Basic Things to Put in a Monthly Online PR / Social Media Report: C&M*

Basic Things to Put in a Monthly Online PR / Social Media Report

POSTED BY: Roger Warner / CATEGORIES: Online PR Agency, SEO, Social Media Agency
POSTED ON: 05 Jan 2009

2009 is officially the year of transparency and lazer-like measurement.

Here at C&M, we’re advocates of ‘less is more’ and focusing on the bottom line – like proving what impact our work has on real-world conversions. As such, here’s our working list of things to measure campaigns by (albeit with a slight bias on B2B requirements…)

So, without further ado here’s our working list of basic things to put in a monthly Online PR / Social Media client activity report…

(NB: Tell us what you think! What have we missed? What are you measuring??)

Conversion Metrics

Sales, etc (!!!)
Sign ups to newsletter, etc
Downloads of papers & supporting content, etc

Publishing Metrics

Number of blog posts created
Number of white papers published
Number of videos / podcasts posted
Number of Tweets
Number of Online Press releases issued
Number of Articles published

Campaign Metrics

(eg) PPC click throughs
(eg) Costs per click, conversion, etc

Basic Web Site Metrics

Number of visits
Number of page views
Average time on page
Average bounce rates
Snapshots of most popular content

Basic ‘Follower’ Metrics

Blog: number of RSS subscribers
Blog: number of comments received
Twitter: number of followers
Twitter: number of retweets
Twitter: number of backlinks

Basic ‘Coverage’ Metrics

Blogs: number of post mentions / links
Media: number of mentions / links

Basic Social Bookmarking Metrics

Delicious: number of tags
Dig: number of articles (etc) tagged
StumbleUpon: number of articles (etc) tagged
…etc

Basic Social Networking Metrics

LinkedIn: numbers of A’s to Q’s
Facebook, etc, etc

Social Media Sharing Metrics

Video views (You Tube, etc)
Article views (Scribd, etc)
PPT views (Slideshare, etc)
…etc

Influencer Tracking

Number of blog comments posted by identified influencers

Staff ‘Engagement’

Number of blog comments posted, blog posts, Tweets, etc

SEO, SERPS & Rankings

Google: volume of backlinks generated
Google: search position in relation to top keywords
Google: news position in relation to top keywords
Google: blog position in relation to top keywords
Site: number visits driven by keywords
Site: bounce rates driven by keywords
Technorati: blog authority score

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POSTED BY: Roger Warner / CATEGORIES: Online PR Agency, SEO, Social Media Agency
POSTED ON: 05 Jan 2009

data recovery

Good tips to remember for search engine ranking factor.
Roger, Online PR Agency, C&amp

Hey Josh... The quick view from here on 'Long Tail': it's a thought that makes inventory work harder...

So, as you say, whilst the big brands will dominate the big picture of search (due to relative SEO hegimony), the principles of the long tail really apply in making their inventory sweat harder. ie, if you search for 'random book' there are two 'Long Tail' beneficiaries.... i) Amazon, because Amazon rules the Google waves and ii) Random Book publisher, because Amazon is strong and able enough to stock it. ....and *not necessarily* the small, niche competitors to Amazon.

Without search hegemony (eg, Amazon coming out top on SEO and brand terms) the long tail idea may not work.... ie, you need Gorillas to hold inventory. In other words, Long Tail doesnt necessarily mean that loads of niche players can duke it out on search engines catching small sprats... But it *does* mean that those brands that already have huge brand and search footprints can stock huge catalogues in the knowledge that their listings will usually float to the top of any search activity.

So, its not necessarily egalitarian in practice - allowing the small companies to compete with Amazon's ....but it does allow random inventory to get shifted from *within* big shops.... ie, in this example, the beneficiaries are the product publishers/manufacturers/etc and not the small retailers/etailers
joshua

Roger
i searched for an appropriate post with the focus on long tail search theme - unfortuantely i could not find one, so if i may i will write here.
the theory of long tail was originally sound but latest statistics is showing the companies with the largest search results 'head' are slowly monolpolising by up to 90/10? what's you take on the situation?
http://www.longtail.com/the_long_tail/2008/11/does-the-long-t.html
Roger, Online PR Agency, C&amp

Hey Josh - yes, we never actually sleep, that;s the trick : ) Actually, this is more of a menu to pick from... but most of it can be automated in some shape or form. the meantime investment is in set up... then the rest if just polling the tools/dash on a regular basis and plugging in the stats to some nice chartware
Joshua

wow and i thought i was doing ok with a facebook and youtube account!!
It may only take a few hours to monitor, but it must take a decade to set up accounts, add comments, reply to comments, add video - well you get the idea - how can you do this economically for a client - or is this what i am doing wrong - you can only achieve with lets say a seriously healthy budget? or alternatively - never go to sleep!!?
Roger Warner

Hey Craig.... thanks for the feedback. In principle this is a master 'menu' of things that we monitor quantitatively. I never expect folks to use every single item in a single report, but once it's set up then the actual collation of data is a few hours work for each one.... Most of it being automated.
Doug - Velocity, B2B Marketing

Great metrics. I can't think of a client who wouldn't love this kind of reporting, even if some of it shamed them (into action, ideally).
Craig McGill

That's a thumpingly comprehensive report - how long would you expect it to take to generate/collate for a client?

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