Slides to provoke discussion on future analytics use on social media usage in the central CMS, EdWeb, at the University of Edinburgh.

1. Social Media sharing and
Visitor Feedback in EdWeb
Duncan MacGruer
University Website Programme
November 2017

2. Previously…
• http://website-programme-blog.is.ed.ac.uk/social-media-
sharing-engagement/
– Discussed implementing first phase of social media in EdWeb
• Sharing buttons (whole site only)
• Core set of channels
• Limited analytics available
– Continually inviting feedback

3. Prioritisation vote

4. Analytics for social media
• Metrics
– www.brandwatch.com/blog/social-media-metrics-measure-success/
– www.rocksdigital.com/google-analytics-utm-tracking/
• Tools
– www.socialmediaexaminer.com/6-social-media-monitoring-tools/
• Ongoing analytics
– Awareness (volume, reach, exposure, amplification)
– Engagement (RTs, comments, likes, replies, participants)
• Campaign metrics
– Traffic – driven through URL shares, clicks, conversions (and searches?)

5. Ongoing analytics
Metrics
Benchmarking (expectations, competition)
SMART
• Awareness
– Volume (twitter chats)
– Reach (hashtags)
– Exposure
– Amplification (influencers)
• Engagement
– Retweets (shares)
– Comments
– Likes
– Replies
– Participants
Tools
• Facebook insights
• Twitter analytics
• Klout
• Hootsuite
• Microsoft Social
Engagement
• Brandwatch

6. Facebook insights

7. Twitter analytics
Not just vanity – driving followers is important!

8. Klout
• www.pcworld.com/article/254778/how_to_increase_your_klout_score.html

9. Hootsuite/Brandwatch
https://blog.hootsuite.com/social-media-sentiment-analysis-tools/
Sentiment analysis

10. Microsoft Social Engagement
• www.fmtconsultants.com/new-features-in-microsoft-dynamics-crm-2015-spring-release/
• Trends/alerts on brands, identify infleuncers, track time of day, search, phrases

11. Campaign metrics
Metrics
Benchmarking (expectations, competition)?
SMART
• Traffic
• URL shares, clicks, conversions
• Searches
Tools
• Google analytics
– UTM (website-programme-blog.is.ed.ac.uk/analytics-campaign-success/)
– Retention/engagement (by referrer)

12. Where EdWeb comes in
• Counting number of clicks on share buttons?
• Developing UTM mechanism?