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Social Media Analytics February 24, 2020
WHAT TO MEASURE?? INSTAGRAM, LAND OF INFLUENCERS
THE PROBLEM WITH INFLUENCERS…
VANITY METRICS!!!
CONTEXT IS EVERYTHING. ATTENTION? WELL…
WHAT TO MEASURE? • Outcomes • Actions • Engagement (contextual) • Influence? • Brand impact • Not reach, followers, likes,...
P L A T F O R M A N A L Y T I C S
F A C E B O O K A N A L Y T I C S
T W I T T E R A N A L Y T I C S
L I N K E D I N & P I N T E R E S T A N A L Y T I C S
B R A N D I M P A C T : S U R V E Y S A Y S … Five Thirty Eight Poll of Polls • Surveys can help o Only 10% of NH voters r...
THE BIG TAKEAWAYS • Social networks offer fluffy stats and real metrics, but can provide a modicum of accuracy about on ne...
GOOGLE UNDER FIRE • Under fire for being big, clunky, and monopolistic • Privacy, OMG, Privacy!!! • Inaccurate – Direct tr...
WEBSITE ANALYTICS: THE ALMOST OMNIPRESENT GOOGLE
WEBSITE HEALTH CHECK • New vs. returning users • Bounce rate • Time on site • Pages per session • Customizable by date • S...
WHERE IS MY WEB TRAFFIC COMING FROM? W E L C O M E T O T H E A C Q U I S I T I O N P A N E L , Y O U R F R I E N D
FRONT FACING COMMUNICATORS LOVE GOOGLE ANALYTICS • Channel, source, media,by network • Social media analysis • Campaign an...
• Audience profiles • Device profiles • Geographic profiles • Content analysis OTHER KEY METRIC TO KEEP IN MING
GOOGLE TAG MANAGER TO CREATE SPECIFIC GOALS
FUNNEL ANALYSIS REAL IMPACT ON THE ORGANIZATION
Google Analytics Certification H T T P S : / / A N A L Y T I C S . G O O G L E . C O M / A N A L Y T I C S / A C A D E M Y...
THANK YOU FOR YOUR TIME – geofflivingston.com
Social Media Analytics - Influence versus Context
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Social Media Analytics - Influence versus Context

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What's the state of social media analytics? Over-inflated influencers and vanity metrics versus context and actions. Some thoughts for students, PR and marketing professionals to consider as they build their online profiles to engage.

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Social Media Analytics - Influence versus Context

  1. 1. Social Media Analytics February 24, 2020
  2. 2. WHAT TO MEASURE?? INSTAGRAM, LAND OF INFLUENCERS
  3. 3. THE PROBLEM WITH INFLUENCERS…
  4. 4. VANITY METRICS!!!
  5. 5. CONTEXT IS EVERYTHING. ATTENTION? WELL…
  6. 6. WHAT TO MEASURE? • Outcomes • Actions • Engagement (contextual) • Influence? • Brand impact • Not reach, followers, likes, or vanity metrics • But do the social platforms help you measure outcomes and actions accurately? • You need to go further
  7. 7. P L A T F O R M A N A L Y T I C S
  8. 8. F A C E B O O K A N A L Y T I C S
  9. 9. T W I T T E R A N A L Y T I C S
  10. 10. L I N K E D I N & P I N T E R E S T A N A L Y T I C S
  11. 11. B R A N D I M P A C T : S U R V E Y S A Y S … Five Thirty Eight Poll of Polls • Surveys can help o Only 10% of NH voters read Twitter • Primary traffic source • Tonality studies (like Netpromoter) • Word associations and keywords
  12. 12. THE BIG TAKEAWAYS • Social networks offer fluffy stats and real metrics, but can provide a modicum of accuracy about on network actions • Actions tied to a strategic plan are the ultimate measure • Every tracker can offer new levels of precision with… integrated code • Some brands, particularly those who are regulated, have a profound distrust of the trackers • Website analytics offer a default play, but not as robust as CRM analytics • Marketing automation analytics are list specific • Third party metric programs like Hootsuite, Sprinklr, Spredfast combine feeds via API to provide context
  13. 13. GOOGLE UNDER FIRE • Under fire for being big, clunky, and monopolistic • Privacy, OMG, Privacy!!! • Inaccurate – Direct traffic • Biased towards… Google • Competition: Sprout (enterprise), Adobe (enterprise), Heap (SME), Statcounter (individual), BuddyPress (individual), Kissmetrics (SME)
  14. 14. WEBSITE ANALYTICS: THE ALMOST OMNIPRESENT GOOGLE
  15. 15. WEBSITE HEALTH CHECK • New vs. returning users • Bounce rate • Time on site • Pages per session • Customizable by date • Save, share, export • Yes, you can integrate Analytics into your CRM, but…
  16. 16. WHERE IS MY WEB TRAFFIC COMING FROM? W E L C O M E T O T H E A C Q U I S I T I O N P A N E L , Y O U R F R I E N D
  17. 17. FRONT FACING COMMUNICATORS LOVE GOOGLE ANALYTICS • Channel, source, media,by network • Social media analysis • Campaign analysis -UTM Codes • Secondary dimensions: Critical see image to the right • Integrates directly into Ad Words and SearchConsole • Play around inGoogle
  18. 18. • Audience profiles • Device profiles • Geographic profiles • Content analysis OTHER KEY METRIC TO KEEP IN MING
  19. 19. GOOGLE TAG MANAGER TO CREATE SPECIFIC GOALS
  20. 20. FUNNEL ANALYSIS REAL IMPACT ON THE ORGANIZATION
  21. 21. Google Analytics Certification H T T P S : / / A N A L Y T I C S . G O O G L E . C O M / A N A L Y T I C S / A C A D E M Y /
  22. 22. THANK YOU FOR YOUR TIME – geofflivingston.com

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