He who has the most followers doesn't always win. There are a number of tools available to measure the success of a social media program. The challenge is determining which metrics are actually meaningful. Explore the ways to measure effectiveness on Facebook, Twitter and other social media platforms, along with how to bring them in line with institutional goals.

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Social Media
Analytics & Tracking
Patrick Powers
mStoner

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Twitter
@patrickjpowers
#casesmc
#smm

3. Our Mission
• Clarify goals and objectives.
• Identify key performance indicators.
• Understand available tools/metrics.
• Provide clear reporting and analysis.
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4. Determining ROI
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ROI = (Gain – Cost) / Cost

5. The Cost
Social media is only free
if your time is worthless.
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#casesmc

6. The Gain
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7. The Gain
• Build better brand awareness.
• Increase event attendance.
• Increase applications.
• Drive web traffic.
• Grow giving.
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8. What are your goals?
1. Build awareness.
2. Increase engagement.
3. Drive enrollment.
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9. Measureable Objectives
• Reach ___ people on Facebook.
• Increase engagement ___ percent.
• Drive ___ people to the website.
• Prompt ___ people to inquire.
• Get ___ people to apply.
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10. Determining KPI
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What are your key
performance
indicators?

11. Performance Indicators
Reach • Impressions • Views • Friends •
Subscribers • Followers • In Circles •
Likes • +1s • Comments • Shares •
Retweets • Mentions • People Talking
About This • Engaged Users • Virality •
Check-Ins • Visits • Pageviews • Time on
Page • Bounce Rate • Conversions •
RSVPs • Inquiries • Applications • Gifts
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12. Define Your KPI
Don’t measure
everything, just what
matters to you.
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#casesmc

13. Determining KPI
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Goal Facebook Twitter YouTube LinkedIn
Build
Awareness
Total Likes
Reach
Impressions
Followers
Subscribers
Views
Unique Views
Followers
Pageviews
Increase
Engagement
Likes
Comments
Shares
@Mentions
Retweets
Likes
Comments
Shares
Likes
Comments
Recommend
Drive
Enrollment
Referrals
Inquiries
Applications
Referrals
Inquiries
Applications
Referrals
Inquiries
Applications
Referrals
Inquiries
Applications

14. Facebook Insights
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View Insights

15. Facebook Insights
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16. Facebook Insights
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Metric Meaning
Total Likes The number of unique people who like your page.
Friends of Fans
The number of unique people who are friends of
people who like your page.
Talking About This
The number of people in a week who have created a
story about your page, i.e. liked, commented, shared
or posted.
Weekly Total Reach
The number of unique people in a week who have
seen a piece of content from your page.

17. Page Posts
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18. Facebook Insights
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Metric Meaning
Reach
The number of unique people who page seen you
post.
Engaged Users
The number of unique people who clicked on a post
(includes photo views).
Talking About This
The number of unique people who have created a
story about your page, i.e. liked, commented, shared
or posted.
Virality
Percentage of people who saw your post and created
a story from it.

19. Export the Data
The real gold in
Facebook page data has
to be exported.
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#casesmc

20. Exported Data
• Organic, paid and viral impressions.
• Organic, paid and viral reach.
• Lifetime negative feedback.
• Consumptions by type.
• Story types created.
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21. Twitter
Followers
Following
Tweets
Listed
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22. Hootsuite
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23. TwitterCounter
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24. Additional Resources
• Social Media Monitor by Wildfire
• TwitterGrader by Hubspot
• TweetStats
• SocialBro
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25. LinkedIn
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26. LinkedIn
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27. YouTube
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28. Foursquare
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29. Klout
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30. 3rd Party Scores
Unless a measurement tool
addresses your specific goals, the
number it spits out is useless.
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#casesmc

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The good stuff is here …

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General Trends

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Network Referrals

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Social Visitors Flow

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Specific Campaigns

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Specific Campaigns

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Google URL Builder

38. What’s Next?
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Now what do I do?

39. Analyze and Report
Social media measurement
is only as valuable as the
analysis that follows.
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#casesmc

40. Creating a Report
• Make it easy to read and understand.
• Report key performance indicators.
• Monitor and highlight trends.
• Offer recommendations.
• Explain causation.
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41. Creating a Report
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42. Creating a Report
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43. Creating a Report
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Social Media Report: Overview
June 1, 2011 - May 31, 2012
Build Brand Awareness
Posts Subscribers Reach Impressions
1,331 20,591 ! 70% 874,495 4,415,571
Increase Audience Engagement
Engagements Engagements per Post Engagements per Subscriber
10,247 7.70 0.50
Drive Traffic to Enrollment
Referrals Inquiries Undergraduate Applications Graduate Applications
65,740 " 41% 667 9 ! 100% 165 ! 100%
Total number of referrals to the Webster
website from social media.
Requests for information, RSVPs and
applications from social media referrals.
Number of undergraduate applications coming
from social media referrals.
Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence
when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865).
Total number of unique users reached across
all social media platforms.
Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each
video posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements.
The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies
and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.
Number of graduate applications coming from
social media referrals.
Total number of Facebook posts, tweets, pins
and videos uploaded by Webster.
Total number of Facebook fans, Twitter
followers, YouTube subscribers, etc.
Total number of unique users reached across
all social media platforms.
Total number of likes, comments and shares
across all social media channels.
Average number of engagements — likes,
comments, shares — per post.
% of subscribers who have engaged with
Webster-generated content.

44. Review
• Clarify goals and objectives.
• Identify key performance indicators.
• Understand available tools.
• Provide clear reporting and analysis.
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45. Thank You
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Questions?