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Social Media Metrics

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Jeff Wisniewski
Jeff Wisniewski

The document discusses developing and measuring success with social media for libraries. It recommends developing a social media plan that includes listening to conversations about the library, preparing a strategy and goals, engaging on platforms like blogs and Twitter, and measuring results both quantitatively and qualitatively. Key metrics mentioned include number of blog posts, social media followers and fans, behavior changes like searches and help desk calls, and qualitative feedback.

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DEFINING & MEASURING SOCIAL MEDIA SUCCESS Jeff Wisniewski [email_address]
Game Plan Why be social? Developing a social media plan Assessing social media success
Why Be Social ‘ 'cause everyone else is doing it and talking about it at conferences and stuff… ‘ cause kids think it’s cool ‘ cause my boss told me to ‘ cause my boss told me NOT to
Why Be Social? Social media provides innovative ways for libraries to connect with users we may never see face to face To encourage, promote, innovate, learn, adapt To improve customer service To discover and deliver what users want To “market” without marketing
Why Be Social? Your Google page rank is influenced by it People are anxious to interact with you online 85% of Americans using social media think companies should have an active presence in the social media environment. What's even more interesting is that those users actually want the companies to interact with them while there. http://www.coneinc.com/content1182
Over a third of respondents also said they used Facebook to discuss academic work with other students on a weekly basis, and more than half responded positively to the idea of using Facebook for more formal teaching and learning – although only 7 per cent had actually done so.- “Facebook is 'social glue' for university freshers” http://www.physorg.com/news143200776.html
Developing a social media plan Listen Prepare Engage Measure 1 2 3 4
Listen Before you engage, listen What’s the nature of conversation about your library? Is there one? 1
Prepare Define a strategy Define goal(s) Increase awareness of library services, increase number of new cards issued, expose collection “gems” Pick a platform, or two The right platform depends on your goals http://www.slideshare.net/lordorica/social-media-at-sun-microsystems 2
Engage This is the fun part! Start blogging/ leaving comments on blogs/responding upload images to Flickr building a community on Twitter or FriendFeed . 3
Measure 4
Gosh, this is hard! Prospero's Social Media Survey asked large corporations about their social media return on investment (ROI), and while 35% reported positive ROI 41% said that ROI was “unknown”. P.S.” Traditional” online metrics ain’t no cake walk either
Why measure? “ if we can't express our objectives and methodology quantitatively, we have zero chance of selling our ideas” - Dave Evans, ClickZ network
What you’re not measuring… Friendship Happiness Karma Enlightenment Girl power!
Measurement Need a combination of both: Quantitative Qualitative
What you are measuring… The “Trinity Approach”* Behavior Outcome Experience *developed by Vinash Kaushik (http://www.kaushik.net/avinash/2006/08/trinity-a-mindset-strategic-approach.html)
Behavior The “what” Quantitative Number of blog posts Boyd’s Conversation Index Posts/comments + trackbacks Should be greater than 1 Number of facebook friends/fans Views/visits
Outcome The “tangible benefit” of you social media activity Higher satisfaction Fewer help desk calls More searches Increase in funding
 
Experience Put on your listening ears! Listen Engage Converse Take action
The experience metric Experience can be measured and evaluated: Stars, scars, or neutral? You LIKE me, you REALLY like me!
Five things to get started Monitor general search engine results Monitor social media search engine results Create alerts Analytics: Google and Clicky Assess the nature and sentiment of activity 1 2 3 4 5
 
Monitor search engine results Use Google: best job of the big three search engines in indexing and integrating social media sources like blog posts, videos, and Flickr photo sets 1
Monitor social media search engine results Why? Used by high value, highly connected, highly influential users Pays great dividends if they are fans of the library Choose the specific social media search engines that match your media efforts 2
technorati For blogs and feeds Authority score: the number of distinct blogs linking to you in the past six months, favorites (i.e. your fans) and your blog's rank (Quantitative) Qualitative: Which blogs are linking to you? Are they blogs that your target audience reads and respects? Are readers able to see the blogger as someone "who is like me"? technorati.com
delicious Is your content bookmark-worthy? Use delicious built-in statistics to monitor links to your content, tags and notes. Go to delicious, search for your library, project, or service, and see how many people have bookmarked it (quantitative), when, and see what if any comments have been posted (qualitative). delicious.com
Do you show up? How often? A search for Seattle library, for example, returns 31 tweets, many among them are "stars". Advanced search features a local search option: find book sale near "place name" or DVD near "place name".
Create alerts Check standard web logs for refers from search engines. What terms do people use? Use quotes “ University of Pittsburgh” library Pitt library Choose “comprehensive” to get results from news, blogs, web, video and groups Can be notified “as it happens” 3
Google Analytics and Clicky for Social Media Google Analytics (google.com/analytics) and Clicky Web Analytics (getclicky.com) can be utilized to aid in your social media monitoring. Create conversion funnel to measure a social media action chain Look at referrers. Are users coming to your site from social media sites where you have some sort of presence? Does this change over time? Clicky offers a dashboard called "Traffic Sources" that includes a social media number. Clicky looks for referrers from twenty or so social media sites and aggregates the numbers. 4
 
Assess the nature and sentiment of activity What is the strength and tone of the social media activity? “ deep” commenting vs. superficial users staying vs. bouncing quickly Repeat commenters vs. drive bys 5
THANK YOU

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Social Media Metrics

  • 1. DEFINING & MEASURING SOCIAL MEDIA SUCCESS Jeff Wisniewski [email_address]
  • 2. Game Plan Why be social? Developing a social media plan Assessing social media success
  • 3. Why Be Social ‘ 'cause everyone else is doing it and talking about it at conferences and stuff… ‘ cause kids think it’s cool ‘ cause my boss told me to ‘ cause my boss told me NOT to
  • 4. Why Be Social? Social media provides innovative ways for libraries to connect with users we may never see face to face To encourage, promote, innovate, learn, adapt To improve customer service To discover and deliver what users want To “market” without marketing
  • 5. Why Be Social? Your Google page rank is influenced by it People are anxious to interact with you online 85% of Americans using social media think companies should have an active presence in the social media environment. What's even more interesting is that those users actually want the companies to interact with them while there. http://www.coneinc.com/content1182
  • 6. Over a third of respondents also said they used Facebook to discuss academic work with other students on a weekly basis, and more than half responded positively to the idea of using Facebook for more formal teaching and learning – although only 7 per cent had actually done so.- “Facebook is 'social glue' for university freshers” http://www.physorg.com/news143200776.html
  • 7. Developing a social media plan Listen Prepare Engage Measure 1 2 3 4
  • 8. Listen Before you engage, listen What’s the nature of conversation about your library? Is there one? 1
  • 9. Prepare Define a strategy Define goal(s) Increase awareness of library services, increase number of new cards issued, expose collection “gems” Pick a platform, or two The right platform depends on your goals http://www.slideshare.net/lordorica/social-media-at-sun-microsystems 2
  • 10. Engage This is the fun part! Start blogging/ leaving comments on blogs/responding upload images to Flickr building a community on Twitter or FriendFeed . 3
  • 12. Gosh, this is hard! Prospero's Social Media Survey asked large corporations about their social media return on investment (ROI), and while 35% reported positive ROI 41% said that ROI was “unknown”. P.S.” Traditional” online metrics ain’t no cake walk either
  • 13. Why measure? “ if we can't express our objectives and methodology quantitatively, we have zero chance of selling our ideas” - Dave Evans, ClickZ network
  • 14. What you’re not measuring… Friendship Happiness Karma Enlightenment Girl power!
  • 15. Measurement Need a combination of both: Quantitative Qualitative
  • 16. What you are measuring… The “Trinity Approach”* Behavior Outcome Experience *developed by Vinash Kaushik (http://www.kaushik.net/avinash/2006/08/trinity-a-mindset-strategic-approach.html)
  • 17. Behavior The “what” Quantitative Number of blog posts Boyd’s Conversation Index Posts/comments + trackbacks Should be greater than 1 Number of facebook friends/fans Views/visits
  • 18. Outcome The “tangible benefit” of you social media activity Higher satisfaction Fewer help desk calls More searches Increase in funding
  • 19.  
  • 20. Experience Put on your listening ears! Listen Engage Converse Take action
  • 21. The experience metric Experience can be measured and evaluated: Stars, scars, or neutral? You LIKE me, you REALLY like me!
  • 22. Five things to get started Monitor general search engine results Monitor social media search engine results Create alerts Analytics: Google and Clicky Assess the nature and sentiment of activity 1 2 3 4 5
  • 23.  
  • 24. Monitor search engine results Use Google: best job of the big three search engines in indexing and integrating social media sources like blog posts, videos, and Flickr photo sets 1
  • 25. Monitor social media search engine results Why? Used by high value, highly connected, highly influential users Pays great dividends if they are fans of the library Choose the specific social media search engines that match your media efforts 2
  • 26. technorati For blogs and feeds Authority score: the number of distinct blogs linking to you in the past six months, favorites (i.e. your fans) and your blog's rank (Quantitative) Qualitative: Which blogs are linking to you? Are they blogs that your target audience reads and respects? Are readers able to see the blogger as someone "who is like me"? technorati.com
  • 27. delicious Is your content bookmark-worthy? Use delicious built-in statistics to monitor links to your content, tags and notes. Go to delicious, search for your library, project, or service, and see how many people have bookmarked it (quantitative), when, and see what if any comments have been posted (qualitative). delicious.com
  • 28. Do you show up? How often? A search for Seattle library, for example, returns 31 tweets, many among them are "stars". Advanced search features a local search option: find book sale near "place name" or DVD near "place name".
  • 29. Create alerts Check standard web logs for refers from search engines. What terms do people use? Use quotes “ University of Pittsburgh” library Pitt library Choose “comprehensive” to get results from news, blogs, web, video and groups Can be notified “as it happens” 3
  • 30. Google Analytics and Clicky for Social Media Google Analytics (google.com/analytics) and Clicky Web Analytics (getclicky.com) can be utilized to aid in your social media monitoring. Create conversion funnel to measure a social media action chain Look at referrers. Are users coming to your site from social media sites where you have some sort of presence? Does this change over time? Clicky offers a dashboard called "Traffic Sources" that includes a social media number. Clicky looks for referrers from twenty or so social media sites and aggregates the numbers. 4
  • 31.  
  • 32. Assess the nature and sentiment of activity What is the strength and tone of the social media activity? “ deep” commenting vs. superficial users staying vs. bouncing quickly Repeat commenters vs. drive bys 5