5 mastering social media workshop 3 performance measurement

ENERGISE2-0.COM

A Brief Final Word on Social Media Monitoring

and Performance Measurement

ENERGISE2-0.COM

Monitor and Measure

• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets

• Performance evaluation should be undertaken at three main levels…

ENERGISE2-0.COM

Monitor and Measure

• Individual Channel Performance– the effectiveness/success of each channel benchmarked

against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence

– most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy

ENERGISE2-0.COM

Facebook Insights

ENERGISE2-0.COM

Facebook Insights

ENERGISE2-0.COM

Monitor and Measure

• Wider Social Media Performance– monthly or quarterly reporting of the overall ‘buzz’ created

by your SM activities using appropriate Social Media Monitoring tools

– this will show the impact of your SM activities on others and other channels

– it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on

ENERGISE2-0.COM

Merchant City, Glasgow

ENERGISE2-0.COM

Monitor and Measure

• Underlying Business Performance– the performance of each social media channel and the

overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures– in a social media era, they are the main ‘drivers’ of future

business performance– the final level of performance monitoring, therefore, is

linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?

ENERGISE2-0.COM

Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

ENERGISE2-0.COM

The ‘6Is’

ENERGISE2-0.COM

Organisation, Resource, People Issues

ENERGISE2-0.COM

Programme Feedback

Follow Up, Informal Session?