Measuring Social Media

Its About Relationships

Why Measure?

Why Measure?

Are we making a
difference, or just making a fool of ourselves?

Measuring Social Media

Katie Paine, KD Paine and Partners

Super Six Steps to Measurement

1. 2. 3. 4. Set your objectives Define your stakeholders Determine which metrics to use Benchmark against yourself over time or your competition 5. Pick your measurement tool 6. Analyze the results and start over

1. Setting Objectives
Make them measurable What do I want to happen by when? Changes in attitudes and/or behavior Outputs, outtakes and outcomes Without objectives, measurement is meaningless

Strategy to Engage
1. Active Listening 2. Contribution 3. Participation
http://www.healthcare100.com

2. Community of Stakeholders

By Andrew Niddrie, Flickr, Gulliver Square, Scotland

3. What Metrics Matter Most?

1. Relationships 2. Analytics 3. Outcomes

Measuring Analytics: Easier

Number of unique users Returning versus new readers Referring traffic Links from other sites Google PageRank Technorati Authority Total time spent on the site The popularity of the content itself, page views Conversation Index: Ratio of blog comments to blog posts Tone of conversation, comments, posts Speed or velocity of spread, viral

Measuring Relationships: Harder

Interaction: Conversation Index Quality of relationships Building mutual trust

Measuring Relationships
Control Mutuality Power of influence Trust Degree to which it exists Satisfaction Expectations met Commitment Mutually promoted Exchange Relationship Expectations of return for giving Communal Relationship Genuine and mutual concern with no expectation

by Jim Grunig and Linda Childers Hon, Institute for Public Relations

Outcomes and the Dreaded ROI

Benefits
Costs Risks

Charlene Li, Forrester Research, The ROI of Blogging

4. Your Competition

By Mr. Mark, Pick One, Flickr

5. Measurement Tools: Free

Technorati (number of links, authority) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor mans clipping service) Yahoo Pipes (manage RSS) Compete, Alexa (traffic) Quantcast (ratings and demographics)

Measurement Tools: Paid

1. 2. 3. 4. The CGM Dashboard (link) Radian6 (link) BuzzLogic (link) Jeremiahs List (link)

Fun: Media Snackers Meme

Fun: Media Snackers Meme

There have been 72 posts over the past 14 days that include the terms "media snack" or "media snackers." Both the plurals and the singular uses of each word were also pulled.

Comments and the Conversation

Now Is Gone, Geoff Livingston (27 comments) Every dot Connects, Connie Reece (21 comments) Web strategy by Jeremiah, Jeremiah Owyang (19 comments) Web strategy by Jeremiah, Jeremiah Owyang (18 comments) Engage in PR, Kyle Flaherty (12 comments)

Jeremiah Owyangs Mindshare

Resources
Kamis Measurement Tag Measuring Public Relationships, Katie Paine Calculating the ROI of Blogging, Charlene Li Constantin Bastureas ROI tag Jeremiah Owyangs Social Media Tag Trinity of Analytics, Avinash Kaushik Institute for Public Relations, Measurement

Measuring Social Media

Kami Watson Huyse, APR My PR Pro 210.467.5092 kami@myprpro.com www.myprpro.com Blog: Communication Overtones, overtonecomm.blogspot.com