Measure, Modify, Repeat
Using analytics and quantitative measurement to
reach your goals
Angeline Evans - angevans@fiu.edu
Setting up a measurement plan
Goal – What business goal do you want to achieve?
Metrics – What measurable index can get yo...
Tool - Google Analytics
Case Study: FIU
News
Objective :
Increase pageviews by 30%.
Measure
▪Popular stories
▪Landing page
▪Mobile traffic
▪Behavi...
Case Study: FIU
News
Modify
▪Redesign
▪E-newsletter
Repeat
▪Weekly and monthly
reporting
▪Traffic sources
Get started
How can you apply web measurement tools to your
goals?
Resources
Google Analytics Academy: http://analyticsacademy.
withgoogle.com/course
Google Analytics Configuration Tool: ht...
Facebook &
Twitter Analytics
Ryan Morejon - rmorejon@fiu.edu
Jodi-Ann Reid - jareid@fiu.edu
How do you get better
content using
analytics?
Turn your goals into questions
● What kind of social content is most effective?
● What content will give me the most engag...
Facebook Insights
Facebook Insights
● Tricky, but very visual and comprehensive
● Facebook Insights Tool (website)
● Data export (Excel file...
Overview of Insights
● Page Likes
● Post Reach
● Visits
● Posts and Post-types
● People (Audience)
Page Likes
●

It should be going up!

●

Measure page-like data over time

●

Benchmark page likes over time

●

Net likes...
Post Reach
●
●
●
●
●

The number of people who saw your posts
Average likes/comments/shares per post.
○ Determining good s...
Page Visits
●
●
●

Timeline, Photos, Info and
Others Tabs
Mentions, Posts by Other
People, Check-Ins
If external, where ar...
Page Posts
●

●

●

When are your fans online?
○ Craft content based on
when they’re on.
Types of posts that are most
succ...
Likes = People
●
●
●

●
●

All about your audience
demographic
Gender, country, city, language
Demographics for:
○ Fans/Li...
Facebook Ads
Facebook Ads
● Choose how post is displayed - in Newsfeed
or at top right hand corner
● Choose up to six images
● Ability ...
Twitter
Insights
Twitter Insights
●
●
●
●
●

Twitter added an
ad system
And it comes with
analytics!
Kinda hidden
Click on Twitter
Ads
Let’...
Tweet Activity
●
●
●
●
●

●

Data on specific posts
Favorites, Retweets and Reach
Reach: how many Twitter feeds
it landed ...
Followers
●
●
●

●

Get to know your audience… like
really getting to know them.
Lifetime of follows
Interests, Location (...
Readability
● How readable is you
content?
● What grade level is it?
● http://read-able.com/
● Understood by age and
grade...
Any questions?
Google, Facebook and Twitter Analytics
Google, Facebook and Twitter Analytics
Google, Facebook and Twitter Analytics
Google, Facebook and Twitter Analytics
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Google, Facebook and Twitter Analytics

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This month we break down the kinks behind Google, Facebook and Twitter Analytics.

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Google, Facebook and Twitter Analytics

  1. 1. Measure, Modify, Repeat Using analytics and quantitative measurement to reach your goals Angeline Evans - angevans@fiu.edu
  2. 2. Setting up a measurement plan Goal – What business goal do you want to achieve? Metrics – What measurable index can get you toward your goal? Targets – What target numbers do you want to reach?
  3. 3. Tool - Google Analytics
  4. 4. Case Study: FIU News Objective : Increase pageviews by 30%. Measure ▪Popular stories ▪Landing page ▪Mobile traffic ▪Behavior ▪Traffic sources
  5. 5. Case Study: FIU News Modify ▪Redesign ▪E-newsletter Repeat ▪Weekly and monthly reporting ▪Traffic sources
  6. 6. Get started How can you apply web measurement tools to your goals?
  7. 7. Resources Google Analytics Academy: http://analyticsacademy. withgoogle.com/course Google Analytics Configuration Tool: http://gaconfig. com/ Occam’s Razor (Avinash Kaushik): http://www.kaushik.net/avinash
  8. 8. Facebook & Twitter Analytics Ryan Morejon - rmorejon@fiu.edu Jodi-Ann Reid - jareid@fiu.edu
  9. 9. How do you get better content using analytics?
  10. 10. Turn your goals into questions ● What kind of social content is most effective? ● What content will give me the most engagement? ● Are my posts readable? Too long, too short? ● How do I get more likes on a page? ● How can I get more clicks on a post?
  11. 11. Facebook Insights
  12. 12. Facebook Insights ● Tricky, but very visual and comprehensive ● Facebook Insights Tool (website) ● Data export (Excel file)
  13. 13. Overview of Insights ● Page Likes ● Post Reach ● Visits ● Posts and Post-types ● People (Audience)
  14. 14. Page Likes ● It should be going up! ● Measure page-like data over time ● Benchmark page likes over time ● Net likes, unlikes or paid likes per day ● Where did your likes come from? ○ On your page ○ Ads/Sponsored ○ Page Suggestions ○ Uncategorized Mobile ○ Others
  15. 15. Post Reach ● ● ● ● ● The number of people who saw your posts Average likes/comments/shares per post. ○ Determining good shareable content Who’s hiding/reporting as spam/unliking? Total reach ○ Navigate through each day Paid posts ○ Is your current budget working for you?
  16. 16. Page Visits ● ● ● Timeline, Photos, Info and Others Tabs Mentions, Posts by Other People, Check-Ins If external, where are they coming from? ○ fiu.edu ○ google ○ other less popular
  17. 17. Page Posts ● ● ● When are your fans online? ○ Craft content based on when they’re on. Types of posts that are most successful ○ For us: status and video posts do best ○ Photos & Links do meh Analyze individual posts ○ Reach ○ Engagement ○ Targeting
  18. 18. Likes = People ● ● ● ● ● All about your audience demographic Gender, country, city, language Demographics for: ○ Fans/Likes ○ People Reached ○ People Engaged ○ Check-ins Getting to know your audience Crafting content for them
  19. 19. Facebook Ads
  20. 20. Facebook Ads ● Choose how post is displayed - in Newsfeed or at top right hand corner ● Choose up to six images ● Ability to define audience ● Bid for page likes, clicks, or impressions
  21. 21. Twitter Insights
  22. 22. Twitter Insights ● ● ● ● ● Twitter added an ad system And it comes with analytics! Kinda hidden Click on Twitter Ads Let’s you see: ○ ○ ○ Individual Tweet Activity Followers Interests
  23. 23. Tweet Activity ● ● ● ● ● ● Data on specific posts Favorites, Retweets and Reach Reach: how many Twitter feeds it landed on. More retweets, more reach. Mentions, follows and unfollows on any given day (Shows the last 30 days) Highlights posts that are in the top 15%
  24. 24. Followers ● ● ● ● Get to know your audience… like really getting to know them. Lifetime of follows Interests, Location (Countries, states, cities), Gender and who they follow. Get a real handle on what exactly your audience is into.
  25. 25. Readability ● How readable is you content? ● What grade level is it? ● http://read-able.com/ ● Understood by age and grade level, based on Flesch Kincaid scale.
  26. 26. Any questions?
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