A 31 minute discussion on Social Media Metrics and Analytics from self proclaimed Dr. Social Media

1. METRICS AND
ANALYTICS
DR. RAVI SINGH

2. WHAT WE WILL COVER:
• WHAT ARE METRICS AND ANALYTICS
• WHY ARE THEY IMPORTANT IN SOCIAL MEDIA
• 19 EXAMPLES OF METRICS YOU SHOULD BE ANALYSING
• THE BIG 5 – FIVE OF THE MOST EFFECTIVE METRICS
(IF YOU TAKE ANYTHING AWAY FROM THIS DISCUSSION – MAKE IT THE BIG 5)

3. WHAT ARE METRICS AND ANALYTICS
• Metrics - the use of data to plot the impact of social media activity on revenue.
Marketers often use SMP monitoring software to record activity on SMP and
gather information about how a brand, product or person is being perceived by
the general public.
• Analytics - the practice of harvesting data from SMPs and analyzing that data
using analytics tools to make business decisions. The most common use of social
media analytics is to mine customer sentiment to support marketing.

4. WHY ARE THEY IMPORTANT IN SOCIAL MEDIA
• Social Media Analytics highlights how a social media campaign is performing.
• Social Media Metrics help you create a clear strategy – and implement it.
• Social Media Data helps you create better content based on actual statistics.
• Social Media Analytics and Social Media Metrics both help you understand your audience
better.
• Social Media Analytics and Social Media Metrics both show you what your best social networks
are and how to utilize them.
• Social Media Analytics and Social Media Metrics both help you understand your competitors
and the gaps they have in their strategy.

5. 15 EXAMPLES OF METRICS YOU SHOULD BE ANALYSING
• There are four categories we need to address when speaking about Social Media
Metrics.
• Consumer: these metrics reflect how active customers think and feel about your
brand
• Engagement: these metrics show how audiences are interacting with your
content.
• Awareness: these metrics illuminate your current and potential audience.
• Conversion: these metrics demonstrate the effectiveness of your social
engagement.

6. CONSUMER METRICS
• Customer Testimonials
• Metric: Ask customers to leave a review - Link to your Google My Business review form to
make leaving testimonials a simple.
• Customer Satisfaction (CSat) Score
• Metric: create a CSAT survey on social media & sum up all the scores. the sum ÷ the
number of respondents X 100
• Net Promoter Score (NPS)
• Metric: create a NPS survey on social media. (the number of detractors - the number of
promoters) ÷ the total number of respondents X 100

7. ENGAGEMENT METRICS
• Applause Rate
• Metric: total approval actions a post received over the course of a reporting period ÷
your total followers X 100
• Average Engagement Rate
• Metric: add up a post’s total likes, comments, and shares ÷ by your total number of
followers X 100
• Amplification Rate
• Metric: total number of times a post was shared ÷ total number of followers X 100
• Virality Rate
• Metric: measure a post’s shares ÷ measure a post’s impressions measure a post’s shares X
100

8. AWARENESS METRICS
• Brand Awareness
• Metric: the attention metric(s) your organization wants tied to brand awareness + the reporting period your organization
wants tied to brand awareness
• Audience Growth Rate
• Metric: net new followers over a reporting period ÷ net new followers by your total audience X 100
• Post Reach
• Metric: the reach of any given post ÷ your total number of followers X 100
• Potential Reach
• Metric: total number of brand mentions X how many followers saw each mention
• Social Share of Voice (SSoV)
• Metric: every mention your brand receives ÷ (every mention your brand receives + competitors’ mentions during the same
reporting period) X 100

9. CONVERSION METRICS
• Conversion rate
• Metric: Create a post with a trackable call-to-action link, attached the lead to the campaign via cookie. use the campaign reporting to
track the total number of clicks and conversions generated by the post. Conversions ÷ total clicks X 100
• Click-Through Rate (CTR)
• Metric: total clicks on a post’s link ÷ total impressions on that post X 100
• Bounce Rate
• Metric: Google Analytics has a bounce rate tab with all of your bounce rates from all of the channels from lowest bounce rate to highest.
• Cost-Per-Click (CPC)
• Metric: check your platform’s Ad Manager. And check it often!
• Cost Per Thousand Impressions (CPM)
• Metric: check your platform’s Ad Manager. And check it often!
• Social Media Conversion Rate
• Metric: Create a post with a trackable call-to-action link, attached the lead to the campaign via cookie. measure your total number of
conversions. social media conversions ÷ total number of conversions X 100
• Conversation Rate
• Metric: pull the number of comments you received during a reporting period ÷ your total number of followers X 100

10. THE BIG 5 – FIVE OF THE MOST EFFECTIVE METRICS
• Engagement
• Metric: Average Engagement Rate
• Reach
• Metric: Audience Growth Rate
• Conversion
• Metric: Assisted Social Conversions
• Acquisition
• Metric: Visitor Frequency Rate
• Activity
• Metric: Customer Service Savings

11. THANK YOU
DR. RAVI SINGH
#DRRAVI
#DRSOCIALMEDIA