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CHAPTER 6 : SOCIAL MEDIA METRICS AND
ANALYSISMariem EL KHYARI
A. Ways of measurementB. Tools of measurement and analysisC. Network Analyses Birkshire exampleD. Discussion
■Definition : Social media metrics is the use of data to gauge the impact of social media activity on a company’s revenue.
■Question : Do any of you track or monitor their twitter/facebook page insights?
Ways of measurements
Social media measures
■ Buzz based upon number of impressions at a given time, on a specific date, time of year channel etc.
■ Popularity■ Mainstream media mentions■ Number of followers■ Reach or second degree impressions■ Likes or favorites■ Sentiment■ Number of interactions or engagement rate■ Conversions to purchases
Why so we use social media measures? => Demonstrate social media ROI ( return on investment )
Þ Measure social media as a business cost
“See say feel & do”
“See metrics”
■ Facebook page like totals■ Twitter follower totals■ Website traffic■ Email sign ups■ RSS subscriptions■ Advertising impressions■ Earned media impressions
Tools :
1. Google Analytics
■ Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. It's the most widely used website statistics service. The basic service is free of charge and a premium version is available for a fee.
2. Facebook insights“ How should I use Page Insights to improve my Page?
You can use Page Insights to understand how people are engaging with your Page. With Page Insights, you can:■ View metrics about your Page's performance■ Learn which posts have the most engagement■ See data about when your audience is on FacebookFor example, you can look at each of your posts and see which ones have the most likes, comments and shares and the least negative feedback. You can use this information to create more of the types of posts that your audience is interested in seeing. You can also learn about when your audience is on Facebook and publish your posts when you're likely to reach more people.”
3. Twitter analytics
■ Seven principles :1. Importance of goal setting and measurement2. Measuring the effect of outcomes is preferred to measuring outputs3. The effect on Business results can and should be measured where
possible4. Media measurement requires quantity and quality5. AVErages are not the value of public relations6. Social media can and should be measured7. Transparence and Replicability are paramount to sound
measurements
Network analysesWho tweets ? Comments? Reacts?Are the tweets relevant?The the people using social media “influencers”? How does the information reach?Where to go to find the information ?
What is network analysis?
■ Network analysis is the process of investigating social structures through the use of network and graph theories. It characterizes networked structures in terms of nodes (individual actors, people, or things within the network) and the ties or edges (relationships or interactions) that connect them.
Discussion questions :■ If you were advising a CEO who had never been on twitter to create a
profile which key concepts would you discuss with him/her?■ Consider ways to use social media to improve trust and influence.
Which twitter measures would you want to track?■ Is there ever a case for disengagement from social media? Which
circumstances would provide reasons to lower levels of engagements?■ How could you integrate the findings from data on Facebook and
twitter to use best practices at other social media websites? Which other data points are of interest to you ?
■ Explore your social network. What do the data tell you about your use of twitter? What is missing from the data? How could you improve measurements and your use of twitter?
