The key elements to look for in any social media analytics, an overview of social media analytics, and specifically Google analytics, Facebook Insights, Facebook ad analytics, and YouTube Insights. Includes examples, and analtyics screenshots.
3. TODAY’S WORKING
AGENDA
Overview: Defining specific goals
A tour of important analytics and metrics:
• Google Analytics
• Facebook Insights
• YouTube Insights
Tools for social media management
4. WHAT YOU NEED TO KNOW TO
BE A BETTER COMMUNICATOR
IS WAITING
TO BE FOUND
5. 2012 Nonprofit Social Networking Benchmark Report
MEASUREMENT REQUIRES
STRATEGY FIRST
6.
7. 1. 10 new purchase inquiries from new geographic
areas (NYC, Hartford) a month
Google Analytics: referral visits to website from
social media channels, form completions
2. 10% higher enrollment by Dec. 31 and Feb. 1 than
prior year
Measure success of social media campaign, GA
referral visits from social media to registration
3. Increased engagement from existing network
Deeper engagement on social media channels, test
success of social media campaign, referral
mentioned at purchase, GA referral visits to
registration site
Measurement:
Measurement:
Measurement:
SMART COMMUNICATION
GOALS
39. THIS IS JUST THE
BEGINNING!
Geography/Language Targeting
AdWords
Real-time statistics
Benchmarking
Google Traffic Alerts
In-page analytics
…and so much more!
39
56. YOUTUBE IS EQUAL TO
GOOGLE SEARCH
95% of Americans use Google Search
95% of Americans use YouTube Search
46.8% browse YouTube several times daily
http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web-
content
57. 6 KEY YOUTUBE INSIGHTS
Views: Filter by video, top videos, time watched
Subscribers
Shares: Which videos are compelling
Discovery Playback Locations & Traffic
Sources: Where viewers are coming from
Traffic: Analyze traffic by video (no screenshots)
Demographics: Overall and by specific video
65. SHARING IS CARING
Internal discussions:
1. Who needs to be aware of this information
immediately, to act on it?
2. Who else should be aware of this
information?
3. How will you make it available to both sets
of colleagues internally?
4. When will you regularly discuss this?
5. What intentional knowledge-sharing
structure needs to be put in place?