Measuring Engagement with Social Media

Danielle Brigidabrigidad@nwf.org National Wildlife Federation@NWF@starfocus

• Reach

• Engagement

• Revenue

National Wildlife Federation’s Goals are to Increase...

Edelman Trust Barometer 2009

So Many Potential Metrics

• # of Friends

• Actions Taken

• Blog mentions

• Linkbacks

• Who participated in an event?

?What tools do we use to track Return on Investment?

Social Media = Listening

Mike Bailey-Gates, Flickr

How We Listen:Search News Search Blogs

Search Social Sites

Social Media Tracking

Google Alerts

Blog Searches-Technorati-Ice Rocket-Boardreader

RSS Readers-Bloglines-Google Reader-Feedreader

Detail Searches-twitter.com-Wordpress-Del.icio.us

Track Your Mentions

What Inspires a Response?

@NWF, @greenhour, @campusecology, @wildlife_watch@climateclass, @wildlifeaction

WildlifeAction

Example: NWF on

What Does NWF Tweet?• Questions

• New Blog Entries

• Random Facts

• Breaking News

• Program Info

• Timely Events

• Retweet

• Reply to People

How do we Track Tweets?

•Su.pr•Bit.ly•Tweetbeep•Source Code

How are people engaging with the tweet?

Be creative in trackingcampaign engagement

People share their wildlife sightings

Wildlife Watch with Twitter? Robin in

Park,Maryland

#NWF

Set Tangible Goals

• 50 unique Twitter Users

• 200 Wildlife sightings in first month

• At least 5 tweets a day

Keep Goals SMART

Specific Measurable Attainable Result Focused Time Specific

It’s All About Quality!

I do it for them.