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The document discusses social media analytics and tools for measuring engagement on various social media platforms. It provides an overview of key metrics to track on Facebook, Twitter, Google Analytics and other platforms like mentions, shares, followers, reach, demographics, and engagement. Common analytics tools are also presented like Facebook Insights, Twitter analytics, Bitly, Google Analytics, Hootsuite and others for monitoring social conversations, benchmarking performance, and gaining insights. The importance of measurement for improving performance and campaigns is emphasized.

Technology Business

What Gets Measured
Gets Done
A look at Social Media and Web 2.0 Analytics

Agenda
• Housekeeping
• Assignment
• Attendance
• Socialnomics discussion – Chapters 6 & 7
• Social Media Analytics
• Importance
• What to measure
• Tools of the trade
• Sysomos
• Radian 6
• HootSuite
• Facebook
• Twitter
• Google

What to Measure?
• Mentions • Referrals
• Shares • Time on the site
• Comments • Bounce rate
• Followers • Demographics
• RSS • Key conversations
• Followers • Competition
• Likes
• Reach

Common Terms to Know
• Reach • New Visitor
• Growth • Shares
• Retweet • Demographics
• Follow • Referrals traffic
• Unfollow • Bounce Rate
• Likes
• Hides

Facebook Insights
• Give Page admins and devs valuable information
• Allow you to measure user exposure, actions, behaviour
• Trends (likes, hides)
• Demographics
• Advertising insights

Facebook
• Tab Views – Views of tabs vs. Actual page
• Shares – Additional Reach
• Click-throughs – track with bit.ly
• Fan Growth
• Impressions
• “Talking About Us” (Over the last 7 days)
• Liking a page
• Posting to a page's wall
• Liking, commenting on or sharing a page post
• Responding to an event invitation
• Tagging a page in a post
• Tagging a photo to a page
• Liking or sharing a deal
• Checking in at a place

Facebook
• Likes / Comments per post (Engagement rate)
• Socialbakers.com
• External Referrers – Is my site there?
Great resource: http://www.nonprofitfacebookguy.com/how-
to-use-facebook-insights-video-tutorial/

Twitter Analytics
• Only available with advertising purchase
• How much of your content is being shared
• How much traffic is Twitter driving
• Tweet button effectiveness
• Follow/Unfollow Growth

Bitly
• Used to track the number of people that click your links
• Gives you time
• Allows you to see what’s popular
• Where are they coming from?

Social Media Monitoring
• Monitor the social space
• Blogs, forums, Twitter, Facebook, YouTube
• Trend Analysis
• Demographics
• Research
• Campaign tracking
• Competitive Intelligence

Google Analytics
• Track traffic on your website
• Easy to use
• Use a little or use a lot
• Measure
• Demographics
• Time on site
• Bounce rate
• Referral

Google Analytics – Key Terms
• Bounce Rate – Coming to website and quickly leaving
• Average Time on site – Average time spent on the website
(total time spent / number of visits)
• Unique Visitors – Number of unique individuals viewing a page
• Total Visits – All of the visits

Google Analytics
• Traffic Sources
• Referral Traffic – Where did people come from?
• t.co – Any Twitter visits
• m.facebook.com / facebook.com – facebook
• Linkedin.com - Linkedin

Other Questions You Can
Answer
• Are people coming on their mobile?
• Are they coming from Google
• Where are they from?
• What languages do they speak?

Google Analytics
• Advanced
• Customizable
• API, Export, Dashboards
• Visual
• Charts, funnels, score cards
• For more information
http://www.google.com/analytics/features.html

Hootsuite
• Engagement and campaign specialists
• Some reporting on trends
• Advanced workflow
• Link Tracking
• Great resource
• Learn more: http://learn.hootsuite.com/

Other Tools
• Social Bro (Free) - http://www.socialbro.com/
• Sprout Social http://sproutsocial.com/
• Simply Measured - http://simplymeasured.com/

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