2. Digital Trail
● Every online click leaves a trail
● Facebook users vs. Instagram user (ex: celebrities)
● 150 million snapchat users are active everyday
● 1 billion active facebook users
● Ex: Kim Kardashian/money
Evelyn pgs. 157-
162
3. Application Program Interface (API)
● Allows data to be shared
across social media.
● Ex. waiters taking
orders and bringing
food
● Social network
algorithms organize
groups of tweets.
4. Social Media Measures
Some of the earliest measurements:
- Followers
- Popularity
- Like or favorites
- Number of interactions
Social media measurements demonstrate
the Return of Investment (ROI) of
business cost.
5. Examples
The 5 Most Important Social Media Metrics You Can Actually
Measure | Two Minute Tuesdays
6. Fundamentals of Social Media
Measures
1. Being able to “see” social media measures. Ex: total Facebook likes, website traffic,
email sign ups,etc.
2. Social media content activates users through engagement.
3. Social media users may have emotional responses to what they see or comment
about.
4. Social media measurement process metrics allows us to track behavioral outcomes.
7. - One of the most important social media sites this
decade with more than 1 billion users worldwide.
- For each Facebook page created, a site manager can
download and analyze real-time data compared each
week.
- By creating engaging content, a manager can spark
comments, shares, and post clicks.
Facebook Insights
8. Verified Accounts
Verification and verified accounts- authenticity of identity
is an important online concern.
Twitter created a blue checkmark to identify those
accounts that have been verified through its internal
process, and this also appears on some facebook pages.
Digital credentials have the greatest meaning when their source is known, trusted and verified.
When you see the “Verified” icon on a ”Credly” member’s badge or profile, it means that Credly
has completed a verification process to indicate that the account belongs to the person or
organization represented.
9. Tweet Analytics
Tweet Analytics- a dashboard for
social media managers to track
real-time account data
Twitter’s analytics help you
understand how the content you
share on Twitter grows your
business.
Here’s what you can learn & where:
1. Account home is your Twitter report
card, with high-level statistics tracked
from month to month. It’s also a gallery
of your greatest hits: we’ll spotlight your
top-performing Tweets and introduce you
to the influencers in your network.
10. Tweet Analytics
Tweet Analytics- a dashboard for
social media managers to track
real-time account data
Twitter’s analytics help you
understand how the content you
share on Twitter grows your
business.
Here’s what you can learn & where:
Your Tweet activity dashboard is
where you’ll find metrics for every single
one of your Tweets.
You’ll know exactly how many times
Twitter users have seen, Retweeted,
liked and replied to each Tweet.
2.
11. Tweet Analytics
Tweet Analytics- a dashboard for
social media managers to track
real-time account data
Twitter’s analytics help you
understand how the content you
share on Twitter grows your
business.
Here’s what you can learn & where:
Your audience insights
dashboard contains valuable
information about the people who
follow you on Twitter.
You can track your follower
growth over time and learn more
about your followers’ interests
and demographics.
12. Twitter Analytics - Twitter more open than Facebook and LinkedIn
PR Agency created TweetLevel.com
- Scores are based on influence, popularity, engagement, and trust
- Score can be used to gauge and improve online behavior
- Popular scores: @GaryVee (88.4) @LadyGaga (93.3)
- Based on score considered viewer, commentator, curator, idea starter,
amplifier.
Continuation . . . . .
13. Word Clouds
Differences in Tweet Level roles: Viewer, curator, commentator, idea starter, & amplifier.
- Measurement Error- All measurement has error and researchers estimate amounts.
-“Idea starters are creative brains behind talked about thoughts. They connect
with other idea starters, curators and amplifiers - those with very large
followings. The process of curating and commenting may be influential, while
viewers observe but do not leave a footprint on Twitter.”
- Once Twitter user type is determined, then examine word clouds -
- Word Cloud- A word visualization of frequently used social media language.
14. - Once Twitter user type is determined, then examine word
clouds
- Word Cloud- A word visualization of
frequently used social media language
15. Example of a Word Cloud
Biggest words in word cloud
should mirror personal and
professional brand.
17. Twitter Tools
•TweetReach by Union
Metrics
(http://tweetreach.com)-
measures accounts
reached, impressions and
tweet activity.
Also shows weekly activity,
top contributors, most
retweeted items and a
timeline.
Miguel 169–174
20. •TweetDeck(tweetdeck.twitter.com)
Twitter provides a free real time tool for
watching tweets by specific searches.
This provides users with a sense of the volume
of tweets at a given moment, while also
archiving content by user columns.
23. Network Analyses
•Social Network 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.
•One particularly important
aspect of social network
analyses is the detection of
communities and sub-
groups.
•Twitter uses are apparently sometimes referred to as
“tweeps”.
24. Social Media Dashboard
The idea is to synthesize key insights on a screen
to offer the user key data without needing to jump
from screen to screen.
25. v
Opinion Leaders in Social Media
Opinion leaders have the power to influence
their audiences by identifying with the interests
of others and the hierarchy of social
stratification.
Zakey pgs.175-180
26. Progressions in technology has
made it easier to effectively cross
the boundaries between
interpersonal and mediated
communication.
“Every type of communication, from face-to-face to mass communication, is still basically an interpersonal
communication act.” pg.174
27. Centrality of Network Positioning
Influencers and
leaders make their
impact felt often
from the center of
a social network.
Leaders
“stimulate”
followers within
“Virtual
communities.”
28. Centrality of Network Positioning
Sustainability is dependant upon 4 main principles.
● Clear Purpose/Vision
● Clear Member Role
Definition
● Moderator Leadership
● Online/Offline Events(Strengthens member identification in social networks)
29. Node XL is a Social Network
Analysis (SNA) where centrality is
measured.
Coming back to...
● Groups identified in clusters of
tweeps based on an algorithm.
● Position in a network is
determined by one’s access to
valuable information available for
their virtual communities.
33. Fewer internet restrictions in the U.S. allow users to view
all types of videos on sites like YouTube which now offer
high quality videos and the advantage of communicating
with users.
Video streaming sites also allow account holders to view
their own metrics and practice tactics in increasing
engagement on their channel as well as social media
networks.
User Engagement
on Streaming Sites
