Originally posted on Analytics is King.
Yesterday, I took a look at the potential metrics you could be using to measure your performance on Twitter. Thus far, the response has been rather interesting. I think I expected someone to come here and challenge my assumptions on what metrics matter most. That hasn’t happened. In fact, most of the responses so far are coming from folks who want to focus more on the content. Tracking the number of @ replies, and engagements and the raw mentions of the brand. All of those things are fine, but you should know they present some serious challenges, including:
- Content fluidity – Ever watch your “all friends” column on TweetDeck (or whatever third party app you are using)? See how quickly that column is moving? Analyzing content on Twitter is important, but it’s akin to watching cars on a busy highway. Just because you saw it posted, doesn’t mean a lot of others did. Take your results with a grain of salt.
- Sentiment scoring is problematic – I mentioned this yesterday, but scoring tweets is incredibly hard. Nuanced language. Limited characters. Much of the content being repurposed news. You see the point. Manual scoring is better, obviously, but the sheer volume of tweets makes that difficult.
- Looking at raw @ replies doesn’t tell you much – Sure, you want people talking to you on Twitter. Sure, you want to be talking to others on Twitter. However, looking at the raw number of @ replies doesn’t tell you much. You should be more concerned with the behavior that follows an @ reply. Does the person talk about your brand more/less often? Do they tell their friends something positive about the experience? If you want to look at @ replies, you also need to be looking at the other behaviors as well.
Either way, these metrics and approaches can be debated. As I mentioned in the post yesterday, metrics and approaches will vary from company-to-company. Those were the metrics I thought made the most sense, but you could easily disagree. But, Twitter isn’t the only social channel. What about Facebook? Ahhhhh, Facebook…
Have you ever taken a look at the export from Facebook Insights? It’s a pretty substantial list of metrics. In fact, you can get lost in that spreadsheet for days (well, at least I can)! So what would I look at if I’m measuring my progress on Facebook? This discussion can actually be split into two parts, I think: Platform and content
First, the platform:
- Total interactions (I’d say look at either the first two or combine them into total interactions)
- Clicks (or CTR)
- Overall likes
- Per post metrics (impressions, comments, likes, shares)
- Sentiment of comments
Second, the content:
This becomes a little more science than anything else. First of all, you need to be sure you are capturing all of your posts in some kind of spreadsheet. Capture the post verbatim, the day/time it was posted and the message “bucket” it might fall into. Then, figure out which post metrics you care most about. In most instances, we’re talking about comments, likes, clicks, shares and impressions. Then, after capturing all of that data you’ll want to create an index score from 0-100 for the posts. See my post for PR Breakfast Club on how to do this. You’ll create a ranked list of your posts from 0-100. What constitutes a good post on that scale? I don’t know, that’s up to you and your client/boss. But, taking this approach will allow you to really hone in on what content is performing the best across a serious of metrics.
This sounds incredibly labor intensive and time consuming, but trust me, it isn’t. As soon as you’ve created the structure, it becomes a matter of populating a spreadsheet everyday. Surely, you have someone who can do that, right?
What do you think? How are you measuring Facebook today?
Image credit: wynnie
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