Measuring Social Media Impact: Google Analytics and Twitter

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Slides for a talk given at the University of Oxford OxEngage series exploring how social media interactions on Twitter can be analysed using Google Sheets and Google Analytics

Marketing

Measuring Social Media Impact:
Google Analytics and Twitter
Martin Hawksey
@mhawksey
#OxEngage
http://www.slideshare.net/mhawksey/
This work is licensed under a
Creative Commons
Attribution 4.0. CC-BY
mhawksey

alt.ac.uk
Getting to know you…
#OxEngage
@mhawksey
2

Outcomes
◊ Able to perform basic Twitter analysis
techniques;
◊ understanding of the limitations and
opportunities of data from Twitter;
◊ *Inspire* you to do more
3

Why
4
Image: CC-BY-NC-ND Mike Bitzenhofer
https://flic.kr/p/4UoT3s

Courtesy Marc Smith
http://www.slideshare.net/Marc_A_Smith/2013-nodexl-social-media-network-analysis5

Actionable Insight
6
Image: CC-BY-NC-ND Shaun Osborne
https://flic.kr/p/34Xv1v

ALT Comunity
7
Image: CC-BY-NC-SA ALT
https://flic.kr/p/yuDXkn

Courtesy Marc Smith
http://www.slideshare.net/Marc_A_Smith/2013-nodexl-social-media-network-analysis8

Content marketing
9
Image: CC-BY-NC Chris Jones
https://flic.kr/p/bupUcB

Twitter Analytics
Dashboard for
MS Excel
◊ Originally
developed by Elena
Villaespesa
◊ Extended by
Ernesto Priego
12
Image: CC-BY-NC-SA Elena Villaespesa
http://artsmetrics.com/en/dashboard-for-twitter-analytics/

Twitter Analytics
Dashboard for
Google Sheets
13

Twitter Dashboard Limits
14
Image: CC-BY-NC-ND Wayne Stadler
https://flic.kr/p/B6BKW

Lets interface … {API}
Image credit: CC-BY-NC nikki
https://flic.kr/p/5d59EW

alt.ac.uk
Data….
19
<html>
<rss>
<XML>
{JSON}
API
.csv

alt.ac.uk
Twitter Search API – Single
tweet
20

alt.ac.uk
Twitter Search API Limits
◊ Data from last ~7 days
◊ Last 18,000 tweets for search term
◊ Developer ‘Rules of the Road’ on
storage
21

alt.ac.uk@mhawksey 22
Twitter Archiving Google Sheet

alt.ac.uk
One last trick … TAGSExplorer
28

alt.ac.uk29
https://www.futurelearn.com/courses/social-media-analytics

alt.ac.uk
Links
Worksheet - go.alt.ac.uk/OxEngageTw
Slides - go.alt.ac.uk/OxEngageTwSlides
30

alt.ac.uk
Thank you!
@mhawksey+MartinHawksey
31

Association for Learning Technology
Registered charity number: 1063519
www.alt.ac.uk @A_L_T

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Measuring Social Media Impact: Google Analytics and Twitter

1. Measuring Social Media Impact: Google Analytics and Twitter Martin Hawksey @mhawksey #OxEngage http://www.slideshare.net/mhawksey/ This work is licensed under a Creative Commons Attribution 4.0. CC-BY mhawksey

2. alt.ac.uk Getting to know you… #OxEngage @mhawksey 2

3. Outcomes ◊ Able to perform basic Twitter analysis techniques; ◊ understanding of the limitations and opportunities of data from Twitter; ◊ *Inspire* you to do more 3

4. Why 4 Image: CC-BY-NC-ND Mike Bitzenhofer https://flic.kr/p/4UoT3s

5. Courtesy Marc Smith http://www.slideshare.net/Marc_A_Smith/2013-nodexl-social-media-network-analysis5

6. Actionable Insight 6 Image: CC-BY-NC-ND Shaun Osborne https://flic.kr/p/34Xv1v

7. ALT Comunity 7 Image: CC-BY-NC-SA ALT https://flic.kr/p/yuDXkn

8. Courtesy Marc Smith http://www.slideshare.net/Marc_A_Smith/2013-nodexl-social-media-network-analysis8

9. Content marketing 9 Image: CC-BY-NC Chris Jones https://flic.kr/p/bupUcB

10. Twitter Analytics 10

11. Twitter Dashboard 11

12. Twitter Analytics Dashboard for MS Excel ◊ Originally developed by Elena Villaespesa ◊ Extended by Ernesto Priego 12 Image: CC-BY-NC-SA Elena Villaespesa http://artsmetrics.com/en/dashboard-for-twitter-analytics/

13. Twitter Analytics Dashboard for Google Sheets 13

14. Twitter Dashboard Limits 14 Image: CC-BY-NC-ND Wayne Stadler https://flic.kr/p/B6BKW

15. alt.ac.uk Twitter Search 15

16. alt.ac.uk16

17. alt.ac.uk17

18. Lets interface … {API} Image credit: CC-BY-NC nikki https://flic.kr/p/5d59EW

19. alt.ac.uk Data…. 19 <html> <rss> <XML> {JSON} API .csv

20. alt.ac.uk Twitter Search API – Single tweet 20

21. alt.ac.uk Twitter Search API Limits ◊ Data from last ~7 days ◊ Last 18,000 tweets for search term ◊ Developer ‘Rules of the Road’ on storage 21

22. alt.ac.uk@mhawksey 22 Twitter Archiving Google Sheet

23. alt.ac.uk23

24. alt.ac.uk24