Social Media Metrics Made Easy

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CharityComms

Emerson Povey, Amnesty International UK www.charitycomms.org.uk/events

Tecnologia Negócios

Social Media Conference
21 March 2012
#CCsocmed

www.charitycomms.org.uk

Measuring social media
Emerson Povey, Digital Communities Editor

@emersonp
@amnestyuk

What do you want to know?

Reach
How many people am I talking to?
What makes more people join us?

Engagement
How many of them are listening?
How many of them are talking to/about us?

Action
How many of them are doing something?

Engagement & Action
Facebook
Liking
Commenting
Sharing

Twitter
Replying
Mentioning
Retweeting

…and
clickthroughs!

Measuring action – Google Analytics

http://www.amnesty.org.uk
?utm_source=social
&utm_medium=twitter
&utm_campaign=MayAppeal
&utm_content=AppealTweet1

Measuring action – Google Analytics

http://www.amnesty.org.uk
?utm_source=social Email, social media, even press
&utm_medium=twitter Twitter, Facebook, Google plus
&utm_campaign=MayAppeal Fundraising, campaigning
&utm_content=AppealTweet1

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

http://thenextweb.com/socialmedia/2011/09/02/the-best-new-social-media-
analytics-tools-of-the-year-so-far/
http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/

Questions?

emerson.povey@amnesty.org.uk

@emersonp
@amnestyuk

Amnesty International

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Social Media Metrics Made Easy

1. Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk

2. Measuring social media Emerson Povey, Digital Communities Editor @emersonp @amnestyuk

3. What do you want to know? Reach How many people am I talking to? What makes more people join us? Engagement How many of them are listening? How many of them are talking to/about us? Action How many of them are doing something?

4. Reach

5. Reach

9. Engagement & Action Facebook Liking Commenting Sharing Twitter Replying Mentioning Retweeting …and clickthroughs!

10. Facebook

11. Facebook

12. Measuring action – Google Analytics http://www.amnesty.org.uk ?utm_source=social &utm_medium=twitter &utm_campaign=MayAppeal &utm_content=AppealTweet1

13. Measuring action – Google Analytics http://www.amnesty.org.uk ?utm_source=social Email, social media, even press &utm_medium=twitter Twitter, Facebook, Google plus &utm_campaign=MayAppeal Fundraising, campaigning &utm_content=AppealTweet1 http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

14. Measuring action – Google Analytics

15. …and back to Facebook

16. …and back to Facebook

17. Twitter

18. Twitter

19.

20. Twitter

21.

22. http://thenextweb.com/socialmedia/2011/09/02/the-best-new-social-media- analytics-tools-of-the-year-so-far/ http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/

23.

24. Questions? emerson.povey@amnesty.org.uk @emersonp @amnestyuk Amnesty International