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Show Me the Stories: How to Measure Social Medi...

Jonathan Rick
January 27, 2019

Show Me the Stories: How to Measure Social Media, and Thus Sell It to Your C Suite

Clients, colleagues, and managers are always asking for ROI reports. This is especially true when it comes to social media.

We’ll walk through the use and abuse of social media metrics — that is, both the wrong way and the right way to analyze your analytics.

You’ll leave equipped with a firm understanding of how to best capture and illustrate a relatable yardstick for any digital initiative.

Jonathan Rick

January 27, 2019
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Transcript

  1. That’s how many chief marketing officers say they’re deluged with

    data, but don’t know how to turn these numbers into actionable takeaways.
  2. What Most Emailed Most Viewed Most Shared on Facebook Most

    Tweeted Most Searched When Today This Week This Month This Year All Time
  3. Post Channel Goal Capital One Arena LinkedIn Brand Poke Bowl

    Facebook Maintain Yearend Results MailChimp Prospect
  4. Channel Metric Points Medium.com Reads 5 E-Newsletter New Subscribers 75

    Facebook Organic Video Views 0.5 DailySignal.com Engaged Minutes 1.4 Twitter Mentions 8
  5. “Not everything that counts can be counted, and not everything

    that can be counted counts.” —Albert Einstein
  6. Status Update Total Reach Viral Reach Engaged Users Talking About

    Comm ents Likes Shares This is what happens when the EPA shuts down coal power 304,304 8,404 1,851 1,340 203 964 400 Here’s everything you need to know about today’s jobs numbers 39,696 16,12 0 1,726 1,190 177 714 533 Click here to learn how the United States ranks 18,376 950 1,099 595 35 542 62 Click here if you don’t believe us 11,148 99 584 124 9 107 12
  7. • 158,000 mentions • 115,000 outbound tweets and direct messages

    — PR DAILY DIGITAL PR AND SOCIAL MEDIA AWARDS 2012
  8. “Bragging about the number of media placements and impressions you

    got is like bragging about the number of hours you worked. Neither number necessarily means you accomplished anything.” —Steve Radick
  9. • Did Twitter serve as an early warning system to

    identify problems before they spiraled? • How many issues did tweeting help you resolve in real time? • How many corporate testimonials — i.e., happy customers — did your tweets give rise to?
  10. MOST PEOPLE REPORT THIS WAY We had 29,576 unique visitors

    from 9/24 – 9/30/2018. INSTEAD, TRY THIS 30,000 people visited our website last week.
  11. Website Social Interactions huffingtonpost.com 12,784,487 buzzfeed.com 11,635,424 bbc.co.uk 8,462,269 nytimes.com

    6,547,885 cnn.com 5,547,834 dailymail.co.uk 4,734,887 upworthy.com 4,571,422 theguardian.com 4,379,063 nbcnews.com 4,325,283 mashable.com 4,154,448 The Most Viral Websites
  12. Association Fans The U.S. Chamber of Commerce 332,145 The American

    Petroleum Institute 110,091 The Pharmaceutical Research and Manufacturers of America 16,918 The National Association of Manufacturers 14,588 The Business Roundtable 13,948 Facebook Pages of Pro-Business Trade Associations
  13. Association Fans The Pharmaceutical Research and Manufacturers of America 16,918

    America’s Health Insurance Plans N/A The U.S. Chamber of Commerce 332,145 The U.S. Travel Association 4,297 Facebook Pages of the Top Trade Associations
  14. “We want things to be shared, but we also want

    to have impact. And for me, a citation in the Financial Times or the New York Times or the Journal is just as important as a page view.” — PETER LAURIA