SOCIAL MEDIA MEASUREMENTS
OUTLINE• Community   • Performance Evaluation Basics• Post / Tweet Performance   • Facebook   • Twitter• Page / Handle Per...
COMMUNITYPERFORMANCE EVALUATION BASICS
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                      COMMUNITY: 10                            ...
COMMUNITY – PERFORMANCE EVALUATION – BASICS        COMMUNITY: 10                                          PARTICIPATING ME...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                    Community INCREASES by        COMMUNITY: 10...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                    Community INCREASES by        COMMUNITY: 10...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                    Community INCREASES by        COMMUNITY: 10...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                      Community INCREASES by         COMMUNITY:...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                     Community INCREASES by        COMMUNITY: 1...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                     Community INCREASES by        COMMUNITY: 1...
COMMUNITY – PERFORMANCE EVALUATION – BASICS                                     Community INCREASES by        COMMUNITY: 1...
FACEBOOKPOST PERFORMANCE
FACEBOOK – POST PERFORMANCE                                     # AVERAGE LIKES =    APPLAUSE RATE =                    # ...
TWITTERTWEET PERFORMANCE
TWITTER – TWEET PERFORMANCE                                                         APPLAUSE RATE =                       ...
PAGE PERFORMANCEFacebook
FACEBOOK – PAGE PERFORMANCE – KEY TERMS                # of users that LIKE   FRIENDS OF    # of 2nd – Degree     FANS    ...
FACEBOOK – PAGE PERFORMANCE – KEY TERMS                     # of users who       A “STORY” is created every time an user d...
FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE                             FANS            VISIBILITY RATE :                    ...
FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE                              FANS            VISIBILITY RATE :                   ...
FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE                              FANS            VISIBILITY RATE :                   ...
FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE         GROWTH RATE :         FANS            VISIBILITY RATE :                  ...
HANDLE PERFORMANCETwitter
TWITTER – HANDLE PERFORMANCE                   # of users who   FOLLOWERS    FOLLOW your Twitter                       Han...
THANK YOU  Praneeth Marisa;  Social Media Community Manager    @The_Devante
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Social Media Analytics

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A beginners' guide / tutorial for individuals wanting to understand the basics of Social Media Marketing & Analytics, Online Community Management, Facebook Insight Analysis & Twitter Handle Performance Evaluation

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Social Media Analytics

  1. 1. SOCIAL MEDIA MEASUREMENTS
  2. 2. OUTLINE• Community • Performance Evaluation Basics• Post / Tweet Performance • Facebook • Twitter• Page / Handle Performance • Facebook • Twitter
  3. 3. COMMUNITYPERFORMANCE EVALUATION BASICS
  4. 4. COMMUNITY – PERFORMANCE EVALUATION – BASICS COMMUNITY: 10 PARTICIPATING MEMBERS of the Community • A community comprises of 10 MEMBERS • On an Average only 4 OUT OF 10 are ACTIVE MEMBERS; i.e., Members who actively participate in any Activity initiated by the community • Average Participation of the Community = 4
  5. 5. COMMUNITY – PERFORMANCE EVALUATION – BASICS COMMUNITY: 10 PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * 2 Activities) = 8• Average Number of PARTICIPATION: (8/2) = 4 (Average PARTICIPATION) AVERAGE PARTICIPATION PER ACTIVITY: 4
  6. 6. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * 2 Activities) = 8• Average Number of PARTICIPATION: (8/2) = 4 (Average PARTICIPATION) AVERAGE PARTICIPATION PER ACTIVITY: 4
  7. 7. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION PER ACTIVITY: 4
  8. 8. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5
  9. 9. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5 • PLEASE NOTE: When the Community size was 10; ACTIVE Participation was 4 • i.e., 40% of total Community Participated; (4 / 10) * 100 = 40% or 40 Per 100 Participated • When Community rose by 100% to a Size of 20; for the Community to maintain an ACTIVE PARTICIPATION levels at 40%; it requires at least 8 OUT of 20 Members to Actively Participate
  10. 10. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 • 1 Million = 1,000,000 • i.e., 400,000 Members out of a • (4 / 10) * 1,000,000 = 400,000 Community of 1,000,000 (1Million) Members are ACTIVE PARTICIPANTS ENGAGEMENT: 400,000
  11. 11. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 Community Strength) * 1,000,000 • (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000 ENGAGEMENT: 400,000 ENGAGEMENT: 250,000
  12. 12. COMMUNITY – PERFORMANCE EVALUATION – BASICS Community INCREASES by COMMUNITY: 10 COMMUNITY: 20 100% PARTICIPATING MEMBERS of the Community• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members * 2 Activities) = 8 2 Activities) = 10• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5 (Average PARTICIPATION) (Average ENGAGEMENT) AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION PER ACTIVITY: 4 25% PER ACTIVITY: 5• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation / Community Strength) * 1,000,000 Community Strength) * 1,000,000 • (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000 Engagement DIPPED by ENGAGEMENT: 400,000 ENGAGEMENT: 250,000 38%
  13. 13. FACEBOOKPOST PERFORMANCE
  14. 14. FACEBOOK – POST PERFORMANCE # AVERAGE LIKES = APPLAUSE RATE = # TOTAL LIKES (#TOTAL LIKES / (#AVERAGE LIKES / #POSTS) #FANS) * 1,000,000 AMPLIFICATION # AVERAGE SHARES = # TOTAL RATE = (#AVERAGE # FANS # POSTS (#TOTAL SHARES / SHARES SHARES / #FANS) * #POSTS) 1,000,000 # AVERAGE CONVERSATION # TOTAL COMMENTS = RATE = (#AVERAGE COMMENTS (#TOTAL COMMENTS / COMMENTS / #FANS) #POSTS) * 1,000,000
  15. 15. TWITTERTWEET PERFORMANCE
  16. 16. TWITTER – TWEET PERFORMANCE APPLAUSE RATE = # AVERAGE FAVs = (#AVERAGE FAVs / # TOTAL FAV. (#TOTAL FAVs / #FOLLOWERS) * #TWEETS) 1,000,000 AMPLIFICATION # AVERAGE RTs = # # RATE = (#AVERAGE # TOTAL RTs (#TOTAL RTs / FOLLOWERS TWEETS RTs / #FOLLOWERS) #TWEETS) * 1,000,000 CONVERSATION # AVERAGE RATE = (#AVERAGE # TOTAL @MENTIONS = @MENTIONS / @MENTIONS (#TOTAL @MENTIONS #FOLLOWERS) * / #TWEETS) 1,000,000
  17. 17. PAGE PERFORMANCEFacebook
  18. 18. FACEBOOK – PAGE PERFORMANCE – KEY TERMS # of users that LIKE FRIENDS OF # of 2nd – Degree FANS your page FANS Connections # of users who saw ORGANIC VISIBILITY Organic Reach / your content REACH RATE Fans (Excluding PAID) # of users who saw Total # of users PAID REACH your content (Only TOTAL REACH who saw your PAID Content) content # of users who ENGAGED ENGAGEMENT Engaged Users / interacted with USERS RATE Total Reach your content
  19. 19. FACEBOOK – PAGE PERFORMANCE – KEY TERMS # of users who A “STORY” is created every time an user does one PEOPLE TALKING of the following: LIKES your Page / Post; MENTIONS create a “story” your Page; SHARES your Post; ANSWERS a Question; ABOUT THIS about you on their RECOMMENDS your Page; POSTS on your Wall; RSVPs timeline to an Event; Check-Ins; TAGS a Photo; or COMMENTS on your Post / Page / Wall # of users who saw VIRAL REACH your content from a VIRALITY RATE PTAT / Total Reach user-created story Existing Fans New Fans LIKING NEW FANS REMOVED FANS UNLIKING your your Page Page New Fans – Removed TOTAL GROWTH GROWTH RATE Total Growth / Fans Fans
  20. 20. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000
  21. 21. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000 VIRAL REACH TOTAL REACH PAID REACH 10,000 900,000 850,000 ENGAGED USERS ENGAGEMENT RATE : 4,000 0.44%
  22. 22. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE FANS VISIBILITY RATE : 1,000,000 4% FRIENDS OF FANS 60,000,000 ORGANIC REACH 40,000 PEOPLE TALKING VIRAL REACH TOTAL REACH PAID REACH ABOUT THIS 10,000 900,000 850,000 500 ENGAGED USERS VIRALITY RATE : ENGAGEMENT RATE : 4,000 0.06% 0.44%
  23. 23. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE GROWTH RATE : FANS VISIBILITY RATE : 1,000,000 0.02% 4% TOTAL GROWTH FRIENDS OF FANS 160 60,000,000 NEW & REMOVED ORGANIC REACH FANS 40,000 200 / 40 PEOPLE TALKING VIRAL REACH TOTAL REACH PAID REACH ABOUT THIS 10,000 900,000 850,000 500 ENGAGED USERS VIRALITY RATE : ENGAGEMENT RATE : 4,000 0.06% 0.44%
  24. 24. HANDLE PERFORMANCETwitter
  25. 25. TWITTER – HANDLE PERFORMANCE # of users who FOLLOWERS FOLLOW your Twitter Handle # of Tweets made TWEETS through your Twitter Handle TWEETS’ COMPOSITION ORIGINAL RE - TWEETS REPLIES TWEETS CREATOR AGGREGATOR RESPONDER
  26. 26. THANK YOU Praneeth Marisa; Social Media Community Manager @The_Devante

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