it's all about the like - says no one anymore
DESCRIPTION
Presented at KipCamp; Kiplinger Social Summit, OSU, November 13, 2012.TRANSCRIPT
It’s all about ‘Likes’
-says nobody anymore
*hopefully
Presented by Jodi Gersh, Director of Social Media & Engagement, Gannett, @jodiontheweb
Social media metrics
1. Do you have a social media strategy?
2. What are you trying to accomplish?
3. What really counts?
4. Can you benchmark and measure?
start with your goals Getting more fans on Facebook is not a goal, it is a success criteria.
o Goal:
– increase the reach of your content to new audiences
o Tactics:
– add a Like button and box to your website
– daytime editor will post socially friendly news stories every morning at 9am
– buy targeted Facebook promoted posts to specific audience groups
o Measures:
– number of fans per week
– referrals from Facebook to dotcom site
social media goals at Gannett
o Promote our journalism
o Enhance our reporting
o Increase engagement with consumers and readers
o Elevate the profiles and social influence of our journalists
o Support customer concerns and issues
o Align with marketing and sales efforts
metrics to review & analyze
o Total Reach
o Activity
o Engagement
Total Reach
The number of people who could have seen your content
Activity
Messages sent out from your social channels
Engagement
Defined by how a brand and consumer connect and interact within their networks of relevance.
Engagement is measured by takeaway value, sentiment or feelings, and resulting actions following the exchange.
Source: Brian Solis
mentions, clicks & referrals, OH MY
o Are you listening?
–What are you hearing?
–How are you responding?
o Are you converting users?
–What does conversion look like?
why I don’t like Likes
o One word
EDGERANK
o Facebook’s algorithm is stacked against us.
edgerank o Feed is optimized to show users the posts they are most
likely to engage with, where engagement is defined as clicking, liking, commenting, or sharing the post.
o Posts that are more likely to be engaging tend to appear higher in feed. Some of the strongest factors that influence this are how engaging an individual post has been for other users who have seen it, and how engaged a user has historically been with other posts they’ve seen from that page.
o If a page has a piece of content that it feels will be very engaging e.g. A great photo, an announcement, etc. then using paid media to “boost” that post to fans in newsfeed can be an effective tool to increase engagement with fans.
converged media
Do you think about paid, owned and earned on social media?
oPaid media
oOwned media
o Earned media
benchmarks
o Can you define Key Performance Indicators (KPIs)?
o How do you determine where you should be?
o How do you determine your competitors?
o How do you determine your share of voice?
Can we benchmark
social media?
free* tools o Facebook
– Facebook Insights
– Edgerank checker
o Twitter
– Twitter Web Analytics
– Twitter Counter
– Tweetreach
o All
– Add This
not free* tools o Facebook
– Pagelever
– Edgeranker checker
o Twitter
– Radian6
o All
– Simply Measured
– Spredfast
– Argyle
In closing…
Go follow me so I know I am doing a good job!
@jodiontheweb
Thank you!
sources and references
o Social Marketing Analytics: A New Framework For Measuring Results In Social Media http://www.webanalyticsdemystified.com/downloads/Web_Analytics_Demystified_Altimeter-Social-Media_Analytics.pdf
o Radian6
– Future of Analytics
– 5 steps for Measuring Social Media