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Social Media Measurement:Measure What Matters

By Danielle BrigidaU.S. Fish and Wildlife Service

@starfocus or @usfws

I’m Passionate about Wildlife and Technology

U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• www.fws.gov/social

Photo by Lisa Hupp

USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts

By the NumbersFacebook

Messaging

Messaging

Messaging

Social Network

Messaging

Why Measure Social Media?

Using Data to Inform DecisionsDo you have access to web analytics?

Do you regularly share stats?

Address What’s in Your Strategy

Image: Flickr / Iowa Red Bulls

• Identify audience

• Specific goals

• Capacity/Time

• Outreach plan

• Long-term plan

Measurement

No Shortage of Digital Metrics

source: Metricsman.wordpress.com

Measurement Report Breakdown

• Distribution: fans, followers, mentions, reach

• Interaction: sharing, pageviews, reviews

• Influence: sentiment, brand evangelists

• Action: conversions, lead cost, sales

• Internal: blog posts, presentations, tweets

Measuring Types of Social Media

Owned Your Branded

Presences

Earned Organic Shares and Posts

Paid Social

Advertising

Owned Social Media The Impact of Your Accounts

Facebook Insights

Overview

Performance by Post

Facebook Insights: Referrers

Exporting Databy Post or Page Level

What Can Facebook Insights Really Inform?

• Top shareable content – what works

• What should you produce more of?

• What is your current active audience?

• Where are there growth opportunities?

Tracking Qualitative Information

Platform Analytics: Twitter Analytics.twitter.com

By Tweet

Audience Informationhttps://analytics.twitter.com

Platform Analytics:Pinterest

Platform Analytics: LinkedIn Company

Page

Measuring Earned Social Media

• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Google Trackbacks or Links • RSS Reader (Feedly)• Mentions (SumAll, Social Mention)

Learn from Your Community

• Use their interactions to inspire action

• Correct misinformation

• Answer frequently askedquestions

So Many Free/PaidTools To Investigate

• Keyhole • Bit.ly• Social Mention• Buffer• Hootsuite• Followerwonk• SimplyMeasured• Google Analytics

Weapon of Choice: Google Analytics

Weapon of Choice:Social/Media Monitoring Tool

Weapon of Choice: Exporting…All the Things

Weapons of Choice: Google Scripts

Listening Will Give You Next Steps

Measuring and Tracking on Instagram

• Iconosquare

• Tagboard

• Hashatit

• Search Location

• Simplymeasured

Explore Google Add-ons and Scripts

Crowdbooster Shows Devoted Supporters

BuzzSumo: See Popular Content on a Site

Web / Search Metrics

Measuring Mentionshttps://en.mention.net/

Tagboard – search hashtags

Understand Audience Behaviors

Collect Qualitative Data That Informs Your Strategy

Reporting Crimes

Advocacy Requests

Identify Possibilities to Engage in a Meaningful Way

Use Content Build Mutual Relationships

Measure the Full PictureOriginal

Tell a Story with Your Data

A Good Measurement Plan Inspires Action

Revisits Your Goals:

Improving Reputation

Combines Available Measurement Tactics:

Social Analytics and Web Analytics

Uses Qualitative and Quantitative Information:

Comments and Increased Shares

Not So Sexy Things to Remember

• Identify your objectives• Do your homework:

which tools, messages and content work best?

• Collect Information can inform how to CHANGE future behavior

Image: Tom Koerner, USFWS

General Geekiness• Build off automated reports

whenever possible

• Export Data to play if you’re comfortable with spreadsheets

• Follow blogs and reports that discuss web and social metrics and techniques

Collaborate Across Regions and Programs

Quarterly Report Campaign Specific Report

Analyze Don’t Regurgitate

• Pick metrics to measure ahead of time

• Evaluate over time

• Identify anomalies

• Tell a story with your data

• Track metrics that matter

Figure that if it puts you to sleep…

You’re not measuring anything.

Listen, Communicate, Create, TrackTime on Social Media

Listening

Communicating

Creating/Experimenting

Tracking

30%

30%

25%

15%

Repetitive Reports Help Showcase Trends

• Growth – (example mobile and multiplatform)• Change in Behavior • Relationship Building• Hot Button Issues• Next Steps – Human Analysis• Fundraising Success• Business Goals Met

Integrate the Web Metrics with Offline Wins

source: Metricsman.wordpress.com

Just Remember:Good Measurement Leads to Action

• Don’t stop at measuring what’s easy• Ask tough questions• Learn tool capability and experiment

Questions?

Danielle Brigida

National Social Media Manager

U.S. Fish and Wildlife Service

@USFWS or @starfocus

danielle_brigida@fws.govJudy N, Flickr

Image: Flickr / Iowa Red Bulls

• Identify audience

• Specific goals

• Tools to Use

• Frequency

• Long-term plan

Let’s Map Out A Report Together

Let’s Map Out A Report Together

• Frequency• Audience• Major Sections

Always Include: • Sources for Data• Actionable Takeaways

Sections of Your Report

• Distribution: fans, followers, mentions, reach

• Interaction: sharing, pageviews, reviews

• Influence: sentiment, brand evangelists

• Action: conversions, lead cost, sales

• Internal: blog posts, presentations, content