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Show Social Media Return: Measure What Matters
By Danielle Brigida U.S. Fish and Wildlife Service
@starfocus or @usfws
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I’m a Wildlife and Technology Geek
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Common Response to Social Measurement
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Using Data to Inform Decisions Do you have access to web analytics?
Do you regularly share stats?
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Address What’s in Your Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Capacity/Time
• Outreach plan
• Long-term plan
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Not So Sexy Things to Remember
• Identify your objectives
• Do your homework: what tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
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Listen, Communicate, Create, Track Time on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%
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Set Measurement Goals – Then Track
source: Metricsman.wordpress.com
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Measurement
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Breaking Down Measurement
• Distribution: fans, followers, mentions, reach
• Interaction: sharing, pageviews, reviews
• Influence: sentiment, brand evangelists
• Action: conversions, lead cost, sales
• Internal: blog posts, presentations, tweets
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Measuring Types of Social Media
Owned Your Branded
Presences
Earned Organic Shares and Posts
Paid Social
Advertising
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Owned Social Media The Impact of Your Accounts
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Facebook Insights
Overview
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Performance by Post
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Facebook Insights: Referrers
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Exporting Data by Post or Page Level
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What Can Facebook Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• What is your current active audience?
• Where are there growth opportunities?
But there’s still more qualitative information to track:
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Platform Analytics: Twitter Analytics.twitter.com
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By Tweet
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Audience Information https://analytics.twitter.com
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Platform Analytics: Pinterest
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Platform Analytics: LinkedIn Company
Page
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Measuring Earned Social Media
• Shared Content: Sharethis, Addthis
• Web Analytics: Google, SiteCatalyst
• Google: Trackbacks, Links
• RSS Reader: Feedly
• Mentions: SumAll, Social Mention
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So Many Free/Paid Tools To Investigate
• Keyhole • Bit.ly • Social Mention • Buffer • Hootsuite • Followerwonk • SumAll • Google Analytics
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Google Analytics: Learn Top Content From Social Media
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Explore Google Trackbacks
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Remember listening?
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Measuring and Tracking on Instagram
• Iconosquare
• Tagboard
• Hashatit
• Search Location
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Explore Google Add-ons and Scripts
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Crowdbooster Shows Devoted Supporters
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BuzzSumo: See Popular Content on a Site
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Tagboard – search hashtags
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Understand Audience Behaviors
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Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
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Identify Possibilities to Engage in a Meaningful Way
Use Content Build Mutual Relationships
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Tell a Story with Your Data
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A Good Measurement Plan Inspires Action
Revisits Your Goals:
Improving Reputation
Combines Available Measurement Tactics:
Social Analytics and
Web Analytics
Uses Qualitative and Quantitative Information:
Comments and
Increased Shares
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General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfortable with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
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Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
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Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter
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Figure that if it puts you to sleep…
You’re not measuring anything.
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Pick Sections of Your Report That Make Sense
• Growth – (example mobile and multiplatform) • Change in Behavior • Relationship Building • Hot Button Issues • Next Steps • Fundraising Success • Business Goals Met
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Integrate the Web Metrics with Offline Wins
source: Metricsman.wordpress.com
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Sample Quarterly Report Breakdown
• Reach • Engagement • Traffic from Social • Revenue • Lessons Learned • Trends/Industry News • Tips of the Quarter • Mentions of Social Media
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Just Remember: Good Measurement Leads to Action
• Don’t stop at measuring what’s easy • Ask tough questions • Learn tool capability and experiment
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Questions?
Danielle Brigida
National Social Media Manager
U.S. Fish and Wildlife Service
@USFWS or @starfocus
[email protected] Judy N, Flickr
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Let’s Work Together To Put Together a Sample Report
Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Tools to Use
• Frequency
• Long-term plan