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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
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
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
[email protected] 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
