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

Twitter

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