Social Media Metrics: What You Should Be Tracking

Erica McGillivraySenior Community Manager at Moz@emcgillivray#sherpamoz

I <3

Community building

Social media geekery

Pushing boundaries

Comic book trivia

Reading urban fantasy

You

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Your Wants

Love your work

Excel at it

Please your boss/clients/yourself

Grow your social media followers

DangerGoal

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Bought1,759,098 Followers

Has 0 Friends

Even Celebrities Inflate Followers

Reality Check

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Business Follower Averages

14,709 followers

13,157 likes

229 followers

208 followers

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Mailbox

Recycling

Door

Direct to Garbage

Attention Spans

Twitter: 18 minutes

Facebook: 2-3 hours

G+: 3 hours

Instagram: 3-4 hours

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Don’tPanic!

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1 Million Followers

Tough Talk

Why is my brand on social media?

Beat the competition

ThoughtleadershipLead

generation

Promote partnerships& influencers

Customerservice

Connect with

community

Say No to Reporting Vanity Metrics

But secretlytrack them for the math!

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Report This!Engagement

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True Social Metrics

Math = Counting

& Division

# of actions by followers / # of posts = Rate

Find a Baseline

Select a time period that makes sense.

Conversation Rate

Who’s chatty? How often? What topics are interesting to my followers?

Conversation Goals

Simple spreadsheet

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Are you keeping up?

Amplification

RateWho’s re-sharing my content? Where? And why?

Amplification Goals

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Audience Reach

G+ Ripples

Share top content again

Rival IQ@emcgillivray

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ApplauseRate

Who’s lurking, but liking? Who encourages you? Who gives you high fives?

Applause Goals

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Report This!Relative

Engagement

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What?

As you grow your followers & regular postings, you want to keep pace with connecting to your community.

True Social Metrics

Math = Followers,

Counting & Division

# of actions / # of posts / Followers per 1,000 = Relative Engagement Rate

# of actions / Followers per 1,000 = Content Rate

Relative Engagement Goals

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What AboutConversions

?

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Sales? Try Traffic

Google Analytics

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Company news

Email sign up form

Sales leads

ProductfeedbackBranding

Onsite community registration

Report This!Anything

Important to Your

Business@emcgillivray

#sherpamoz

Customer Happiness

In Q2 2014, Moz sent 154 happy packages to our community.

Team Growth

Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010.

2010 20112012 2013 2014

Product Feedback

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Special Events (Stakeholders)

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Special Events (all staff)

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Reporting

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Reports Tell a StoryShows

engagement, traffic, and customer love over time.

Sam

ple

Report

Love

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Passion

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Relevance

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Who’s Listening

Weekly check-ins with your team

Monthly reports to your team & company

Share quarterly with the world

I want 1,000 conversations

with 100 people,

not 1 million followers & 100

conversations@emcgillivray

#sherpamoz

Contact Me

Erica McGillivraySenior Community Manager at Moz

@emcgillivray

erica@moz.com

http://moz.com/

#sherpamoz

Resources• Social Engagement Metrics That Matter - Measuring, Tracking, and

Reporting FTW by Jen Lopezhttp://moz.com/blog/social-engagement-metrics-that-matter

• Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushikhttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

• Beginner’s Guide to Social Mediahttp://moz.com/beginners-guide-to-social-media

• G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet

• July Moz Community Chroniclehttps://magic.piktochart.com/output/2472261-community-chronicle-july-14#

• True Social Metrics http://www.truesocialmetrics.com/• SproutSocial https://sproutsocial.com/• Buffer https://bufferapp.com/ • Rival IQ https://www.rivaliq.com/• Piktochart http://piktochart.com• Fake Follower Check

http://www.socialbakers.com/twitter/fakefollowercheck/

Photo Creditshttps://www.flickr.com/photos/orinrobertjohn/80698721https://www.flickr.com/photos/sadiediane/4235308808https://www.flickr.com/photos/daquellamanera/355061741https://www.flickr.com/photos/beglen/2464007260https://www.flickr.com/photos/erix/5683572https://www.flickr.com/photos/therussiansarehere/3646211340https://www.flickr.com/photos/falh/3563568771https://www.flickr.com/photos/maaorg/8009975343https://www.flickr.com/photos/abby28xyz/469737055https://www.flickr.com/photos/polandmfa/7374395194https://www.flickr.com/photos/crdot/6212235831https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/5950980670907190513https://www.flickr.com/photos/kristabaltroka/8527817179https://www.flickr.com/photos/wwworks/4759535970https://www.flickr.com/photos/pagedooley/2121472112https://www.flickr.com/photos/frielp/2661943https://www.flickr.com/photos/wonderlane/3175521546