This document discusses social media analytics and metrics. It provides formulas for calculating incoming and outgoing engagement on Facebook and Twitter. It also provides a formula for calculating conversion to social action (the Becker Index). It lists common metrics to track like audience growth, reach growth, engagement percentages, and conversion rates. It recommends analyzing metrics like time of day, day of week, and type of content that perform best on a quarterly basis. Benchmark ranges are provided for some key metrics.

1. Social Media Analytics

2. “Reading the Metrics”
using to inform
future behavior
AnalyticsData
Raw Numbers
Metrics
The numbers in
meaningful groups
to measure something
specific

3. Traffic
Link Referral
Clicks

4. ROI
Cost Per…

5. Conversation
Buzz
Share of Voice
Sentiment Analysis

6. Audience
Quality not Size
Who is your target audience?
Who is in your current community?
Who isn’t in your community?

7. Content
When to post?
What kind to post?

8. Engagement
Incoming Engagement
Outgoing Engagement
Conversion to Social Action

9. So what to pay attention to?
• What are your goals?
• What is your capacity?
• How will you use the data?

10. Social Media Metrics
Meaningful Data
Engagement
Actions Taken
Conversions
Meaningless Data
# of Likes/Followers

13. Formulas

14. When to post?

15. What kind of content to post?

16. Incoming Engagement
Incoming Facebook
Post Likes
+
Shares
+
Comments
divided by
Reach
Incoming Twitter
Likes or Favorites
+
Retweets
+
Mentions
+
Replies
divided by
Followers

17. Outgoing Engagement
Outgoing Facebook
Likes on post comments
+
Replies to comments in posts
+
Replies to Incoming Messages
+
divided by
Reach
Outgoing Twitter
Tweets Retweeted
+
Replies
+
Mentions of Others
+
Open Ended Question
divided by
Total # Tweets
Open Ended Questions
+
Posts Shared
divided by
Total # Posts

18. Conversion to Social Action
aka Becker Index
Facebook
Post Likes
+
3 second video views
+
(Comments x 2)
+
(Shares x 3)
+
(30 second video views x 3)
+
(Link Clicks x 4)
+
(Actions/Conversions x 5)
divided by
Reach
Twitter
Favorites
+
(Replies x 2)
+
(Retweets x 3)
+
(Link Clicks x 4)
+
(Actions/Conversions x 5)
divided by
Reach

19. METRIC HOW OFTEN BENCHMARK
AUDIENCE GROWTH % WEEKLY .5%-5% ON AVERAGE
REACH GROWTH % WEEKLY CAN FLUCTUATE WILDLY
AUDIENCE ENGAGEMENT %S WEEKLY
5-20%
> 20- GET OFF SOCIAL, < 5- WHAT WENT WRONG?
ORG ENGAGEMENT %S WEEKLY
FLUCTUATES WILDLY
CONSISTENT AVG >50- GET OFF SOCIAL
FACEBOOK CONVERSION TO SOCIAL
ACTION
WEEKLY FLUCTUATES WILDLY
TWITTER CONVERSION TO SOCIAL ACTION WEEKLY FLUCTUATES WILDLY
EMAIL CONVERSION TO SOCIAL ACTION WEEKLY FLUCTUATES WILDLY
ENGAGEMENT PER WEEKLY THE HIGHER THE # THE BETTER
TIME OF DAY FOR CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
DAY OF WEEK FOR CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
TYPE OF CONTENT
INPUT DATA WEEKLY, ANALYZE
QUARTERLY
NETWORK ANALYSIS ANNUALLY
TARGET AUDIENCE ADJUSTMENTS QUARTERLY
Social Metrics