The document discusses the importance of social media analytics, which help brands in social monitoring and listening to make informed marketing decisions. It lists various tools for analyzing social media activity and highlights the significance of measuring engagement as a key analytic. Additionally, it suggests exploring the connection between social media analytics and cyber-crime tracking to enhance privacy and security.

1. SOCIAL MEDIA
ANALYTICS
URVASHI MANRAL
M.A. COMMUNICATION STUDIES
ARIZONA STATE UNIVERSITY

2. INTRODUCTION TO SOCIAL MEDIA
ANALYTICS?
• Analytics help brands in:
o social monitoring (track mentions of specific “words” or “phrases” online)
o social listening (analyzing data to make marketing decisions).
• Social listening helps brands to come up with innovative ideas for “Proactive
Marketing”.
• Few websites to get started on analytics are:
o http://www.socialmention.com/
o https://www.trackalytics.com/
Source: Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing. London, UK: SAGE Publications Ltd

3. WHAT ARE SOCIAL MEDIA ANALYTICS?
• Various free/simple online tools to assess social listening are:
o TweetDeck
o Twitter Search
o Hootsuite
o Sprout Social
o Google Analytics
o Facebook Insights
o Topsy
Source: Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing. London, UK: SAGE Publications Ltd

4. WHAT’S THERE STILL TO KNOW ABOUT
ANALYTICS?
• It would be beneficial to see how social media analytics couple up with cyber-crime
tracking tools.
• This can help combat trolls, spams, bullying etc. which impose a great threat to social
media privacy and security.
• Some questions to further the research can be:
o How brands use analytics to cope up with online crisis?
o Being said that social media analytics are quantitative, what can be a smarter
way to reject over-generalizations while sampling?
o How do we base our strategy on mere sampling?

5. HOW PEOPLE USE ANALYTICS IN SOCIAL
MEDIA MARKETING?
• Some common tools that are being used are:
o Twitter Search
o Hootsuite
o Sprout Social
o Snaplytics
o Iconosquare
• These analytics are used to track:
o Which content did well on social media and which didn’t?
o What were the rational reasons for one content to do better than the other?
o How are people talking about the brand?
o How are the competitors marketing on social media?

6. WHAT IS THE MOST IMPORTANT
ANALYTIC TO MEASURE?
• The most important analytic to measure on social media would be engagement.
• Reason being:
o Informs about the brand reach
o Hints at the audience growth rate
o Reflects how well the content is doing
o Signifies retention rate
o Helps to track new followers
• Once you get good numbers, they are easy to brag about and inform on a lot of things.