the analytics and metrics around social media strategy

The Analytics and Metrics Around Social Media

Strategy

Muhammad Karim, 2011

“If we can’t express our objectives and methodology quantitatively, we have zero chance of selling our ideas.”

– Dave Evans, ClickZ network

The more technology we interact with the more our personal and social interactions and transactions are able to be tracked the higher our expectations of measurement

SOCIAL MARKETING METRICS

Assembling Metrics into KPIs (Courtesy of Edelman)

• Unique Visits• Impressions• Page Views• Media

Consumption

• Total Interactions• Fan

Photos/Videos• Post Quality

• External Links to Content & Discussion

• Total “Likes”• Subscribed “Likes”• Audience Profile as

Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Facebook

• Total Followers

• Retweets• Direct Messages• @Replies• Shared Content

• Inbound Links• External Coverage

• Extended Network/Influence of Followers

• Follower Profile as Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Twitter

• Share of Voice• # of Comments

Relative to Audience Size

• Inbound Links• Subscribers• External Coverage

• Audience Profile as Reflection of Target

• On-Message• Positive/Negative/

Neutral• Change Over Time

Blogger Engagement

• Total Media Consumption

• Total Interactions• Total Trackbacks

& Coverage of Activities

• Total Ongoing Engaged Subscribers to Content/Community

• Community Crossover

• Overall Sentiment• Total Shift in

SentimentOverall

Attention Engagement Authority Influence SentimentMeasurement

• # of Unique Visitor Check-ins

• # of Repeat Check-Ins

• # of Check-ins broadcast to Twitter or Facebook

• Audience Profile as Reflection of Target

• Positive/Negative/Neutral Commentary w/Check-ins

Foursquare/Geolocation

• Views• Subscribers

• Likes/Dislikes• Comments• FavoritesdReplies

• Inbound Links• External Coverage

• Subscribers• Demographic Insights• Audience Profile

• On-Message• Positive/Negative/

Neutral• Change Over Time

YouTube

• Traffic to Site• Unique Visitors

• # Page Views (Overall)

• # Page Views/User• Time Spent on Site

• Inbound links• Profile of Visitors as

Reflection of Target• Most Popular Search

Terms Search

SHARE OF VOICE INSIGHTSTOTAL MENTIONS OF AUTOMAKER WITHIN SOCIAL MEDIA (30 DAY SAMPLE)

Source: Radian6

Most data can be easily trackedand graphed with simplespreadsheets.

But… You Measure the Success of Your Strategy…

…Not of Social Media Channels

Use the Metrics to achieve your KPI’s (i.e. your Strategy)

1. Online Brand Perception – Sentiment, Engagement.

2. Online Marketing Efficiency – SEO, Reach.3. Customer Service – Relationships.

Know what you are Measuring…

What drove this high activity of Retweets and Replies on Twitter?

What content drove the high fan page activity during this time? Can we do more of this?

1. People Die…• US has a 50m population, 300k die a year• Facebook has 600m users – do the math.

2. Measuring Tools can’t take into account popular culture.• Lady Gaga Lady Dada

3. “Like” only lasts a second, many forget straight after.• Promotion-driven behaviour.

4. Some keywords are generic• Salt

The 4 Main Problems With Measurement

In Summary

There is no shortage of Tools, Methodologies and Agencies to help you measure and monitor Social Media.

As Marketers and Business People you should focus on whether these tools, methodologies and agencies are helping you achieve your business objectives.

Any Questions?

Muhammad KarimEmail: muhammad@karim.co.za

Twitter: @mkarim