Chris Tuttle, Principal Consultant, Tuttle Communications
Twitter Handle: @ChrisTuttle
We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Tuttle will review 3 simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.
2. Why Should We Care About Metrics
Drive By Metrics
As we use social channels, drive by
metrics help us spot emerging
trends and potential problems.
3. Why Should We Care About Metrics
Monthly Metrics
Tracking monthly metrics help us
learn what content, and types of
content, our constituents most
engage with and how. They also
help us forecast seasonal trends.
4. Why Should We Care About Metrics
Demographic Metrics
Learn who our constituents are in
order to create more engaging
content, use in targeted campaigns,
and find areas to improve.
5. Why Should We Care About Metrics
Campaign Metrics
Learn how constituents engage with
our social campaigns and improve
future campaigns.
6. Today’s Focus: Social Media Metrics
1. Facebook Insights
2. Twitter Analytics
3. Social Media Dashboard via Google Analytics
7. What Complicates Metrics Analysis
Overwhelming
Amount of Data
Time
Consuming
Unsure what
they mean
Unrelated
to Goals
Unsure how to
react
Cost Prohibitive
10. Simplifying Social Media Metrics
1. Daily: Drive By Metrics
2. Monthly: Page & Post Metrics
3. Quarterly: Demographic Metrics
4. As Needed: Campaign Metrics
5. Automate Where Possible
11. Drive By (Daily)
Page & Post Level (Monthly)
Demographic (Quarterly)
Campaign (As Needed)
Facebook Insights
12. Page Likes
Post Likes
Net Likes
Unlikes
Paid Likes
Organic Likes
Likes from Page
Likes from Suggests
Likes from Mobile
Likes from Posts
Likes from Other
Post Reach
Paid Reach
Organic Reach
Comments
Shares
Hides of Post
Hide All Posts
Page Visits
Photo Tab Visits
Timeline Visits
Custom Tab Visits
Info Tab Visits
Mentions
Others Posts on Page
External Visits
Day of Week Fans Online
Post Time of Day
Post Day of Week
People
Gender
Age Group
Facebook vs Fans
Country
City
Language
13. Monthly - Posts
What type of
posts are
most
engaging?
Which posts are
most engaging?
21. Monthly: Profile & Post Analytics
Determine what
content your
users most often
engage with by
sorting tweets by
“best” and review
reach and
engagement.
22. Monthly: Profile & Post Analytics
Download
tweets to quickly
calculate
historical data,
such as total
RTs, Faves &
Replies
24. Historic, Monthly - Profile Level
Use spreadsheets to maintain most important monthly
metrics from Profile Level Twitter Analytics.
(source = website and CSV calculation)
26. Create a Social Media Dashboard
Create a New
Dashboard and
build your own,
or choose from
shared
templates by
clicking “Import
from Gallery.”
27. Monthly: Social Metrics
Remove or add
widgets to
customize the
dashboard.
Learn whether
social is driving
new or returning
traffic, from
which social
networks, and
dive into key
social mentions
that drove high
traffic.
Get advanced
metrics with
custom Goals
and Funnels to
track
conversations.