Measuring What Matters
Chris Tuttle, Tuttle Communications
@ChrisTuttle
#SM4NP

Why Should We Care About Metrics
Drive By Metrics
As we use social channels, drive by
metrics help us spot emerging
trends and potential problems.

Why Should We Care About Metrics
Monthly Metrics
Tracking monthly metrics help us
learn what content, and types of
content, our constituents most
engage with and how. They also
help us forecast seasonal trends.

Why Should We Care About Metrics
Demographic Metrics
Learn who our constituents are in
order to create more engaging
content, use in targeted campaigns,
and find areas to improve.

Why Should We Care About Metrics
Campaign Metrics
Learn how constituents engage with
our social campaigns and improve
future campaigns.

Today’s Focus: Social Media Metrics
1. Facebook Insights
2. Twitter Analytics
3. Social Media Dashboard via Google Analytics

What Complicates Metrics Analysis
Overwhelming
Amount of Data
Time
Consuming
Unsure what
they mean
Unrelated
to Goals
Unsure how to
react
Cost Prohibitive

KEY METRICS

Simplifying Social Media Metrics
1. Daily: Drive By Metrics
2. Monthly: Page & Post Metrics
3. Quarterly: Demographic Metrics
4. As Needed: Campaign Metrics
5. Automate Where Possible

Drive By (Daily)
Page & Post Level (Monthly)
Demographic (Quarterly)
Campaign (As Needed)
Facebook Insights

Page Likes
Post Likes
Net Likes
Unlikes
Paid Likes
Organic Likes
Likes from Page
Likes from Suggests
Likes from Mobile
Likes from Posts
Likes from Other
Post Reach
Paid Reach
Organic Reach
Comments
Shares
Hides of Post
Hide All Posts
Page Visits
Photo Tab Visits
Timeline Visits
Custom Tab Visits
Info Tab Visits
Mentions
Others Posts on Page
External Visits
Day of Week Fans Online
Post Time of Day
Post Day of Week
People
Gender
Age Group
Facebook vs Fans
Country
City
Language

Monthly - Posts
What type of
posts are
most
engaging?
Which posts are
most engaging?

Monthly - Posts
Exclude Targeted
Posts to see if
engagement by
Post Type differ.

Quarterly: Demographics
Knowing where
your fans are
helps to better
engage them.
Knowing who
your fans are
helps to better
engage them.

Campaign: Demographic Opps
Knowing where
you have reach
can show
opportunities to
reach new fans.

Historic, Monthly - Page Level
Use spreadsheets to maintain most important monthly
metrics from Page Level Facebook Insights.
(source = Facebook Insights export column label)

Drive By (Daily)
Profile & Post Level (Monthly)
Demographic (Quarterly)
Twitter Analytics

Twitter Analytics
ads.twitter.com
Step 1: Provide a credit card in payment
methods to gain access to free metrics. No
ad purchases are necessary.

Twitter Analytics
ads.twitter.com
Step 2: View tweet activity under “Analytics”

Monthly: Profile & Post Analytics
Determine what
content your
users most often
engage with by
sorting tweets by
“best” and review
reach and
engagement.

Monthly: Profile & Post Analytics
Download
tweets to quickly
calculate
historical data,
such as total
RTs, Faves &
Replies

Quarterly: Demographics
Learn about your
followers interests,
locations, gender,
and others they
likely follow.

Historic, Monthly - Profile Level
Use spreadsheets to maintain most important monthly
metrics from Profile Level Twitter Analytics.
(source = website and CSV calculation)

Social Metrics (Monthly)
Automate
Google Analytics

Create a Social Media Dashboard
Create a New
Dashboard and
build your own,
or choose from
shared
templates by
clicking “Import
from Gallery.”

Monthly: Social Metrics
Remove or add
widgets to
customize the
dashboard.
Learn whether
social is driving
new or returning
traffic, from
which social
networks, and
dive into key
social mentions
that drove high
traffic.
Get advanced
metrics with
custom Goals
and Funnels to
track
conversations.

Automate Monthly Metrics
Set frequency
and make active
for 12 months.
Create calendar
reminder to
renew.

Quick Tips To Measure Better
1. Schedule 1 hour monthly to review analytics
2. Schedule 1 hour monthly to improve measurements
with Goals, Funnels, Social Sharing, etc
3. Schedule 1 hour quarterly to review in-depth analytics
4. Learn more:
http://www.google.com/analytics/learn/

Measuring What Matters
Download at tuttle.co/mwm
Chris Tuttle - Tuttle Communications
518-288-8853 chris@christuttle.com @ChrisTuttle