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Lecture2

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Transcript

  • 1. Social Media Metrics Session 2
  • 2. New Media and PR
  • 3. Ways To Measure Social Media?
  • 4. Ways To Measure Social Media• Buzz – posts / impressions• Buzz – time of day / seasonality• Buzz – channel: twitter / forums / video / blogs• Fans / followers / friends• Content popularity – video plays / embeds• Growth rates and virility• Downloads, uploads• Social bookmarks• Pageviews• Loads more …….
  • 5. What Are The Objectives & Goals?
  • 6. What Are The Objectives & Goals?Big Business Goals:  Raise revenue  Lower costs  Improve customer satisfactionPR Goals:  Reputation  Relationships
  • 7. Reaching The Audience
  • 8. Reaching The Audience Awareness Engagement Persuasion Conversion Retention
  • 9. What Does ‘Reach’ Mean?
  • 10. How Can You Reach An Audience?  Articles  Email  Blog  Podcast  Photo, Video  Twitter
  • 11. Measuring Reach Feedburner  Subscribers  Clicks – “reach”  Socialising feeds:  http://adsenseforfeeds.blogspot.com/2009/12/s ocializing-your-feed-with-twitter.html
  • 12. Measuring Reach Twitter  Not about number of followers  Retweeting – measurable word of mouth  How many followers you have  How many retweeted  How many followers they have  how many of those retweeted
  • 13. Measuring Influence
  • 14. Measuring Influence Individuals or ‘hubs’  Size of audience  Degree of connectedness  Power of voice Who’s In The Crowd?  Subscribers / followers value = 1  Readers value = 1  Fans value = 2  Repeaters value = 4
  • 15. Emotion and Sentiment
  • 16. Emotion and Sentiment Polarity  London is a city  London is great!  London is terrible! Intensity … can be ambiguous Tools:  Tweetfeel  Twitrratr  Twittersentiment.appspot.com
  • 17. Where To AnalyseSearch all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social MentionTwitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpediaBlogs: blogsearch.google.com, postrankSEO: google.com/insights/searchFacebook: facebook.com/lexicon/Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!
  • 18. TASKS http://www.wolframalpha.com/facebook/ http://www.socialmention.com/ Use wefollow for your monitoring subject Use tweetfeel for your monitoring subject