Defining Success

Measuring Your Social Media Effort

What is the worth of a conversation?

• Desired action– Engagement

– Decision

– Change in sentiment

– Lead generation

– Purchase

Calculating ROI

• Deduct cost of social media work

(time, money) from the income

generated

• Positive result = profitable investment

• Negative result = time to review

strategy and tactics

Calculating ROE

• Not everything is numbers

• ROE = return on engagement

• Assign value to the qualitative

What to Measure

• An overview of potential

metrics to include in your

reporting

Layer One• Website

– Web hits, unique visitors

• Social Media

– Fans, followers, clicks

• External online environments

– Number of mentions

– Brand placements

Layer Two

• Time on site

• Page views per visit

• Comments

• Subscriber count

• Bounce rate

Layer Three• Twitter

– Mentions, retweets• Facebook, LinkedIn

– Likes, comments• Media-sharing

– Views, comments, subscriptions, tags• Social news/bookmarking sites

– Votes, shared content• Review sites

– Number and quality of reviews

Layer Four

• Sentiment• Conversation volume• Conversation trends• Keyword trends• Customer service queries

handled

Information Overload

• How to measure all of these metrics?

Measurement Tools

• Google Analytics

– Free and robust

– Tracks eyeball and engagement metrics

– Also track goals, direct purchases and leads

• Facebook Insights

• Twitter content management tools

– Content management tools

– Web URL shortening tools

• Social Mention

Let’s look at ANALYTICS

Let’s Take a Look

Let’s Take a Look

Let’s Take a Look

Let’s Take a Look

Facebook Insights

QuickTime and aﾪ decompressor

are needed to see this picture.

Content Management Tools

Web URL Shortening

QuickTime and aﾪ decompressor

are needed to see this picture.

Qualitative/Conversation Data

QuickTime and aﾪ decompressor

are needed to see this picture.

What to do with all the data?

• Choose metrics that map back to

your goals, objectives and strategy

• Develop a dashboard

• Engage in ongoing measurement

Topline Takeaways

• Know how you’re going to measure progress

• Focus on engagement metrics over pure

eyeball metrics

• Select an easy-to-use web analytics package