Social Media Management
LIS 4930
Casey Yu
Fall 2013
Week 4
9/17/13
FSU SLIS – Florida’s iSchool -- Florida State Universit...
Social Media Management
Today's topics:
• Alphabet Soup – SEO, ROI
• News!
Work time! This week:
• Look at Google Analytic...
Social Media Management
All the news you can use…
• #missamerica
• Key Twitter moments
• You?
Attendance:
• Post-it note:
...
Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of ...
Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of ...
Social Media Management –
Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of ...
Social Media Management –
Keyword Density Analysis
• Keyword density is the percentage of
times a keyword or phrase appear...
Social Media Management –
Keyword Density Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Co...
Social Media Management –
Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicatio...
Social Media Management –
Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicatio...
Social Media Management –
Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & I...
Social Media Management –
Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Commun...
Social Media Management –
Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Commun...
Social Media Management –
Sentiment Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communic...
Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicat...
Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicat...
Social Media Management –
Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicat...
Social Media Management –
Where else do your customers go?
FSU SLIS – Florida’s iSchool -- Florida State University, Colle...
Social Media Management –
Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, Coll...
Social Media Management –
Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, Coll...
Social Media Management –
TODAY in class
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communicatio...
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  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • http://mashable.com/2009/10/27/social-media-roi/ As a standard formula, ROI = (X – Y) / Y, where X is your final value and Y is your starting value. In other words, if you invest $5 and get back $20, your ROI is (20 – 5) / 5 = 3 times your initial investment. In the financial sense, ROI is measured purely in the context of dollars and cents, however, the principles can really apply to any type of investment — monetary or not.Examples of other values and investments as you consider how to value the return on your investment in a social media campaign: staff time or salaries, increased visitors to a physical location, increased sales, etc. Value could be revenue-oriented or revenue-generating actions – signing up for something, subscribing to somethinghttp://www.convinceandconvert.com/social-media-roi/calculate-your-blogging-roi-in-9-steps/
  • Beyond analytics (counts of hits, links, etc.) there are also tools for analyzing qualities such as sentiment – for example, was this a positive mention or a negative mention? Which suggests that not all hits or links or comments or follows might be a good thing, depending on what your overall goals are. Can you think of some reasons why a web link, comment or follow might not necessarily be a good thing?--(they might think of: spammers, bad reviews and negative mentions, links from an undesirable web site that you don’t want your product or institution being associated with, etc.)
  • http://www.google.com/analytics/Set up Google Analytics accountAdd link to your blog
  • Another trick – for more analytics, use Bit.ly - When you use a URL shortener, it’s always a smart idea to use one that has analytics information, like Bit.ly. Log in and establish an account on Bit.ly, then use it to shorten links that you share on your blog or in social media. This will track information like number of clicks on the link, traffic sources, and even when clicks occur.http://mashable.com/2009/04/19/social-media-analytics/
  • What would you consider to be especially desirable results of your social media campaign? This could depend on the particular campaign – maybe it’s not just total hits or links or follows that you care about but :- The right audience visiting/engaging/commenting/following – for example, maybe people that you would consider to be prospective employers??The right institutions linking your site ? Leading people in the field taking notice of your content? Good, thoughtful comments on your postings?
  • Doubleclick Ad Planner http://bit.ly/IN7Gf5 Fromhttp://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • Doubleclick Ad Planner http://bit.ly/IN7Gf5 Fromhttp://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • Lis4380 f13-w4

    1. 1. Social Media Management LIS 4930 Casey Yu Fall 2013 Week 4 9/17/13 FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    2. 2. Social Media Management Today's topics: • Alphabet Soup – SEO, ROI • News! Work time! This week: • Look at Google Analytics Plugin • Install SEO plugin • Blogroll – put one together • Write and publish second blog post! Get together in your small groups and discuss second topic idea. FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    3. 3. Social Media Management All the news you can use… • #missamerica • Key Twitter moments • You? Attendance: • Post-it note: – Name, FSUID – On the back, any questions for Casey and/or Blake – Plugin activity FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    4. 4. Social Media Management – Search Engine Optimization FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    5. 5. Social Media Management – Search Engine Optimization FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Using the right keywords • Using the right words and phrases for your blog pages, blog post titles, subtitles , links and anchor links • Using tool tips / “alt” text to make images findable by search engines • Don’t OVERUSE a keyword; you want it to take people to the right page, not necessarily to ALL your pages equally. http://mz.cm/JQ5X91
    6. 6. Social Media Management – Search Engine Optimization FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Post Slug: A Better Link Suppose I want a better link for my blog post (something more descriptive than a url with “page79” in it). In Posts > Categories, I might use the Post Slug: “social-media”
    7. 7. Social Media Management – Keyword Density Analysis • Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase. FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    8. 8. Social Media Management – Keyword Density Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information http://tools.seobook.com/general/keyword-density/
    9. 9. Social Media Management – Google Adwords FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Google Adwords – Find High, Medium & Low Volume Searches for Keywords https://adwords.google.com
    10. 10. Social Media Management – Google Adwords FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information https://adwords.google.com
    11. 11. Social Media Management – Analytics FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Analytics tools will count different types of online activity, e.g.: – Web metrics – Social media metrics What are some analytics measures you can think of for blogs and the web? What about analytics measures for social media?
    12. 12. Social Media Management – Return on Investment FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information ROI = (X – Y) / Y ROI = ( FINAL VALUE – INVESTMENT) _____________________________________________________________________________________ INVESTMENT Investment is generally counted as financial, but could also be considered in other ways. Final Value if not counted in financial terms, what else you are seeking to gain? What might count as a successful result to you?
    13. 13. Social Media Management – Return on Investment FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    14. 14. Social Media Management – Sentiment Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information More challenging than straightforward analytics counts are measures that consider other aspects of a link or a mention (e.g. was it negative or positive?) Can you think of some reasons why a web link, comment or follow might not necessarily be a good thing?
    15. 15. Social Media Management – Google Analytics FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    16. 16. Social Media Management – Google Analytics FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    17. 17. Social Media Management – Google Analytics FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information How do you define success? – It’s worth considering as you begin (remember the planning guide) – What might be especially desirable results of your social media campaign? – How might you achieve, track, and measure those results?
    18. 18. Social Media Management – Where else do your customers go? FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    19. 19. Social Media Management – Using Google Analytics/Site Stats FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Using Google Analytics – Create account – Add the code to your page (web page) – Wordpress themes may do this differently – There is a google analytics plug in – Some accts can use SITE STATS!
    20. 20. Social Media Management – Using Google Analytics/Site Stats FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information What can you measure – Visitors: This shows many things about the people coming to your site, including where they’re located geographically, what language they speak, how often they visit your site and what computers and browsers they use to get there. – Traffic Sources: Here you’ll find how people got to your site. You can track which sites link to your page or keywords people search to find you. – Content: This tab gives you insight into specific pages on your site. It can help answer questions about how people enter and exit your pages, as well as which ones are most popular. – Goals: If you’re aiming for established objectives, reports in the Goals tab will be helpful to you. Here you’ll find data about desired actions from users, including downloads, registrations and purchases. – Ecommerce: You’ll only need this tab if you’re selling items on your site as it houses all merchandise, transaction and revenue activity information.
    21. 21. Social Media Management – TODAY in class FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Install Wordpress SEO Yoast to your blog and set it up • Set up your Google Analytics account • Install Google Analytics Dashboard for WP and set it up

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