BarnRaisers



Top 10 social media metrics that matter most (free webinar) 0

Posted on February 01, 2016 by Rob Petersen

 

10 social media metrics

  • 92% of marketers say social media is important to their business (Social Media Examiner)
  • 73% plan to increase spending on marketing analytics (The CMO Survey)
  • Only 42% are able to measure their social activities (Social Media Examiner)

If social media is so important, why are most marketers unable to measure it? Do they not know the social media metrics that matter most?

Register for a Free Webinar on Tuesday, February 9th, at 11:00 am EST to learn and ask questions about the 10 Social Media Metrics Every Marketer Needs to Know. This webinar is brought to you by Biznology.

So you know now, here are the 10 social media metrics that matter most.

  1. KEYWORDS: Smart keywords choices and placement on social networks give your brand a better chance of being found. Consumers that are exposed to a brand on social media are 180% more likely to search for that brand on search engines according to a Group M study. Google Trends and the Google Keyword Planner are two tools to use; the former identifies keywords that people are searching with increasing search interest and the latter provides their monthly keyword volume.
  2. LINKS: Social media links from blog posts and social posts are another primary means of raising social and search presence. These come from blog posts and social posts. Track the number of links pointing to your website and/or blog, and examine the source of new links. Open Site Explorer from SEOmoz and bit.ly are great inbound tracking services. They are also free if that’s any additional motivation.
  3. REACH: Reach is the potential audience for a message based on total follower count (Twitter, Pinterest and LinkedIn followers, total Likes on your Facebook page). If your boards have 1,000 followers on Pinterest, then each of your pins could potentially reach 1,000 people. Facebook considers a post reaches someone when it’s shown in that person’s News Feed. Through Facebook Insights, Facebook provides “total reach,” which includes the number of unique people who saw any activity from a Page as well as paid vs. organic reach.
  4. ENGAGEMENT: Actions such as Like, Share, Comment, ReTweet and Favorite measures how much and how often others interact with you and your content in social media. Radian6 and SimplyMeasured are tools that show the percentage of people reached who engage in your content, how they respond and the differences by social network.
  5. SHARE OF VOICE: Reach and Engagement are important to know not only about your brand but your competitors. Quite often, a smaller brand with a lower level of Reach can distinguish itself by displaying a higher level of Engagement to the benefit of their business.
  6. SENTIMENT: A “Sentiment Analysis” tells you if the people who comments are saying positive, negative or neutral things. It’s done by computer for each social network and expressed as a ratio of positive/negative. A “Sentiment Analysis” provides direction for your communications strategy. Social-Searcher has excellent social analytics, including “Sentiment Analysis,” anyone can use.
  7. WEBSITE VISITS: According to Shareaholic, Facebook now drives 23% of referral traffic to a website. It’s important to know just how much traffic is coming to a website from people who have gotten to know you on social networks. This is easy to see from Google Analytics, perhaps the best social media measurement tool of them all. Use Google Analytics to measure the remaining top metrics (11-14) on this list.
  8. TRAFFIC SOURCES: The percent of people who come to your website from social networks can be easily found in Google Analytics. People like to business with people they know. Traffic Sources are a primary indicator if social media efforts are succeeding in sending people to your website.
  9. BOUNCE RATE: The percent of people who get to your website, view one page and leave is the Bounce Rate. It’s considered one of the best metrics to gauge a website’s relevance. It’s a key metric to know in general and to compare to the Bounce Rate of those who come from social networks.
  10. CONVERSIONS: The metric that has the highest business value and relates most directly to return on investment (ROI) is Conversions. This is defined as the desired outcome (buy, download, view, subscribe) divided by Visits. Because Conversions are so important, there may be more than one. The one that is closest to direct revenue is the Macro Conversion; others that lead Macro Conversion are called Micro Conversion. Together, they define buying behaviors for your brand.

Do these social media metrics help you to see how social media can build your business? Will you be attending this Free Webinar on 10 Social Media Metrics Every Marketer should know on Tuesday, February 9th, at 11:00 am EST?

Top 14 social media metrics and tools to track them 0

Posted on September 22, 2015 by Rob Petersen

 

 

social media metrics

  • 92% of marketers say social media is important to their business (Social Media Examiner)
  • 73% plan to increase spending on marketing analytics (The CMO Survey)
  • Only 42% are able to measure their social activities (Social Media Examiner)

If social media is so important, why are most marketers unable to measure it? Do they need to know the social media metrics that matter and how they are monitored?

Here are the top 14 social media metrics and the tools to track them.

  1. KEYWORDS: Smart keywords choices and placement on social networks give your brand a better chance of being found. Consumers that are exposed to a brand on social media are 180% more likely to search for that brand on search engines according to a Group M study. Google Trends and the Google Keyword Planner are two tools to use; the former identifies keywords that people are searching with increasing search interest and the latter provides their monthly keyword volume.
  2. INBOUND LINKS: Social media links from blog posts and social posts are another primary means of raising social and search presence. These come from blog posts and social posts. Track the number of links pointing to your website and/or blog, and examine the source of new links. Open Site Explorer from SEOmoz and bit.ly are great inbound tracking services. They are also free if that’s any additional motivation.
  3. SERP (SEARCH ENGINE RESULTS PAGE): Social network pages are web pages too. If search interest is increasing, social networks show up in search results doubling or tripling chances of being found. The more entries there are the better, especially in high-ranking positions. What’s My SERP has SERP Checker that’s easy to use. Tracking SERP is an important way to see progress.
  4. REACH: Reach is the potential audience for a message based on total follower count (Twitter, Pinterest and LinkedIn followers, total Likes on your Facebook page). If your boards have 1,000 followers on Pinterest, then each of your pins could potentially reach 1,000 people. Facebook considers a post reaches someone when it’s shown in that person’s News Feed. Through Facebook Insights, Facebook provides “total reach,” which includes the number of unique people who saw any activity from a Page as well as paid vs. organic reach.
  5. ENGAGEMENT: Actions such as Like, Share, Comment, ReTweet and Favorite measures how much and how often others interact with you and your content in social media. Radian6 and SimplyMeasured are tools that show the percentage of people reached who engage in your content, how they respond and the differences by social network.
  6. SHARE OF VOICE: Reach and Engagement are important to know not only about your brand but your competitors. Quite often, a smaller brand with a lower level of Reach can distinguish itself by displaying a higher level of Engagement to the benefit of their business.
  7. SENTIMENT: A “Sentiment Analysis” tells you if the people who comments are saying positive, negative or neutral things. It’s done by computer for each social network and expressed as a ratio of positive/negative. A “Sentiment Analysis” provides direction for your communications strategy. Social-Searcher has excellent social analytics, including “Sentiment Analysis,” anyone can use.
  8. COST PER CLICK (CPC): If you’re paying for ads, the measurement that makes them equivalent is Cost Per Click (CPC). It helps to have a value in mind. CPC also lets you know what others are willing to pay. CPC helps determine what the cost of a conversion is and the return on the ad investment (ROAI).
  9. CLICK THROUGH RATE (CTR): The relevance of your ad is determined by its Click Through Rate; that is, the number of clicks divided by impression or screens it is seen each time the ad is served. An ad buy on any social network shows the CPCs and CTRs.
  10. VISITS/UNIQUE VISITORS: According to Shareaholic, Facebook now drives 23% of referral traffic to a website. It’s important to know just how much traffic is coming to a website from people who have gotten to know you on social networks. This is easy to see from Google Analytics, perhaps the best social media measurement tool of them all. Use Google Analytics to measure the remaining top metrics (11-14) on this list.
  11. BOUNCE RATE: The percent of people who get to your website, view one page and leave is the Bounce Rate. It’s considered one of the best metrics to gauge a website’s relevance. It’s a key metric to know in general and to compare to the Bounce Rate of those who come from social networks.
  12. TRAFFIC SOURCES: The percent of people who come to your website from social networks can be easily found in Google Analytics. People like to business with people they know. Traffic Sources are a primary indicator if social media efforts are succeeding in sending people to your website.
  13. KEY CONTENT: Once consumers are on your website, you’ll want to know where they go. Look at Key Content to find out their areas of interest and to get ideas for content to communicate on social networks.
  14. CONVERSIONS: The metric that has the highest business value and relates most directly to return on investment (ROI) is Conversions. This is defined as the desired outcome (buy, download, view, subscribe) divided by Visits. Because Conversions are so important, there may be more than one. The one that is closest to direct revenue is the Macro Conversion; others that lead Macro Conversion are called Micro Conversion. Together, they define buying behaviors for your brand.

To help you know the best days of the week and time of day to publish your content on social network and maximize success, here is an article from Nora Flint at TruConversion to guide you.

Did this show you what metrics matter in social media and how to measure them? Do your business need a measurement strategy and plan to help manage social media success?

16 social media metrics for ALS Ice Bucket Challenge to watch 3

Posted on August 31, 2014 by Rob Petersen


The ALS Association (ALSA) — which fights Lou Gehrig’s disease by funding research, supporting people with the condition and fostering government partnerships — this weekend has now collected over $100 million dollars from a viral social media campaign. Over the same period last year, they collected $2.6 million.

A viral social media campaign is a buzzword that refers to a tremendous increase in brand awareness from word of mouth enabled by social networks and the internet.

The Ice Bucket Challenge has its fans and critics. But there’s no denying, for a very worthwhile organization, the ALS Ice Bucket Challenge has generated tremendous awareness and financial success. It is likely to go down in history as one of the most successful viral social media campaigns, ever; and to serve as a model for other non-profits and profit organizations who will attempt to duplicate this level of success for their causes.

Without question, donations and time to results are key metrics to be included as Key Performance Indicators (KPIs). But social media has played a key role. What metrics do we use to make the connection How do we create an actionable scorecard?

Here are 16 social media metrics for the ALS Ice Bucket Challenge to watch.

  1. KEYWORD TRENDS: The chart at the top is from Google Trends. It is an index that measures increases and decreases in keyword search volumes. In this case, “ALS” and the “Ice Bucket Challenge” were plotted. As you can see, increases in “Ice Bucket Challenge” have had a direct affect on interest in the “ALS.”
  2. KEYWORD SEARCH VOLUME: The average monthly keyword search volume for ALS is now 550,000 according the Google Adwords Keyword Planner. Ice Bucket Challenge is 2900 showing how awareness has been transferred..
  3. WEBSITE RANK: The organization’s website, alsa.org, is now ranked as the 648 most viewed website in the US and 4.192 in the world (an improvement in rank of 168,792 within 3 months) according to Alexa. For perspective, the #1 website is Google; #2 is Facebook and #3 is YouTube. This is quite an accomplishment proving the campaign has driven people from social media to the website where they can donate.
  4. WEBSITE LINKS: There are now 3,248 other sites linking and driving web traffic to alsa.org. Among the biggest are YouTube, Yahoo, Wikipedia and Reddit.
  5. WEBSITE ANALYTICS: Although only the ALSA has access to the Google Analytics of their website, Unitque Visitors, Traffics Sources. particularly the social networks, and Key Content (Web Pages) would be primary measurements. Website Analytics are often overlooked as social media metrics when they are often the most valuable.
  6. CONVERSION RATE: Of course, the Donate page would be a key web page from which to track the Conversion Rate about visitors and people who donated. The Conversion Rate should be monitored weekly and measured against the Conversion Rate a year ago.
  7. VIDEOS: Since videos are central to this campaign, YouTube is the first social network to examine. There are 6,000,000 videos of the ALS Ice Bucket Challengea now posted on YouTube.
  8. MOST VIEWED VIDEOS: Among some of the most viewed videos and their numbers are Bill Gates (18,465,237), Simpsons (11,567,782) and a compilation of the Failed Attempts (17,903,561).
  9. VIDEO SUBSCRIBERS: On YouTube, there are two channels dedicated to the ALS Ice Bucket Challenge; one was created by Zoomin and has 34,832 subscribers; the official ALSA channel has only 1,962 subscribers.
  10. YOUTUBE ANALYTICS: ALSA could know from looking at their YouTube Analytics where geographically viewers came from, how long they watched and what type of device (desktop or mobile) they viewed the video.
  11. SENTIMENT ANALYSIS: Since there are fans and critics of the effort, sentiment analysis plays a key role in the evaluation of any viral marketing campaign. According to Social Searcher, the ratio of positive to negative comments has been 3:1 overall. But it differs widely by social network. Facebook is 7:3; Twitter is 2:3 (more negative than positive) and Google+ is 9:1. Another social search engine, Topsy, which is predominantly influenced by Twitter reports a positive to negative ratio of 27% to 73%. This indicated targeted resources are required to manage conversations from a viral social media campaign.
  12. LIKES: The ALS Association Facebook page has 319,000 Likes. It was growing at a triple digit weekly rate. However, after just a few weeks, the rate has slowed and is now beginning to decline. This provides learning on what should be expected as the life cycle of viral social media campaigns.
  13. PEOPLE TALKING ABOUT THIS: Facebook also has a measure called “People Talking About This.” It is an algorithm of people who Like, Comment or Share conversations that are occurring on a particular Facebook page. For the ALS Association, there are over 470,000 People Talking About This for the ALS Association – more than Like the organization. This is rare. According to WOMMA, a normative rate rate of People Talking About This to Likes is 1%. This shows the virility of the campaign.
  14. HASHTAGS: There are numerous hashtags on the Ice Bucket Challenge – such as #ALSIceBucketChallenge, #IceBucketChallenge and #StrikeOutALS. All of which can be measured for Likes, Shares and Comments to show the level of sentiment and engagement for this event.
  15. TWEET VOLUME: Within the past 30 days, according to Topsy, there have been 8.7 million Tweets for the Ice Bucket Challenge. In the past 7 days, the number is 2.4 million Tweets. But, it looks like it’starting to fall. It’s now 160,,000 per day (1.2 million weekly rate) to 6,000 in the last hour (1.0 million weekly rate).
  16. KEY INFLUENCERS: Participants been a key to the success of this campaign. From politicians (George Bush, Barak Obama), business leaders (Mark Zuckerberg) to celebrities (Matt Damon, Charlie Sheen), many people of influence have given their implied endorsement by taking the Ice Bucket challenge. The quantity and quality of these participants are a key metric.

Rutgers Business School Executive Educative, where I teach, has a Social Media Marketing Mini-MBA for Non-Profits. Donna Dourney York, was a participant in the program. Donna has made amazing progress changing the way people perceive ALS.

Do you think these are social media metrics the ALS Association should watch? Did this help you understand how to use metrics to guide success for viral social media campaigns?

  • About

    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



↑ Top