Content by MentionsHelps you track which content resonated
Twitonomy – Most Active UsersIdentify Super Fans
Rockstar Tip: Get these people
to an offline event
Twitonomy – Top RetweetsIndicates reach and resonance of copy
Rockstar Tip: Thanks your top
retweeters every month!
More Tools!
Tweetreach - http://tweetreach.com/ - FREE
Twitalyzer - http://twitalyzer.com/ - PAID
Crowdbooster - https://crowdbooster.com/ - PAID
SproutSocial - http://sproutsocial.com/ - PAID
Your Tool: YouTube Analytics
Basic• Views• Likes• Comments
Advanced• Minutes
Watched• Subscriber
Growth
How do I find my analytics?
Performance & EngagementTrack views, subscribers, likes & comments
Rockstar Tip: Change the dates
Top ContentTrack views on videos
Rockstar Tip: Watch average minutes watched
Demographics & TrafficTracks viewer locations and traffic sources
Your Tools:Pinterest Analytics
PinPuff
Basic• Followers• Repins• Wins
Advanced• Traffic to
website• Likes• Comments• Challenges
Influence RatingsInteresting to track how well your content is being spread
Rockstar Tip: You want your rating to be 40-70 or 70+
Your Tool:Statigram
Basic• Followers• Likes• Comments• Wins
Advanced• Activity
around a hashtag• Content
LikesThe number of people liking your content
CommentsNumber of people interacting with your content
Rolling Monthly Engagement
Compares Likes and Comments month by month
Most Engaged FollowersWho has liked your content the most
Rockstar Tip: Befriend these people IRL
Cool Bonus
parting thoughtshttp://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
Social Media is a Conversation
Nerd Out & Experiment
http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
Passion is Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
