The document emphasizes the importance of measuring digital and social media performance for effective decision-making regarding content type, timing, and platforms. It outlines various content strategies, audience engagement techniques, and analytics tools to enhance marketing efforts. Additionally, it discusses the necessity of constant testing and adaptation to stay current with trends and changes in social media algorithms.

1. Analytics
Mary Ann Davis
Digital & Social Media Instructor
Carroll Community College

2. Why Measure?

3. Why Measure?
Helps with
Decision
Making
• What types of content you should post.
• When you should post.
• Where you should be posting.
• Why you should be posting.

4. Why Measure?
Helps with
Decision
Making
WhatTypes of Content ShouldYou Post?
Subject 1 Subject 2 Subject 3 Subject 4
Four Content Buckets

5. Why Measure?
Helps with
Decision
Making
WhatTypes of Content ShouldYou Post?
Performance
Leads to
Content
Focus

6. Why Measure?
Helps with
Decision
Making
When ShouldYou Post?
Identifying Peak
AudienceTimes
Posting During
PeakTimes
Better Reach,
Impressions &
Engagement

7. Why Measure?
Helps with
Decision
Making
When ShouldYou Post?
Insights
Followerwonk.com (free & paid)
Iconosquare.com (paid)
Google Analytics (Acquisition ->AllTraffic
Source/Medium)
Tailwind.com (paid)

8. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Friends, Family &
Community
• Good for:
• B2C
• Photos, videos & image quotes
• Website links
• Simple targeted questions
• Offers
• Event registration
• Information on local businesses
& events

9. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: News, Professional, Pop-
culture, Real-time
• Good for:
• B2C & B2B
• Events (e.g. live tweeting)
• Real-time focused
conversations (i.e.Twitter
Chats)
• Website links
• Photos
• Second screening

10. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus:Topic & Communities
• Good for:
• B2C & B2B
• SEO & SEM
• Photos & video (YouTube)
• Simple targeted questions
• Polls – classic version only
• Alternative to blogging (Collections)
• Hobby interests

11. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Inspirational Photos &Videos
(60 seconds)
• Good for:
• B2C
• Engagement
• Evoking emotion & action
• Hobbies & interests
• Storytelling
• Photo contests

12. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Businesses/Organizations,
Career & Groups
• Good for:
• B2C & B2B
• Website links
• Inbound/content marketing – lead
generation
• Articles, company news & industry
trends
• Photos, videos & SlideShare
presentations

13. Why Measure?
Helps with
Decision
Making
Where ShouldYou Post?
• Focus: Inspiration & DIY
• Good for:
• B2C
• Photos & image quotes
• Videos –YouTube
• Demonstration & storytelling
• Website links
• Inbound/content marketing
• Hobby interests

14. Why Measure?
Helps with
Decision
Making
Why ShouldYou Post?
Goals
GoogleAnalytics Goals:
• Generate online sales
• Grow lead generation
• Improve brand awareness
• Encourage engagement &
frequent visits (i.e. publishing
site)
• Provide information at the right
time

15. Why Measure?
Helps with
Successful
Plan
Execution
• Tools – built-in or third party analytics
• Competitor benchmarks
• Key performance indicators (KPIs)
• Measurement frequency (e.g. weekly,
monthly, quarterly)
Analytics Toolkit

16. Why Measure?
Helps with
Successful
Plan
Execution
Tools
Built-in Third Party
Pro: Free
Cons:
• Not all networks
measure the same
information
• Can require manual
data gathering
Pros:
• Offers consistent
data measuring
• Provides automated
data gathering via
dashboards &
reports
Con:
• Can be very costly

17. Why Measure?
Helps with
Successful
Plan
Execution
Competitor Benchmarking
 Following to follower ratio
 Posting frequency
 Content types (e.g. photos, videos, polls, contests,
questions, trivia, endorsements, sponsorships,
hashtags, shared content, link shortening services)
 Engagement rates (e.g. likes, comments, shares)
 Month-to-month percentage growth

18. Why Measure?
Helps with
Successful
Plan
Execution
• Click rates
• Social e-commerce sales
• Conversion rates
KPI’s: Generating Sales

19. Why Measure?
Helps with
Successful
Plan
Execution
• Follower growth
• Link clicks
• Form submission
rates/conversions
• Subscriptions rates
KPI’s: Growing Leads

20. Why Measure?
Helps with
Successful
Plan
Execution
• Follower growth
• Impressions
• Subscriptions
• Website views
• Engagement
• Mentions
KPI’s: Improving Brand Awareness

21. Why Measure?
Helps with
Successful
Plan
Execution
• Follower growth
• Engagement
• Link clicks
• Backlinks
• Impressions
KPI’s: Encouraging Engagement &Visits

22. Why Measure?
Helps with
Successful
Plan
Execution
• Follower growth
• Impressions
• Engagement
• Link clicks
KPI’s: ProvidingTimely Information

23. Why Measure?
Helps with
Successful
Plan
Execution
• Determine what tactics are and are not working and why.
• Repeat winning tactics.
• Study growth/failure rates upon the strategy
implementation. Compare with previous data.
• Be aware of changes (positive or negative) happening
around your business due to changes adopted in your social
marketing initiatives.
• Rework the areas that need attention to improve social KPIs.
Report Analysis

24. Why Measure?
Helps with
Successful
Plan
Execution
ConstantlyTest
• New tips, tricks & tools
• Content & media
• Web links

25. Why Measure?
Helps the
Plan from
Becoming
Outdated
• Staying up-to-date with algorithm changes.
• Being aware of network and built-in analytic changes.
• Utilize new growing social sites that reach your target
audiences.
• Keep up with the latest media trends.
• Take advantage of trending topics (e.g. hashtags & Google
Trends).
Stay Current

26. Why Measure?
Helps the
Plan from
Becoming
Outdated
Stay Current: Sources

27. Why Measure?
Helps the
Plan from
Becoming
Outdated
Stay Current: Sources
CommunitiesGroups

28. Why Measure?
Helps the
Plan from
Becoming
Outdated
The Outdated SMP Checklist
 Setting up automatic sharing across networks.
 Using outdated annoying buzzwords.
 Most of your posts are a commercial for your products/services.
 Sending everyone who follows you a LinkedIn invite.
 Using your personal Instagram account as your business
Instagram account.
 Overusing or misusing hashtags.
 IgnoringYelp, Google & Facebook reviews.
 Waiting too long or not responding to social customer service.

29. Why Measure?
Helps
Assess
ROI
The Social Media ROI Cookbook:
Top Down Approaches
Anecdote – involves a verbal “share” of a
relationship between a social media activity & a
sale. Most commonly used.
Correlation – tries to establish a relationship
between certain type of social media behavior
and some other activity.
Multivariate (A/B)Testing – attempts to
understand the effectiveness of two versions of
the same type of content.

30. Why Measure?
Helps
Assess
ROI
The Social Media ROI Cookbook:
Bottom Up Approaches
Linking &Tagging – uses a series of codes to
track how a person comes to purchase your
product.
Integrated – utilizes multiple techniques to
gather information about how a particular
person makes a purchase.
Direct Commerce – utilizes some sort of selling
functionality within a social network(s).

31. Mary Ann Davis
Digital Marketer & Strategist
Providing business with strategic marketing
solutions, focusing on digital marketing that
compliments traditional marketing, and
teaching people how to use social media to
promote businesses.
about.me/mary_ann_davis
mary_ann_davis@outlook.com