This document discusses social media metrics and analytics. It defines key concepts like reliability, validity, and transparency for social media measures. It then lists various social media metrics that can be tracked, such as popularity, number of followers, likes, interactions, and media mentions. It discusses different types of social media metrics linked to return on investment, including the number of views (see), user engagement through likes and shares (say), emotional reactions (feel), and real-world actions (do). The document also covers analytics tools from Google, Facebook, and Twitter that can provide data on social media usage and interactions. It concludes with discussing how social media can be used to improve trust and influence through tracking engagement metrics like retweets and mentions.

1. Chapter 6
Robert Schneider, Drew Fay,
Mohammad Habibian, Jelani Williams

2. Social Media Metrics and Analytics
“Social media offer a unique opportunity to measure human nature and
communication behavior. With every online click, we leave a digital trail.”
- Reliability: Social scientific measures of consistency of results.
- Validity: Determination that a measurement is what it was planned to be.
- Transparency: The social media approach of disclosing all relevant
interests and not having a hidden agenda.

3. Social Media Measures
- Jim Sterne (author) was one of the first to discover the power of social
media data and catalog dozens of different types of possible measures.
- Popularity
- Mainstream media mentions
- Number of fans/followers/friends
- Likes or favorites
- Number of interactions/engagement rate

4. Social Media Measures (cont.)
- Daniel Miller sees social media marketing as part of a higher marketing task
for businesses.
- Relationship Building with Customers
- Earned exposure through customers sharing
- “Authentic” insight and criticism from comments
- Search engine visibility from posts

5. See, Say, Feel, Do
● These are 4 fundamental types linked to Return On Investment (ROI)
● See
- The number of people viewing a post. (Facebook, News Articles, Blogs,
etc.)
● Say
- Measures content such as likes, shares, re-tweets, email forwards, etc.
● Feel

6. Google Analytics
● By incorporating Google Analytics tracking code on a page, owners are
provided with data on the source of web traffic, such as search engine,
referrals from other sites, direct traffic and social media linkages.

9. Facebook Insight
Most Important in the last decade
Can view other stream on facebook
Manager should examine the most engaged conversations

10. Twitter Analytics
Jack Dorsey 2006
Mobile app
236 million active user a month

11. Network Analyses
The process of investigating social structures through the use of networks and
graph theories.
Study of how individuals interact in social settings has been the focus of
research for more than 50 years.
Researchers call the network graph that is produced by the analysis software
called “Sociogram”
Sociogram is a graphic representation of social links that a person has. It is a

13. Other Social Network Measurements
Twitter users (sometimes called “tweeps”)
may be analyzed to identify visual
patterns found within linked entities.
Researchers have proposed and
developed methods for analysis of
structure and grouping of categories and
clusters in a social network.
In social network analysis twitter users are
connected by a series of lines in social
space. The maps represent a center of
people at the core of a network

14. Discussion Questions
If you were advising a CEO who had never been on twitter to create a profile
which key concepts would you discuss with him?
- Stay active
- Follow experts in your industry
- Learn how to utilize #hashtags

15. Discussion Questions (cont.)
Consider ways to use social media to improve trust and influence. Which
Twitter measures would you want to track?
We would track measures such as retweets and mentions. We wouldn’t want to
track number of followers, since there are many “bots” on Twitter.

16. Activity
https://play.kahoot.it/#/k/58f9b238-f07f-467d-a70b-ff8f40bfa194