Danielle Brigida, Sr. Manager of Social Strategy & Integration, National Wildlife Foundation Twitter Handle: @Starfocus What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.

1. Make a Difference with
Social Measurement
By Danielle Brigida
National Wildlife Federation

2. Common Response to Social Measurement

3. Just Remember:
Good Measurement Leads to Action
• Don’t stop at measuring what’s easy
• Ask tough questions
• Learn tool capability and experiment

4. Measuring Types of Social Media
Owned
Your Branded Presences
Earned
Organic Shares and
Posts
Paid
Social Advertising

5. Owned Social Media
The Impact of Your Accounts

6. Facebook
Insights
Overview

7. Performance by Post
What does your number of likes mean? How many followers
does it take to be a success? We all have these questions,
but the fact is- if done well measuring how people interact
with your organization online can greatly help you
determine where to allocate resources. In this session we’ll
talk about why we measure, some measurement best
practices and a few free and enterprise tools that don’t
break the bank.

8. Facebook Insights: Referrers

9. Facebook Insights: Exporting Data
by Post or Page Level

10. 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?
But there’s still more qualitative information to
track:

11. Owned Social: Twitter
Analytics.twitter.com

12. By Tweet

13. Audience Information
https://analytics.twitter.com

14. Measure Influence: Twtrland

15. Owned Social Media
Pinterest

16. Owned Social
Media:
LinkedIn Company
Page

17. Owned Social Media:
Youtube Channel Metrics

18. Measuring Earned Social Media
• Shared Content: Sharethis & Addthis
• Web Analytics (ex. Google, SiteCatalyst)
• Google Trackbacks or Links
• RSS Reader (Feedly, Digg Reader)
• Mentions (Mentions.net)

19. Don’t be afraid of the truth.

20. Tools We Often Use to Track
• Crowdbooster – mentions, replies & followers
• Bufferapp – clicks and reach
• Feedly – to track blog/social mentions
• Rowfeeder – to track or hashtag mentions
• Topsy Analytics– to compare hashtags

21. Crowdbooster Shows Devoted
Supporters

22. BuzzSumo: See Popular Content on a Site

23. Measuring Mentions
https://en.mention.net/

24. Tagboard – search hashtags

25. Bitly and Rt.ly

26. Social Performance Needs
Web Metrics

27. Explore Google Trackbacks

28. It’s VERY Important to Stay Organized

29. Create Your Own Excel
or Google Drive Tracking System

30. Some of Our Social Media Reports
Works to Build Respect, Accountability and
Actionable Next Steps
Quarterly Report Campaign Specific Report

31. 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

32. And Remember…
• Be flexible with social media and free tools
• Your overall goals!
• Pay attention to trends and compare data
• Look for message quality in mentions
• Use analytics to give you behavior information
• Continue learning about social measurement!

33. No More Hiding From Metrics!

34. Questions?
Danielle Brigida
@starfocus
brigidad@nwf.org