A presentation on social media metrics and analytics; what the key measurement stats are to prove social media is contributing to business goals.

1. Social Media Marketing Analytics
“Are My Social Media Efforts
Effective?”

2. Am I Getting
What is Quality
Engagement Website
and am I Visitors?
Doing it
Right? Is My
Content Any
Good?
What Are
My Goals?
Am I
Generating
Leads & Sales?

3. “Show Me Data”

4. Let’s Offer Some Insight!

5. Agenda
• Twitter Metrics
• Facebook Metrics
• Google Analytics
• Shout Outs: Listening Platforms

6. Rules
• Success is Arbitrary; all businesses are
different. Begin with benchmarks, then
improve them
• Formulas and KPIs are just numbers; taking
action to improve business is the goal of any
“marketing”
• Track conversions. You’re in this to make
money; prove to management social’s
contribution

7. Gather the Following (Monthly)
Number of Followers
Active Followers
Tweets
Mentions
Retweets Received
Retweets Given
@Replies
Tweets Favorited
Number of Clicks from Original
Content

8. Is My Message Relevant to Followers?
• Active Followers/ Total Followers x 100 =
Engaged Follower Rate
– Active Followers: Number of followers who
retweeted you or mentioned you in a tweet
40/1000 x 100 = 4%

9. Am I Engaging with Followers?
• (Retweets Given + @replies) / Followers x 100
= Conversation Rate
(100+ 30)/1000 x 100 = 13%

10. Is My Content Relevant?
• Retweets Received / Tweets x 100 =
Amplification Rate
60 / 1000 x 100 = 6%

11. Is My Content Influential?
• (Mentions + Retweets Received + Favorited
Posts)/ Tweets = Content Influence Rate
 (120 + 60 +10)/ 1000 x 100 = 19%

12. Did My Original Content Attract
Website/Blog Visitors?
• Original Content Post Clicks / Total Original
Content Posts = Clicks per Post
 463 /2 = 232

13. Twitter Metric Dashboards

14. Have Fun With Twitilyzer

15. Gather the Following (Monthly)
Number of Page Fans
Lost Fans
Organic Page Impressions
Viral Page Impressions
Posts
Post Likes, Comments, Shares
Consumptions (Post clicks, link clicks, video
clicks, photo clicks)

16. Is My Page Growing?
• (New Fans-Lost Fans) / Previous Period New Fans
= Fan Growth Rate
(100-10)/80 = 12%

17. Are My Posts or Page Content Viral?
• PTAT (Likes, Shares, Comments- Activity that
shows in newsfeeds, a k a Stories)/ Organic
Reach) x 100 = Virality Rate
 4,000 / 190,000 x 100 = 2.10%
– Organic reach: The number of unique people, fans
or non-fans, who saw this post in their news feed,
ticker or on your Page.
– Viral reach: The number of unique people who
saw this post from a story published by a friend.

18. Is My Content Being Shared?
• # of Shares/ # of Posts= FB Amplification Rate
100 / 60 = 1.66, aka shares per post

19. Are My Fans Engaging with my Posts?
• PTAT + Consumptions (Clicks or Views of Links
in Posts) / Fans x 100 = Fan Engagement Rate
 2,000 + 500 / 7,500 x 100 = 33%
Socialbakers
research

20. Is My Content Relevant
• (Likes + Comments + Shares)/ Fans x 100 =
Post Engagement Rate
 1,600 / 7,500 x 100 = 21%
Photo Video Text Link

21. Measure and Tag Posts with Page Lever

23. Have Your Conversion Goals Set Up
eCommerce-Purchase Lead Generation- Trials/Content

24. Create Advanced Segment

25. Is Social Media Generating
Conversions?

26. Does Social Media Contribute to Other
Channel Conversions? (Attribution)
Lead Gen Site
eCommerce Site

27. Which Channels Bring More Engaged
Traffic to Your Site/Blog?

28. How Does Social Media Engagement
Metrics Compare to Other Channels?

29. What is the Value of a Social Media
Transaction?

30. What is the Conversion Rate of Social
Media Versus Other Channels?

31. ROI: eCommerce
• Gather: Platform Costs, Ad Costs, Content
Costs, Time Costs*, Consultant Costs*,
Revenue generated (Option- add LTV)
• (Revenue-Costs)/Costs = Return on Investment
• * Depending on philosophy, feel free to eliminate these items.

32. Lead Gen Sites: Cost Per Conversion
• Gather: Platform Costs, Ad Costs, Content
Costs, Time Costs*, Consultant Costs*,
Conversions (Last)
• Costs/Conversions = Cost Per Conversion

33. Shout Out: Social Snap

34. “OK- Let’s Invest More Into Social”

35. Listening and Reputation

36. Shout Out:

37. Daily Monitoring Emails

38. Shout Out:

39. Have a Dashboard?
I’ll help you develop and manage a custom dashboard

40. Questions? Need Help?
• Contact Paul Mosenson of NuSpark
Marketing
• pmosenson@nusparkmarketing.com
• 610-604-0639
• www.nusparkmarketing.com
• @nusparkmktg
Happy to Help! That’s
my Job!