This document discusses various methods for measuring social media performance. It describes early key performance indicators from 2010 such as buzz, popularity, media mentions, and follower counts. Later measures included engagement, sentiment, interactions, and conversions. The document outlines tools for measurement including Google Analytics, Facebook Insights, and Twitter Analytics, which provide data on metrics like impressions, likes, retweets, and demographics. It also discusses network analysis to map influencers and information flow through social networks.

1. Chapter 6: Social Media Metrics and
Analytics
By: Mamadou Diallo, Evan Hewitt, Rhonda Mostafa & Linda Velez

2. Social Media Measures...
❏ Social media measurement serves basic business goals, which include raising
revenue, lowering costs and increasing satisfaction among customers.
❏ Social media is still a young field that tends to be grounded in the business of
social media marketing. As we become interested in social media, we naturally
seek to measure online behavior.

3. 2010… Sterne was one of the first to understand the power of social media data and to catalog
dozens of possible measures. Some of the earliest important measurements were:
❏ 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.
❏ Reach, or second-degree impressions
❏ Likes or favorites
❏ Sentiment
❏ Number of interactions or engagement rate
❏ Conversions to purchases
Social Media Measures...

5. Social Media Measures...
2013..Miller sees that social media marketing as part of the larger marketing task
for businesses. This includes:
❏ “relationship building” with prospects and customers
❏ “earned exposure” through “unrequested endorsement” and customer sharing
❏ “authentic insight” from comments
❏ “search engine visibility” from posts
❏ “cost savings” and tractable “results”

6. See, Say, Feel, Do...
See:Gordon finds that social media are frequently related to “see” measures. Reach,
for example, is a function of the number of eyeballs seeing a Facebook post.
Impressions are this type of measure. Gordon (2012, p. 5) lists the following “see”
metrics:
● Facebook page like totals
● Twitter follower totals
● Website traffic
● Email sign-ups
● RSS subscriptions
● Advertising impressions
● Earned media impressions

7. See, Say, Feel, Do...
Say:Gordon’s “say” measures—content likes, shares, retweets, email forwards and
Google +’s—all are data that can be measured.
Feel:Totaling the number of likes or +’s also provides a quantitative measure for
“feel.”
Do:At the end of the social media measurement process, “do” metrics allow us to
track behavioral outcomes, such as making a product purchase.

8. Google Analytics....
is the standard Web Tracking tool for website owners. It is very
powerful in the measuring, reporting and analysing your data.

9. Things You Can Do With Google Analytics
● See your most important analytics data first.
● Find out which online campaigns bring the most traffic
and conversions.
● Determine where your best visitors are located.
● Learn what people are searching for on your site.
● Visualize what people click on the most.
● Uncover your top content.
● Identify your worst performing pages.

11. GOOGLE ANALYTICS MEASURES:
● Popularity
● Mainstream Media Mentions
● Number of fans, followers, friends, ect.
● Likes, or favorites
● Conversion to purchase
● Engagement rate, or number or interactions

12. The Importance of Keywords and Phrases
● Searching to find online content means that keywords need to
be carefully selected and tracked.
● Analytics allow a site manager to examine page bounces rates,
and how quickly someone exits a page.
● The goal is to maximize positive feeling and minimize negative
feelings that may exist toward a person or organizational
brand.

13. Facebook Insights tool is constantly updated to
reflect your page’s developments and any patterns
that may form. So you’ll need to keep checking
back to keep in the loop.

15. Twitter Analytics ….
● A dashboard for social media managers to track real-time
account data.
● Twitter includes the activity of human users and automated
robot “bots,” which are computer-generated scheduled tweets.
● One raw measure is number of tweets per day.
● Twitter launched a mobile Dashboard app with “about you” and
“timeline” tabs, and “activity” that includes notifications of
mentions by other accounts.

16. Twitter Analytics …..
● An “understand” tab tracks real-time
analytics—impressions, likes,
retweets, follows, mentions, video
views, fan hashtags and audience
demographics by gender and country.
● The Twitter Analytics website allows
a social media manager to download
account data in monthly chunks.

17. Twitter Analytics ....
● The exploratory efforts to measure social media behavior are important
in identifying general strengths and weaknesses, as long as one
understands that current data may reflect a fairly large amount of
measurement error.
● Once you measure a Twitter user type, it is also valuable to be able
to examine word clouds to see keywords frequently used by and about an
influencer.

18. Twitter Analytics ….
● Lady Gaga, with her 64 million followers in
2016, is an example of brands using social
media to reinforce fan relationships.
● From a PR and branding perspective, the words
of the influencer should mirror personal and
professional branding of a consistent message
to the Twitter audience.
○ The most important branded words should
appear in a word cloud as the largest
words shown.

19. Twitter Analytics ….
● This image represents the top 4 social media influencers on
Twitter for social media in 2016

20. Network Analyses ….
● Is the process of investigating
social structures through the use
of networks and graph theory.
○ It characterizes networked
structures in terms of nodes
and the ties, edges, or links
that connect them.

21. Network Analyses ….
● Social networking generates measures of branding, influence, trust and
dispersion of ideas through Twitter and Facebook, and offers an opportunity
to be seen as an opinion leader.
● In social network analyses, Twitter users are connected by a series of
lines in social space. The maps represent a center of people at the core of
a network, as well as “isolates” at the periphery.
● A person at the center of a network has a lot of information flowing
through them. Prestige is another way to say that influence happens when
others seek out an individual in the network.

22. Network Analyses ….
● Network analyses are grounded in nearly 300 years of study in graph
theory. In modern terms, “It is often useful to consider social
networks from an individual member’s point of view”
● Information from journalists and PR practitioners, either to one
another or spreading to the general public, may be visually displayed
through computer-generated mapping.

23. OTHER SOCIAL NETWORK MEASUREMENT...
Social media marketing
involves a lot of
variables and media
channels and
opportunities.... Social media returns
us to central issues
of computer mediated
communication....
With that we
develop...

24. OTHER SOCIAL NETWORK MEASUREMENT...
Online relations,
explore interaction
with new people...
Create identities
and grow communities
of interest…
This will push
marketers to develop
more complex social
media measurement
tools and techniques

25. DISCUSSION QUESTION...
In what ways can social media improve trust and influence and
what measures would you want to track ?

26. Activity....
B.I.N.G.O