Social Media Metrics

Organizations use performance measurement to understand how their organization is performing and to provide information that will guide activity in order to improve it. Social media metrics are new — they are assessing activities that organizations have not used before, and the measures themselves are also new. The role that the metrics play in organizations remains the same, though. They provide information that will help you improve your performance, focusing your resources and better achieving your organizational goals.

By aligning your social media metrics with your organizational goals and the metrics that measure those goals, you will ensure that your organizational social media activities are contributing to organizational performance.

The American Red Cross The American Red Cross is the number one non-profit emergency relief and preparedness organization in the United States offering assistance, training, and preparedness services to hundreds of millions of people each year. Not only are they saving lives but they have been paving the way for other non-profit organizations through the use of social media for years. Back in 2005 when hurricane Katrina struck the Gulf Coast, the Red Cross introduced it’s Text 2HELP campaign which was one of the first major industry-wide fundraising campaigns via text-messaging. A study conducted by the Red Cross over the past couple of years shows that social media is the fourth most popular way for people to get emergency information and this method is quickly becoming more prevalent. When you are judging success in terms of property saved and loss averted, it is crucial to have a solid plan in place when it comes to social media and a tangible impact on the organizations ability to serve the community. The Red Cross receives on average 5000-7000 posts on social media daily, so how do they sort through all of the “noise” to collect valuable lifesaving data?

Rice Krispies, Special K, Corn Flakes, these are just a few iconic brands from Kellogg’s. I know for over 40 years I have enjoyed a bowl or two for breakfast. Established over 100 years ago, Kellogg’s is a household name in 180 countries around the world today. The company continuously delivers high-quality breakfast foods and attracts consumers through some of the best advertising and marketing campaigns in the consumer goods industry. During the summer of 2013 Kellogg’s wanted to run a 3 month, UK-specific social media campaign for their breakfast cereal Krave. The one difference from previous activities is they wanted to bring this campaign in-house. When bringing a campaign in-house Kellogg’s needed to make sure they had a way to track their KPI’s, and carefully align the social media metrics they were using to their organizational goals in a way that would contribute to the goals’ achievement.  

“#Parentingquestion What are your teething baby survival tips?”, “How much #TV should I let my child watch? #Parenthood” These are just two examples of recent parenting questions that were sent out into the Twitter world today. More and more millennial parents are turning to social media for parenting advice. In fact, some reports have found that millennial mothers are two times as likely to seek parenting advice on the internet than to ask other people and as high as 50% of Dads use social media once a day for the purpose of parenting. Since the sources of parenting information online are endless and anyone can post anything, parents are more likely to come across information that is not evidence based, motivated by consumerism and even potentially harmful. For many years now, Ontario Public Health Units have been involved in the promotion of positive parenting. The mandate of the public health system is to improve the health of the population through activities that promote health, protect health, and prevent disease and injury. Guided by the Ontario Public Health Standards and their Agency Strategic Plan, Wellington Dufferin Guelph Public Health has made promoting positive parenting one of their 5 strategic program priorities. In order to do this effectively and reach the right people with the right information, social media involvement has expanded. Wellington Dufferin Guelph Public Health has an existing agency Twitter and Facebook page as well as successful program-specific social media accounts such as the Twitter, Facebook and webpage for the Circles Guelph Wellington program aimed at changing how the community thinks and acts about poverty.

Now if you use some sort of social media platform, it is highly likely that you have come across a Dove Beauty Campaign. These inspirational campaign videos aim to celebrate that natural physique of women of all shapes, sizes, skin types, and ages.  With a goal to globally inspire confidence in women, this brand was brave enough to use a woman’s natural beauty to connect with its consumers – and it worked! Dove is using social media not only to advertise its product, but to change the way our society perceives beauty.

Social media experts know exactly what impressions, reach, klout, community growth and engagement mean. Although, these words seem familiar to us, they might not be for your CEO. One of the hardest challenges for social media experts is to quantify the monetary return on investment (ROI) of social media. How can you convince the investment with metrics that are unfamiliar to the upper management of your company? Social media wise, the infamous Formula 1 has been considered a dinosaur on social media, and it might have been because of its Chief Executive.

When looking through the most influential brands on the internet you’ll see the usual suspects: YouTube, The New York Times, CNN. However, right up there with them is one of the biggest sports brands in the world. No, it isn’t the NFL (though they do pretty well) but the WWE – aka World Wrestling Entertainment. How does a sports entertainment company based on staged fights based around staged feuds become one of the internet’s biggest influencers? There’s always a laundry list of reasons companies are successful, however one of the reasons the WWE is such a media machine is their social media savvy and prowess for tracking data.

Conversations, leads, engagement, reach, impressions, bounce rate, time on site, audience growth rate, response rate….. which social media metrics are meaningful to a campaign? After reading about 20 articles, I found that the more I study on this topic, the guiltier I feel. Because it makes me realize that I have been following some “vanity metrics” of my previous social media campaigns. People follow us, read our posts, and get our emails….. But can any of these metrics say that our audience will go further with us?

The definitive ranking of “Friends” characters. Which dog is your spirit animal? 17 reasons sleeping is the best. Chances are, if these (fake) articles sound like something you would see on your social media feed, you’re familiar with Buzzfeed. Ah, Buzzfeed; the place where you always seem to end up, when procrastination is calling your name. Come on, who could resist these tantalizing food-prep videos?

On Etsy, any of us can become a business owner. Have a unique homemade idea? Are you a knitting expert? Perfect. Time to start selling. Etsy has created a straightforward, simple platform to allow any individual a store front to sell their unique and homemade products. For the user, they have also created a simplified ability to track and monitor the traffic of the site and relate that back to social media practices and success. Fundamentally, the same practices that exist for multi-million dollar corporations are relevant to small business owners, including those who are making their own wares in their kitchen while the kids play outside. Compiling and observing social media metrics is one thing. Using that information to influence action (drive sales), or improve marketing decisions is another.

It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.

Are people really honest? One company decided to find out and in the process they managed to create one of the best social media campaigns in 2015.[1]  Honest Tea,  has prided themselves to be transparent in all their endeavors, and are now inspiring a nation to do the same. Challenging American’s  to prove they are honest people, and in the process managing to conquering their own brand awareness like never before. The Social Experiment Since 2010, Honest Tea has conducted a social experiment where they set up unmanned racks of Honest Tea offered for $1 each on an honor system. Monitored by hidden cameras and employees who tracked the percentage of people who paid by city. It started with 6 major cities across the U.S. to determine how honest people are when they think no one is watching. And has expanded across the nation ever since proving each year that over 90% of Americans are honest and continue to be. Please take a peak at the Teaser video below for more on the Honest Tea’s Campaign To see which states were the most honest and  other interesting results, quench your curiosity by clicking on the National Honesty Index     So why did they conduct this experiment? Seth Goldman is president and TeaEO of Honest Tea explains: “Beyond the fact that we seek to have honest and direct relationships with our ingredients, suppliers, and consumers, it’s a fun way for people to interact with our brand. We do lots of sampling over the summer, but our Honest pop-up stores offer an opportunity for people to be part of our company rather than just passive drinkers. It turns out that it’s also a nice way to help people think differently about our society and each other.”[2] Each year Honest Tea matched the contributions from these pop-up stores and donates them all to a specific charity in order to help people help themselves and increase sustainability in the world.

In previous weeks I have blogged about the use of Social Media in various aspects of a business.  Companies are turning to this ever so popular medium as a way to increase their Employee Involvement , find new ways to Engage Customers , use crowdsourcing to generate Product development and Design  and even digital applications for Supply Chain Management .  However, none of these new uses for Social Media within a business matter if a company does not set goals and measure its successes. I recently came across the #LastSelfie campaign (launched by World Wildlife Fund) during my weekly research binges and decided to share this with you as the perfect example of  how to launch  a  successful social media campaign with the use of social media metrics.  The video below shows WWF working in collaboration with Hootsuite to inspire change during this campaign.

With the intentions of partying like it’s 1999, the Hamilton bar scene is leaning heavily on social media to pop-off their next hit event, in addition to gaining some insight into what the local competition might be spinning up.

Social Media – Where are we headed?

Lynn Jeffries   November 17, 2015

Title of Post: Social Media – where are we headed? Industry: Business Web references:Wikipedia, YouTube Social Media Week, iMedia Connection, Entrepreneur Magazine, Social Media Examiner SOCIAL MEDIA- PAST Social media has been evolving since the invention of the Internet. From the first email in 1971 and Usenet in 1979 and GeoCities in 1995 which allowed users to create and set up their own home page. However, Six… Read more »

Specific Content drives success for BuzzFeed: Measuring Social Media effectiveness

m234ali   November 9, 2015

Organization Name: BuzzFeed Industry: Internet Media Web References: 52 Things you Should know about BuzzFeed, Does BuzzFeed know the Secret?, How BuzzFeed discovered the Secret to Success in Social Media Make your content specific. That’s what we’ve learned from BuzzFeed, the extremely successful social news and entertainment internet media company founded by Jonah Peretti, the famous MIT graduate student who… Read more »

IBM Values Social Media

FBatarse   November 8, 2015

Organization Name: IBM Industry: Computers, Technology Manufacturing Web References: IBM CC Reporting, IBM SM YouTube Feed, The Internet of Things, Core Metrics for IBM, Social Networking IBM, Social Media SoundCloud Review, How Is Social Media Used For Business Performance The video above is a great re-cap of the importance of Social Media and measurement of ROI for firms (Core Metrics)…. Read more »

Marathons’ Sponsorship and Social Conversations

Jessica   November 6, 2015

Industry: Running, Marathon, Sponsorship Web References:http://www.ampagency.com/case-studies/webbyweruntogether/, https://www.falconsocial.com/blog/platform/marathons-social-media/, http://www.clickz.com/clickz/column/2345376/how-brands-tweeted-about-the-2014-boston-marathon;http://www.socialmediatoday.com/technology-data/2015-05-04/2015-london-marathon-who-won-social-race I have been running for a couple of years now and I ran my first half-marathon in last September. What an amazing experience! But one of the things that have surprised me is the presence of social media as an important part of the success of those events. Running has become very… Read more »

I’m a Halitophobic – Orabrush Goes National Using Social Media.

Forrester Hinds   November 5, 2015

Organisation name: Orabrush Website: https://www.orabrush.com/home/# Industry: Tongue cleaning brushes. Over 90% of bad breath can be fixed, defining the problem and providing a solution. After investing $40,000 into a television infomercial that drove negligible sales, having consumers walk passed the Orabrush on store shelves without so much as a second glance, and having hygiene companies turn down an offer of… Read more »

Home Depot Foundation’s Orange Door Project

stephanie   November 5, 2015
The Home Depot customers and associates make The Orange Door Project campaign a success; one step closer to eliminating youth homelessness - The Home Depot® Canada Foundation raises $1,253,370 for youth-serving charities across Canada (CNW Group/The Home Depot Canada)

Organization Name: Home Depot Canada Foundation Industry:  Non-Profit References: Home Depot Foundation, Bitly, Google URL Shortener, Homelesshub.ca Home Depot Canada Foundation was established in 2008 and supports programs and agencies that help put an end to youth homelessness in Canada. Youth homelessness is a large Canadian social issue, with more than 6,000 vulnerable teens without a place to stay on any given night…. Read more »

Ford’s Social Media Metrics

bmfwong   November 4, 2015

Organization: Ford Industry: Car manufacturer References: Ford, Forbes, FordSocial “What’s the ROI of putting your pants on every day? It’s hard to measure but there’s negative consequences for not doing it.” – Scott Monty, Ford’s global digital/multimedia communications manager Scott Monty’s quote represents the issue with ROI in regards to social media; companies have a hard time engaging just how effective their social media… Read more »

Weber is Always Cookin’ Up Something New to Engage With Their Community

DanielleB   November 4, 2015

Title of Post: Weber is Always Cookin’ Up Something New to Engage With Their Community Organization Name: Weber-Stephen Products LLC & Weber-Stephen Canada Co. Industry: Sports & Recreation Web references: Weber on Facebook, CNW, Weber Grill Academy Description Weber-Stephen Products LLC started in 1952 when the company’s founder, George Stephen, invented the Weber® Kettle in his backyard. Since then, Weber-Stephen Products… Read more »

Using Social Media Metrics to Power Positive Change

jvaishnav   November 4, 2015
Using Social Media Metrics to Power Positive Change

Organization name: GE Capital (Australia) Industry: Financial Services Name of contact: Leigh Price, Social Media Lead Analyst Web references: SlideShare: Measuring Social Media. Four Metrics that Matter CMO.com Interview: Jon Brancheau, VP of Marketing, Nissan Article: The Hidden Cost of Ignoring Social Media #SimplySocial podcast Forbes.com: Measuring Social Networking Success: More Than Just Likes SocialMediaExaminer: Research Shows Metrics Marketers Think Matter… Read more »

Clicks,Tweets and Likes: What is a Small Business to Measure?

lwarburt   November 4, 2015
Augies

Title of Post: Clicks, Tweets and Likes: What is a Small Business to Measure? Organisation Name: Augies Gourmet Ice Pops Industry: Speciality Food Name of Contact : Janet Dimond, Owner Web references: Forbes, Inc., The Small Business Expert Academy , Sound Cloud, Wikipedia, Buffer, Investopedia, Social Times,  Vimeo, YouTube, The Toronto Star, Hootesuite, Google images, CMO Survey, Wiktionary, Twitter, Business Dictionary,   The reason(s)… Read more »

CPR Makes You Undead

Siddiqi   November 4, 2015
images-14

Title: CPR Makes You Undead   Organisation Name: Heart & Stroke Foundation Industry: Health; Not-For-Profit Name of Contacts: Ketan Manohar (Copywriter of “The Undeading” Public Service Announcement); Eddy Nason, Ontario SPOR Support Unit Web References: CPR History; CPR Tweak; Heart & Stroke Foundation; Ketan Manohar; Naeem Walji; Agency 59; Viral Video; British Heart Foundation; Vinnie Jones; Hard and Fast PSA; HSF… Read more »

Taking social media metrics on the road!

Ken Lupton   November 3, 2015
social-media-metrics

Organization Name: tripcentral.ca Industry: Travel and Tourism Web references: tripcentral.ca, FaceBook, YouTube, Twitter Richard Vanderlubbe: President and Co-Founder Starting out in 1986 as a single travel agency located in Hamilton, Ontario,  Tripcentral.ca has grown to one of the largest travel companies in the province.  They launched a website in 1996 featuring last minute packages and reduced prices on travel.  They… Read more »