This document discusses various social media metrics and analytics that can be used to measure performance. It covers key terms like analytics, metrics, and ROI. It also discusses different types of social media measures like buzz, popularity, reach, interactions and sentiments. It provides details on tools like Google Analytics, Facebook Insights, and Twitter analytics that can track metrics like followers, traffic sources, reactions and influence. Network analysis is also discussed as a way to measure influence, centrality and prestige within social networks.

1. Social Media Metrics
& Analytics
Sandra Beshay, Jessica Torres, Stephen Gibki

2. Introduction
“Prove your point with numbers, but make sure
you attempt to do so with numbers that matter” -
Jay Baer 2013
How does social media
measurement serve basic business
goals?
● Raising Revenue
● Lowering Costs
● Increasing Satisfaction
Reliability
Social scientific measures of consistency or
reproducibility of results.
Using sampling to generalize about
larger population.
Validity
The determination that measurement is
conceptually what it was planned to be.
Transparency
The social medial approach of disclosing all
relative interests and not having a hidden
agenda.

3. Social Media Measures
Buzz based upon number of impressions at a
given time, on a specific date, time of year,
channel, etc.
Popularity
Mainstream media mentions
Number of fans, followers, friends, etc.
Reach, or second-degree impressions
Likes or favorites
Sentiments
Number of interactions or engagement rate

4. Important Terms
Analytics - measurement of social media
behavior through a variety of metrics.
Metrics - the measurement of behavior within
social media
Return of Investment (ROI) - calculation of a
financial gain minus the cost of an investment.
ROI is expressed as a percentage or ratio and is
sometimes considered a measure of efficiency.
Cost of Ignoring (COI) - introduced as a way to
say that social media comes down to missed
opportunities, you need to question your
opportunity costs
Conversion - marketers convert social media
activity to sales

5. “See” Measures - See, Say, Feel, Do
See Measures
Facebook Page Like totals
Twitter Follower Totals
Website traffic
Email sign-ups
RSS subscriptions
Advertising impressions
Earned media impressions
Say Measures
Feel Measures
Social media users may have emotional
responses to what they see or comment about,
and the reaction, or the sentiment, may be
important.
Example: Presidential Election, Flint Michigan,
Puppies, babies, and etc.
“DO” measures
Allow us to track behavioral outcomes, such a
purchase - which is conversion

6. Google Analytics
Google Analytics puts a tracking code on a page,
and owners are provided with data on the
sources of web traffic, such as search engines,
referrals from other sites, direct traffic and social
media linkage!
Who would use Google Analytics ?

7. Google Analytics Cont.
This campaign can produce a spike in traffic of
more than 10%
Keywords are vital and strive for Search Engine
Optimization.
Identifying popular searches, content creators
can focus on some words and avoid others
Words such as “Sale” generate new traffic and
interest
Referrals are online traffic that comes from a link
on another page - are an important way to
generate interest.
An analysis of referrals on a site might reveal
that visitors clicked on a link while spending time
on Twitter, Facebook, or a blog site.
An Ad on facebook of those sneakers you’ve
been searching for online.
How did they know ?

8. Facebook Insights
Facebook has more than one billion users
worldwide
For each facebook page created, a site manager
can download and analyze real-time data
compared each week
A site continues growth in the number of likes,
increases, in the reach of posts beyond those
user liking the page and following it on their
feeds.
What were some of the reactions to Mileys 2013
MTV performance?
Miley Cyrus’ sexually charged MTV Video Music
Awards Performance was considered BUZZ in
terms of reach and engagement on Facebook
and Twitter.

9. Twitter Analytics
How many Twitter followers do you
have?
How many people do you actually
want to reach via Twitter?
Early 2014: Edelman Digital created
TweetLevel.com to give Twitter users a
score based on influence, popularity,
engagement & trust (think: RTs)
The TweetLevel tool places active Twitter
users into five possible roles: viewer,
commentator,curator, idea starter, &
amplifier
Viewers: observe but “do not leave a
footprint”
Commentators: have minute influence on
popular topics
Curators & Amplifiers: those with large
followings
Idea Starters: authors behind a popular idea
aka the “creative brains”
Which do you identify as?

10. Twitter Analytics Cont.
Other top Twitter tools include
ReTweetRank (http://retweetrank.com), tracks re-tweets & the number of
influential followers
WeFollow (http://wefollow.com), generates a “prominence” score for users
TweetReach (http://tweetreach.com), measures exposure, accounts reached, and
general activity
Topsy (http://topsy.com), compares recent Twitter activity of brands and links to
specific tweets
Social Media Tools https://youtu.be/KFrGML2nFAw

11. Network
Analyses
For the past 50 years a systematic
study of online behavior has
been conducted to see how
people interact in social
settings.
Social media develops branding,
influence, trust, & the spread of
ideas whether it’s through
Twitter or Facebook it gives
users an opportunity to be
opinionated and seen as a
leader despite who they might
be behind the keyboard.

12. Metrics
Consumption metrics: How many people viewed, downloaded, or listened to the
content?
Sharing metrics: How resonant is this content, how often is it shared with others?
Lead-gen metrics: How often does content consumption result in a lead?
Sales metrics: Did we even make any freakin’ money from this?

15. The Theories
Buran & Davis (2006): suggested that the influence of opinion leaders may be
understood through similar interests and social stratification of leaders and
their followers
Gumper & Carhean (1986): concluded that “every type of communication, from
face-to-face to mass communication is still basically an interpersonal
communicative act.”

16. Data Analysis!
Data analyses can be performed using NodeXL software. This is a social network
analysis tool built into Microsoft Excel in current versions and is specifically
designed for non-programmers to collect, analyze, and visualize network data
from social media sites
Russo & Koesten (2005): address the concepts of centrality and prestige
Centrality- represents the ability to touch others in the network & is a measure of
potential influence
Prestige- represents the degree to which others seek out a particular site in a
social network

17. Discussion Questions
1. If you were advising a CEO who had never been in Twitter to create a profile,
which key concepts would you discuss with him?
1. Consider ways to use social media to improve trust and influence. Which
Twitter measures would you want to track?