Social Media Metrics and Analytics
“Prove your point with numbers but
make sure you attempt to do so with
numbers that matter.”
-Jay Baer(@jaybaer, 2013)
Metrics focus on counting, tracking and presenting
Metrics are Informational
Analytics are strategic
In complete contrast, Analytics looks at both past and present data
Examples of Metrics and Analytics
Talent Metrics (HR): How many top sales reps left last quarter?
Talent Analytics (Business): Why do my top performing employees keep leaving?
Talent Metrics (HR): What is the average compensation for engineers across the
Talent Analytics (Business): Why are our top software engineers dissatisfied even after
we’ve given everyone a department-wide raise?
ROI(Return on Investment)- A performance measure used to evaluate the
efficiency of a number of different investments.
Reliability- Measures the overall consistency of the items that are used to
define a scale
Validity- Is the extent to which a concept, conclusion or measurement well-
founded and corresponds accurately to the real world.
Transparency- Is the concept of determining how and why information is
conveyed through various means.
Social Media Measures
Jim Sterne has spent more than 30 years selling and marketing technical
products. He began his career as a professional explainer, helping people
understand Visicalc at a time when “personal computer” was an oxymoron. He
successfully described sales order processing systems to people using hand-
cranked tabulators. He was at the forefront of the Computer Aided Software
Engineering (CASE) tool revolution and has clarified the salient points of object-
oriented programming to software engineers across the country.
Sterne (2010) was one of the first to understand the power of social media data
and catalog dozens of possible measures.
Some of the earliest important measurements of social media marketing
Buzz based upon number of impressions at a given time, on a specific date,
time of year, channel, etc.
Mainstream media mentions
Number of fans, followers, friends, etc.
Reach, or second-degree impressions
Likes or favorites
COI: Cost of Ignoring
A newer metric developed in response to criticism of the lack of social media
ROI. It emphasizes the need for online engagement.
Introduced as a way to say that social media offer both opportunities and risks
“The COI of social media comes down to missed opportunities...you need to
question your opportunity costs.”
“Feel” Metrics “Do”
Social media users may have
emotional responses to what
they see or comment about
Reaction or sentiment may be
Totaling the number of likes
provides quantitative measures
Track behavioral outcomes
Making a product purchase
Conversion to sales
What is Google Analytics
What are the other features
Why is it important
Use FB insights for your Fan Page.
Similar to Google Analytics.
You can link it to other pages.
● Founded by Jack Dorsey in 2006
● 50% of users access it through a mobile device
● 236 Million active users a month
Many users and companies use to Twitter as a way to communicate their
message worldwide in real-time.
The data collected helps brands reach their demographic
AMEC’s seven principles
1. Importance of Goal setting and Measurements
2. Measuring the effect of outcomes
3. The effect on business results can and should be measured where possible
4. Media Measurement requires quality and quantity
5. AVEs (Advertising Value Equivalents) are not the value of public relations
6. Social Media Can and Should be measured
7. Transparency and replicability are paramount to sound measurement
Developed by Jonny Bentwood in 2009
One of the first measuring tools Twitter used
A twitter tool to analyze a user's twitter data
Helped to see who has engaged with your post without “leaving a footprint”
Words Clouds - keywords frequently used by an influencer
Other popular twitter tools
ReTweetRank - Track re-tweets and the number of influential followers.
TweetReach - Measure reach (accounts reached), exposure (impressions and
Topsy - compare recent Twitter activity of brands and links specific tweets.
Social Media Dashboard - a management tool that user use to coordinate a
social media presence across multiple channels or accounts, through a single
Helps with scheduling, collaborate with team members, and productivity.
Will also offer an analysis break down across multiple social media platforms.
Academic researchers have begun
to explore online behavior and
application of social network
theory. The systematic study of
how individuals interact in social
settings has been the focus of
research for more than 50 years.
In the current era of social networks and social media,
these connections are important to journalism and
public relations (PR).Social networking generates
measures of branding, influence, trust and dispersion of
ideas through Twitter and Facebook, and offers an
opportunity to be seen as an opinion leader.
Information theory and
models emphasize flow
of messages through
depends upon situations
Twitter users (sometimes called “tweeps”)
may be analyzed to identify “visual
patterns found within linked entities.
Researchers have proposed and
developed methods for analysis of
structure and grouping of categories and
clusters in a social network.
In social network analysis, Twitter users are
connected by a series of lines in social
space. The maps represent a center of
people at the core of a network, as well as
“isolates” at the periphery.
Researchers have proposed
and developed methods for
analysis of structure and
grouping of categories and
clusters in a social network.
One particularly important aspect of social
network analysis is the detection of
communities, i.e., sub-groups of
individuals or entities that exhibit tight
interconnectivity among the other wider
Communication theory also has been concerned with how networks relate
to personal influence Cooley identified four factors:
Diffusion of communication
Data Analyses can be performed using NodeXL software:
Researchers use NodeXL, which is a social network analysis tool built into
Microsoft Excel in current versions and is specifically designed for non-
programmers, to collect, analyze and visualize network data from social media
sites, such as Twitter. The software uses an algorithm that looks for groups of
densely clustered tweeps that are only loosely connected to other tweeps in
The measurement of social networks opens the possibility:
Develop greater sophistication in social media analyses.
Understanding communication patterns of influence, as
well as the content of the communication, we should be
able to understand impact of Twitter and other social
1. If you were advising a CEO who had never been on Twitter to create a
profile, which key concepts would you discuss with her or him?
2. Consider ways to use social media to improve trust and influence. Which
Twitter measures would you want to track?
3. Is there ever a case for disengagement from social media? Which
Lipschultz, Jeremy Harris. Social Media Communication: Concepts,
Practices, Data, Law and Ethics. New York: Routledge, 2015. Print.