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SCIENCE OF SOCIAL MEDIA
LT Kaye Sweetser, PhD, APREmerging Media Integration
Department of Navy, Office of [email protected]
Strategy
Managem
entExecution
Social Media Goals
Framework
for Measuring Results in Social Media
Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter: http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428
Focus metrics on engagement & interaction:
– Number of likes, comments & impressions in Facebook
– Number of @ replies or RTs in Twitter– Number of comments in Flickr, YouTube,
Facebook– Number of clicks on your bit.ly or ow.ly
links– A coding system tailored TO YOUR
NEEDS!
I <3metrics
Metrics with littlesignificance withoutconsidering relationship:
– Number of fans– Number of posts you put out– Word clouds
Foster Dialog
Conversation Reach
Audience
Engagement
Share of
Voice
Strategy
Managem
entExecution
Granular Metrics
Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter: http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428
MONITOR CONVERSATIONS GOAL 1:
Step 3 Keep track
Step 2 Use social tracking software or sites, set up RSS feeds Google Reader feeds, Addictomatic, Twitter search, Radian6 … the more the merrier
Keep a spreadsheet to track topics and who is talking about youBONUS: use a Google form to ease input of “coding” of social mentions
Step 1 Devise search terms
Variations on your command name, commander, common misspellings,Keywords related to the command or its mission, etc.Radian6 suggests monitoring brand, industry & competitors
Find Item Use Google Form to Code
Form Feeds into Spreadsheet
Make Charts from Data
1. Log into Google Docs (http://docs.google.com) , create a form
2. Populate the form with items you want to “code,” like date, audience type, message, topics discussed, etc.
3. Form data feeds into spreadsheet that Google docs builds automatically as you create that form
4. Toggle between form and spread sheet as you build the form and check the spreadsheet
5. Start coding with the form when it is ready, use the data on the spreadsheet to make graphs
Use Google Forms for Coding
Need form ideas for your own coding?• See http://bit.ly/usncode1 for a coding form focusing
on what others say about you• See http://bit.ly/usncode2 for a form focusing on how
engaging you are to your stakeholders
+ Who, what, when, where, how mixes demographics and topical/sentiment analysis
+ Item demographics, like date, time, tool/media, permalink, etc
+ Audience analysis, look at author name (to identify loyal contributors), author gender, author categorization (servicemember, spouse/significant other, parent, recruit), geographic location, etc.
+ Topics discussed focused around your communication goals, leave room to grow as new issues are introduced
+ Sentiment enables a quick snapshot measuring support for your issues
+ Share of conversation comparing how often you and your issues are discussed as opposed to other groups (other services, other issues, etc.)
+ Look for @ replies in Twitter
If You Code This …
Need form ideas for your own coding?• See http://bit.ly/usncode1 for a coding form focusing
on what others say about you• See http://bit.ly/usncode2 for a form focusing on how
engaging you are to your stakeholders
+ Understand trends from your issues, such as who is saying what, how are topics being discussed and tone
+ Audience analysis to break an issue down to see what each of your stakeholders are saying about it, what issues are important to each, tone, etc.
Then You Can Find Out This …
SEA STORYSit right back & you’ll hear a tale …
Topic Trends:
Sentiment Ratio:
Share of Voice:
Formulas provided by Jeremiah Owyang for Web Analytics Demystified & Altimeter : http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428
MONITOR REACH & REPEAT OF MESSAGEGOAL 2:
+ Potential reach charting how many people/impressions potentially saw the message
+ bit.ly or ow.ly clicks shows how many people clicked on the link you created
+ Inbound links or referrals shows how many people are linking to your content & which of your content is most viral
+ Audience analysis to understand who is talking about you (gender, author type)
+ Tool analysis to understand which tool has the highest quality & most robust conversation about you
+ Categorize your content that others are linking to – what is the topic, does it use jargon, was it multimedia or text?
+ Count & categorize RTs, to capturehow people repeat your message
+ Time with content showing how long people look at your content& average number of pages per visit
If You Count This …
+ Track bounce by looking at mentions per period (you set the time period), impressions, clicks, etc.
+ Understand what type of content your audience likes the most by comparing your reach or impression data based on your internal categorizations or by tool
Then You Can Find Out This …
ENGAGE MY STAKEHOLDERSGOAL 3:
+ Engagement ratio compare output to input from your audiences
+ Number of interactions, defining interaction for each tool such as likes and comments in Facebook, RTs or mentions in Twitter, favorites or comments in Flickr and YouTube etc.
+ And don’t forget … record audience categorizations, media/tool, content categorization on type and topic to see what type of content or audience inspires the most interaction.
If You Count This …
+ Understand what inspires interaction based on your outputThen You Can Find Out This …
Sample Chart: Engagement by Type
Sample Chart: Engagement by Topic
Audience Engagement:
Conversation Reach:
Formulas provided by Jeremiah Owyang for Web Analytics Demystified & Altimeter : http://www.slideshare.net/jeremiah_owyang/social-marketing-analytics-4464428
CONSTANTLY EXPERIMENT.Don’t stop there. Make your data work for you.
Online Resources
+ Navy SlideShare: http://slideshare.net/USNavySocialMedia
+ Radian6 eBooks & blog: http://Radian6.com
+ 1 Metric, 1 Minute YouTube series: http://bit.ly/1met1min
+ Dan Zarrella: http://danzarrella.com/
+ YOUR PEERS!
