Social Media MetricsMeasurement: What, Why and How?!

Part of the BĒM Education Center

Social Media Marketing SeriesKim E. Williams@WilliamsKim

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Social Metrics – What?

Tim Ferriss, author of the 4-Hour Workweek, argues, “Whenever technology becomes fashion, ROI tends to get lost in the excitement of the latest .com catwalk.”

Social Metrics – What?

Social Media is the child of Traditional Marketing. We do well to remember the heritage as well as the differences.

ReachEngagement

SentimentAffect

Social Metrics – What?

Reach

Subscribers, Fans, Connections and Followers…

Social Metrics – What?

Engagement

Quantity of reaction to Reach…

Social Metrics – What?

Sentiment

Quality of reaction to Reach…

Social Metrics – What?

Affect

Value of reaction to Reach…

Social Metrics – Why?Reach

Engagement

Sentiment

Affect

Retention

How?

Tool Up…

Social Metrics - Tools

Social Labs

Social Metrics - Tools

HootSuite

Social Metrics - Tools

www.Google.com/alerts

Sample Google Alert

Comes to your inbox at frequency you choose.

News alerts, blog posts, etc.

Make note of the sentiment of each alert.

Social Metrics - Tools

Technorati.com

Social Metrics-Tools

TweetScan.com

• Works like Google Alerts.• Up to 10 search terms.

Social Metrics-Tools

Social Metrics - Tools

Social Metrics - Tools

Social Metrics - Tools

Social Metrics - Tools

Social Metrics - Tools

Google Analytics

Social Metrics - Tools

Google Analytics

Create your Social Marketing Dashboard

Social Dashboard

Channel GoalGoal target date

Current

You should have a dashboard for your other marketing channels too.

Social Metrics – Why?Reach

Engagement

Sentiment

Affect

Retention

Questions ???

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@WilliamsKim

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