Social Media Measurement and Monitoring for Beginners

IABC International AssociationOf Business Communicators

Houston

social media bootcamp for communicators


Houston

Social Media Measurement and Monitoring

Sandra FernandezManager of Public Relations

Houston Public Library


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Social Media Landscape


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Social Media Landscape


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Social Media Metrics


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Social Media Measurement and Monitoring

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Social Media Measurement and Monitoring FOR BEGINNERS

QUESTIONS TO CONSIDER


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WHAT?

What’s your objective? What are you trying to

achieve? What problem are you

trying to solve? What were you hired to do?


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WHAT?

What are you going to measure? Fans, comments, subscribers,

new customers, engagement levels, responses…

What are you going to measure against? What are you using as a

benchmark? Where are you beginning?


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HOW MUCH?

How much of your resources are you going to invest in measurement?

Do you have money to spend?

Are you going to do analysis in-house or outsourced?


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WHEN?

When are you going to look at your metrics?


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Metrics vs Analysis


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Social Media Measurement and Monitoring FOR BEGINNERS Things you start tracking today, for FREE

(or little money) + your time # of Followers/Fans/Subscribers Traffic to your blog – visits NOT hit Comments on your blog or your FB page and

responses on Twitter Links to your site or social media channel Clickthroughs on the links you share with your

networks Retweets, Trackbacks, Sharing


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Social Media Measurement and Monitoring FOR BEGINNERS Some things you want to start tracking

next Conversation types Level of engagement Attitudes Satisfaction


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Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs

Google Analytics -- http://www.google.com/analytics/


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Alexa’s Site Info -- http://www.alexa.com/siteinfo


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RSS Feeds, FeedBurner -- http://www.feedburner.com/


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OW.LY URL Shortener (HootSuite) -- http://hootsuite.com


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BIT.LY URL Shortener -- http://bit.ly/


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Social Media Measurement and Monitoring FOR BEGINNERS -- Blogs Mentions

Social Mention -- http://www.socialmention.com/

Google Alerts: News, Blogs -- http://www.google.com/alerts

Technorati -- http://technorati.com/


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Comments & Trackbacks


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Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter

Number of Followers


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Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter

Responses

Retweets

Mentions


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Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter Social Mention --

http://www.socialmention.com/

Twitter Search -- http://search.twitter.com/

Twazzup -- http://www.twazzup.com


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Social Media Measurement and Monitoring FOR BEGINNERS -- Twitter “Decks” & Clickthroughs



TweetDeck -- http://www.tweetdeck.com/


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Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook

Number of “Fans”


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Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook

Demographics on your fans

Fan interactions on your page


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Social Media Measurement and Monitoring FOR BEGINNERS -- Facebook Comments Sharing (links)



Mentions Social Mention --

http://www.socialmention.com/

Facebook Search


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Recap – questions to ask first What’s your objective? What are you going to measure? What are you going to measure

against? How much of your resources are you

going to invest in measurement? When are you going to look at your

metrics?


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Recap – Free tools to use TODAY Blogs

Traffic Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo Google Analytics -- http://www.google.com/analytics/

Ranking Alexa.com’s Site Info tool -- http://www.alexa.com/siteinfo

Links OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/

Mentions Social Mention -- http://www.socialmention.com/ Google Alerts: News, Blogs -- http://www.google.com/alerts

Tip, use “link:http://www.houstonlibrary.org” to find sites linking to yours Technorati -- http://technorati.com/

Comments & Trackbacks RSS Feeds (subscriptions)



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Recap – Free tools to use TODAY Twitter

# of Followers, # of Responses, # of Retweets, Mentions Twitter Search -- http://search.twitter.com/ Social Mention -- http://www.socialmention.com/ Twazzup -- http://www.twazzup.com

Clickthroughs OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/

Trends TweetStats -- http://tweetstats.com Twitter Analyzer -- http://twitteranalyzer.com/ Twitter Sheep -- http://twittersheep.com/ Twitter Grader -- http://twitter.grader.com/


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Recap – Free tools to use TODAY Facebook

# of Fans (“Likers”) Demographics on Fans Comments Sharing Attendance at events Clickthroughs

OW.LY URL Shortener (HootSuite) -- http://hootsuite.com BIT.LY URL Shortener -- http://bit.ly/

Mentions Social Mention -- http://www.socialmention.com/ Facebook Search


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Paid Tools for Monitoring & Analysis Omniture --

http://www.omniture.com/en/products/online_analytics/discover

PR Newswire -- http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/

Radian6 -- http://www.radian6.com/ Scout Labs -- http://www.scoutlabs.com/ Sysomos -- http://www.sysomos.com/ Viral Heat -- http://www.viralheat.com/ Web Trends (powered by Radian6) --

http://www.webtrends.com/Products/SocialMeasurement


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Paid Tools for Monitoring & Analysis Cymfony -- http://www.cymfony.com JD Powers --

http://businesscenter.jdpower.com/?f=/jdpacontent/corpcomm/Services/content/WebIntelligence.htm

ListenLogic -- http://www.listenlogic.com/ Nielsen Buzzmetrics -- http://en-

us.nielsen.com/tab/product_families/nielsen_buzzmetrics

Visible Technologies - http://www.visibletechnologies.com/


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Bibliography – Articles & Blogs Stop the Interruption: Push Versus Pull in Media

Relations http://blog.journalistics.com/2009/stop-the-interruption-pull-versus-pull-media-relations/

PR people can measure social media. We just need to learn. http://nextcommunications.blogspot.com/2010/05/pr-people-can-measure-social-media-we.html

PR Measurement Tips to Grade Your Campaign’s Performance http://www.ereleases.com/prfuel/pr-measurement-tips/

KD Paine’s Measurement Blog http://kdpaine.blogs.com/

Communication Overtones (blog by Kami Huyse) http://overtonecomm.blogspot.com/


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Where to find me www.SandraSays.com www.twitter.com/sandrasays www.facebook.com/sandrasays www.linkedin.com/in/sandrafernandez

[email protected]

Technology

Social Media Measurement and Monitoring for Beginners