Social media metrics & analytics social media metrics & analytics
- 1. Social Media Metrics & Analytics Allan Meira - Damon Williams - Jackie Shin - Nichelle Lane
- 2. Introduction 1. Social Media Measures 2. Google Analytics 3. Facebook Insights 4. Twitter Analytics 5. Network Analysis 6. Other Social Network Measurements “Prove your point with numbers, but make sure you attempt to do so with numbers that matter.” Jay Baer
- 3. Social Media Measures Sterne (2010) was one of the first to realize the power of social media. Some important measurements of social media marketing consumers include: Buzz based upon # of impressions at a given time, specific date, time of year, channel, etc. Popularity Mainstream media mentions Number of fans, followers, friends Reach or second-degree impressions Likes and favorites Sentiment
- 4. See, Say, Feel, DoMiller (2013) sees social media marketing as a part of a larger task for businesses, including: Relationship building Earned exposure through unrequested endorsement Customer sharing Authentic insight from comments Search engine visibility from posts Cost savings Tractable results “What is the return you are trying to create? Without knowing what you are trying to accomplish, it’s impossible to measure your success.” Gordon (2012)
- 6. Facebook Insights Insights show all referral traffic to your domain/content from Facebook Link to your site in their Facebook status messages, Clicks on social plugins such as the Like or Share button. Provides sharing metrics and demographic information per domain and per URL Optimize your content for sharing and better tailor your content to your audience. Analyze trends about usage and demographics as well as consumption and creation of content Improve your business and create better experiences with Facebook.
- 7. Twitter Analytics 1.Tweet Activity Measure engagement and learn how to make your Tweets more successful. 2. Online Conversion With conversion tracking, if people click on the link, Retweet, like or simply see the Tweet and then go to your site — you'll know where they came from 3.Campaign Dashboard You can track your impressions, results, and cost-per-result across all your different campaign objectives.
- 8. Network Analysis Network Analysis is the mapping and measuring of relationships and flows between people, groups, organizations, computers, URLs, and other connected information/knowledge entities. Researchers have connected Network Analysis to the Social Network Theory, which is the systematic study of how individuals interact in social settings. Tubbs and Moss, academic researchers, (1983) did a series of tests to determine “the popular”, “the overseen” and “the unpopular.” https://www.youtube.com/watch?v=xT3EpF2EsbQ (Stop at 2:59) Communities are also very important. Researchers have proposed and developed methods for analysis of structure and grouping of categories and clusters in a social network, like the Group-In-A-Box (GIB). For example, Twitter users may retweet each other. Those retweets get grouped together to form a cohesive group, therefore categorizing them together.
- 9. ● Visuals are extremely important in social media. In a network visualization, they would appear as clusters or subgraphs, often color-coded or represented by a variety of shapes to convey their group identity. ● Network graphs created by software for social media measurement are called Sociograms. Its purpose is to discover group structure: i.e., the basic "network" of friendship patterns and sub-group organization. For instance, the popular people displayed higher levels of positivity; characteristics such as enthusiasm and maturity.
- 10. Network Analysis Network Members gather around its main/strongest sources (usually 3-4). Others are secondary. Three reasons they are important -These users are in a better position than others in terms of having access to information. -These users are a bridge to different people in other networks, having the potential to carry the message farther and increase reach.. -These users are connected to different people and have greater chances of having access to information. For example, Billionaire Warren Buffet attracts more than 30,000 stockholders to his annual stockholder’s meeting every May in Omaha, NE. In 2013, 665 users actively tweeted using #BRK2013, the official hashtag designated by the corporation’s Borsheims jewelry store.
- 11. Network Analysis Drastically changed the fields of PR and Journalism. Information from journalists and PR practitioners, either to one another or to spreading to the general public, may be visually displayed through computer-generated mapping. Social networking generates measures of branding, influence, trust and dispersion of ideas through Twitter and Facebook, and offers an opportunity to be seen as an opinion leader or an “Influencer”.
- 12. Other Social Network Measurements Social media can be a powerful force to reach large audiences with important messages. (Connectedness, online word of mouth) Connects us to (CMC)Computer Mediated Communication- is a process in which human data interaction occurs through one or more networked telecommunication systems. Klout.com, measures influence across social platforms. Stats Mobile Media: 50% of the U. S population was projected to own a smartphone in 2014 Growth in US mobile advertising spending was 75% in 2013 at about $8 billion. Mobile media were growing within the top 5 Social Networks (at the time)Facebook, Twitter, LinkedIn, Tumblr and Pinterest. https://www.youtube.com/watch?v=--s2sfm9JkI
- 13. Class Activity We will divide the class into 4 groups and assign each group one of the following social media platforms: Facebook, Twitter, Instagram, and Youtube. Each group will analyze a report for their specific social media, answering the questions, but also thinking what could have impacted such numbers. Finally, we will discuss your findings as we were putting together an official social media report.