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Social Media Metrics: Free tools to help you measure your success

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Laura Lee Dooley
Laura Lee Dooley

An overview of some of the online and free tools available for you to measure your activity in twitter, facebook, linkedin and on your website.

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Social Media Metrics: Free tools to help you measure your success Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address]
The Social Loop Source: Wayne Smallman
Edelman Trust Barometer 2009 Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it.
Strategy
Flickr: aussiegall/Louise Docker Create Buzz Listen
Are you looking at your metrics? Flickr: aussiegall/Louise Docker
Why measure? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],D Sharon Pruitt
Measure: Return on Investment Return on Information Return on Engagement Return on Relationship
Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
 
new ways to play & build relationships
METRICS MANTRA: “ You can’t manage what you can’t measure.”
What to measure? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],D Sharon Pruitt
… deciding what data to collect …
Excel is your friend … trends over time
Start with end goal in mind ,[object Object],[object Object],[object Object]
Website Measurement Tools Who’s coming to your site?
Tool: Google Analytics
Setting up Google Analytics ,[object Object],[object Object],[object Object],[object Object]
Benchmarking against sites of similar size
Traffic Sources
Other Free Analytics Tools www.crazyegg.com www.enquisite.com www.woopra.com
Onsite Website Survey Tools www.kampyle.com 4q.iperceptions.com
Make Metrics Accessible to Authors
Share Metrics with Widgets
www.webanalyticsassociation.org “DEFINITIONS”
RSS Feed Measurement Tools Who’s subscribing to you?
Tracking Subscribers and Reach Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed.
Email Feed vs. Subscription
Performance of Individual Links
Facebook | LinkedIn Measurement Tools Who’s connected to your mission?
Facebook Fan Page Tracking
Facebook Lexicon: Measuring buzz
Look for Engagement…
Enjoy the organic growth . . .
. . . understand the different growth rates
Tracking Posts in Google Analytics http://www.wri.org/stories/2009/02/dear-climate-media-dont-forget-midwest ? utm_campaign = socialmedia & utm_medium = facebook &utm_source= wri-group
Twitter Measurement Tools Who’s talking to you?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],terms
What to Tweet? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
twitter.pbworks.com/Apps
AUTHORITY: Followers, frequency, @replies
twittercounter.com
useqwitter.com
URL shorteners . . . metrics, noframe
track twitter links through GA http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&utm_source=microblog
twitter.mailana.com (@petewarden)
www.twitalyzer.com: User, brand, search
search.twitter.com
retweetist.com
. . . more than retweets . . .
backtweets.com
tweetake.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
What are we measuring anyway? ,[object Object],[object Object],[object Object]
Return can often be engagement…
… In summary …
Growth of Friends | Fans | Followers | Visits
Quality of Friends | Fans | Followers | Visits ,[object Object],[object Object],[object Object],[object Object]
WHY? Learn and Apply Study…then Test! Originally uploaded to Flickr by Steven S.
Reaching Your Goals by the Numbers Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
Measuring the Immeasurable “ They like me, they really like me”
Recognition for online access / presence
Personal profile posts of content
Community steps forward to support
Reuse | Mashups of your content
Reuse | Mashups of your content
www.filtrbox.com
socialmention.com
local.google.com
Invitations|participation in SM events
Lessons Learned
Build knowledgebase of data . . .
. . . go beyond up and to the right . . .
. . . measure active conversation . . .
. . . your brand is the sum of many parts . . .
post ratio - 1:12 (1=you, 12=them)
. . . online engagement obstacle . . .
. . . success stories, relationships . . .
. . . measure against . . . 1) self 2) similar 3) community
. . . measure your contribution . . .
. . . listen + share + measure = TIME . . .
What Are Your Ideas?

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