Are Your Social Media Efforts Working?Reporting & Analyzing Social Media Data Presented by Sida Li Likeable Media
Agenda Finding the data Determining what metrics are important Analyzing and interpreting important metrics Q&A
Where to Find the Data Straight from the social media platform itself
Where to Find the Data Free analytics / tracking tools
Where to Find the Data Paid analytics tools
Where to Find the Data Get creative! Use discount codes that can be easily tracked Make hashtags on Twitter to group conversations you want to monitor
Determining What Metrics are Important1. Construct a list of goals you want to achieve using social media and an overall strategy to reach these goals2. Identify metrics to measure the success of these goals3. For each goal, weight the importance of each metric
Determining What Metrics are Important Let’s take Manchester United as a hypothetical example… • Goals? • Strategy? • Metrics? • Weighting the metrics on importance?
Determining What Metrics are Important Growth Sales Interac-on Market share Engagement Metrics to Keep in Mind Customer Conversion service Page views / Sen-ment traﬃc Reach
Determining What Metrics are Important
Analyzing and Interpreting Important Metrics1. Develop reporting timeframe and start with a baseline for comparison. Op-mize Measure 2. Obtain and present relevant metrics.3. Interpret the results of the Analyze Report metrics compared to your baseline, and identify the causes of trends or unusual changes.4. Provide next steps and adjustments that need to be made.