This document discusses social media analytics and tracking. It begins by outlining the mission to clarify goals, identify key performance indicators, understand available tools and metrics, and provide reporting and analysis. It then discusses determining return on investment and defining costs and gains. Common social media platforms like Facebook, Twitter, YouTube and LinkedIn are examined and potential metrics for each are provided. The importance of defining key performance indicators that are relevant to goals is stressed. Finally, the presentation emphasizes analyzing data and creating useful reports that highlight trends, metrics, and recommendations.

1. 1
Social MediaSocial Media
Analytics & TrackingAnalytics & Tracking
Patrick Powers
mStoner

2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2
Twitter
@patrickjpowers
#casesmc
#smm

3. Our Mission
• Clarify goals and objectives.
• Identify key performance
indicators.
• Understand available
tools/metrics.
• Provide clear reporting and
analysis.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3

4. Determining ROI
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4
ROI = (Gain – Cost) / Cost

5. The Cost
Social media is only
free if your time is
worthless.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5
#casesmc

6. The Gain
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 6

7. The Gain
•Build better brand
awareness.
•Increase event
attendance.
•Increase applications.
•Drive web traffic.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7

8. What are your goals?
1. Build awareness.
2. Increase
engagement.
3. Drive enrollment.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8

9. Measureable Objectives
• Reach ___ people on
Facebook.
• Increase engagement ___
percent.
• Drive ___ people to the
website.
• Prompt ___ people to inquire.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9

10. Determining KPI
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10
What are your key
performance
indicators?

11. Performance Indicators
Reach • Impressions • Views •
Friends • Subscribers • Followers • In
Circles • Likes • +1s • Comments •
Shares • Retweets • Mentions •
People Talking About This •
Engaged Users • Virality • Check-
Ins • Visits • Pageviews • Time on
Page • Bounce Rate • Conversions •
RSVPs • Inquiries • Applications •
GiftsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11

12. Define Your KPI
Don’t measure
everything, just what
matters to you.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12
#casesmc

13. Determining KPI
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13
Goal
Faceboo
k
Twitter YouTube LinkedIn
Build
Awareness
Total Likes
Reach
Impression
s
Followers
Subscribers
Views
Unique Views
Followers
Pageviews
Increase
Engagement
Likes
Comments
Shares
@Mentions
Retweets
Likes
Comments
Shares
Likes
Comments
Recommend
Drive
Enrollment
Referrals
Inquiries
Application
s
Referrals
Inquiries
Applications
Referrals
Inquiries
Applications
Referrals
Inquiries
Applications

14. Facebook Insights
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14
View Insights

15. Facebook Insights
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15

16. Facebook Insights
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16
Metric Meaning
Total Likes
The number of unique people who like your
page.
Friends of Fans
The number of unique people who are friends
of people who like your page.
Talking About This
The number of people in a week who have
created a story about your page, i.e. liked,
commented, shared or posted.
Weekly Total Reach
The number of unique people in a week who
have seen a piece of content from your page.

17. Page Posts
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17

18. Facebook Insights
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18
Metric Meaning
Reach
The number of unique people who page seen
you post.
Engaged Users
The number of unique people who clicked on
a post (includes photo views).
Talking About This
The number of unique people who have
created a story about your page, i.e. liked,
commented, shared or posted.
Virality
Percentage of people who saw your post and
created a story from it.

19. Export the Data
The real gold in
Facebook page data
has to be exported.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19
#casesmc

20. Exported Data
• Organic, paid and viral
impressions.
• Organic, paid and viral reach.
• Lifetime negative feedback.
• Consumptions by type.
• Story types created.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 20

21. Twitter
Followers
Following
Tweets
Listed
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21

22. Hootsuite
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22

23. TwitterCounter
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23

24. Additional Resources
• Social Media Monitor by Wildfire
• TwitterGrader by Hubspot
• TweetStats
• SocialBro
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24

25. LinkedIn
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25

26. LinkedIn
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26

27. YouTube
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27

28. Foursquare
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 28

29. Klout
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 29

30. 3rd
Party Scores
Unless a measurement tool
addresses your specific
goals, the number it spits out
is useless.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 30
#casesmc

31. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 31
The good stuff is here …

32. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 32
General Trends

33. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 33
Network Referrals

34. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34
Social Visitors Flow

35. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35
Specific Campaigns

36. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36
Specific Campaigns

37. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37
Google URL Builder

38. What’s Next?
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38
Now what do I do?

39. Analyze and Report
Social media
measurement is only as
valuable as the analysis
that follows.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 39
#casesmc

40. Creating a Report
• Make it easy to read and
understand.
• Report key performance
indicators.
• Monitor and highlight trends.
• Offer recommendations.
• Explain causation.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40

41. Creating a Report
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 41

42. Creating a Report
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 42

43. Creating a Report
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 43
Social Media Report: Overview
June1, 2011 - May 31, 2012
Build Brand Awareness
Posts Subscribers Reach Impressions
1,331 20,591 é 70% 874,495 4,415,571
IncreaseAudienceEngagement
Engagements Engagements per Post Engagements per Subscriber
10,247 7.70 0.50
Drive Traffic to Enrollment
Referrals Inquiries Undergraduate Applications GraduateApplications
65,740 ê 41% 667 9 é 100% 165 é 100%
Total number of referrals to theWebster
websitefromsocial media.
Requests for information, RSVPs and
applications fromsocial media referrals.
Number of undergraduateapplications coming
fromsocial media referrals.
Webster's social channels grew70 percent over thepast year with littlesign of slowingdown. Facebook continues to dominatethesocial media scence
when it comes to building awareness. It possesses thelargest network of Webster subscribers (9,534) with Twitter coming in second (6,865).
Total number of unique users reached across
all social media platforms.
Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. Thenext highest platformwas Y ouTube whereeach
videoposted averaged just over 5 engagements per post. Facebook accounted for 92 per cent of Webster's total social engagements.
Themost social traffic to theWebster websitecamefromFacebook (90 percent), so it is no surprisethat Facebook also leads when it comes toinquriies
and applications. Therewas a significant decreasein the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.
Number of graduateapplications coming fr om
social media referrals.
Total number of Facebook posts, tweets, pins
and videos uploaded by Webster.
Total number of Facebook fans, Twitter
followers, YouTubesubscribers, etc.
Total number of uniqueusers reached across
all social media platforms.
Total number of likes, comments and shar es
across all social media channels.
Averagenumber of engagements — likes,
comments, shares — per post.
% of subscribers who haveengaged with
Webster-generated content.

44. Review
• Clarify goals and objectives.
• Identify key performance
indicators.
• Understand available tools.
• Provide clear reporting and
analysis.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 44

45. Thank You
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 45
Questions?