This document provides an overview of social media metrics and analytics presented by Tyler Cote, Jason Posner, Chelsea Lange and Ashley Witkowski. It discusses key social media metrics like impressions, popularity, and engagement. It also covers ROI, analyzing social media platforms like Google Analytics, Twitter, and visualizing social networks. Measurement of influence, prestige, and communication patterns on social media are also addressed.

1. Chapter 6
Fantastic Four Group Presentation:
Tyler Cote, Jason Posner, Chelsea Lange and Ashley Witkowski

2. Social Media Metrics and Analytics
“Prove your point with numbers, but make sure you attempt to do so with numbers that matters” -Jay
Baer, 2013
What is Social Media Metric used for?- Social media metric is used to discover, collect, analyze and
present data. This may serve as basic business goals, which may include raising money, lowering
cost, and increasing customer satisfaction.
This may also be used to help promoters, celebrities, small businesses, and any ordinary user of
social media to see the progress and satisfaction of its post, people and or product.

3. 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
Number of interactions or engagement rate
Conversions to purchase

4. ROI
ROI- Stands for Return on Investment
Importance of ROI and Social Media- Investors and small business owners pay close
attention to the ROI. If a certain product isn't getting enough attention, likes, or traffic that
was promised then the company or social media campaign may pull the product or
add.Example- if a company is trying to sell a new product and they advertise yet it lacks
the likes, views and consumer satisfaction than the Return of Investment isn't well for
this product and the company might either pull the product based off lack of return,they
might change social media strategies.

5. Four Fundamental types linked to ROI
See, Say, Feel, Do
“See” metrics- Facebook page likes total, Twitter follower total, Earned media
impressions, Email sign up, etc.
“Say” metrics- Facebook content likes, Twitter Retweet, Google+1s, Facebook shares,
Email forward.
“Feel” metric- Facebook Shares with personalized messages, Twitter Retweet with
personalized messages, Facebook comments, Blog comments
“Do” metric- Donations, Event attendance, Membership, Sales, Volunteerism,
Membership

6. Google Analytic
Google Analytics- is a web Analytics services offered by google that tracks and reports
website traffic.
With Google Analytics, owners are provided with data on the sources of the web traffic,
such as search engines, referrals from other sites, direct traffic and social media
linkages.
“The search produces other keywords that may be relevant to a particular business
website, such as one selling consulting. Keywords allow us to strive for search engine
optimization” (SEO).
https://youtu.be/opwrGPKcfYw

7. Google Analytic Graph

8. Twitter Analytics
Twitter Analytics - Helps you understand how the content you share on twitter grows
your popularity and business.
Through tracking Twitter Analytics is able to monitor and measure the output in which
your tweets and activity reach current followers and prospective followers.
“To get started, log in to analytics.twitter.com with your Twitter username and password
to turn analytics on for your account. Click on Tweets to get the Tweet detail, then click
View Tweet activity.”

9. TweetLevel Methodology

10. TweetLevel Exceptions
With the tweetlevel method there is a great deal of exception and measurement
error that has to be accounted for.
Examples of common exceptions are paid followers, sponsored tweets, hacked
accounts, simulated popularity, etc.
Overall with these exceptions in play the data gets more refined and closer to
actuality than the once recorded data.

11. Social Media Integration
Some sites like Hootsuite, Feedly, Tweetdeck have been working to making one
large social media data tracking dashboard.
This makes network visualization much easier to evaluate and process.
The goal for this would be to measure the impact and publicity value for
influencers and possibly those looking to promote accounts or tweets

12. Network Analyses
Network Analyses- the systematic study of how individuals interact in social
settings.
Network Analyses has been the focal point for research for more than 50
years.
Now that social networks have become a major part of individuals lives,
researchers now, have to find interaction between individuals through
social media.

13. Analyzing Communication Social
Networks
Social Media creates influence, confidence, and dispersion of ideas through
Twitter, Facebook, Instagram, Snapchat, etc.
Social Media also gives people the chance to state their opinion
As Burnett and Marshall stated, “the web is simultaneously a mass mediated
and one to one form of communication.”

14. Analyzing Individuals Through Twitter
The most important part about social network analysis is identifying
communities.
For example:
Twitter users who frequently “re-tweet” tweets may form a cohesion with
other people using twitter.
To analyze this data, researchers would have to visualize the tweets and,
color coordinate clusters or subgraphs so it can exude the data of who has
retweeted the most tweets from a certain person.

15. Social Networks And How It Helps In
Understanding Information
Researchers have been studying network analyses for
almost 300 years in by using graphs to collect and
understand data.
But now as social networks becomes more apparent in our
life, it is more useful to analyze data by looking at one
person’s point of view. For example: Looking at
someones facebook or twitter profiles.

16. Displaying of Information Through Social
Media
Information from journalist or PR
practitioners, someone who maintains
a relationship with the public, display
information through social networks.
For example: Donald Trump and Hillary
Clinton rely on social media accounts
to get information out to their
followers and to occasionally disagree
on each other’s viewpoints.

17. Concerns With Social Networks
Communication is now a major concern when it comes to social media.
Social Networks can’t relate to personal influence, which is the interaction
between two or more people.
Four Factors as to why social networks can’t relate to personal influence are:
1. Expressiveness
2. Permanence

18. Communications Influence
Influence can disperse from the center of a social network.
Influence can increase when the person is “stimulating.”
For people to maintain a high influence level they would have to have these
four principles:
1. Clear purpose or vision
2. Clear Member Role Definition

19. Prestige
Prestige- an influence that happens when
others seek out an individual in the
network.
For example: Sugar Bear Hair seeked out
social media icon, Kylie Jenner to
promote their hair care gummy
vitamins.

20. Social Networking Visualization
Measurement/mapping of flow between people groups and organizations

21. Visual Appearance
-Extremely important in networking
-Catches viewers eye, crucial for first impressions
-Draws in new viewers because they like what they see,which links them to
more things they would be interested in

22. Communication Patterns
- Instagram Explore page
- Tailor to you
- Based off what you view/like
https://www.youtube.com/watch?v=_HcBcG_geuk

23. Other Social Network Measurement
-provide new and exciting marketing channels
-Provide so many opportunities for building relationships and networking
-Powerful in reaching a large audience with it’s “connectedness” (complexity)
and “online word of mouth” (differs from actual word of mouth, heavy
influencer)

24. Mobile Media
-New glimpse at the future of social media measurement
-50% of U.S. population and 24% of world’s population are smartphone owners
-110 mil unique facebook visitors places it directly behind google’s views
-fb also has the 4th largest multi platform audience behind google, yahoo, and
microsoft
-mobile media has only grown among the top five social networking apps

25. Big Data
-large data sets analyzed to reveal patterns and trends
-Changes in mobile media have opened the world of big data
-gives marketers access to big amounts of consumer data
-because social media is so influential marketers will continue to develop more
complex social media tools and techniques

26. Work Cited
Social Media Communication; Concepts, Practices,Data, Law and Ethics,
Jeremy Harris Lipschultz