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What Gets Measured Gets Done: Social Media Analytics
- 1. What Gets Measured Gets Done A look at Social Media and Web 2.0 Analytics
- 2. Agenda • Housekeeping • Assignment • Attendance • Socialnomics discussion – Chapters 6 & 7 • Social Media Analytics • Importance • What to measure • Tools of the trade • Sysomos • Radian 6 • HootSuite • Facebook • Twitter • Google
- 3. Attendance
- 4. Assignment
- 5. Socialnomics
- 6. SMM - Importance • What gets measured gets done • Benchmarking • Feedback • Brand health • Campaign tracking • Research • Crisis Detection • Competitive Intelligence • Lead generation • What else?
- 7. What to Measure? • Mentions • Referrals • Shares • Time on the site • Comments • Bounce rate • Followers • Demographics • RSS • Key conversations • Followers • Competition • Likes • Reach
- 8. Common Terms to Know • Reach • New Visitor • Growth • Shares • Retweet • Demographics • Follow • Referrals traffic • Unfollow • Bounce Rate • Likes • Hides
- 9. Facebook Insights • Give Page admins and devs valuable information • Allow you to measure user exposure, actions, behaviour • Trends (likes, hides) • Demographics • Advertising insights
- 10. Facebook • Tab Views – Views of tabs vs. Actual page • Shares – Additional Reach • Click-throughs – track with bit.ly • Fan Growth • Impressions • “Talking About Us” (Over the last 7 days) • Liking a page • Posting to a page's wall • Liking, commenting on or sharing a page post • Responding to an event invitation • Tagging a page in a post • Tagging a photo to a page • Liking or sharing a deal • Checking in at a place
- 11. Facebook • Likes / Comments per post (Engagement rate) • Socialbakers.com • External Referrers – Is my site there? Great resource: http://www.nonprofitfacebookguy.com/how- to-use-facebook-insights-video-tutorial/
- 13. Twitter Analytics • Only available with advertising purchase • How much of your content is being shared • How much traffic is Twitter driving • Tweet button effectiveness • Follow/Unfollow Growth
- 14. Bitly • Used to track the number of people that click your links • Gives you time • Allows you to see what’s popular • Where are they coming from?
- 15. Social Media Monitoring • Monitor the social space • Blogs, forums, Twitter, Facebook, YouTube • Trend Analysis • Demographics • Research • Campaign tracking • Competitive Intelligence
- 16. Social Media Monitoring Tools
- 17. Google Analytics • Track traffic on your website • Easy to use • Use a little or use a lot • Measure • Demographics • Time on site • Bounce rate • Referral
- 18. Google Analytics – Key Terms • Bounce Rate – Coming to website and quickly leaving • Average Time on site – Average time spent on the website (total time spent / number of visits) • Unique Visitors – Number of unique individuals viewing a page • Total Visits – All of the visits
- 19. Google Analytics • Traffic Sources • Referral Traffic – Where did people come from? • t.co – Any Twitter visits • m.facebook.com / facebook.com – facebook • Linkedin.com - Linkedin
- 20. Other Questions You Can Answer • Are people coming on their mobile? • Are they coming from Google • Where are they from? • What languages do they speak?
- 21. Google Analytics • Advanced • Customizable • API, Export, Dashboards • Visual • Charts, funnels, score cards • For more information http://www.google.com/analytics/features.html
- 22. Hootsuite • Engagement and campaign specialists • Some reporting on trends • Advanced workflow • Link Tracking • Great resource • Learn more: http://learn.hootsuite.com/
- 23. Other Tools • Social Bro (Free) - http://www.socialbro.com/ • Sprout Social http://sproutsocial.com/ • Simply Measured - http://simplymeasured.com/