metrics maze

Metrics Maze Case StudyKurtis CowanNovember 27th, 2012

Sentiment Analysis•The ratio of mentions that are generally

positive to those that are generally negative.Search Term Findings

#IMCSLC 21:0 was the ratio that was given by SocialMention.The stated sentiment recorded by SocialMention is Positive – 21Neutral – 67Negative – 0These statistics are from Twitter and prove that this hashtag is talked about with little to positive or negative discussion. What this means for the #imcslc brand is that the discussions that include this hashtag are not hurting the brand. More positive sentiment could be reached and boost the brand.

@IMCSLC 1:0 was the ratio that was given by SocialMention.The stated sentiment recorded by SocialMention is Positive – 1Neutral – 42Negative – 0These statistics are from Twitter and prove that this account has a positive voice when delivering messages. What this means for the @imcslc brand is that the discussions that this account participates in are not hurting the brand. More positive sentiment could be reached and boost the brand by reaching into the neutral based discussion and fixing them.

IMCSLC The search term of IMCSLC has the best sentiment compared to the hashtag and twitter account. SocialMention states that the term IMCSLC has a25% likelihood of being mentioned in social media. The sentiment ratio found was 32:1 which is the most realistic stat because there is a negative mention based on this topic.

Influencer Analysis•Kred is a monitoring tool that ranks a

social brand out of a possible score of 1,000 based on the effectiveness of the out reach to the followers.

•@IMCSLC influence is•Kred influence rises when Someone mentions, retweetsOr replies to your tweet.This score out of 1,000 could easily be

increased if there was more discussion and/or retweet worthy information.

Influence Screenshot•Influence vs. Outreach (increases when @IMCSLC mentions,

retweets or replies)

Volume Analysis•Volume can be described as the number of

posts delivered in a specific period of time. In the images provided the timeline is in days.

Volume for #IMCSLC

•#IMCSLC continued

Volume Analysis

•Volume for @IMCSLC

Volume Analysis

@IMCSLC continued

Volume Analysis

Content AnalysisContent is anything that is posted on any social network to

create discussion, engage followers or just to post opinions.

• Twitter allows pictures, links, videos and written content to be posted and @IMCSLC makes sure to use this tool to the maximum potential.

• Youtube is strictly a video social media tool and the IMC brand has approached the possible opportunities but have struggled to get the traffic that they would like to get.

• Facebook allows pictures, links, videos and written content to be posted and the IMC SLC page has done a great job of using all types of content to appeal to all of their followers.

•Twitter

Content Analysis

•Youtube IMCSLC

Content Analysis

http://www.youtube.com/user/IMCSLC

•Facebook

Content Analysis

•After some research I could not find any twitter Handles or Hashtags that represent competing programs. This leaves me to believe that they don’t have an account and if they do they are doing something terribly wrong if the account can’t be found to follow.

•Comparing the two main forms of social media for the IMC brand (Facebook & Twitter) are very similar in volume, content and the amount of followers/audience that they have acquired.

Benchmark Analysis

•Social Mention

•Tweet Archivist

•Twitter Reach

Monitoring Tools