Measuring social media

Emerson Povey, Digital Communities Editor

@emersonp

@amnestyuk

http://www.flickr.com/photos/tomschenkenberg/2392891330

First, a quick check...

First, a quick check...

Measurement

ReachHow many people am I talking to?What makes more people join & follow us?

EngagementHow many of them are listening?How many of them are talking to/about us?

ActionHow many of them are doing something?

Are we changing long-term behaviour?

Our social broadcasting

Peer sharing – both when asked to do so, and ‘organic’ sharing

Measurement

Measuring 'reach' & 'engagement'(Who's seen it & done something?)

Do you know what your best update on Facebook was this week?

Do you know – for sure – any correlation between your best updates in the last 6 months?

Likes and SharesCommentsClicks and views

Likes and SharesCommentsClicks and views

Twitter have launched some handy analytics: https://ads.twitter.com

They're engaged. Are they taking action?

Our social broadcasting

Measuring action: the problem

Peer sharing – both when asked to do so, and ‘organic’ sharing

Measuring action: the solution

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

Google Analytics Campaignsystem allows us to split out our social broadcast messages

http://www.amnesty.org.uk?utm_source=social&utm_medium=facebook&utm_campaign=turkey&utm_content=standingman

Measuring action: the solution

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

Measuring action

Tracking individual posts

Improving your benchmarks!

Measuring action – Google Analytics

https://support.google.com/analytics/answer/1033017?hl=en-GB

Use Advanced Segments to easily see your audiences in Google Analytics

Code share buttonsUse the same campaign analytics to track Tweet and Google+ buttons

Sharing some good news…

Engagement rate

3.45%▲32%

Shares

193▲386%

Engagement rate

4.63%▲78%

Shares

598▲1,196%

Engagement rate

3.80%▲65%

Shares

1,625▲3,250%

Amnesty International

Questions?

emerson.povey@amnesty.org.uk

@emersonp@amnestyuk