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The latest FREE on-demand marketing webinar, hosted by DigitalSherpa and presented by Erica McGillivray of Moz. Get more free content at http://digitalsherpa.com/learn
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Social Media Metrics: What You Should Be Tracking
Erica McGillivraySenior Community Manager at Moz@emcgillivray#sherpamoz
I <3
Community building
Social media geekery
Pushing boundaries
Comic book trivia
Reading urban fantasy
You
@emcgillivray #sherpamoz
Your Wants
Love your work
Excel at it
Please your boss/clients/yourself
Grow your social media followers
DangerGoal
@emcgillivray #sherpamoz
Bought1,759,098 Followers
Has 0 Friends
Even Celebrities Inflate Followers
Reality Check
@emcgillivray #sherpamoz
Business Follower Averages
14,709 followers
13,157 likes
229 followers
208 followers
@emcgillivray #sherpamoz
Mailbox
Recycling
Door
Direct to Garbage
Attention Spans
Twitter: 18 minutes
Facebook: 2-3 hours
G+: 3 hours
Instagram: 3-4 hours
@emcgillivray #sherpamoz
Don’tPanic!
@emcgillivray #sherpamoz
1 Million Followers
Tough Talk
Why is my brand on social media?
Beat the competition
ThoughtleadershipLead
generation
Promote partnerships& influencers
Customerservice
Connect with
community
Say No to Reporting Vanity Metrics
But secretlytrack them for the math!
@emcgillivray #sherpamoz
Report This!Engagement
@emcgillivray #sherpamoz
True Social Metrics
Math = Counting
& Division
# of actions by followers / # of posts = Rate
Find a Baseline
Select a time period that makes sense.
Conversation Rate
Who’s chatty? How often? What topics are interesting to my followers?
Conversation Goals
Simple spreadsheet
@emcgillivray #sherpamoz
Are you keeping up?
Amplification
RateWho’s re-sharing my content? Where? And why?
Amplification Goals
@emcgillivray #sherpamoz
Audience Reach
G+ Ripples
Share top content again
Rival IQ@emcgillivray
#sherpamoz
ApplauseRate
Who’s lurking, but liking? Who encourages you? Who gives you high fives?
Applause Goals
@emcgillivray #sherpamoz
Report This!Relative
Engagement
@emcgillivray #sherpamoz
What?
As you grow your followers & regular postings, you want to keep pace with connecting to your community.
True Social Metrics
Math = Followers,
Counting & Division
# of actions / # of posts / Followers per 1,000 = Relative Engagement Rate
# of actions / Followers per 1,000 = Content Rate
Relative Engagement Goals
@emcgillivray #sherpamoz
What AboutConversions
?
@emcgillivray #sherpamoz
Sales? Try Traffic
Google Analytics
@emcgillivray #sherpamoz
Company news
Email sign up form
Sales leads
ProductfeedbackBranding
Onsite community registration
Report This!Anything
Important to Your
Business@emcgillivray
#sherpamoz
Customer Happiness
In Q2 2014, Moz sent 154 happy packages to our community.
Team Growth
Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010.
2010 20112012 2013 2014
Product Feedback
@emcgillivray #sherpamoz
Special Events (Stakeholders)
@emcgillivray #sherpamoz
Special Events (all staff)
@emcgillivray #sherpamoz
Reporting
@emcgillivray #sherpamoz
Reports Tell a StoryShows
engagement, traffic, and customer love over time.
Sam
ple
Report
Love
@emcgillivray #sherpamoz
Passion
@emcgillivray #sherpamoz
Relevance
@emcgillivray #sherpamoz
Who’s Listening
Weekly check-ins with your team
Monthly reports to your team & company
Share quarterly with the world
I want 1,000 conversations
with 100 people,
not 1 million followers & 100
conversations@emcgillivray
#sherpamoz
Contact Me
Erica McGillivraySenior Community Manager at Moz
@emcgillivray
http://moz.com/
#sherpamoz
Resources• Social Engagement Metrics That Matter - Measuring, Tracking, and
Reporting FTW by Jen Lopezhttp://moz.com/blog/social-engagement-metrics-that-matter
• Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushikhttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
• Beginner’s Guide to Social Mediahttp://moz.com/beginners-guide-to-social-media
• G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet
• July Moz Community Chroniclehttps://magic.piktochart.com/output/2472261-community-chronicle-july-14#
• True Social Metrics http://www.truesocialmetrics.com/• SproutSocial https://sproutsocial.com/• Buffer https://bufferapp.com/ • Rival IQ https://www.rivaliq.com/• Piktochart http://piktochart.com• Fake Follower Check
http://www.socialbakers.com/twitter/fakefollowercheck/
Photo Creditshttps://www.flickr.com/photos/orinrobertjohn/80698721https://www.flickr.com/photos/sadiediane/4235308808https://www.flickr.com/photos/daquellamanera/355061741https://www.flickr.com/photos/beglen/2464007260https://www.flickr.com/photos/erix/5683572https://www.flickr.com/photos/therussiansarehere/3646211340https://www.flickr.com/photos/falh/3563568771https://www.flickr.com/photos/maaorg/8009975343https://www.flickr.com/photos/abby28xyz/469737055https://www.flickr.com/photos/polandmfa/7374395194https://www.flickr.com/photos/crdot/6212235831https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/5950980670907190513https://www.flickr.com/photos/kristabaltroka/8527817179https://www.flickr.com/photos/wwworks/4759535970https://www.flickr.com/photos/pagedooley/2121472112https://www.flickr.com/photos/frielp/2661943https://www.flickr.com/photos/wonderlane/3175521546