This document discusses various metrics and analytics for measuring social media performance. It outlines key performance indicators for major platforms like Facebook, Twitter, and YouTube. These include metrics like follower counts, likes, shares, comments, and click-through rates. The document also discusses network analysis and how this can be used to map relationships and identify influential users. Visualizing these networks can help discover communities and influential accounts. Overall, the text provides an overview of different analytical tools for measuring engagement, reach, sentiment, and ROI across major social media channels.

1. Social Media
Metrics &
Analytics
Allan Meira - Damon Williams - Jackie Shin - Nichelle Lane

2. Introduction
1. Social Media Measures
2. Google Analytics
3. Facebook Insights
4. Twitter Analytics
5. Network Analysis
6. Other Social Network Measurements
“Prove your point with numbers, but make sure you attempt to do so with numbers that matter.”
Jay Baer

3. Social Media Measures
Sterne (2010) was one of the first to realize the power of social media. Some important
measurements of social media marketing consumers include:
Buzz based upon # of impressions at a given time, specific date, time of year, channel, etc.
Popularity
Mainstream media mentions
Number of fans, followers, friends
Reach or second-degree impressions
Likes and favorites
Sentiment

4. See, Say, Feel, DoMiller (2013) sees social media marketing as
a part of a larger task for businesses,
including:
Relationship building
Earned exposure through unrequested
endorsement
Customer sharing
Authentic insight from comments
Search engine visibility from posts
Cost savings
Tractable results
“What is the return you are trying to
create? Without knowing what you are
trying to accomplish, it’s impossible to
measure your success.”
Gordon (2012)

6. Facebook Insights
Insights show all referral traffic to your domain/content from Facebook
Link to your site in their Facebook status messages,
Clicks on social plugins such as the Like or Share button.
Provides sharing metrics and demographic information per domain and per URL
Optimize your content for sharing and better tailor your content to your audience.
Analyze trends about usage and demographics as well as consumption and creation of content
Improve your business and create better experiences with Facebook.

7. Twitter Analytics
1.Tweet Activity
Measure engagement and learn how to make your Tweets more successful.
2. Online Conversion
With conversion tracking, if people click on the link, Retweet, like or simply see the Tweet and then go to your
site — you'll know where they came from
3.Campaign Dashboard
You can track your impressions, results, and cost-per-result across all your different
campaign objectives.

8. Network Analysis
Network Analysis is the mapping and measuring of relationships and flows between
people, groups, organizations, computers, URLs, and other connected
information/knowledge entities.
Researchers have connected Network Analysis to the Social Network Theory, which is
the systematic study of how individuals interact in social settings.
Tubbs and Moss, academic researchers, (1983) did a series of tests to determine “the
popular”, “the overseen” and “the unpopular.”
https://www.youtube.com/watch?v=xT3EpF2EsbQ (Stop at 2:59)
Communities are also very important. Researchers have proposed and developed
methods for analysis of structure and grouping of categories and clusters in a social
network, like the Group-In-A-Box (GIB). For example, Twitter users may retweet
each other. Those retweets get grouped together to form a cohesive group,
therefore categorizing them together.

9. ● Visuals are extremely important in social media. In a network visualization, they would
appear as clusters or subgraphs, often color-coded or represented by a variety of shapes to
convey their group identity.
● Network graphs created by software for social media measurement are called Sociograms.
Its purpose is to discover group structure: i.e., the basic "network" of friendship patterns and
sub-group organization. For instance, the popular people displayed higher levels of
positivity; characteristics such as enthusiasm and maturity.

10. Network Analysis
Network Members gather around its main/strongest sources (usually 3-4). Others are
secondary.
Three reasons they are important
-These users are in a better position than others in terms of having access to
information.
-These users are a bridge to different people in other networks, having the
potential to carry the message farther and increase reach..
-These users are connected to different people and have greater chances of
having access to information.
For example, Billionaire Warren Buffet attracts more than 30,000 stockholders to his
annual stockholder’s meeting every May in Omaha, NE.
In 2013, 665 users actively tweeted using #BRK2013, the official hashtag designated by
the corporation’s Borsheims jewelry store.

11. Network Analysis
Drastically changed the fields of PR and Journalism. Information from journalists and PR
practitioners, either to one another or to spreading to the general public, may be
visually displayed through computer-generated mapping.
Social networking generates measures of branding, influence, trust and dispersion of
ideas through Twitter and Facebook, and offers an opportunity to be seen as an
opinion leader or an “Influencer”.

12. Other Social Network Measurements
Social media can be a powerful force to reach large audiences with important messages.
(Connectedness, online word of mouth)
Connects us to (CMC)Computer Mediated Communication- is a process in which human
data interaction occurs through one or more networked telecommunication systems.
Klout.com, measures influence across social platforms.
Stats
Mobile Media: 50% of the U. S population was projected to own a smartphone in 2014
Growth in US mobile advertising spending was 75% in 2013 at about $8 billion.
Mobile media were growing within the top 5 Social Networks (at the time)Facebook,
Twitter, LinkedIn, Tumblr and Pinterest.
https://www.youtube.com/watch?v=--s2sfm9JkI

13. Class Activity
We will divide the class into 4 groups and assign each group one of the following social media platforms:
Facebook, Twitter, Instagram, and Youtube.
Each group will analyze a report for their specific social media, answering the questions, but also thinking
what could have impacted such numbers.
Finally, we will discuss your findings as we were putting together an official social media report.