5 Steps to Social Media Analytics

Why Social Analytics is Important?

In the past few years, businesses have rushed to use

Social Media. Almost 94% of all businesses now use some

form of social media to promote their brand and engage

with customers. While companies sprint to master social

media, the social media analysis is more of a struggle.

Businesses are continuously trying to understand and

measure the Return of Investment. To be successful,

companies need to define their social media goals, know

their online audience and have to realize that social

media is a marathon, not a sprint.

Are businesses running to use social media?

94%

of businesses use

Social Media Social Media Usage

87% 84%

B2B Brands B2C Brands

3+Years of social

media usage

55% B2B Brands

51% B2C Brands

Top Social Media Networks used in order most to least

B2C Brands

B2B Brands

How businesses are using social media?

72% 69% 68% 67% 31%Plan to increase use of these social media channels in 2016

65%

Top reason why B2B and B2C brands will be using Social Media

85%

for business exposure and

product awarenessto increase traffic to

e-commerce / websitesfor marketplace insights

69%

Steps for Social Analytics

Step 1: Define your Social Objective and KPI’s

DEFINE SPECIFIC

KPI’S FOR

SOCIAL

NETWORKS

KPI OBJECTIVES

SHOULD BE

MEASURABLE

METRICS

SHOULD BE IN

LINE WITH THE

BUSINESS GOALS

Example: KPI’s for

Twitter

• Number of Fans from one city

• Total Conversations from the Fans

• Top Performing Posts

• Net Sentiment

• Word Cloud with Themes

• Actionable Insights

Step 2: Measure Results with Google Analytics

CREATE FILTERS FOR

SOCIAL CAMPAIGNS

CREATE SOCIAL

MEDIA LANDING

PAGES

TRACK SOCIAL

MEDIA

INTERACTIONS ON

SITE

ENSURE URL’S ARE

TAGGED TO SHOW

IN GOOGLE

ANALYTICS

QUICKLY IDENTIFY WHAT

ACTIONS ARE WORKING

FROM WHICH NETWORKS

PROVIDE RELEVANT CONTENT

TO MESSAGE MATCH YOUR

SOCIAL MEDIA COMPANIES

IF USERS ARE NOT INTERACTING

WITH CONTENT ON YOUR SITE,

THEN CHANGE IT.

ENSURE ALL LINKS ARE

TAGGED INCLUDING URL

SHORTENING LINKS

Step 3: Use other Analytics tools as well

PAID TOOLS FREE TOOLS

RADIAN 6

SYSOMOS

MELTWATER BUZZ

ALTERIAN SM2

UBERVU

PEER INDEX

HOOTSUITE PRO

LITHIUM

SOCIAL MENTION

WHO IS TALKING

HOW SOCIABLE

BACK TYPE

TRENDIEST

THINK UP

TINKER.COM

Step 4: Key Social Media Metrics

1. Page Likes

2. Post Reach

3. Engagement

4. Organic Likes

5. Paid Likes

6. Impressions

1. Total Followers

2. Number of Clicks

3. Number of Re-Tweets

4. Conversations on

Hashtags

5. Reach

6. Sentiment

Step 5: Check your Strategy

1.Be sure to measure and act on Results

2.Maintain active listening to identify possible

improvements

3.Be sure to test to get even better results

4.Identify Metrics with the worst outcome

How to measure some key KPI’s

Brand

Awareness

and

Reputation

SOV =

# of conversations mentioning

your brand

Total #of industry conversations

% positive

% negative

% neutral

Sentiment

Marketing

Program

Effectiveness

Social Reach = Total # of followers across all

social platforms

Engagement =

# Likes + # Shares + # Retweets

+ # Blog comments

# of published posts or

pieces of content

Lead

Generation

Effectiveness

Lead Generation

Effectiveness =

# of leads generated or influenced

by social campaigns

Total #of leads

Depth of prospect profiles:

Integration of social profiles with

traditional CRM profiles

Increased

Sales;

shorter sales

cycles

Social Sales

Effectiveness =

# of customers buying more due to

social engagement

# of total purchases

Overall sales effectiveness:

• Growth in average deal size

• Shorter sales cycles

• More deals per sales person due to

deeper consumer insight

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