Strategic communication professionals are early adopters in using social media to distribute information, but often do not take advantage of the flood of audience data that accumulates online. Social media users leave digital footprints that show their activities, interests, ideas, connections, and concerns. The information shared on social media sites is a goldmine for public relations practitioners

1. Drowning in
Data?
Analytics Techniques and Tools for
Public Relations Pros
Kathleen Stansberry, PhD
www.kathleenstansberry.com
@kstansberry

2. Authority
and
Influence

3. Authority and Influence

4. "Really good
digital analytics
people are like
gold right now"
- Kevin Cook Chief Operating
Officer of Edelman Chicago

5. Social Media Use: Distribution/Amplification

6. Social Media Use: Dialogic

7. Social Media Use: Understand/Engage

8. Tapping into the Digital
Data Stream
• Key Terms
• API [Application Program
Interface]
• SaaS [Software as a Service]
• Likes and Shares
• Engagement Rate
• Sentiment Analysis
• Data Mining
• Rich Data

9. Popular Paid Social Analytics Tools
• Radian6
• Sysomos
• Brandwatch
• Crimson Hexagon
• Meltwater
• Sprout Social
Screenshot: blogs.rti.org

10. Site Specific Analytics Tools
• Facebook Insights
• Twitter Analytics
• Pinterest Analytics
• LinkedIn Analytics
• Simply Measured
(Instagram)
• Social Rank (Instagram
Tracking)

11. UX [User Experience] Research

12. Website Traffic Analysis
Become a Google Analytics Expert
https://analyticsacademy.withgoogle.com/

15. Social Listening
Monitoring social media
channels to identify opinions,
thoughts, concerns and
priorities of key publics.

16. What do SM users think about your brand?

17. What do social media users think about?
https://hootsuite.com/

18. Finding
Meaning in
Social
Media Data
http://provalisresearch.com/pr
oducts/qualitative-data-
analysis-software/freeware/

19. Issue:
How do we provide
millennial employees with
more effective feedback?
Source: https://prpost.wordpress.com
By Tiffany Gallicano, University of Oregon

20. Issue:
How do we increase
adherence to survivorship
care recommendations in
young adults with cancer?

21. Influencer Analysis

22. Automated Influencer Identification
• Social Searcher (General): http://www.social-searcher.com/
• BuzzSumo (General): http://buzzsumo.com/
• FollowerWonk (Twitter – a moz product): https://followerwonk.com/
• ViralWoot (Pinterest): http://viralwoot.com/
• Iconosquare (Instagram): http://iconosquare.com/

23. Online Network Analysis: Wine Industry
https://www.issuecrawler.net/ https://sites.google.com/site/ucinetsoftware/home

24. https://nodexl.codeplex.com/

25. LinkedIn Network Map
http://socilab.com/

26. Mobile Analytics
Flurry: https://developer.yahoo.com/analytics/ Google: http://www.google.com/analytics/mobile/

27. Real Time Data Tracking
Survey: https://www.surveymonkey.com/ Location: https://locatoweb.com/ Self Reporting: https://evernote.com/

28. • Platform Specific Tools
• Facebook Insights: https://www.facebook.com/
• Twitter Analytics: https://analytics.twitter.com
• Pinterest Analytics:
https://analytics.pinterest.com/
• LinkedIn Analytics: https://help.linkedin.com
• Instagram Tracking by Social Rank:
https://www.socialrank.com/
• Instagram Followers by Simply Measured:
http://simplymeasured.com/free-s
• UX [User Experience] Tools
• Google Analytics Training:
https://analyticsacademy.withgoogle.com/
• GoingUp!: https://www.goingup.com/
• Crazy Egg: http://www.crazyegg.com/
• Social Listening Tools
• Social Mention: http://www.socialmention.com/
• How Sociable: http://www.howsociable.com/
• Google Alerts: https://www.google.com/alerts
• Mention: https://mention.com/
• Hootsuite: https://hootsuite.com/
• QDA Miner:
http://provalisresearch.com/products/qualitative
-data-analysis-software/freeware/
• Influencer Analysis Tools
• Social Searcher (General): http://www.social-
searcher.com/
• BuzzSumo (General): http://buzzsumo.com/
• FollowerWonk (Twitter – a moz product):
https://followerwonk.com/
• ViralWoot (Pinterest): http://viralwoot.com/
• Iconosquare (Instagram):
http://iconosquare.com/
• Network Analysis Tools
• IssueCrawler: https://www.issuecrawler.net/
• UCINet/Netdraw:
https://sites.google.com/site/ucinetsoftware/ho
me
• NodeXL: https://nodexl.codeplex.com/
• SociLab (LinkedIn: http://socilab.com/
• Mobile Research Tools
• Flurry: https://developer.yahoo.com/analytics/
• Google:
http://www.google.com/analytics/mobile/
• Survey Monkey:
https://www.surveymonkey.com/
• LocaToWeb: https://locatoweb.com/
• EverNote: https://evernote.com/