This document discusses social media metrics and analytics. It describes various ways to measure engagement on platforms like Facebook, Twitter, and Google Analytics. Metrics include number of likes, shares, comments, followers, and keyword searches. The document also discusses social network analysis and visualization of networks through graphs. Measuring influence, popularity, engagement, and trust on Twitter is discussed using the example of TweetLevel.com scores. Network theory concepts like communities and sociograms are also covered.

1. Social Media Metrics and
Analytics
By: Ummer Ahmed, Noah Guber, Jemimah Colinet

2. “Social media is not a media.
The key is to listen, engage
and build relationships.”
- David Alston

3. Social Media Metrics
- Social media offer a unique
opportunity to measure human
nature and communication
behavior.
- How does social media
measurement serve basic business
goals?
1. Raising revenue 2. Lowering Costs
3. Increasing Satisfaction
- Reliability: Social scientific measure of
consistency or reproductivity of results.
- Validity: The determination that
measurement is conceptually what it was
planning to be.
- Transparency: The social media
approach of disclosing all relative
interests and not having a hidden
agenda.

4. Social Media Measures:
- Buzz based upon number of impressions at a given time, on a specific date, time
of year, channel etc.
- Popularity
- Mainstream media mentions
- Number of fans, followers, friends, etc.
- Likes or favorites
- Sentiment
- Number of interactions or engagement rate
- Conversions to purchases

5. Google Analytics
- By incorporating Google Analytics tracking code on a page, owners are provided with data on the
sources of web traffic, such as search engines, referrals from other sites, direct traffic, and social
media linkages.
- The importance of searching to find online content means that the keywords need to be carefully
selected and tracked.

6. Google Analytics Continued:

7. Facebook Insights
- 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.

8. Twitter Analytics
- Twitter more open than Facebook and LinkedIn
- PR Agency created TweetLevel.com
- Score based on influence, popularity, engagement, and trust
- Score can be used to gauge and improve online behavior
- Popular scores: @GaryVee (88.4) and @LadyGaga (93.3)
- Based on score considered viewer, commentator, curator, idea starter,
amplifier

9. TweetLevel.com
Scores
**Measurement Error- All measurement has error,
and researchers estimate amounts.

10. Twitter Analytics (Cont.)
- Jonny Bentwood explains differences in TweetLevel roles: viewer, curator
commentator, idea starter, amplifier
- “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

11. Who’s Word Cloud?

12. Donald Trump
**Biggest words in word cloud should mirror personal and
professional brand

13. Other Twitter Analytic Websites
- http://wefollow.com
- http://www.retweetrank.com
- https://tweetreach.com
- http://topsy.com (no longer exists)

14. Social Media
Dashboard
-Measurement tools that organize
data for efficient analysis

15. Network Visualization
- Social networks generate large
amounts of data
- Viewed as a series of network
maps
- Visualization through graphs
the social space between SNS
accounts

16. Network Analyses
Social Network Theory is the systematic study of how individuals interact in social
settings has been the focus of research for more than 50 years.
Information theory and models emphasize flow of messages through channels.
Web is linking and connection.
Web is simultaneously a mass mediated and one to one form of communication.

17. Detection of communities, i.e. sub-
groups of individuals or entities
that exhibit tight interconnectivity
among the other wider population.
Ex:Twitter
Network graph (sociogram)
represents a center of people at the
core of a network.

18. Other Social Network Measurement
Social Media measurements returns us to central issues of computer mediated
communication. These spaces allow us to develop online relations and explore
interactions with people, and grow communities of interest.
Klout.com attempts to measure influence across social media platforms.
50% of the U.S. and 24% of the world population were projected to have a
smartphone by the end of 2014.
Facebook has the fourth largest overall multiplatform audience behind Google,
Yahoo and Microsoft.

19. Discussion Questions
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? I would mention the four TweetLevel.com dimensions:
influence, popularity, engagement, and trust.
2. Consider ways to use social media to improve trust and influence.
Which Twitter measures would you want to track? I would want to
track followers, and number of tweets retweeted or favorited.
3. Is there ever a time for disengagement from social media? Which
circumstances would provide reasons to lower levels of
engagement? If a business has damaged its brand, it is better to
lower engagement until the conflict passes over. Also too much
posting on social media can draw consumers away.