The secon goes on the Detailed Analycs screen Help Text:We measure each and every piece of content you publish to your social media channels. We present those analy7cs to you in ways that are easy to understand and easy to analyze, so that you can adjust your tac7cs in real 7me, take meaningful ac7on, and improve your results. Ul7mately, we help you measure the return on investment for your company’s social media eﬀorts. We’ve organized the individual analy7cs measured into 3 main categories:Total Reach Total Reach counts the number of people your ini7a7ve is aﬀec7ng. We think about these people as belonging to 2 dis7nct groups, Current Network and Impressions. Your Current Network are the people who have chosen to “oﬃcially” join your network by becoming a friend, fan, follower, connec7on, subscriber, etc. We show you your Current Network numbers as the total number of people who have become oﬃcial as of that day. We also show you the Change in Current Network, so you can see how the total ﬂuctuates (hopefully, grows) each day. Impressions are the people who came into contact with your brand or your published content. Some7mes, that contact is direct, meaning they navigated to one of your social media presences and watched a video or viewed a photo. We call these Conﬁrmed Impressions. Other 7mes, that contact is more indirect because the opportunity to see your content or brand was through an act of sharing by a 3rd party. Examples of these opportuni7es are retweets of your tweet or men7ons of your brand on TwiUer. The audience of the person who performed the retweet or men7on “may” have seen the content, so we call these Poten7al Impressions. Combining Current Network and Impressions gives you an idea of the total number of people you can or could have reached on a given day. Yes, there is overlap between the two categories, but that is the
innate nature of impression data, and no diﬀerent from other media impression data.Ac7vity Ac7vity measures the amount of content you are distribu7ng through your social media channels. The analy7cs presented in the Ac7vity category are comprised of the pieces of content you publish. This includes counts of posts, updates, photos, slide shows, tweets, videos and events. Auto-‐imported content will also be counted as Ac7vity. If you are u7lizing Content Labels, we automa7cally show you a restatement of the Ac7vity data, grouped by Content Label. Remember that a single Ac7on can have mul7ple Content Labels, so the numbers in the By Content Label sec7on may not match the Ac7vity total.Engagement Engagement measures the levels of interac7on your audience is having with your published content, including interac7ons like clicking through a link, leaving a comment, liking the content, replying, retwee7ng, and adding a ra7ng. We can capture full engagement metrics on ac7ons you publish through our system. By auto-‐impor7ng content, we can track most interac7on, but we lose some ability to track link click-‐throughs. Immediately following the granular engagement data is a small sec7on called Value, which measure the value of the engagement you’ve received based on the value you’ve associated to each type of engagement in the Ini7a7ve Sengs menu. You can see the increment value generated each day. There are several other possible sec7ons that may appear below Value, based on how you’ve conﬁgured your Ini7a7ve. These could include external web analy7cs data, Sen7ment data from Social Men7on or Crimson Hexagon, Insights data from Facebook, and counts of Keyword ﬁnds based on the keywords you can create in the Ini7a7ve Sengs menu.
The web analy7cs sec7on presents data from your integrated web analy7cs engine, with subsets of each row that originated from a link published from this system. The sen7ment sec7on contains categorized counts of content items found via your Social Inbox streams. In the case of Social Men7on, you can also see a cumula7ve score for items from each category. The Facebook Insights sec7on consolidates the Insights data for all of your Facebook Page accounts associated with the Ini7a7ve and presents a daily view of the data, as supplied directly by Facebook. Please note that Facebook processes data for 2 days before supplying it to us. The Keywords sec7on is based on the Keyword seng you conﬁgured in the Ini7a7ve Sengs menu. We’re searching across the en7re Social Inbox (minus the Ini7a7ve Inbox, Highlighted, Spam and All Ac7vity/Recent Engagement streams) to ﬁnd men7ons of these keywords and presen7ng a daily count of each word.Filtering the Analy7csYou can ﬁlter the Analy7cs along a variety of variables. Date You can set the date range using the calendar pickers. You can also choose to view the data by Day, Week or Month. We will automa7cally adjust the data ranges to ﬁll out weeks and months. For example, if you set the date range to begin on Monday, Jan. 2nd and end on Friday, Jan. 27th, and choose to view the data by week, we will automa7cally expand the date range to begin on Sunday, Jan. 1st and end on Saturday, Jan. 28th, so that you see a full 4 weeks of data.Users You can ﬁlter the data by User. This will only aﬀect the data for Ac7vity, Engagement and Value, limi7ng it to Ac7vity authored by the chosen User and the Engagement received by that set of Ac7vity.
Voices You can ﬁlter the data by Voice. This will aﬀect data for Total Reach, Ac7vity, Engagement and Value, limi7ng it to data for the accounts and content generated for that Voice.Social Channel You can ﬁlter the data by Channel (e.g. Facebook). This will aﬀect data for Total Reach, Ac7vity, Engagement and Value, limi7ng it to data for the accounts and content generated for that channel.Accounts You can ﬁlter the data by Account. This will aﬀect data for Total Reach, Ac7vity, Engagement and Value, limi7ng it to data for the content generated for that account.Content Type You can ﬁlter the data by Content Type (e.g. microblog post). This will aﬀect data for Total Reach, Ac7vity, Engagement and Value, limi7ng it to data for the content of that type generated.Content Label You can ﬁlter the data by Content Label. This will aﬀect data for Total Reach, Ac7vity, Engagement and Value, limi7ng it to data for the content generated with the Content Label.You can apply mul7ple ﬁlters at once and the Ac7ve Filter buUon will tell you what ﬁlters you have ac7vely applied when you hover over it. Finally, you can export the analy7cs that are currently being displayed in the table to a .csv ﬁle for further analysis. You can expand or collapse the data to export simply by applying a ﬁlter or selec7ng a new date range and then expor7ng. The secon goes on the Channel Eﬀecveness screen Help Text:
The analy7cs on this page con7nue to u7lize the 3 main categories: Total Reach, Ac7vity and Engagement. You can also ﬁlter the data here in the same way that you can on the Detailed Analy7cs screen. If you need more informa7on on the deﬁni7on of those categories or how ﬁlters work, please view the help text on the Detailed Analy7cs screen.The tables and graphs on the page represent the overall analy7cs for each channel (Blog, Facebook, TwiUer, etc.) that you use in your Ini7a7ve. On the table, we’ve included four sets of data: The total Current Network you can reach directly via that channel from all of your accounts in that channel. For example, if you have two Voices in your Ini7a7ve that have TwiUer accounts, and each account has 100 followers, then your TwiUer channel will show 200 followers. A summary of the individual Engagement metric types occurring on that channel in the date range you’ve selected. For example, all of your TwiUer content has generated 22 retweets, 61 replies and 100 links clicks in the date range you’ve selected. A summary of the individual Total Reach metric types occurring on that channel in the date range you’ve selected, including Change in Current Network, Poten7al Impressions and Conﬁrmed Impressions. For example, in the date range you’ve selected, all of your TwiUer content has generated 30 net new followers, 50 men7ons that reached an audience of 2000 people, and the retweets of your tweets reached another 5000 people. A summary of the individual Ac7vity metric types occurring on that channel in the date range you’ve selected. For example, all of the Voices posted 82 7mes to TwiUer in the date range you’ve selected. The graphs simply show the total Engagement, Reach and Ac7vity metric for each day within the date range you’ve selected. The secon goes on the Insights screen Help Text:
This page presents Facebook Insights data for each of your Facebook Pages, supplied directly by Facebook. Please note that Facebook processes data for 2 days before supplying it to us. The secon goes on the Insights screen Senment:If you are using a special Social Stream to collect sen7ment analysis on your keywords, we’ll show you the sen7ment trends for those keywords over the date range you’ve selected. Sen7ment data is slightly diﬀerent than the analy7cs presented on the Detailed Analy7cs tab because sen7ment scores have an impact that extends beyond the date the item was posted. For example, a posi7ve item that is viewed days aker its pos7ng date will s7ll generate a posi7ve reac7on. Therefore, sen7ment scores are comprised on data on items posted on the current date and backwards a certain 7meframe, depending on the speciﬁc type of content, as deﬁned by Social Men7on. • Content types that have a life of one month include: blog posts, news items, videos, audio ﬁles, pictures and ques7ons. • Content types that have a life of one week include: microblog posts, bookmarks, comments, and events.The tables and graphs on the page represent the overall analy7cs for each keyword. On the table, we’ve included four sets of data:Sen7ment Ra7o This is simply the ra7o of posi7ve items to nega7ve items.Posi7ve Items This is a count of the number of content items with your keyword that were deemed as posi7ve by Social Men7on.Posi7ve Score This is a sum of the sen7ment scores for all of the individual posi7ve items.Neutral Items This is a count of the number of content items with your keyword that were deemed as neutral by Social Men7on.Nega7ve Items
This is a count of the number of content items with your keyword that were deemed as nega7ve by Social Men7on.Nega7ve Score This is a sum of the sen7ment scores for all of the individual nega7ve items.The graphs simply show the trend in the Posi7ve, Neutral and Nega7ve item counts for each day within the date range you’ve selected. Here is an example: For the key word “social,” we have a ra7o of 100:1. This means there are 100 posi7ve items for every 1 nega7ve item. The 100 posi7ve items could include items from today and back to one month prior. The posi7ve score is 1000, calculated by summing up the individual score of the 100 items. The 1 nega7ve item could be an item from as far back as one month. The nega7ve score is 6, meaning the one item received a sen7ment score of -‐6.