This document summarizes key aspects of social media analytics and measurement tools. It defines social network sites and outlines four key metrics: presence, reputation, awareness, and influence. For each metric, it provides examples of social media analytics tools that can measure it, such as Twitter Counter for awareness, Klout for influence, and Sentiment140 for reputation. It concludes that the appropriate tools depend on the measurement objective and results may not match across tools.

2. PhD Candidate in Digital Communication, MBA,
and Master in On Line Journalism. During the las
15 years, she has been dedicated to investigative
journalism and international coverages of business
and technology issues in Latin America, the
Caribbean, USA, Asia and Europe. She has also
carried out a series of consultancies on
entrepreneurship and digital strategy and she has
delivered dozens of college level courses at
universities as well as public and private
companies in Ecuador, China Trinidad and
Tobago, and Guatemala. She has been listed as
one of the most influential people in Internet in
Ecuador according to the international consulting
firm Llorente y Cuenca. More information:
www.albertinanavas.com.
Albertina Navas, PhD (c)

3. Trinidad & Tobago. March, 2015
By: Albertina Navas, PhD (c)

4. 1. Overview / Key figures
2. Social Network Sites Definition
3. Social Media Analytics and Tools
4. Conclusions
CONTENTS

5. .@LokJackGSB
.@albertina_navas
#LokJackGSB

10. 580,000 social media
active users in TT

11. 1. Construct a public or semi-public
profile within a bounded system
2. Articulate a list of other users with whom
they share a connection, and
3. View and traverse their list of
connections and those made by others
within the system. (Boyd, D. et al., 2007).
Social Network Sites

12. Marhuenda, C. y Ojeda, M. (2012). Herramientas para la medición
de los social media. Barcelona: España, Gedisa.
Presence Do people know you? (Visibility)
Reputation Do people respect you? (Prestige)
Awareness How many people know about you?
(Audiences)
Influence How many people interact with you?
(Relevance)
Ojeda, M. A., & Grandío, M. (2013).
Estrategias de comunicación en redes
sociales. Barcelona: España, Gedisa.

13. Presence
Brand exposure in social media.
Search Engines for Social Platforms
Social Mention Searches among blogs, microblogs,
bookmarks, images, videos and questions.
Addictomatic Searches most popular news on Social
Network Sites and most popular searches
on Google and Bing.
Icerocket Searches among blogs, Facebook and
Twitter.

14. Reputation
Consumer attitude towards the brand
stakeholders.
Sentiment Analysis Tools
Tweetronics Provides metrics on the general tone of
social Media posts and tells who the
speakers are and how much is being said
about a brand.
Sentiment140 Classifies tweets into positive or negative
according to the tone of their content.
Miopia Classifies the global polarity of a sentence
or a text.

15. Awareness
Number of people interested in a brand or a
particular social media profile or account.
Counter and Statistics Trackers
Twitter Counter Provides statistics of Twitter usage and
tracks over 180 million users.
Facebook Insights Provides the number of times your Fan
Page was liked during a specific date
range. It gives users information on age,
gender, countries, cities and language.

16. Influence
Capacity of getting people involved in the
diffusion of contents.
Score Assigning Platforms
Klout Gives you an influence score (1-100). The
more influential you are, the higher your
Klout Score is.
Twitalyzer Combines basic Twitter measures with
demographic data, widely used metrics
like Klout, and their own proprietary score.

17. Marhuenda, C. y Ojeda, M. (2012). Herramientas para la medición
de los social media. Barcelona: España, Gedisa.
Presence Do people know you? (Visibility)
Reputation Do people respect you? (Prestige)
Awareness How many people know about you?
(Audiences)
Influence How many people interact with you?
(Relevance)
Ojeda, M. A., & Grandío, M. (2013).
Estrategias de comunicación en redes
sociales. Barcelona: España, Gedisa.

18. • The tools should be chosen according to
the measuring objective.
• It is highly probable that results would not
match in all tools. It depends on the range
and the tool storage capacity.
• Free services might be inaccurate.
CONCLUSIONS

19. “Measurement is the first step
that leads to improvement. If
you can’t measure something,
you can’t understand it. If you
can’t understand it, you can’t
control it. If you can’t control
it, you can’t improve it.”
H. James Harrington

20. Thanks!