social media analytics = content analytics?

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Social Media Analytics = Content Analytics? Warum Inhalte nicht nur automatisch analysieren? Stefan Evertz (@hirnrinde) / Cortex digital Social Media Analytics = Content Analytics? 1

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Page 1: Social Media Analytics = Content Analytics?

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Social Media Analytics =Content Analytics? Warum Inhalte nicht nur automatisch analysieren?

Stefan Evertz (@hirnrinde)/ Cortex digital

Social Media Analytics = Content Analytics?

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Stefan EvertzBerater für digitale Kommunikation, KölnGründer & Chefredakteur MonitoringMatcher

Themen• Social Media Monitoring

– Unabhängige Toolauswahl– Tool-Setup und Optimierung– Analysen, Auswertungen & Reporting

• Digitale Strategie• BarCamps (Orga & Moderation, über 40 BarCamps)

Social Media Analytics = Content Analytics?

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Was ist was?

Web AnalyticsSocial Media Analytics

Social Media Monitoring

Engagement

Publishing

Social Media Analytics = Content Analytics?

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Social Media Analytics• Analyse eigener / fremder Kanäle• Strukturierte Daten (z.B. Facebook)• Benchmarking möglich• Theoretisch auch manuell machbar

• Tools: Fanpage Karma, quintly, Socialbakers, .. Social Media Analytics = Content Analytics?

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A nalytics (Social Media / Web)M onitoringP ublishingE ngagementL earning

Das AMPEL-Modell

Social Media Analytics = Content Analytics?

M onitoring

P ublishing

E ngagement

L earning

A nalytics (Social Media / Web)

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A nalytics (Social Media / Web)M onitoringP ublishingE ngagementL earning

Content Marketing

Social Media Analytics = Content Analytics?

M onitoring

P ublishing

E ngagement

L earning

A nalytics Nullmessung / Welche Inhalte gehen bei der Zielgruppe besonders gut (SMA / WA)Identifikation neue Themen (und Kanäle)

Planung & Veröffentlichung neuer Inhalte

Beantwortung eingehender Anfragen und KommentareOptimierung der Inhalte und Weiterentwicklung der Strategie

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Beispiel 1: Populäre Inhaltsarten

Social Media Analytics = Content Analytics?

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Beispiel 2: Populäre Posts

Social Media Analytics = Content Analytics?

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Beispiel 3: Best Time to Post

Social Media Analytics = Content Analytics?

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Was fehlt?• Qualitative Daten– Content-Kategorien– Themen– Tonalität

• Lösung: (Manuelles) Tagging

Social Media Analytics = Content Analytics?

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Tool-Tipp: Fanpage Karma

www.fanpagekarma.comSocial Media Analytics = Content Analytics?

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Tagging (1/3): Kanäle / Tags wählen

Social Media Analytics = Content Analytics?

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Tagging (2/3): Beitrag taggen

Social Media Analytics = Content Analytics?

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Tagging (3/3): Auswerten• Basis: Codebuch– Content-Kategorien– Themen– Tonalität

Social Media Analytics = Content Analytics?

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Manuelles Tagging• Einmalig „Codebuch“ erstellen• Regelmäßig Inhalte vertaggen• Bessere inhaltliche Auswertungen

Social Media Analytics = Content Analytics?

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Danke! Fragen?Stefan Evertz (@hirnrinde)

Cortex digital, KölnTel: 0221 – 169 24 181Mail: [email protected]: cortexdigital.deUnd natürlich: www.MonitoringMatcher.de

Social Media Analytics = Content Analytics?