Participants will learn the when, why and how of using social media advertising, as well as get an in-depth look into social media metrics. We will focus on which social media metrics matter and how to learn from them to optimize social media content and campaigns.

1. Dollars and Data: Social Media
Advertising and Metrics
August 2016

2. KATE MALONEY
Assistant Director, Communications & Marketing,
University Recreation & Wellness
DANIELLE TARR
Social Media Manager, University Communications

3. SOCIAL MEDIA METRICS
Which Ones Matter and How to Learn from Them

4. Metrics Monitoring
• Identify key metrics
• Establish tracking and
benchmarking protocols
• Leverage analytics tools
• Report data regularly
• Learn from performance

5. Tools for Success
• Free tools
– Facebook Insights
– Twitter Analytics
– TweetReach (limited)
• Hootsuite Enterprise
– Account management, team
management, account analytics
• Hootsuite Insights
– Hashtag or keyword data

6. Key Facebook Metrics
• How many people like your page
and who are they?
– Total Page Likes
• How are your posts performing?
– Post Reach
– Post Engagement
• Post clicks
• Reactions (like, love, wow, etc…)
• Comments
• Shares

10. What else can Facebook Insights
tell you?
• How your page and posts are
performing compared to similar
pages on Facebook
• When your fans are online
• Rate of success based on post
type

15. Key Twitter Metrics
• Total Followers
• New Followers
• Impressions
• Engagements
– Retweets
– Likes (formerly favorites)
– Link Clicks
– Media Clicks
• Mentions
• Top Tweets

19. Measuring Success

20. SOCIAL MEDIA ADVERTISING
When to Use It, Why to Use It, How to Use It

21. Why Social Media Advertising?
• Directly reach
interested people
• Increase engagement
• Expand your impact
• Relatively inexpensive

22. What You Can Do With
Social Media Advertising
• Find new followers
• Encourage followers to take action
• Increase event registrations
• Encourage donations
• Find volunteers
• Raise awareness
• Increase newsletter signups
• Reach your specific audience

23. Where To Advertise

26. Choosing Your Targets
• Demographics
– Location – country, state, city, zip
– Age, gender, languages, ethnicity
– Relationship status, home ownership
– Education, occupation
– Income or net north
– Political affiliation
• Interests
– Nearly anything you can think of
• Behaviors
– Purchase history
– Donation history
– Operating system, gaming habits, mobile devices
– Travel history
• Website visitors or email subscribers
• Lookalike audiences

27. The Newsfeed Ad
Appears in users’ main feeds on desktop devices

28. The Right Column Ad
Appears in the right-hand column of users’ newsfeeds on desktop devices

29. The Mobile Newsfeed Ad
Appears in users’ main feeds on mobile devices

30. The Promoted Post
Appears in users’ main feeds on both mobile and desktop

33. The Instagram Ad
Appears in users’ feeds within the Instagram app

35. Choosing Your Targets
• Demographics
– Location
– Gender
– Languages
– Devices, platforms, cellular carriers
• Behaviors
– Purchase history
– Propensities (e.g. sports, hobbies, activities)
– Car or home ownership
– Travel history
• Followers: Users with similar interests to followers of selected
account
• Interests: Users interested in selected keywords
• Website visitors or email subscribers
• Lookalike audiences

36. Promoted Account
Encourages new followers

37. Promoted Tweet
Encourages engagements

38. Promoted Trend
Encourages tweets on a brand’s hashtag

39. Maryland Day Ad Campaign
Platform Spent Clicks Impressions Cost Per
Result
Facebook/
Instagram
$3,000 3,576 1,165,329 $0.01-$0.69
Twitter $1,000 493 143,889 $2.03
Totals $4,000 4,069 1,309,218 $0.71

40. Other Social Media Ads
Are they worth it?

41. Questions?