SOCIAL MEDIA ANALYTICS Heather Kirk Director of Education & Communications Zeta Tau Alpha

TODAY, LET’S:  Learn how to set measureable objectives  Explore outcome-related metrics  Learn how to use measurement tools

THE VEHICLE NOT THE DESTINATION

SEEKING CLARITY  Who are “you” and what do you value?  What is your organization’s purpose and mission?  How can social media content feed that mission?  What are the organization’s current goals?  What are the outcomes you want to achieve on social media?  What are the objectives for each channel?

BE INTENTIONAL: A 6-INCH APPROACH Does it match your outcomes? How can social media help you achieve goals? What insights are required to know if your achieving goals? What are you trying to measure? What metrics attach to the insights? What tools can you use to see those metrics? What does the info tell you? What will you keep doing/ stop doing/ do differently? Share the info with others! Embrace anecdotes!

EXAMPLES OF GOALS/OUTCOMES  Building community among members and friends  Raise awareness about cause, program, brand, etc.  Increase participation in programs, practices  Build pride in organization/community  Collaborate for innovation  Encourage personal development  Engage a certain population NOW, CHANNEL OBJECTIVES…

TIE TECHNOLOGY CHOICES TO GOALS

SO HOW DO YOU MEASURE THAT

INCREASE PARTICIPATION  Click-throughs  Comments, likes, RTs  Join the group/page  Sign-up or apply  Attend something  Make a purchase or donation  Post or contribute  DO best practice  Replication of idea

BUILD COMMUNITY  Follower and fan growth  Comments and shares  RTs  Use as a conversation channel  Hashtag use  Sharing of ideas

SOLID MEASUREMENTS  Reach—Number of individuals within a defined population who encounter at least one piece of content from a campaign.  Sentiment—Emotional reaction to your brand’s content, usually measured in terms of positive, negative or neutral tone.  Conversion Rate—Influence to action; buy or apply.  Engagement—Your audience’s response to your content, whether they shared, clicked, liked or otherwise engaged with it.

TOOLS

FACEBOOK & THE ALGORITHM FORMERLY KNOWN AS EDGERANK

FACEBOOK INSIGHTS

HOOTSUITE

CROWDBOOSTER

SOCIAL MENTION

TWITONOMY

KLOUT

STATIGRAM

PINTEREST ANALYTICS

SHARE THE DATA  __ Facebook posts, __ Tweets about  Each post reached average of __ people  mentions, __ posts contained mentions to scholarship program  Scholarship application link clicked on by __ people (__ unique users)  __ Came from Facebook  __ Came from Twitter  2011 applicants = __; 2012 applicants = __  Growth of __% participation