Home » Uncategorized » Measuring value of a social web program

Measuring value of a social web program



Topsy Free Analytics

Is a real-time social search engine allowing you to search by location, keywords you want to include and even sentiment on particular tweets. Topsy is a comprehensive search engine that allows you to scan back further through tweets. It will also show you how many others have retweeted, preview of the full links contained in tweets and allowing you to filter easily by hour, day, week, month or year. In my research I found most people had favorable reviews for Topsy however is just not talked about as much as some of the others.





Hootsuite is a web-based dashboard that allows you to monitor multiple social networks in one place.  It gives the ability to collaborate with employees, schedule messages and give tasks to colleagues on your social web team.  It seems to be most of the post popular free options.  People boast about how it’s so great for managing multiple accounts on the same platform and how it is so efficient.


download (1)



Klout is emerging standard for online influence. It provides an influence score which is based on a person’s/organization social media activity. This score is determined by using over 400 variables. Not only do you see your own score you can look at who an organization influences and share content with those people.

 “Klout is very easy to use, just enter your Twitter name and you’ll be presented back with your Klout score that takes into account your true reach (how big your audience is), amplification (how likely people are to interact with your content) and network (how influential your community is). The information then gets a lot more complex, giving you a matrix of how influential you are and a summary of the kind of person you are on Twitter.” http://thenextweb.com/socialmedia/2011/02/18/social-media-tools/




Social360 allows for customized reporting, which can allow an organization to get the exact data they are looking for. Depending on the type of information needed and give you the data you are looking for when determining of you have made your ROI. I think social360 is a great option because the reports can be tailor to an organization. Not everyone organization needs tons of reports with data that they wont be using too measure the results.  I was unable to find exact costs as it is not advertised on their site. It has recently started working with the London Stock Exchange to monitor their social web presence.

Our products:


  • Daily reports – Our core product that delivers what you need to know to help shape your communications activity
  • Weekly summary reports – A summary of the week’s conversations that delivers key themes of discussion
  • Ad-hoc flash alerts – As news breaks throughout the day ad-hoc alerts will be sent if there is reputational impact
  • Key influencer alerts – Be alerted when your top influencers tweet with our real time “Influencer Tracker” service
  • Presence audits – Analysis of your social media presences – both official and unofficial
  • Conversations audits – A long term analysis of the conversations taking place; themes, sentiment, influencers, platforms



Reasons why the tools provide value to measuring a social web program


  1. They all provide something different. When looking for a way to measure social your social web presence one may not work for all. All of the measuring tools listed above bring something different and will have something offer an organization
  2. These tools, especially Klout, can help you see who you are influencing. This can be powerful information for better understanding customers and being able to tailor messages to certain groups.
  3. The value these programs provide will be shown in the results. For organizations who don’t fully understand the importance of a social web presence using the results can help to show an organization how much it is needed. Using Klout or Social 360 and seeing your presence is lacking may help an organization step up their web presence. Also the results can help reaffirm that a social web program is working and that an organization is getting a return on their investment.


3 thoughts on “Measuring value of a social web program

  1. I dont know why its saying this was posted on March 27 at 3:39am but its only 11:40 on the 26. Just wanted to put that out there.

  2. Thanks for the post, Ashley! I like that you brought attention to the use of Klout. I had heard about it before but I thought it only looked at how large your audience is. It is great that it also looks at the influence of your entire network as well as measure how far your content reachesl. Using over 400 variables also gives the user confidence that many different social media platforms are being examined when determining your social media presence. The fact that this tool is available for free to organizations that want to understand the value of social media and where they stand is great!

    I appreciate that you also drew attention to Topsy. Not all organizations use multiple social media platforms since for many smaller organizations it is not necessary in order to reach their target audiences. In these cases, a measuring tool like Topsy is incredibly valuable because the unnecessary settings that are present in other programs do not have the clutter of multiple functions that the user would otherwise experience.

  3. Hey, thanks for writing about Hootsuite! Free is always a great option when coming from non-profit, and time is a commodity. Having a platform that manages multiple platforms in place, saving time and hopefully working toward continuity in messaging is a major plus. I really like the idea of being able to collaborate and delegate tasks to other colleagues via the platform in use, instead of depending on other mediums for communication… I have found that the more platforms or applications in use, the more difficult it can be to manage them and your team properly without a consist point of reference for communicating updates and new initiatives (even in a small office). Thanks for posting!

    Aliesha Moore

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s