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Measuring What’s Right for You@starfocusDanielle BrigidaManager of Social MediaNational Wildlife Federation
Choosing Your Objectives with Social Media
• Research and Learning• Build Relationships /Issues Awareness• Improve Reputation• Content Generation/Issues Awareness• Driving Traffic• Actions Taken• Fundraising
Analyze Conversations and Communities
• Blogs– Blogpulse– Icerocket– Google Blog Search
• Facebook/Twitter– Search.twitter– Social Mention– Kurrently– Boardreader– Addictomatic
Find a Tool for You!Small Act Thrive
Think about Trackable Objectives!
http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/
Google Social Analytics
Top Content Shared on Facebook
Using Facebook Insights
Measuring all this?
Combining Web and Facebook Metrics
Web Traffic Reach People talking about You Likes
Visitors Frequency Mentions # of Likes
Top Content Referrers Viral Reach Popular Content
Donations Visitors Check-ins Engaged Users
Actions Views Stories from posts # of Comments
Collect Qualitative Data Too
Start Brainstorming Ways to Prove Your Objective
• Research and Learning – develop monitoring dashboard• Build Relationships/Issues Awareness – increase fans or
#number of followers• Improve Reputation – survey results• Content Generation – number of passionate bloggers• Driving Traffic – increase time on site, pageviews• Actions Taken - # of comments, tweets, etc• Fundraising – number of dollars directly and indirectly
Follow Helpful Resources
http://www.Bethkanter.org http://www.mashable.com
http://www.prnewsonline.com/http://www.johnhaydon.com/
Create Daily, Weekly or Monthly Reports to Share
Key Takeaways
• Conduct analysis of online messages, conversations and communities
• Connect media coverage, web site traffic and online interaction to your objectives
• Use Facebook insights, web analytics and other tools to track your social media impact
• Create a report that shares your findings