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The ABC’s of Social Media ROIJordan Viator | @jordanv

#nptweet

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Living in a Sea of Social Metrics

Your predicament: measuring the right data in an easy, scalable and

meaningful way.

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Getting Management to Understand

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Not Spending a Fortune on Extravagant Technology and Analysis

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• Analytics

• Benchmarks

• Conclusions

Remember Your ABCs…

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Analytics

Deciding on the right metrics to track is the crucial first step.

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Analyze the goals of your social media activities and decide what metrics to measure based on these.

nalyze

Always start small with metrics, tracking only 10-20. You can always add later, but start small to set yourself up for success and make the process

less overwhelming.

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Allot the right tools to help you collect these metrics that make the process as simple and least time consuming as possible.

llot

Automate the data collecting by using available tools to help gather information. Find the right tools and sign up for notifications.

Click Throughs

Facebook Engagement

Number of Twitter

Followers

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Assign the right resources to pull the raw data.

ssign

Any number of people internally can own, not just the social practitioner. If time and numbers are intimidating or hard to collect, consider help from an

intern or web manager.

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Benchmarks

Taking your raw metrics and reporting them in a comparative way.

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Begin making a master report that is the central repository for all social metrics.

egin

Build updates into your routine, updating the report at the same time each week or month. Schedule this on a calendar to not lose track.

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Baseline your activity metrics to provide a starting point for reference when comparing and analyzing activity in the future.

aseline

Brace yourself for reality that numbers don’t skyrocket over night. As with any other tactic, TLC is needed to build a truly successful social presence.

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Broaden benchmark metrics once you feel comfortable with reporting, ongoing activity and preliminary success.

roaden

Based on the expansion of activity, social tools and technology integration, new metrics should be added periodically as needed.

Advanced metrics

Donations sourced

Number of new emails sourced

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Conclusions

Taking the raw data, benchmarks and trends and drawing meaningful conclusions.

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Compare anomalies, spikes in engagement and other data to the content and/or events that drove the result.

ompare

Causation of these events can help replicate successful activity for future activity.

What helped spike web traffic from Twitter?

What Twitter content drove the surge

in click throughs?

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Cluster together similar tactics such as Tweets, blog posts, mentions, Facebook posts to determine trends

luster

Concluding what messaging, content types and people drive the most success can help greatly improve and inform your social plans and tactics

over time.

Who is helping advocate most for your brand?

What type of content drives the most mentions?

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Continue the evolution of your programs by gathering as much actionable data as possible – information that helps your organization make better decisions.

ontinue

Contrast to older channels, there are no pre-defined testing methodologies for social media. Gathering “actionable” data fosters ongoing testing for your

activity.

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Best Practices

www.connectioncafe.com

www.convio.com/blogging

www.convio.com/twitter

www.convio.com/youtube

www.convio.com/facebook

www.bethkanter.org

www.wearemedia.org

www.mashable.com

Metrics & Measurement

Sredfast managing presence. metrics

Tweetdeck managing presence, search

Addictomatic & Social Mention search, mentions

Technorati blog linkbacks, rank

Facebook Insights Facebook engagement

Bit.ly click through tracking, conversions

Twitalyzer Twitter retweets, community info

Klout Twitter influencers, types of users

Nonprofit Resource Toolbox

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Questions?

#NPTWEET