What's the state of social media analytics? Over-inflated influencers and vanity metrics versus context and actions. Some thoughts for students, PR and marketing professionals to consider as they build their online profiles to engage.

1. Social Media Analytics
February 24, 2020

2. WHAT TO MEASURE??
INSTAGRAM, LAND OF INFLUENCERS

3. THE PROBLEM WITH INFLUENCERS…

4. VANITY METRICS!!!

5. CONTEXT IS EVERYTHING. ATTENTION? WELL…

6. WHAT TO MEASURE?
• Outcomes
• Actions
• Engagement (contextual)
• Influence?
• Brand impact
• Not reach, followers, likes, or
vanity metrics
• But do the social platforms
help you measure outcomes
and actions accurately?
• You need to go further

7. P L A T F O R M A N A L Y T I C S

8. F A C E B O O K A N A L Y T I C S

10. T W I T T E R A N A L Y T I C S

11. L I N K E D I N & P I N T E R E S T A N A L Y T I C S

12. B R A N D I M P A C T : S U R V E Y S A Y S …
Five Thirty Eight Poll of Polls
• Surveys can help
o Only 10% of NH
voters read Twitter
• Primary traffic source
• Tonality studies (like
Netpromoter)
• Word associations
and keywords

13. THE BIG TAKEAWAYS
• Social networks offer fluffy stats and real metrics, but can
provide a modicum of accuracy about on network actions
• Actions tied to a strategic plan are the ultimate measure
• Every tracker can offer new levels of precision with… integrated code
• Some brands, particularly those who are regulated, have a profound
distrust of the trackers
• Website analytics offer a default play, but not as robust as CRM analytics
• Marketing automation analytics are list specific
• Third party metric programs like Hootsuite, Sprinklr, Spredfast combine
feeds via API to provide context

14. GOOGLE UNDER FIRE
• Under fire for being big,
clunky, and monopolistic
• Privacy, OMG, Privacy!!!
• Inaccurate – Direct traffic
• Biased towards… Google
• Competition: Sprout
(enterprise), Adobe
(enterprise), Heap (SME),
Statcounter (individual),
BuddyPress (individual),
Kissmetrics (SME)

15. WEBSITE ANALYTICS: THE ALMOST OMNIPRESENT GOOGLE

16. WEBSITE HEALTH CHECK
• New vs. returning users
• Bounce rate
• Time on site
• Pages per session
• Customizable by date
• Save, share, export
• Yes, you can integrate
Analytics into your CRM, but…

17. WHERE IS MY WEB TRAFFIC COMING FROM?
W E L C O M E T O T H E A C Q U I S I T I O N P A N E L , Y O U R F R I E N D

18. FRONT FACING
COMMUNICATORS LOVE
GOOGLE ANALYTICS
• Channel, source, media,by
network
• Social media analysis
• Campaign analysis -UTM
Codes
• Secondary dimensions: Critical
see image to the right
• Integrates directly into Ad
Words and SearchConsole
• Play around inGoogle

19. • Audience profiles
• Device profiles
• Geographic profiles
• Content analysis
OTHER KEY METRIC TO
KEEP IN MING

20. GOOGLE TAG MANAGER TO CREATE SPECIFIC GOALS

21. FUNNEL ANALYSIS
REAL IMPACT ON THE ORGANIZATION

22. Google Analytics
Certification
H T T P S : / / A N A L Y T I C S .
G O O G L E . C O M / A N A L Y T I C S /
A C A D E M Y /

23. THANK YOU FOR YOUR TIME – geofflivingston.com