The document provides an overview of social media analytics, focusing on tools such as Google Analytics, Facebook Insights, and YouTube Insights to measure engagement and effectiveness. It emphasizes the importance of setting strategic communication goals, understanding audience metrics, and utilizing metrics for better decision-making in digital engagement. The author, Debra Askanase, encourages organizations to invest in training and to implement a structured approach to sharing analytics internally.

1. DEMYSTIFYING SOCIAL
MEDIA ANALYTICS
Debra Askanase
Principal & Engagement Strategist
CWE & Harvard iLab
December 4, 2013

2. ABOUT DEBRA ASKANASE
debra@communityorganizer20.com
Twitter: @askdebra
Digital Engagement Strategist
Former business consultant,
executive director, program
manager, and community
organizer

3. TODAY’S WORKING
AGENDA
Overview: Defining specific goals
A tour of important analytics and metrics:
• Google Analytics
• Facebook Insights
• YouTube Insights
Tools for social media management

4. WHAT YOU NEED TO KNOW TO
BE A BETTER COMMUNICATOR
IS WAITING
TO BE FOUND

5. 2012 Nonprofit Social Networking Benchmark Report
MEASUREMENT REQUIRES
STRATEGY FIRST

7. 1. 10 new purchase inquiries from new geographic
areas (NYC, Hartford) a month
Google Analytics: referral visits to website from
social media channels, form completions
2. 10% higher enrollment by Dec. 31 and Feb. 1 than
prior year
Measure success of social media campaign, GA
referral visits from social media to registration
3. Increased engagement from existing network
Deeper engagement on social media channels, test
success of social media campaign, referral
mentioned at purchase, GA referral visits to
registration site
Measurement:
Measurement:
Measurement:
SMART COMMUNICATION
GOALS

8. EVERY SITE
HAS ITS OWN
DATA FINDER

9. TWITTER
Reach, Engagement, Mentions, Followers
https://analytics.twitter.com/accounts

10. FACEBOOK Facebook Insights

11. FACEBOOK
Reach, Engagement, Location, Demographics

12. PINTEREST (BUSINESS)
Reach, Repins, Clicks, Website visits

13. LINKEDIN (COMPANY PAGE)
Reach, Engagement, Clicks, Demographics

14. WEBSITE
Reach, Segmentation, Referrals, Demographics, Site
Behavior, Content interest, & more
analytics.google.com

15. MEASURE
CORRECTLY

16. BUILD EVERYTHING
TOWARDS YOUR GOALS
YOUR
GOALS
Your
website
content
Their
social
activities
Your
social
channels

17. YOUR GOALS MIGHT BE…
Sales
Awareness/Share of voice
Memberships
Lead generation

18. ALWAYS MEASURE
• Reach
• Engagement
• Content optimization
• Who is engaging
• Does it move people to
act?

19. Blog
Location-based
apps
Social
networks
Video/Photos
Website

20. YOUR TURN
What are the
questions
that you need
social or
website data
to answer?

21. GOOGLE ANALYTICS
http://www.flickr.com/photos/amatuerphotographer/4536083399/sizes/z/in/photostream/
HOME BASE IS

22. WWW.GOOGLE.COM/ ANALYTICS

24. GOOGLE ANALYTICS BASICS
• Audience
(who are they)
• Acquisition
(all traffic and referrals)
• Behavior
(site content consumption)
• Conversions
(e-commerce, goals, funnels)

25. HOW ENGAGED?

26. WHERE ARE THEY
COMING FROM?

27. SPECIFIC SOURCE

28. IS SOCIAL WORKING?

29. KEYWORD SEARCH TERMS

30. MOST POPULAR CONTENT

31. HOW ARE THEY USING
THE SITE?

32. TRACKING ECOMMERCE
AND CONVERSIONS

33. SET UP TRAFFIC SPIKE
ALERTS

34. YOU FIND ALERTS UNDER
“GOALS”

35. AND SEE THEM UNDER
“INTELLIGENCE”

36. TRACK “CALLS TO ACTION”
= SETTING UP GA GOALS

37. ARE THEY DOING THOSE
THINGS?

38. DIY ANALYTICS DASHBOARD

39. THIS IS JUST THE
BEGINNING!
Geography/Language Targeting
AdWords
Real-time statistics
Benchmarking
Google Traffic Alerts
In-page analytics
…and so much more!
39

40. GOOGLE ANALYTICS IS
FREE
BUT
EMPLOYEE TIME IS NOT
40
…invest in training or external
guidance!

41. FACEBOOK PAGE*
INSIGHTS: A TOUR
*only Pages have Insights, Facebook Groups do not

45. FACEBOOK INSIGHTS
• Reach
• Engagement
• Content optimization
• Who is engaging
• Does it move people to
act

46. FACEBOOK PAGE INSIGHTS

47. PROMOTING POSTS:
AD METRICS

48. ANATOMY OF A PAID “PAGE LIKE”
ADVERTISING CAMPAIGN

49. THE LIKE AD CAMPAIGN AND REACH

50. WHAT CONTENT RESONATES?
CASE STUDY

51. Digging deeper …

52. …and deeper still into content
popularity/reach

53. LET’S TAKE A TOUR
http://www.flickr.com/photos/theqspeaks/4887379358/sizes/z/in/photostream/

54. LET’S DIG INTO A CASE

55. YOUTUBE INSIGHTS:
A TOUR

56. YOUTUBE IS EQUAL TO
GOOGLE SEARCH
95% of Americans use Google Search
95% of Americans use YouTube Search
46.8% browse YouTube several times daily
http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web-
content

57. 6 KEY YOUTUBE INSIGHTS
Views: Filter by video, top videos, time watched
Subscribers
Shares: Which videos are compelling
Discovery Playback Locations & Traffic
Sources: Where viewers are coming from
Traffic: Analyze traffic by video (no screenshots)
Demographics: Overall and by specific video

58. YOUTUBE CHANNEL
OVERVIEW

59. VIEWS AND TOP VIDEOS

60. SHARES: WHAT’S
COMPELLING

61. DISCOVERY & PLAYBACK
LOCATION (1)

62. DISCOVERY & PLAYBACK
LOCATION (2)

63. OVERALL CHANNEL
DEMOGRAPHICS

64. YOUR
KNOWLEDGE
OUR
KNOWLEDGE

65. SHARING IS CARING
Internal discussions:
1. Who needs to be aware of this information
immediately, to act on it?
2. Who else should be aware of this
information?
3. How will you make it available to both sets
of colleagues internally?
4. When will you regularly discuss this?
5. What intentional knowledge-sharing
structure needs to be put in place?

66. You
Marketing
Programs
Entire org
Information
sharing

67. PUTTING IT ALL
TOGETHER:
DIY DASHBOARDS
Pay attention to what really matters

68. METRICS:
Bit.ly clicks
AddThis
Rowfeeder
Google Analytics
Metric.ly
http://www.flickr.com/photos/70099148@N00/145269819/
DIY METRICS RESOURCES

69. Is the Conversation Compelling? bit.ly

70. PAGE SHARING ANALYTICS
FROM ADDTHIS.COM

71. ADDTHIS.COM
DASHBOARD

72. METRIC.LY:
DIY DASHBOARDS

73. A METRIC.LY TWITTER
DASHBOARD

74. Find online at
http://bit.ly/SMARTgoa
ltracking
A downloadable metrics
dashboard for you to
customize

75. MANAGING CONTENT
Hootsuite: multiple platforms
TweetDeck: all-Twitter
Curalate: post to Instagram & Pinterest
Bufferapp: post to anywhere, whenever
SocialOomph: Twitter management
Facebook: schedule posts
SproutSocial: manage, monitor, post metrics

76. TRY IT,
COME ON IN! THE
WATER’S JUST RIGHT…

77. …AND UNEXPECTED
SURPRISES ABOUND!

78. I’m always available to
answer follow-up questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977