measuring social media

@aknecht

Justifying The Investment: Analytics

For Social Media

Measuring the Right Stuff

Alan K’necht

@aknecht

Social Analytics in Perspective

• Followers are the hits of social media!

@aknecht

Social Analytics in Perspective

• Brands that only focus on Twitter follower counts & Facebook fans are missing the point of social marketing

• They’re measuring the wrong thing and wasting money!

@aknecht

State of Social Analytics

• Similar spot as web analytics circa 1999– Measuring followers, fans, etc.– Counting likes, shares, etc.

@aknecht

Why Measure the Wrong Stuff?

• Quality Analytics takes:– Knowledge– Time– Training– Tools– Responsibility

• All require $$$$

@aknecht

What to Measure

• Social Marketing is a Fire!

@aknecht

Measure:How Big is Your Social

Fire?• Fire requires 3 things to be

successful– Fuel (Quality Fans/followers)– Oxygen (Quality Content)– Heat (Likes, Shares, etc.)

• How do you measure these?• How much to spend on measuring

them?

@aknecht

Where to Spend the Budget

• Define your social engagement objectives – Why are you participating?

• Define appropriate measurements (KPI) to measure success in obtaining these objectives

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Where to Spend the Budget

• Identify appropriate measurement tools

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Free vs Paid Tools

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Free vs Paid Tools

• Choose the best tools for what you need to measure, regardless of cost

• Free has it’s own costs

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Where to Spend the Budget

• Training – on the proper use of the tools – to understand if social engagement is

meeting corporate objectives

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Where to Spend the Budget

• Educating & training staff to improve social engagement in support of corporate objectives

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Paying for Responsibility

• Assign responsibility for social engagement to the entire organization

• Measure & reward success of the organization

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You Can’t Measure it All

• Social engagement occurs – On-line– Off-line

• Easier to measure online• Very difficult to measure offline-

(Except bad engagements)

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Final Thoughts

• You reap what you sow - 10 fold• If you don’t invest in Social

Analytics you get nothing back• With investment comes knowledge• What you do with that

knowledge….?

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Final Thoughts

One enthusiastic unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts

@aknecht

Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

@aknecht

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