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Social Media Analysis Toolkit
@DecisionStats May 2010
You can only manage what you can measure.
Peter Drucker
Online Marketing ScorecardYouTube ( Video , Newsletter and Webcasts)
Twitter ( Micro- Blog and Links)
Facebook (Groups, Events and Pages)
Linkedin (Groups)
Blogs Newsletter
Webinar Support
Search Engine MarketingSearch Engine Optimization
Online Collateral (White Papers)
WebSite
Channel MetricName
Current Metric Value
Previous Metric Value
Days of Updationbetween Current and Previous
Growth Rate
Online Marketing Hierarchy YouTube ( Video, Newsletter and Webcasts)
Twitter ( Micro- Blog and Links)
Facebook (Groups, Events and Pages)
Linkedin (Groups)
Blogs Newsletter
Webinar Support
Search Engine MarketingSearch Engine Optimization
Online Collateral (White Papers)
WebSite
Channel MetricName
Current Metric Value
Previous Metric Value
Days of Updationbetween Current and Previous
Growth Rate
Content- YouTube ( Video and Webcasts) Video Analytics-My Videos > Insight > Summary (see screenshot)
Content- Twitter ( Micro- Blog and Blurbs)Twitter Analytics and Link Analytics1) Using TwitAlyzer
Content- Twitter ( Micro- Blog and Blurbs)Twitter Analytics and Link Analytics2) Using Bit.Ly Analytics for checking traffic to a link
Facebook AnalyticsPage- Left Margin- Insights -See All
LinkedIn > Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates> Group Members -Newsletter
LinkedIn > Contacts > Network Statistics and Micro-Blogging using Twitter-LinkedIn Status Updates> Group Members -Newsletter
Blogs Blogs are the most visible medium in social mediaAggregation of multiple blogs offers even more visibility.Blog Analytics is similar to Website Analytics- with an additional emphasis on Comments, RSS readers, newsletter etc.
Blogs IP Address Level Trackingfor repeat visitors/spammers.
Blog Metrics- 1. Comments /Post,2. Forwards, 3. RSS feed trend, 4. Views/category or vIews/tag. 5. Number of Incoming Links.
Website Metrics- 1. Average time per visit,2. number of visitors,3. bounce rate, 4. location of visitors.
Mostly a time series analysis in terms of statistics.
Newsletter AnalyticsFeedblitz and Feedburner AnalyticsOpens, Clicks,Forwards can be tracked
Webinar AnalyticsUsing custom URL using the ? operator for webinars.
1. Number of final attendees (Feedback for content), 2. Number of Visitors to URLS by advertising /promotional code.3. Number of Registrations (Is the from for registration adequate/ too big? Design of Registration Page)4. Number of repeat visitors (IP Address level, email addresses)5. Revenue and Cost per webinar attendee.6. Archival content on webinars.
Search Engine Marketing AnalyticsUsing advertising for generating leads by ads.
1. Cost per click from ad to the targeted website.2. Cost per conversion from click3. Text ads versus Display Ads Campaigns.
Search Engine Optmization Analytics
Using optimization for generating leads by searches.
1. Rank of Desired Webpage for the keyword.2. Associated Keywords3. Growth in Rank
SEO and SEM are a separate class of analytics which are mostly under utilized or optimized.
Online Collateral (Analytics)
Number of Downloads/ RegistrationsNumber of Leads generatedCost per LeadSearch Engine Impact of Online Collateral
WebsiteThe primary online channel for marketing
Visitor Segments (New and Returning)Visitor Sources (Direct versus Search Engine)
Summing Up : Social Media Report CardYouTube ( Video , Newsletter and Webcasts)
< Views
Twitter ( Micro- Blog and Links) Followers , ReTweets
Facebook (Groups, Events and Pages)
Fans, Likes
Linkedin (Groups) Members, Discussions
Blogs 1. Subscribers,2. Comments, 3. Views
Newsletter 1. Subscribers,2. Opens, 3. Clicks
Webinar Support Cost per Attendee
Search Engine Marketing Cost per Click,Cost per Conversion
Search Engine Optimization <Rank
Online Collateral (White Papers) < Revenue ,Cost per Lead
WebSite New vs Returning
Channel Metric Current
Previous
Days Growth