2. “Reading the Metrics”
using to inform
future behavior
AnalyticsData
Raw Numbers
Metrics
The numbers in
meaningful groups
to measure something
specific
16. Incoming Engagement
Incoming Facebook
Post Likes
+
Shares
+
Comments
divided by
Reach
Incoming Twitter
Likes or Favorites
+
Retweets
+
Mentions
+
Replies
divided by
Followers
17. Outgoing Engagement
Outgoing Facebook
Likes on post comments
+
Replies to comments in posts
+
Replies to Incoming Messages
+
divided by
Reach
Outgoing Twitter
Tweets Retweeted
+
Replies
+
Mentions of Others
+
Open Ended Question
divided by
Total # Tweets
Open Ended Questions
+
Posts Shared
divided by
Total # Posts
18. Conversion to Social Action
aka Becker Index
Facebook
Post Likes
+
3 second video views
+
(Comments x 2)
+
(Shares x 3)
+
(30 second video views x 3)
+
(Link Clicks x 4)
+
(Actions/Conversions x 5)
divided by
Reach
Twitter
Favorites
+
(Replies x 2)
+
(Retweets x 3)
+
(Link Clicks x 4)
+
(Actions/Conversions x 5)
divided by
Reach
19. METRIC HOW OFTEN BENCHMARK
AUDIENCE GROWTH % WEEKLY .5%-5% ON AVERAGE
REACH GROWTH % WEEKLY CAN FLUCTUATE WILDLY
AUDIENCE ENGAGEMENT %S WEEKLY
5-20%
> 20- GET OFF SOCIAL, < 5- WHAT WENT WRONG?
ORG ENGAGEMENT %S WEEKLY
FLUCTUATES WILDLY
CONSISTENT AVG >50- GET OFF SOCIAL
FACEBOOK CONVERSION TO SOCIAL
ACTION
WEEKLY FLUCTUATES WILDLY
TWITTER CONVERSION TO SOCIAL ACTION WEEKLY FLUCTUATES WILDLY
EMAIL CONVERSION TO SOCIAL ACTION WEEKLY FLUCTUATES WILDLY
ENGAGEMENT PER WEEKLY THE HIGHER THE # THE BETTER
TIME OF DAY FOR CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
DAY OF WEEK FOR CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
TYPE OF CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
NETWORK ANALYSIS ANNUALLY
TARGET AUDIENCE ADJUSTMENTS QUARTERLY
Social Metrics