Welcome Third Tuesday Attendees!

By Ava Naves, Principal


In a couple of hours, I’ll be presenting at Third Tuesday on Social Media Metrics. It’s a huge honour, given that greats like Tod Maffin and Julien Smith have also talked at past events.

If you’ve arrived here after my talk, I’d love to know:

What’s the one social media metrics question that you’d like to have answered, but were afraid to ask?

I’ll go through your questions and will chose a few to answer to.

Thanks for popping by – and for joining me at Third Tuesday!

Leave a Reply

6 Responses to “Welcome Third Tuesday Attendees!”

  1. Ava says:

    Hi Sebastian, thank you for stopping by and submitting your question.

    Collecting social media metrics is not too much of a challenge once you have set up a system that can then be replicated across projects. Depending on the scope of the assignment that you’re working on, I’d allocate, on average, 45 minutes a day to transplant collected metrics into spreadsheet and reporting templates, and to analyze the progress of your campaign. Once a week, or once every few days (depending on your campaign), I’d analyze your statistics a bit more thoroughly to identify any trends and any corrective actions that need to be taken to guide your campaign along the right path. On those days, I’d say that an extra hour or so will suffice.

    Depending on your social media campaign, there will be instances when you may not necessarily decide to take action due to a metric that is showing diminishing returns. For example, if you’re measuring the success of a contest, it’s not the wisest idea to change your strategy based on stats gathered after only a couple of days: instead, give your metrics more time to be amassed.

    Now, onto tools: I don’t remember if you were still at the presentation when I talked about Swix. It’s worthwhile having a look at it, since it presents you with a dashboard that displays your social media metrics across several social networks.

    I’m also a fan of setting up Netvibes dashboards. If you take the time to set them up, you will have a birds-eye view of brand mentions, RSS feeds, Google Alerts and more, in one single interface. One nice way of integrating a tool onto a Netvibes dashboard is, for example, by setting up a search on Social Mention (a tool that I didn’t cover during Third Tuesday), and then taking that search RSS feed and integrating it into Netvibes. Mind you, their RSS feed server was down when I last looked at it – hopefully it’s only a temporary glitch. They also have a CSV file available for download (which was also unavailable during my last visit to socialmention.com).

    Last but not least, if your organization has the budget and requires a very robust monitoring tool, I’d recommend having a look at Radian6 (you’re probably well aware about them). A nice thing about Radian6 is that it can be integrated with WebTrends for more social media metrics goodness (of course, you’d need to be using WebTrends as your Web stats software for that to be possible).

    Hope this helps!

  2. Ava says:

    Hello Michael,

    If I understand your question, you’re asking if it’s possible to embed a bit.ly URL into an Ow.ly shortened URL, so that you can access the statistical information available through both tools.

    I don’t see how that’s possible. As soon as you embed any URL into ow.ly, their system automatically transforms that into an Ow.ly link, thereby removing “bit.ly” out of the URL. But it’d very cool if that was possible.

    As far as concerns over the security of a shortened URL when it’s used in third-party blogs, that is a valid point. I’d address this by giving as much background information about the link that you’re about to post as you can, so as to make readers comfortable with the shortened URL that you’re including. For example, you could write the following: “this next link, to Mashable, gives some more information on…” – and then include the shortened URL afterwards. Do you catch my drift?

    Glad that you enjoyed the talk. Thank you for your kind words!



  3. Ava says:

    Hello Leeann,

    Thank you for taking the time to post your comment.

    The beauty of being able to access metrics from social media campaigns is that every single effort potentially provides you with more statistical data. That knowledge can then be applied to subsequent campaigns.

    In other words, every single campaign gives you the opportunity to ascertain what your target audience responds to the best. You continuously measure, manage and learn from it.

  4. Leeann says:

    I was really pleased to attend my first Third Tuesday tonight and appreciated the work you put into our presentation. I think one lesson learned with social media and measurement is that your first campaign or two might be more of a trial or experiment to gauge what your target audience responds to the best… I still have a lot to learn buit found your presentation helpful!

  5. Here are my two questions:

    Can I put a bit.ly shortened URL into an Ow.ly shortened URL and get the tracking benefits of both?

    Also, when seeding bit.ly URLs in the comments of third-party blogs, does anyone raise concerns about the security of the URL? I know there is some apprehension about shortened URLS, because it is difficult to tell where they lead.

    Great talk! Tons of info!



  6. How much time per month do you spend collecting and analyzing all your different metrics? And are there any tools that allow you to automate this?