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Social Media Analytics

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A beginners' guide / tutorial for individuals wanting to understand the basics of Social Media Marketing & Analytics, Online Community Management, Facebook Insight Analysis & Twitter Handle …

A beginners' guide / tutorial for individuals wanting to understand the basics of Social Media Marketing & Analytics, Online Community Management, Facebook Insight Analysis & Twitter Handle Performance Evaluation

Published in: Business, Technology, Spiritual

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  • @mkcpraneeth
    Quite satisfying response. Thanks. I promoted the presentation because I had no doubt about its valuable contribution. I agree normalizing solves many issues as you have done
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  • @hudali15 That is just an example; normally the 'Participation' won't be that high.

    The figures are hypothetical & are used to explain whether the 'Engagement Levels' within Community has grown from say '10 Days Back' & 'Today'.

    And in the following slides by dividing the 'Participation Numbers' by 'Activities (Posts)' and then by 'Community Size' we are NORMALIZING the 'Number of Activities' & 'Community Size'; so that we can do a 'Like' to 'Like' comparison while we are evaluating the 'Engagement' levels of the community.

    Because while comparing the Community Performance between two 'TIME FRAMES'; the 'Community Size' might INCREASE / DECREASE and we need to normalize that.

    I hope the explanation helped in clarified your doubts regarding the ratios & their calculations.
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  • @mkcpraneeth
    I refer to Slide 4, for one example.
    I thank you for your quick response, dear Praneeth
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  • @hudali15 Hi Ali, Can you please elaborate on which ratios are you referring to over here, so that I can explain it to you accordingly.
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  • I like this presentation and therefore promoted it on all available channels in which I am active.
    I have a question. The four out of ten active participation seems very high to me. Just consider SS. Here you have so far 276 views and my comment is the first one. So is favorites. I agree with your analysis, but rather sceptical about ratios. I shall appreciate your explanation.
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  • 1. SOCIAL MEDIA MEASUREMENTS
  • 2. OUTLINE• Community • Performance Evaluation Basics• Post / Tweet Performance • Facebook • Twitter• Page / Handle Performance • Facebook • Twitter
  • 3. COMMUNITYPERFORMANCE EVALUATION BASICS
  • 4. COMMUNITY – PERFORMANCE EVALUATION – BASICS COMMUNITY: 10 PARTICIPATING MEMBERS of the Community • A community comprises of 10 MEMBERS • On an Average only 4 OUT OF 10 are ACTIVE MEMBERS; i.e., Members who actively participate in any Activity initiated by the community • Average Participation of the Community = 4
  • 5. COMMUNITY – PERFORMANCE EVALUATION – BASICS COMMUNITY: 10 PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * 2 Activities) = 8• Average Number of PARTICIPATION: (8/2) = 4 (Average PARTICIPATION) AVERAGE PARTICIPATION PER ACTIVITY: 4
  • 6. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * 2 Activities) = 8• Average Number of PARTICIPATION: (8/2) = 4 (Average PARTICIPATION) AVERAGE PARTICIPATION PER ACTIVITY: 4
  • 7. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION PER ACTIVITY: 4
  • 8. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5
  • 9. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5 • PLEASE NOTE: When the Community size was 10; ACTIVE Participation was 4 • i.e., 40% of total Community Participated; (4 / 10) * 100 = 40% or 40 Per 100 Participated • When Community rose by 100% to a Size of 20; for the Community to maintain an ACTIVE PARTICIPATION levels at 40%; it requires at least 8 OUT of 20 Members to Actively Participate
  • 10. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 • 1 Million = 1,000,000 • i.e., 400,000 Members out of a • (4 / 10) * 1,000,000 = 400,000 Community of 1,000,000 (1Million) Members are ACTIVE PARTICIPANTS ENGAGEMENT: 400,000
  • 11. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 Community Strength) * 1,000,000 • (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000 ENGAGEMENT: 400,000 ENGAGEMENT: 250,000
  • 12. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 Community Strength) * 1,000,000 • (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000 Engagement DIPPED by ENGAGEMENT: 400,000 ENGAGEMENT: 250,000 38%
  • 13. FACEBOOKPOST PERFORMANCE
  • 14. FACEBOOK – POST PERFORMANCE # AVERAGE LIKES = APPLAUSE RATE = # TOTAL LIKES (#TOTAL LIKES / (#AVERAGE LIKES / #POSTS) #FANS) * 1,000,000 AMPLIFICATION # AVERAGE SHARES = # TOTAL RATE = (#AVERAGE # FANS # POSTS (#TOTAL SHARES / SHARES SHARES / #FANS) * #POSTS) 1,000,000 # AVERAGE CONVERSATION # TOTAL COMMENTS = RATE = (#AVERAGE COMMENTS (#TOTAL COMMENTS / COMMENTS / #FANS) #POSTS) * 1,000,000
  • 15. TWITTERTWEET PERFORMANCE
  • 16. TWITTER – TWEET PERFORMANCE APPLAUSE RATE = # AVERAGE FAVs = (#AVERAGE FAVs / # TOTAL FAV. (#TOTAL FAVs / #FOLLOWERS) * #TWEETS) 1,000,000 AMPLIFICATION # AVERAGE RTs = # # RATE = (#AVERAGE # TOTAL RTs (#TOTAL RTs / FOLLOWERS TWEETS RTs / #FOLLOWERS) #TWEETS) * 1,000,000 CONVERSATION # AVERAGE RATE = (#AVERAGE # TOTAL @MENTIONS = @MENTIONS / @MENTIONS (#TOTAL @MENTIONS #FOLLOWERS) * / #TWEETS) 1,000,000
  • 17. PAGE PERFORMANCEFacebook
  • 18. FACEBOOK – PAGE PERFORMANCE – KEY TERMS # of users that LIKE FRIENDS OF # of 2nd – Degree FANS your page FANS Connections # of users who saw ORGANIC VISIBILITY Organic Reach / your content REACH RATE Fans (Excluding PAID) # of users who saw Total # of users PAID REACH your content (Only TOTAL REACH who saw your PAID Content) content # of users who ENGAGED ENGAGEMENT Engaged Users / interacted with USERS RATE Total Reach your content
  • 19. FACEBOOK – PAGE PERFORMANCE – KEY TERMS # of users who A “STORY” is created every time an user does one PEOPLE TALKING of the following: LIKES your Page / Post; MENTIONS create a “story” your Page; SHARES your Post; ANSWERS a Question; ABOUT THIS about you on their RECOMMENDS your Page; POSTS on your Wall; RSVPs timeline to an Event; Check-Ins; TAGS a Photo; or COMMENTS on your Post / Page / Wall # of users who saw VIRAL REACH your content from a VIRALITY RATE PTAT / Total Reach user-created story Existing Fans New Fans LIKING NEW FANS REMOVED FANS UNLIKING your your Page Page New Fans – Removed TOTAL GROWTH GROWTH RATE Total Growth / Fans Fans
  • 20. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000
  • 21. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000 VIRAL REACH TOTAL REACH PAID REACH 10,000 900,000 850,000 ENGAGED USERS ENGAGEMENT RATE : 4,000 0.44%
  • 22. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000 PEOPLE TALKING VIRAL REACH TOTAL REACH PAID REACH ABOUT THIS 10,000 900,000 850,000 500 ENGAGED USERS VIRALITY RATE : ENGAGEMENT RATE : 4,000 0.06% 0.44%
  • 23. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE GROWTH RATE : FANS VISIBILITY RATE : 1,000,000 0.02% 4% TOTAL GROWTH FRIENDS OF FANS 160 60,000,000 NEW & REMOVED ORGANIC REACH FANS 40,000 200 / 40 PEOPLE TALKING VIRAL REACH TOTAL REACH PAID REACH ABOUT THIS 10,000 900,000 850,000 500 ENGAGED USERS VIRALITY RATE : ENGAGEMENT RATE : 4,000 0.06% 0.44%
  • 24. HANDLE PERFORMANCETwitter
  • 25. TWITTER – HANDLE PERFORMANCE # of users who FOLLOWERS FOLLOW your Twitter Handle # of Tweets made TWEETS through your Twitter Handle TWEETS’ COMPOSITION ORIGINAL RE - TWEETS REPLIES TWEETS CREATOR AGGREGATOR RESPONDER
  • 26. THANK YOU Praneeth Marisa; Social Media Community Manager @The_Devante

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