Quantifying Social Success with Metrics

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15 likes•4,469 views

This document discusses metrics for measuring social media performance both internally and externally. It defines key metrics like likes, shares, comments, clicks and reach. It emphasizes the importance of setting metrics that are relevant to an organization's competitive landscape in industries like higher education, food, and business types from B2B to B2C. Case studies examine engagement and growth ratios between schools like UC Berkeley and Harvard to measure performance relatively over time.

Metrics
UGBA 198
Haas School of Business

Counting, tracking, and presenting of data
Social Media: Internal vs. External
External: likes, shares, comments, retweets, favorites
Internal: post clicks, unlikes, reach,
Deﬁning Metrics

Just raw numbers and data without strategy
Quantifying your success—return on investment (ROI)
Getting internal buy-in
Measuring relatively
Metrics Relevance

Competitive Landscape
Industry
• Higher Education (UC Berkeley vs. Harvard)
• Coﬀee (Starbucks vs. Peet’s Coﬀee)
• Food (Chipotle vs. McDonalds)
Business
Context
• B2B (Intel vs. Cisco)
• B2C (Amazon vs. Wal-Mart)
• B2E (Life@Google vs. Microsoft Careers)
• Lower (UCI, 60K likes)
• Similar (UCLA, 400K likes)
• Higher (Harvard, 4M likes)
• Start-up (1-2 employees)
• SMB (2-5 employees)
• Enterprise (10+ employees)
Followers
Base
Org. 
Size

Competitive Analysis
Measure to scale
Key to success when you ﬁrst start out
Example: UC Berkeley vs. Harvard vs. UCLA
Measure Relatively

Engagement Ratio
ER = People Talk About This / Total Likes
Growth Ratio
GR = Weekly New Page Likes / Total Likes
External Ratios

UC Berkeley
UC Berkeley: 25,000 / 350,000 = 7.1%
Harvard
Harvard: 55,000 / 4,200,000 = 1.3%
CS: Engagement Ratio

UC Berkeley
UC Berkeley: 2,600 / 350,000 = 0.74%
Harvard
Harvard: 19,000 / 4,200,000 = 0.45%
CS: Growth Ratio

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2. Counting, tracking, and presenting of data Social Media: Internal vs. External External: likes, shares, comments, retweets, favorites Internal: post clicks, unlikes, reach, Deﬁning Metrics

3. Just raw numbers and data without strategy Quantifying your success—return on investment (ROI) Getting internal buy-in Measuring relatively Metrics Relevance

4. Competitive Landscape Industry • Higher Education (UC Berkeley vs. Harvard) • Coﬀee (Starbucks vs. Peet’s Coﬀee) • Food (Chipotle vs. McDonalds) Business Context • B2B (Intel vs. Cisco) • B2C (Amazon vs. Wal-Mart) • B2E (Life@Google vs. Microsoft Careers) • Lower (UCI, 60K likes) • Similar (UCLA, 400K likes) • Higher (Harvard, 4M likes) • Start-up (1-2 employees) • SMB (2-5 employees) • Enterprise (10+ employees) Followers Base Org.  Size

5. Competitive Analysis Measure to scale Key to success when you ﬁrst start out Example: UC Berkeley vs. Harvard vs. UCLA Measure Relatively

6. Engagement Ratio ER = People Talk About This / Total Likes Growth Ratio GR = Weekly New Page Likes / Total Likes External Ratios

7. Case Study *September 2015

8. UC Berkeley UC Berkeley: 25,000 / 350,000 = 7.1% Harvard Harvard: 55,000 / 4,200,000 = 1.3% CS: Engagement Ratio

9. UC Berkeley UC Berkeley: 2,600 / 350,000 = 0.74% Harvard Harvard: 19,000 / 4,200,000 = 0.45% CS: Growth Ratio

Quantifying Social Success with Metrics

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