Metrics

1. MEasuring
Social Media

2. ?WHYMEASURE

3. ?WHAT TO
MEASURE

4. I’ve got more friends than you
Metrics need to be meaningful & related to your goals
Beware of vanity metrics

5. AAA Social Media
MeasuremenT Framework
- Kami Watson Huyse
Action:
Business results,
actions people
take, or
sustained online
presences in
social networks.
Attention:
Volume of interest
(i.e. fans, traffic
and other
analytics)
Attitude:
Sentiment and
relationship to
the brand.

6. Likes
Views/traffic
Clicks
Follows
Shares*
ReTweets*
Embeds*
* Without providing your own opinion/interpretation
ATTENTIONMeasuring attention in an online setting
Beware of vanity metrics.
Do they show active engagement?
Do they show substance?

7. Greenpeace campaign aimed at getting Mattel to stop using paper
packaging from Indonesia's most notorious rainforest destroyer Asia
Pulp and Paper

8. Whywouldyousharethisvideo
Whatmakesit“shareworthy”
?

9. If you insist that more information is included, then you
are forgetting the main idea of having a viral aspect to
your Greenpeace campaign: the viral’s job is to grab
people’s shirt collars and haul them through the door.
It is then the rest of the campaign’s job to sit them down
and point at the blackboard.
It’s obvious to say that every viral has a hook. Why else
would it turn viral? There’s that something about it that
makes you want to immediately forward the link to your
mother.
“
“

10. The typical user has about 1,500
stories that could show in the News
Feed on every visit!
So how does Facebook decide what
users see, and what content from
Facebook Pages make it into the
News Feed?

11. Σue we de
affinity
weight
recency
}
}
What Facebook Values*
An indication of the importance of different metrics
*in 2011

12. • Affinity — i.e., how close is the
relationship between the user and
the content/source?
• Weight — i.e., what type of action
was taken on the content?
• Decay — i.e., how recent/current is
the content?
What Facebook Values*
An indication of the importance of different metrics
*in 2011

13. Weight
>
>>Sharef
3
General understanding - exact weights not known, may vary by person
or

14. There are as many as 100,000
individual weights in the model that produces
News Feed. The three original EdgeRank
elements — Affinity, Weight and Time Decay —
are still factors in News Feed ranking, but other
things are equally important.
“
“

15. +
Comments:
• Are they positive, negative, or neutral in tone?
• Do they convey a sense of interest in/excitement
about your project?
ATTITUDEMeasuring attitudes in an online setting
+
-
+
-

16. TheGaffe 10:15 a.m.

17. The Response 12:00 p.m.

18. TWITTERSTORM

19. Sentiment Analysis using Twitter

20. Who got all the buzz?
• iPad announcement vs.
State of the Union
address
• Analysis of social media
chatter (Twitter, blogs,
YouTube, Facebook, etc.)

21. Conversations (2-way)
Blog write-ups
Speaking Invitations
Media Interviews
Collaborations
AcTIONMeasuring action in an online setting
Action:
Establish thought leadership,
expert reputation
Result:

22. TheParody
The opposite of establishing thought leadership

26. Blog write-ups, mentions = continued exposure/conversation

27. 140
46
AAAFramework

28. ?How TO
MEASURE

29. Likes - Facebook built-in metrics
Views/traffic - Google Analytics
Clicks - Bit.ly (tweeted links)
Shares - Facebook, SlideShare, etc. built-in metrics
ReTweets - analytics.twitter.com, HootSuite, TweetDeck
Follows - Twitter built-in metrics
Embeds - SlideShare built-in metrics
ATTENTIONApplications for measuring attention

30. Measuring attention with Google Analytics:
Number of blog visits, avg. visit duration

31. Measuring attention: demographicsGoogle Metrics

32. How to add Google Analytics to your blog: Install plugin

33. 2.
1.
3.

34. 2.
1.
How to add Google Analytics to a website: Claim it

35. Monitoring
Conversations
Know who is talking about your project
- Using GigaAlert.com

36. Set up a search in Tweetdeck
or Hootsuite:
Listen for:
• community/city name
• organization name
• event/program names
• staff names
• relevant hashtags

37. 15minutes a dayRelationships take time to grow & maintain
• Listen to the conversation
• Respond to people
• Check the resources shared by your network
• Share other people’s tweets/links
• Share your own thoughts or content

38. Create or Re-use?
Make a list of already existing content