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Instead of reaching for the familiar—namely, numbers of likes and shares and retweets and pins and so on—put the numbers in human terms. Tell a story.
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SHOW ME THE STORIES! HOW TO MEASURE AND MARKET SOCIAL MEDIA
Jonathan Rick @jrick
TERENCE WINTER said that
when he was writing The Wolf of Wall Street,
he was forever trying to explain even limited
Wall Street terms … like IPO, before finally
concluding that it didn’t matter. ‘People don’t
care,’ he said. ‘The techno-speak goes in one
ear and out the other. What they’ll remember
is that in the Madden deal, Mr. Belfort made
$23 million in two hours.’
—Joe Nocera, The New York Times
Meet the Chamber
Of Condoms & Kidney Stones
You Can’t Spell “Numbers” Without “Numb”
Recommendations
PART 1
MEET THE
CHAMBER
Reach New Audiences
Humanize the Chamber
Influence the Influencers
Mobilize Our Supporters
Echo Our Message
PART 2
OF COND MS &
KIDNEY STONES
THERE IS a subtle difference between
clickable and shareable content. You might
click, for instance, on a story about the dress
mishap Anne Hathaway experienced while
stepping out of a car, but you may not want to
add it to your Facebook feed, lest your aunts
and former classmates think you’re a creep.
—Matthew Lynch, M Magazine
The metrics, they
are a’changin’
MEASUREMENTS are a
means to find the essence of
something. They are not the essence
itself. —Eric Eldon, TechCrunch
They tell only
part of the story
TOBY: More college kids think they’ll
see UFOs than Social Security
checks.
BARTLET: But they don’t tell you how
many believe in UFOs—that’s the
number we ought to be worried about.
—The West Wing
CONTEXT
PART 3
YOU CAN’T SPELL
“NUMBERS”
WITHOUT “NUMB”
“The death of one man is a tragedy.”
“The death of millions is a statistic.”
The U.S. federal budget is about
$4 trillion a year.
The U.S. federal budget is about
$11 billion a day.
The U.S. federal budget is about
$500 million an hour.
The U.S. federal budget is about
$7.5 million a minute.
The U.S. federal budget is about
$127,000 a second.
In one second, the federal
government spends what two
typical American families earn in
an entire year.
Every two seconds, the federal
government spends enough
money to buy the average house.
That’s your 30-year mortgage paid
off in less time than it takes to
breathe in.
In the time it takes you to read this
sentence out loud, the federal
government spent enough money
to buy about half the homes on
your block.
Every six weeks, the federal
government spends enough
money to buy Apple, the most
valuable public company in
America.
Five more weeks of spending, and
it could also buy ExxonMobil.
STOP
PART 4
RECOMMENDATIONS
DON’T DO THIS
/USChamber Facebook Page
Status Update Date Time Total
Reach
Viral
Reach
Engaged
Users
Talking
About
Comm
ents
Likes Shares
This is what happens
when the EPA shuts
down coal power:
http://freepri.se/1dnQ8IO
10/24
3:04
PM
304,304 8,404 1,851 1,340 203 964 400
Here's everything you
need to know about
today's jobs numbers:
http://freepri.se/17H8Y6A
10/22
2:09
PM
39,696 16,120 1,726 1,190 177 714 533
Click here to learn how
the United States ranks:
http://freepri.se/1d7gZWY
10/25
1:50
PM
18,376 950 1,099 595 35 542 62
Click here if you don't
believe us:
http://freepri.se/1bXulnx
10/24
6:02
AM
11,148 99 584 124 9 107 12
Social Network Visits
Twitter 2,111
Facebook 1,452
Pinterest 111
LinkedIn 98
SlideShare 37
Referral Traffic to
FreeEnterprise.com
In naming Delta Airlines’s Twitter channel a winner of
its 2012 Digital PR and Social Media Awards, PR
Daily wrote, “What are the program’s payoffs? Check
out these 2011 statistics.”
Several big numbers were then trodden out:
@DeltaAssist generated
• 158,000 mentions
• 115,000 outbound tweets and direct messages
This is exactly how not to cite social media stats. This
is like saying, If you Google [Delta Airlines], you’ll get
80.2 million webpages. That’s nice, but what does this
mean?
Instead of throwing around impressive-sounding stats,
cite numbers that have real-world value. For example:
• Did Twitter serve as an early warning system to
identify problems before they spiraled?
• How many issues did tweeting help you resolve in
real time?
• How many corporate testimonials—i.e., happy
customers—did your tweets give rise to?
IF YOU ,
DO THIS
6,547,885 That’s how many social interactions nytimes.com generated in October 2013.
Website Social Interactions
huffingtonpost.com 12,784,487
buzzfeed.com 11,635,424
bbc.co.uk 8,462,269
nytimes.com 6,547,885
cnn.com 5,547,834
dailymail.co.uk 4,734,887
upworthy.com 4,571,422
theguardian.com 4,379,063
nbcnews.com 4,325,283
mashable.com 4,154,448
The Most Viral Websites
ORIGINAL
This past week, there
were over 1,800 tweets
that mentioned the
Chamber, including 319
that highlighted our
infrastructure and
cybersecurity
messaging.
REVISION
This past week, the
Chamber earned
retweets from influencers
such as Christine
Lagarde, the managing
director of the
International Monetary
Fund (157,000
followers), and the
Democratic National
Committee (267,000).
332,000 That’s how many fans the Chamber’s Facebook page has.
Association Fans
U.S. Chamber of Commerce 332,145
American Petroleum Institute 110,091
The Pharmaceutical Research and
Manufacturers of America
16,918
National Association of Manufacturers 14,588
Business Roundtable 13,948
Facebook Pages of Business-
Friendly Trade Associations
Association Fans
The Pharmaceutical Research and
Manufacturers of America
16,918
America’s Health Insurance Plans N/A
U.S. Chamber of Commerce 332,145
U.S. Travel Association 4,297
Facebook Pages of the
Top Trade Associations
The company reported third-quarter
earnings of $425 million, or $0.17 a
share, in contrast to a loss of $59
million, or $0.02 a share, for the same
period last year.
Excluding certain expenses related to
stock compensation, Facebook’s profit
was $621 million, or $0.25 a share,
compared with $311 million a year ago.
Wall Street analysts had expected the
company to post profits of $0.19 a
share.
Had you bought $10,000 of Facebook
stock in the morning, you’d have
$11,200 in your pocket by the afternoon.
IF YOU ,
DO THIS
I’M NOT INTERESTED in
knowing which processor model is in a phone.
I want to know if the phone is fast. Which may
or may not have anything to do with what
processor is in a phone. So in my columns,
you’ll find an emphasis on the human side of
tech. On the context of a new product. How it
feels, how it works, how it’s designed, whether
it’s worth the money, of course—but also how
it changes the game, changes society,
changes us. —David Pogue, Yahoo! Tech
WE WANT things to be
shared, but we also want to have
impact. And for me, a citation in the
FT or the New York Times or the
Journal—which we’ve had—is just
as important as a page view.
—Peter Lauria, BuzzFeed
10,000 mentions on Twitter
3,250 views on Scribd
5,000 views on SlideShare
2,500 views on LinkedIn
Player Price Songs $/Song
CD $75 15 $5
Flash $150 15 $10
MP3 CD $150 150 $1
Hard
drive
$300 1,000 $0.30
ORIGINAL
In launching the Kindle,
Jeff Bezos beamed that
the Kindle library
contained 90,000
books.
REVISION
Kindle owners would
have the equivalent of a
Barnes & Noble
bookstore at their
fingertips.
300 Recipients
151
Tweeters
You Be the Judge
100 new Twitter followers
2 new clients
2,000 page views to my blog
1 invitation to speak at a conference