Upload
spedwybabs
View
149
Download
0
Embed Size (px)
Citation preview
Social Media Analytics
“Reading the Metrics”using to informfuture behavior
AnalyticsData
Raw Numbers
Metrics
The numbers in meaningful groups
to measure somethingspecific
Traffic
Link ReferralClicks
ROI
Cost Per…
Conversation
BuzzShare of Voice
Sentiment Analysis
Audience
Quality not SizeWho is your target audience?
Who is in your current community?Who isn’t in your community?
Content
When to post?What kind to post?
Engagement
Incoming EngagementOutgoing Engagement
Conversion to Social Action
So what to pay attention to?
• What are your goals?
• What is your capacity?
• How will you use the data?
Social Media Metrics
Meaningful DataEngagementActions TakenConversions
Meaningless Data# of Likes/Followers
Formulas
When to post?
What kind of content to post?
Incoming Engagement
Incoming Facebook
Post Likes +
Shares +
Commentsdivided by
Reach
Incoming Twitter
Likes or Favorites+
Retweets+
Mentions +
Repliesdivided byFollowers
Outgoing Engagement
Outgoing Facebook
Likes on post comments+
Replies to comments in posts+
Replies to Incoming Messages+
divided byReach
Outgoing Twitter
Tweets Retweeted+
Replies+
Mentions of Others+
Open Ended Questiondivided by
Total # TweetsOpen Ended Questions+
Posts Shareddivided by
Total # Posts
Conversion to Social Actionaka Becker Index
FacebookPost 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 byReach
Favorites +
(Replies x 2)+
(Retweets x 3)+
(Link Clicks x 4)+
(Actions/Conversions x 5)divided by
Reach
METRIC HOW OFTEN BENCHMARKAUDIENCE 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 WILDLYCONSISTENT 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