Assignment #2: Social Media Monitoring and Measurement
A. Media monitoring strategies
1. Social Mention: I am going to use Social Mention to track the company online Sentiments,
Reach, Passion and Strength each month. This will allow the management know how we are
doing on online.
2. Tracking tool for Twitter: Klout score to measure the standard of influence.
3. Google Alerts: To track our company and other competitors news and activities. Also it is
important to keep track of what is happening in relation to the industry. I will set anything that is
related to RESPs, our company and topics that related to Canadian education, Canadian
university or post-secondary studies on my daily alert.
4. Open Site Explorer from SEOmoz.com to monitoring the ranking of our website.
5. Facebook analytics for daily monitoring: see customer feedback. If budget permits, we will get
Radian6 or Viral Heat for better tracking on ROI.
B. Business objectives
Business Objective SMART Goal Success Metric/ KPI Tracking Tool
Facebook Engagement to Increase Facebook Likes Likes, Potential reach Facebook insight
improve customer loyalty to 10K by end of 2013
Increase Twitter followers Increase followers by 10 Followers, re-tweets Klout
% in 4 months
Drive traffic to website for every 10 visitors to # of unique visits, # of Google Analytics
and conversion to leads website converts to sign-ups
and sales potential leads.
Increase brand and Increase website traffic by Youtube views, website Google Analytics, Social
products awareness. 10 percent and increase traffic and unique visits Mention, SEOmoz.com
Youtube viewing by 20% YouTube analytics
by end of campaign dashboard
C. Analytics Reports (Mock up)
Share of Voice Report (using Hootsuite, Klout and Social Mention )
Social Media Share of Voice and Sentiment
Nov 1 2012– Dec
Date Compiled: 5 2012
Organization Positive MentionsNeutral MentionsNegative MentionsTotal Mentions
Total Mentions 3253
Share of Voice (positive/neutral only) Average Sentiment
Organization Share % Organization Share %
Heritage 30.13% Heritage 3.34
CST 17.40% CST 3.12
Global 18.41% Global 3.08
Knowledge First 3.66% Knowledge First 2.89
CEF 3.41% CEF 2.65
USC 8.15% USC 3.55
Heritage 11.93% Heritage 3.19