Download - Measuring social media - updated
Measuring social media
Emerson Povey, Digital Communities Editor
@emersonp
@amnestyuk
http://www.flickr.com/photos/tomschenkenberg/2392891330
First, a quick check...
First, a quick check...
Measurement
ReachHow many people am I talking to?What makes more people join & follow us?
EngagementHow many of them are listening?How many of them are talking to/about us?
ActionHow many of them are doing something?
Are we changing long-term behaviour?
Our social broadcasting
Peer sharing – both when asked to do so, and ‘organic’ sharing
Measurement
Measuring 'reach' & 'engagement'(Who's seen it & done something?)
Do you know what your best update on Facebook was this week?
Do you know – for sure – any correlation between your best updates in the last 6 months?
Likes and SharesCommentsClicks and views
Likes and SharesCommentsClicks and views
Twitter have launched some handy analytics: https://ads.twitter.com
They're engaged. Are they taking action?
Our social broadcasting
Measuring action: the problem
Peer sharing – both when asked to do so, and ‘organic’ sharing
Measuring action: the solution
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
Google Analytics Campaignsystem allows us to split out our social broadcast messages
http://www.amnesty.org.uk?utm_source=social&utm_medium=facebook&utm_campaign=turkey&utm_content=standingman
Measuring action: the solution
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
Measuring action
Tracking individual posts
Improving your benchmarks!
Measuring action – Google Analytics
https://support.google.com/analytics/answer/1033017?hl=en-GB
Use Advanced Segments to easily see your audiences in Google Analytics
Code share buttonsUse the same campaign analytics to track Tweet and Google+ buttons
Sharing some good news…
Engagement rate
3.45%▲32%
Shares
193▲386%
Engagement rate
4.63%▲78%
Shares
598▲1,196%
Engagement rate
3.80%▲65%
Shares
1,625▲3,250%