A Social Media Measurement Plan
Measuring social media is hard. It’s easy to be overwhelmed by minutia, there’s yet to be a measurement site that even comes close to adequately tracking people & content across social media platforms, and there are no standardized benchmarks to know if 43 (fans, comments, @mentions, whatever) is good, bad, or average. And the truth is, social media is more art than science. Not to mention we’ve become obsessive about measuring this just because we can (or at least, we think we can). Besides, when’s the last time you checked the ROI of that poster you put up, the press release you sent out, or the postcard you mailed?
Let’s talk about a new way.
Putting people front and center in your measurement plan.
What if every day, or week, or whenever, there was a list of people delivered to your inbox. These are the people who commented on your blog, or your facebook comment, or began following you on twitter, or favorited your slideshare presentation. The list would include the actual text of their comment. In v2.0, you could give values to each of these activities. As in, 5 points for an RSS subscriber, 1 point for a facebook like, 2 points for a delicious tag, etc. And the measurement tool would know the network size of each of these people. Total score is a function of the weight of the user’s action, and the size of the user’s influence base. The list delivered to your email inbox would be ordered by descending total score. In v3.0 this is not only an email, but an entire database. Search by comment keyword, by “most influential/engaged facebook fan” or how a user’s score has changed over time. This is as much a customer relationship management tool as a social media measurement tool.
But wait, that’s not all.
How is your content doing online?
You want to care about this for a few reasons:
- If a piece of content is suddenly doing well, maybe there’s something you could do (like responding to a tweet, taking a photo, adding tags to a YouTube video) to increase the momentum.
- If you can discern a pattern to the characteristics of the content that is doing well (or for that matter, is doing poorly), maybe you could build on the thing that’s working, or fix the thing that seems to be broken.
This list of content items would be emailed to you. You’re probably going to want to segregate new content items (recently posted) from recurring content items that continue to get pageviews or comments long after you’ve first posted them. In v2.0, you’d be able to tie the size of your network to each content item, so a blog post that you also tweet about to your 10,000 followers would have a higher score than the comment on your flickr photo that gets 4 views a day. In v3.0, if a recurring content item jumps some x% over last week, month, etc, then an emergency email would be sent to you, with the assumption that there’s probably something urgent that needs your attention. Clearly, these emailed lists would also benefit from a database that was searchable, and showed trends over time.
But wait, there’s more.
How did people arrive at your content?
The two big categories here are links and search terms. Within links, you’ve got to consider referrals, direct links, and embedded content you’ve got elsewhere. Within search terms, you’re going to want to know the search terms people used to find your content, the search terms they’re asking for on your site, and the hashtag & list terms they’re associating with you on twitter.
So this is your 3rd email of the day, week, month, etc. At this point, you’re probably asking yourself not how people arrived at your content, but why you should care. For links: having the opportunity to thank, and more generally connect with, the folks that are sending traffic your way. For search terms: to both guide future content creation decisions, and refine any SEO/SEM that you might be doing. And again, with the descending scores, and the searchable database. In v2.0, it would be nice to group similar links, and similar search terms together. In other words, I know that search phrases including the word foursquare drive quite a bit of traffic to my site, as do many different links from Beth’s blog and Ian’s blog. There are some nifty tricks in Google Analytics to combine each of these sets of links & terms, but I want a simpler solution.
Finally we arrive at the place where most folks seem to start.
What’s the size of your network?
You’ve got your people, your engagement, and your traffic. These are big aggregate numbers that are best tracked over time, and hopefully compared to your competitors.
It’s probably not the case that a subscriber to your slideshare account is ‘worth’ the same as a fan of your delicious tags. So again, it would be nice to be able to give a weight to each of these types of people, engagements, and traffic. And you’re probably going to want to see that “people” score as a total of all platforms, or by several platforms at a time. Like in Google Analytics, it would be nice to attach annotations to these aggregate trends.
It’s impossible to do all of this measurement though right? A total pipe dream. An analytics package that would be impossible to implement? A fools errand to try to connect so many platforms, so many third party tools, with so many divergent goals?
Probably.
But here’s the tools you would need to do it.
True, some of these cost money, and less than half the platforms have open APIs, but let’s at least take a quick gander at each of them. These are, of course, in addition to the many one-off possibilities I’ve mentioned previously.
*You’re going to need to install the plugin to get these stats.
*GA has a TON of data to dig into. It’s easy to fall down the rabbit hole. I’ve been promising a more in depth post on this for months. It’s still in the works.
*of particular note: check out the publicize tab to know who’s subscribed to your blog via email.
*Only page admins will get access to this data.
*of particular note: this is the only way I’ve been able to figure out the amount of Facebook buzz my content gets from folks who aren’t my friends/fans.
This one’s a bit of a hack. You can “subscribe” to an RSS feed for any search term on Twitter (like @yourname). This is a great record of all of the people who mention/retweet you. Google reader will then graph for you the number of “posts” by day of week, time of day, etc.
*If you haven’t already, please give TweetDeck (or HootSuite, or CoTweet) your bit.ly API, and it will shorten and track all of your links automatically. For added bonus, connect bit.ly > TweetDeck > Packratius > Delicious. More on this soon. It’s magical. You can also stalk other people’s bit.ly link stats by adding a “+” sign to the end of the link.
*Especially useful to track twitter links that might not mention your name, or anything specific to your brand.
*These stats get pretty confusing. Referrals go missing, the numbers don’t add up, totally unpredictable when or how videos will go viral. But work with what you’ve got.
*Sadly, only available to (paid) pro account users.
*Just learned this one last week. If you upgrade to a (paid) pro account, you can see the actual names of the folks viewing your profile.
*Pro (paid) accounts get additional analytics. But I couldn’t find any examples online, so it’s unclear how much more detailed the stats get.
*You’ll have to claim your venue to get access to this data. Do it now.
Alright, quick review
Measurement is hard. Don’t get distracted by the numbers, and lose sight of the people, content, links, and search terms; in other words, text > numbers.
- WHO: Focus on active relationships: people engaging direclty with your brand by commenting, liking, joining, etc.
- WHAT: Keep track of content: especially new items, and recurring items that spike in traffic; search for patterns
- WHY: Pay attention to passive relationships: people engaging more indirectly with your brand via linking to your content, or searching for your keyword terms.
- HOW MUCH: Spend the least amount of time on the size of your network: but don’t ignore it completely. Compare your stats over time, and to your competitors.
There’s a plethora of tools. One day someone will integrate them all. Until then..if you’re interested in getting a copy of this prototype document, just send me an email (Google Docs didn’t handle the images & formatting very well, or I would just post online).
