The document discusses how social media analytics can make the lives of marketers and digital agencies easier by providing clear, direct, and accurate information through dashboards and metrics. It emphasizes the importance of comparing metrics like audience growth, engagement, and content performance to benchmarks from competitors and time periods to guide strategies. The key is aligning social media goals and analysis with overall business objectives to prove the return on investment from social media activities.

1. Making Marketers And
Digital Agencies Lives Easier
SocialMedia
Analytics
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2. Social Media is no longer something relevant just for the area of Marketing and communication, but it
has become a strong tool for decision making at all levels of the company and getting clear, direct and
accurate information which is something extremely important.
The analysis of social networks can be a really
productive and easy task, but everything will depend
on the tools you are making use of and in how it helps
you to extract, analyze and present information.
SocialMediaAnalyticsmaking
marketers anddigitalagencies
liveseasier

3. Some metrics and indicators such as the evolution ones for example, need to be always handy,
so the identification of any variable behaviour is quick and actionable, so it is essential to have a
Dashboard with the following indicators:
Handy clear, direct and accurate
information, concentrated on a
good dashboard
Learn about the growth and evolution of your
potential audience can take you to discover
key factors that go well beyond the number
that they represent, such as:
Could a peak in growth of your audience be
related to any campaign, action or offline
post made by yourself?
Could a drop in the growth of your
community be associated with any crisis
period or some poorly located content?
Could you identify some variable in the
growth of your community related to any
advertising investment?
The reach of your voice and your
competitors can indicate you such as how
influential your followers are and the impact
of their interactions with your brand, know if
reach growth is aligned with the growth of
your community and with your
communication actions it allows you to
know how far is running not only your voice,
but the voice of those who interact with you.
It will not be useful to have a large audience
if it is not solid and committed, and that
commitment will directly contribute in the
growth of your reach.
New Fans, New Followers: Reach Evolution:
Thefirstchallengeis
informationtobe
consumedandalsoto
bepresentedina
simpleandtidyway.
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4. The evolution of the level of engagement during
certain period of time opens up many
possibilities of analysis, such as:
Evolution of the Engagement Rate
New Post Likes, New Comments,
New Shares
Interactions
Geolocation
Intheperiodyouhadagreaterandpicksof
engagement,didtheywereorganicorpaid
publications?
Thecontentyoushared,didcallaudiencetoa
conversation?
Doyoufocusinsomesortofparticular
content?Howwastheirdistribution?
Dopeaksandfallshappenonanydayofthe
weekinparticular?Howaretheydistributed?
If one of your goals is to generate the interaction of
your audience with your brand, you must focus
with the eyes here: knowing the evolution of
interactions, identifying when your brand or your
competitors reach more interactions and what
factors influence for this increase in interaction,
what could be from a change in the tone of
communications an effective call-to-action or a
specific content format.
It is quite common to put these 3 metrics in a bag,
but each of them has its importance and must be
aligned to a communication objective. Put your
eyes in your goal, whether to develop your
communication your goal was that your audience
will interact with your posts or tweets, the more
relevant metrics for you might be "New
comments", that does not mean that you should
not look at other metrics, it just indicates you
where you should focus your priority analysis.
Here you will also find a good opportunity to look
at your competitors and understand what actions
produced by them produce more likes, which
generate more comments /replies, which
produce more shares/retweets, in which
situations they are mentioned, thus nurturing your
own strategy.
One of the challenges of brands with global or
regional presence is increasing its penetration in
some countries and maintains your brand
presence in those who are already, a good
indicator of the penetration and presence of the
brand can be the geographical distribution of your
audience on social networks.
That well distributed information in
a cute Dashboard will do much more
attractive and interesting your
executive presentations!
SOCIAL MEDIA ANALYTICS PAGE 3

5. WitharichDashboardinhandwewill
deepenineveryperspectiveof
analysis.

6. Creating content can have many specific purposes as well as the construction of brand
experience, however the only way of knowing its effectiveness is measuring.
Not always the amount of posts indicate a better performance, to compare the performance of
different periods with the volume of posts of these same periods, can designate if you continue
with the same rate/rhythm of production of contents or you must aim to improve the amount of
content that you produce.
In addition to the volume and quality is important to analyse how is the distribution of content in
different formats according to the purpose of each communication and on different days and
times.
Whenyoubegintoanswerthesequestionsthrough
aconsistentanalysisofyourpropertiesofsocial
networksandbrandsthatyoulook/analyse,you
willseethatwhatyouaredoingmaybeevenmore
effective.
Itisimportantthattheanalyticalplatformthatyou
useallowsyoutodeepenthisanalysis,andthat
quicklyallowsyoutoknowtheformatsthat
generateyoumorelikes,shares,retweets,
commentsandmentionswithjustafewclicks,
providinginsightandbothglobalandmore
granularanalysis.
Eachpost,tweetandcampaignyoupostyouor
yourcompetition,haveaparticularfeatureandwill
dothataudiencerespondsincertainway.
Muchspokenofthelifecycleofapostsortweet,do
youknowthelifecycleofyourposts,tweets,and
campaigns?Thisinformationisessentialsothatyou
knowtheexacttimeto"backattack",alsoadding
withotherindicatorsthatwealreadysaw,willhelp
yourefineyourcommunicationstrategy,better
distributioncontentandreachyouraudiencein
righttime.
Thecontentand
itsdistribution
Do you follow any schedule of publications or the contents are always on the
same days and times published?
Are the formats you use contributing to achieve your communication objectives
or your business objectives?
Do you know how formats of content you post are distributed?
How does your competitors and your model brands?
Keep the audience engaged with
your fan page or twitter account
requires a good content,
distributed in different formats to
reach the ones who you want at
the right time, to achieve that you
will need a fine analysis that will
allow you to make intelligent
decisions.
SOCIAL MEDIA ANALYTICS PAGE 5

7. It is not a static indicator and therefore, it´s important to analyses its evolution in order to know
their average and compare it to other periods of time.
Once you know the engagement rate it is interesting that you launch to know also its details:
Thathappensbecauseofsomespecificfactor?Weassumethatthegreatervolumeofinteractions
areshares,andthefocusofthefanpageortwitteraccountforcustomercare,might indicatea
performancewalkingoutofastatedgoalorobjective?
The Engagement and
commitment of the audience
What sort of interactions contributes the most with the engagement
(like shares, retweets, comments)?
Isyourcalendarofpublicationstakingthisfactintoconsideration?
Doyouwanttomakepublicationsonweekendsoryouraudienceisoftennotengagedthese
days?
Is the engagement proportionally distributed or always focuses on certain days
of the week and hours?
Themicrovideocanbeadigitaltrend,butdoyouraudienceandyourcompetitorsreactwiththis
format?AgoodSocialMediaAnalyticsPlatformmustprovideyouaquantitativeanalysis,but
whichenablesyoutoextractgoodinsightsthatgobeyondtherawnumbers,theengagement
cannotberegardedonlyasacalculationbutmustbedeepenedintheanalysisofthebehaviour
oftheaudience.(“BrandsthatunderstandthatrealEngagementIsemotionaland
Non-transactionalwillhaveaBigadvantage”,article).
Is there a content format in particular that helps you increase the engagement?
Different than many have
imagined, the Engagement
is not a metric, but rather an
indicator of performance,
which uses a Convention
that considers the number of
interactions and relates it to
the volume of audience.
SOCIAL MEDIA ANALYTICS PAGE 6

8. The evolution and growth of your
audience
As important as keeping the audience "hooked" is to make it grow, and the analysis of the
growth of your audience may be a 'thermometer' that helps you measure the "health" of the
account or fan page. To be able to compare this evolution with a previous period, it can be
useful and can serve you as a warning to identify how comes your way towards the growth of
your audience and reach your goals.
Starting from the point that your audience is made by people, we understand that these people
have a behaviour and reaction represented through different ways to each stimulus that you can
provide through a post or tweet.
Learn more about these people will help you give the correct stimulus at the right time so that
your performance is the best.
We have seen that it is important to analyse growth and compare it to other periods, but it will be
important to know whether this growth has been healthy or not. The answer is Yes!
Not always a large community represents a participatory community, to have the dimension of
the percentage of active unique users on your network will help you to understand the true
effectiveness of your communication and the level of commitment of your audience.
Newsfansvs.UniqueUsers
Howisthe
audience
composedand
howdoesit
behave?
What in Marketing is called audience, is
actually a set of people with interests in
common, in this case the interest in
common is a brand or product
represented by a property of social media.
SOCIAL MEDIA ANALYTICS PAGE 7

9. Currently, major challenges for the
community managers are shaping brand
ambassadors and to find influencers, but
the first step is to detect them!
You need to detect users who interact more
with your social properties, understand why
and how to do so, measure the impact of
what they say, know how are distributed
geographically and from that to find
opportunities.
TopUsers
Throughwhatdevicesarethey
connected?
In the market there are discussions on the
relevance to know the gender of the
audience on social networks, but who will
dictate if there are relevance or not, only
you. Rather than communicating a product
of modern marketing is directed to
communicate experiences, passions and
emotions that people connect to the brands,
products, services or other persons, and it is
your aim of communication that will tell if
you need to take into account this fact or
not.
In the case of agencies that work with
different categories of market and
campaigns can be an important tool of
market analysis.
Dogendermatters?
The projection growth of digital media for
the next few years is really impressive and
most impressive is the growth of internet
and even most impressive are social
networks through mobile devices.
Besides with that growth is the development
of APPs for specific campaigns, games. To
know the operating system through which
people access their twitter accounts can
guide creation staff in the choice of the
development of an app platform, for
example.
In the market there are much content on
best days and times for posting onto
Facebook or Twitter, but the correct title
should be: Best days and times to
communicate with people that really
interest you.
The audience of a fan page of B2B services
surely doesn't behave just like the audience
of a brand of chewing gum or candy, so your
website must be as accurate as possible.
Knowing the days and times that your
audience is more active, you can schedule
better your communication and if you do
not have a solid base for analysis yet, start to
look at the audience of your competitors or
which you have as a reference.
Whenaretheyactive?
SOCIAL MEDIA ANALYTICS PAGE 8

10. In addition to verify that the results of the social media marketing contributed in the scope of
business objectives, it is the great burden of proving that investing in social media and digital
media can be justified through the return on the investment.
This is a very rich theme and it could lead to many valuable discussions and analysis, but we
want to give you an introduction and help you begin to perceive the relevance of Social Media to
build your revenue and to encourage you to begin to measure it.
The results presented by Social Media Analytics only have relevance if they are
connected to the business objectives.
Logistics
It improves in the distribution of products via reviews of showing buying interest, but the
lack of product in certain region.
An important customer from the food industry was able to identify significantly expressive
comments that indicated consumers were satisfied with a new candy the company had
launched in the country, but they complained about how difficult it was to find the product at
smaller stores.
One of the causes for the low credibility of Social Media Analytics for
some executives is the lack of alignment of objectives of digital
marketing with the different sectors of the company, according to a
recent study of e-marketers just 30 % of marketers claimed to have
well aligned Social Media marketing goals to business objectives.
The impact of social media measurement can go farther than native metric of each network and
it can be composed of indicators performance. Our customers have made many decisions that
impacted directly on the ROI through Social Media Analytics Insights:
SocialMedia
ROI
As we saw, Social Media is not just a
social network, but has become a
channel of communication for people
and for businesses, and with that role
needs to be part of all the mechanisms
that make up the measurement of ROI.
%30
SOCIAL MEDIA ANALYTICS PAGE 9

11. Changes in the script for an advertisement
on television by the bad reception that
received in social networks.
A brand of snacks was able to identify
through Social Media Listening that their
new TV advertising was poorly received by
the audience, who used the words “bizarre”
and “ridiculous” to describe the TV
commercial. Later, the brand changed the
script of the advertising. The most important
thing is that they were able to measure that
even though the audience was criticizing the
ad, this was not affecting the brand’s
reputation.
Advertising: Changes in distribution of the
budget based on analyzing how different
content formats performed.
The performance analysis on social media
allowed a renowned Brazilian digital agency
suggest to its clients a better way of
distributing the budget in the production of
content, based on analyzing how different
content formats performed with different
audiences.
Advertising Advertising Marketing
Sales
Marketing: Presence of brand and scope of
brand (reach, buzz, share of voice)
A South American bank decided to change
their corporate image by expanding its
services previously focused on legal persons
also to individuals, and uses social media
analytics to measure their “share of voice”
within the banking industry of the region. It
used “hybrid” actions consisting of online
and offline actions and was positioned as the
third brand with more “share of voice” in the
region’s banking industry.
Measurement of web traffic related to the
increase in the volume of leads.
Conversion not always starts and finishes
with social media. Therefore, it is important
to have multiple perspective analysis when
discussing conversion measuring. In this
case, a global leading software company was
able to identify a growth in its engagement
level, which was also reflected in a website
traffic increase due to referrals from other
social media channels.
Social Media Analytics metrics begin to take shape in the context of the calculation of
the ROI when they are analysed along with other indicators of digital media, for
example web analytics to measure the increase of visits to a web page and from there,
generated conversion measurement of "hybrid" campaigns which can start in the
offline (magazines, outdoors, coupons) or average traditional media (radio, television)
and then to be consolidated in social media through a "call-to-action", hashtag or
interactive action.
Monitoring of the performance of actions on social networks aren't just for showcases if
your efforts were valuable but that they also contribute in increasing their value over
the time.
SOCIAL MEDIA ANALYTICS PAGE 10

12. All information out of context can be misinterpreted, that same logic applies when creating a
strategy in social networks.
Who said that Social Media
is just useful to look at
oneself?
Webinars of evangelization of the social theme is common to hear questions such as:
what is the average number of fans who must have a fan page?
What does engagement rate should be?
These are really important questions, and getting the answers may be easier than what you
imagined, and it is: "look to the side".
To know how the industry or category of
market work in which you belong to, to
know the performance of your direct
competitors, model brands you follow,
brands that work with the same public
that you, it will show you the criteria you
need to consider, it will help you to set
objectives.
Benchmarking can help you save time
and effort, to be innovative you don´t
need "to create the wheel" it is enough to
have the knowledge to use it and then
you can give you new ways to use which
already makes will become you
innovative!
SocialMedia
Benchmarks
SOCIAL MEDIA ANALYTICS PAGE 11

13. TakeWay
Good luck with your targets and strategies goals in social networks. Do not try
to face all at once or want to achieve all at the same time, use each piece you
have at your disposal, involve different areas and make sure you can keep up!

14. SocialMediaAnalytics
For more information Get the latest Social Media Trends
If you need any help with your social media
monitoring please contact us at
socialmetrix@socialmetrix
socialmetrix
AboutSocialmetrix
AbouttheAuthor
Socialmetrix is a pioneer company in social media analytics with large corporate clients in morethan 10 countries. We have
been developing and providing technology to harness the power of social business intelligence since 2008. Our mission is to
deliver our clients the best social media analytics solutions, as a means of combining product technology, local expertise,
and professional services.
Jose Gomes is a Executive of Marketing and Technology with more 8 years of experience in Companies with international
recognition: Vivo, Sony Ericsson, Atento, HP, Stefanini, SAP, and actuality is Marketing head at Socialmetrix. Jose have
developed Marketing Strategies oriented to market needs and Business interests, contributing to the growth of the
company’s image and speech, focused on the KPIs and pain solutions.
Check out our blog to be up to date in social media
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