This month we break down the kinks behind Google, Facebook and Twitter Analytics.

1. Measure, Modify, Repeat
Using analytics and quantitative measurement to
reach your goals
Angeline Evans - angevans@fiu.edu

2. Setting up a measurement plan
Goal – What business goal do you want to achieve?
Metrics – What measurable index can get you toward
your goal?
Targets – What target numbers do you want to reach?

3. Tool - Google Analytics

4. Case Study: FIU
News
Objective :
Increase pageviews by 30%.
Measure
▪Popular stories
▪Landing page
▪Mobile traffic
▪Behavior
▪Traffic sources

5. Case Study: FIU
News
Modify
▪Redesign
▪E-newsletter
Repeat
▪Weekly and monthly
reporting
▪Traffic sources

6. Get started
How can you apply web measurement tools to your
goals?

7. Resources
Google Analytics Academy: http://analyticsacademy.
withgoogle.com/course
Google Analytics Configuration Tool: http://gaconfig.
com/
Occam’s Razor (Avinash Kaushik):
http://www.kaushik.net/avinash

8. Facebook &
Twitter Analytics
Ryan Morejon - rmorejon@fiu.edu
Jodi-Ann Reid - jareid@fiu.edu

9. How do you get better
content using
analytics?

10. Turn your goals into questions
● What kind of social content is most effective?
● What content will give me the most engagement?
● Are my posts readable? Too long, too short?
● How do I get more likes on a page?
● How can I get more clicks on a post?

11. Facebook Insights

12. Facebook Insights
● Tricky, but very visual and comprehensive
● Facebook Insights Tool (website)
● Data export (Excel file)

13. Overview of Insights
● Page Likes
● Post Reach
● Visits
● Posts and Post-types
● People (Audience)

14. Page Likes
●
It should be going up!
●
Measure page-like data over time
●
Benchmark page likes over time
●
Net likes, unlikes or paid likes per day
●
Where did your likes come from?
○
On your page
○
Ads/Sponsored
○
Page Suggestions
○
Uncategorized Mobile
○
Others

16. Post Reach
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The number of people who saw your posts
Average likes/comments/shares per post.
○ Determining good shareable content
Who’s hiding/reporting as spam/unliking?
Total reach
○ Navigate through each day
Paid posts
○ Is your current budget working for
you?

17. Page Visits
●
●
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Timeline, Photos, Info and
Others Tabs
Mentions, Posts by Other
People, Check-Ins
If external, where are they
coming from?
○ fiu.edu
○ google
○ other less popular

19. Page Posts
●
●
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When are your fans online?
○ Craft content based on
when they’re on.
Types of posts that are most
successful
○ For us: status and video
posts do best
○ Photos & Links do meh
Analyze individual posts
○ Reach
○ Engagement
○ Targeting

20. Likes = People
●
●
●
●
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All about your audience
demographic
Gender, country, city, language
Demographics for:
○ Fans/Likes
○ People Reached
○ People Engaged
○ Check-ins
Getting to know your audience
Crafting content for them

21. Facebook Ads

22. Facebook Ads
● Choose how post is displayed - in Newsfeed
or at top right hand corner
● Choose up to six images
● Ability to define audience
● Bid for page likes, clicks, or impressions

24. Twitter
Insights

25. Twitter Insights
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Twitter added an
ad system
And it comes with
analytics!
Kinda hidden
Click on Twitter
Ads
Let’s you see:
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○
○
Individual Tweet
Activity
Followers
Interests

26. Tweet Activity
●
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Data on specific posts
Favorites, Retweets and Reach
Reach: how many Twitter feeds
it landed on.
More retweets, more reach.
Mentions, follows and unfollows
on any given day (Shows the last
30 days)
Highlights posts that are in the
top 15%

27. Followers
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Get to know your audience… like
really getting to know them.
Lifetime of follows
Interests, Location (Countries,
states, cities), Gender and who
they follow.
Get a real handle on what
exactly your audience is into.

29. Readability
● How readable is you
content?
● What grade level is it?
● http://read-able.com/
● Understood by age and
grade level, based on
Flesch Kincaid scale.

30. Any questions?