What Gets MeasuredGets DoneA look at Social Media and Web 2.0 Analytics
Agenda• Housekeeping • Assignment • Attendance • Socialnomics discussion – Chapters 6 & 7• Social Media Analytics • Importance • What to measure • Tools of the trade • Sysomos • Radian 6 • HootSuite • Facebook • Twitter • Google
SMM - Importance• What gets measured gets done• Benchmarking• Feedback• Brand health• Campaign tracking• Research• Crisis Detection• Competitive Intelligence• Lead generation• What else?
What to Measure?• Mentions • Referrals• Shares • Time on the site• Comments • Bounce rate• Followers • Demographics • RSS • Key conversations • Followers • Competition • Likes• Reach
Common Terms to Know• Reach • New Visitor• Growth • Shares• Retweet • Demographics• Follow • Referrals traffic• Unfollow • Bounce Rate• Likes• Hides
Facebook Insights• Give Page admins and devs valuable information• Allow you to measure user exposure, actions, behaviour• Trends (likes, hides)• Demographics• Advertising insights
Facebook• Tab Views – Views of tabs vs. Actual page• Shares – Additional Reach• Click-throughs – track with bit.ly• Fan Growth• Impressions• “Talking About Us” (Over the last 7 days) • Liking a page • Posting to a pages wall • Liking, commenting on or sharing a page post • Responding to an event invitation • Tagging a page in a post • Tagging a photo to a page • Liking or sharing a deal • Checking in at a place
Facebook• Likes / Comments per post (Engagement rate)• Socialbakers.com• External Referrers – Is my site there?Great resource: http://www.nonprofitfacebookguy.com/how- to-use-facebook-insights-video-tutorial/
Twitter Analytics• Only available with advertising purchase• How much of your content is being shared• How much traffic is Twitter driving• Tweet button effectiveness• Follow/Unfollow Growth
Bitly• Used to track the number of people that click your links• Gives you time• Allows you to see what’s popular• Where are they coming from?
Social Media Monitoring• Monitor the social space • Blogs, forums, Twitter, Facebook, YouTube• Trend Analysis• Demographics• Research• Campaign tracking• Competitive Intelligence
Social Media Monitoring Tools
Google Analytics• Track traffic on your website• Easy to use• Use a little or use a lot• Measure • Demographics • Time on site • Bounce rate • Referral
Google Analytics – Key Terms• Bounce Rate – Coming to website and quickly leaving• Average Time on site – Average time spent on the website (total time spent / number of visits)• Unique Visitors – Number of unique individuals viewing a page• Total Visits – All of the visits
Google Analytics• Traffic Sources• Referral Traffic – Where did people come from?• t.co – Any Twitter visits• m.facebook.com / facebook.com – facebook• Linkedin.com - Linkedin
Other Questions You CanAnswer• Are people coming on their mobile?• Are they coming from Google• Where are they from?• What languages do they speak?
Google Analytics• Advanced• Customizable • API, Export, Dashboards• Visual • Charts, funnels, score cards• For more information http://www.google.com/analytics/features.html
Hootsuite• Engagement and campaign specialists• Some reporting on trends• Advanced workflow• Link Tracking• Great resource• Learn more: http://learn.hootsuite.com/
Other Tools• Social Bro (Free) - http://www.socialbro.com/• Sprout Social http://sproutsocial.com/• Simply Measured - http://simplymeasured.com/