This document provides an overview of topics to be covered in a Social Media Management class, including search engine optimization (SEO), return on investment (ROI), analytics, and using tools like Google Analytics and Yoast SEO. Students are instructed to install plugins, write a second blog post, and discuss topics in small groups. Metrics for blogs, social media, and determining success of social media campaigns are also outlined.

1. Social Media Management
LIS 4930
Casey Yu
Fall 2013
Week 4
9/17/13
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

2. Social Media Management
Today's topics:
• Alphabet Soup – SEO, ROI
• News!
Work time! This week:
• Look at Google Analytics Plugin
• Install SEO plugin
• Blogroll – put one together
• Write and publish second blog post! Get together in your small
groups and discuss second topic idea.
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

3. Social Media Management
All the news you can use…
• #missamerica
• Key Twitter moments
• You?
Attendance:
• Post-it note:
– Name, FSUID
– On the back, any questions for Casey and/or Blake
– Plugin activity
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

4. Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

5. Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
• Using the right keywords
• Using the right words and phrases for your blog
pages, blog post titles, subtitles , links and anchor
links
• Using tool tips / “alt” text to make images findable
by search engines
• Don’t OVERUSE a keyword; you want it to take
people to the right page, not necessarily to ALL
your pages equally.
http://mz.cm/JQ5X91

6. Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Post Slug: A Better Link
Suppose I want a better link for
my blog post (something more
descriptive than a url with
“page79” in it). In Posts >
Categories, I might use the
Post Slug:
“social-media”

7. Social Media Management –
Keyword Density Analysis
• Keyword density is the percentage of
times a keyword or phrase appears on a
web page compared to the total number of
words on the page. In the context
of search engine optimization keyword
density can be used as a factor in
determining whether a web page is
relevant to a specified keyword or keyword
phrase.
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

8. Social Media Management –
Keyword Density Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
http://tools.seobook.com/general/keyword-density/

9. Social Media Management –
Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Google Adwords – Find High, Medium & Low Volume Searches for Keywords
https://adwords.google.com

10. Social Media Management –
Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
https://adwords.google.com

11. Social Media Management –
Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Analytics tools will count different types of
online activity, e.g.:
– Web metrics
– Social media metrics
What are some analytics measures you can
think of for blogs and the web?
What about analytics measures for social
media?

12. Social Media Management –
Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
ROI = (X – Y) / Y
ROI = ( FINAL VALUE – INVESTMENT)
_____________________________________________________________________________________
INVESTMENT
Investment is generally counted as financial,
but could also be considered in other ways.
Final Value if not counted in financial terms,
what else you are seeking to gain? What
might count as a successful result to you?

13. Social Media Management –
Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

14. Social Media Management –
Sentiment Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
More challenging than straightforward
analytics counts are measures that
consider other aspects of a link or a
mention (e.g. was it negative or positive?)
Can you think of some reasons why a
web link, comment or follow might not
necessarily be a good thing?

15. Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

16. Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

17. Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
How do you define success?
– It’s worth considering as you begin
(remember the planning guide)
– What might be especially desirable results
of your social media campaign?
– How might you achieve, track, and measure
those results?

18. Social Media Management –
Where else do your customers go?
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

19. Social Media Management –
Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Using Google Analytics
– Create account
– Add the code to your page (web page)
– Wordpress themes may do this differently
– There is a google analytics plug in
– Some accts can use SITE STATS!

20. Social Media Management –
Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
What can you measure
– Visitors: This shows many things about the people coming to your site,
including where they’re located geographically, what language they
speak, how often they visit your site and what computers and browsers
they use to get there.
– Traffic Sources: Here you’ll find how people got to your site. You can
track which sites link to your page or keywords people search to find
you.
– Content: This tab gives you insight into specific pages on your site. It
can help answer questions about how people enter and exit your pages,
as well as which ones are most popular.
– Goals: If you’re aiming for established objectives, reports in the Goals
tab will be helpful to you. Here you’ll find data about desired actions
from users, including downloads, registrations and purchases.
– Ecommerce: You’ll only need this tab if you’re selling items on your site
as it houses all merchandise, transaction and revenue activity
information.

21. Social Media Management –
TODAY in class
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
• Install Wordpress SEO Yoast to your blog
and set it up
• Set up your Google Analytics account
• Install Google Analytics Dashboard for WP
and set it up