Social media metrics and analytics can provide insights into online behavior through tracking, analyzing, and presenting digital data. Key measures include reach (how many times content is seen), engagement (sharing, likes, comments), emotional response, and behavioral outcomes like purchases. Tools like Google Analytics track web traffic sources and user behavior to help optimize websites and content. Social media platforms also provide analytics on engagement through tools like Facebook Insights and Twitter analytics. Network analysis and visualization can further explore online interactions and communities through the lens of social network theory and cognitive dissonance theory.

1. Social Media
Metrics and
Analytics
By: Megan Massa Trinity Wade Schane Flowers Ryan Carney

2. “Prove your point with numbers, but make sure you attempt to do so with numbers
that matter.” - Jay Baer (@jaybaer, 2013)
We travel through the internet using social media, shopping sites, and search
engines, leaving behind a digital trail.
Experts in measurements use that trail to collect, analyze and present data to form
our ‘virtual self.’

3. Tracking Online Behavior
Why is the research important? Research offers reliability or consistency of
measurement from different periods of time, especially to generalize a large
population to predict ideal result.
Validity is also a factor because data points alone can’t measure what an accurate
observation is.
Transparency is the approach of disclosing all relevant interests and not having a
hidden agenda. This approach has been used by marketing to create an honest
persona.

4. See, Say, Feel, Do: Measurements of Activity
See Measures: How many times the content is actually seen through Reach.
Say Measures: Content sharing, likes, re-tweeting, Google+
Feel Measures: The emotional response to what is seen or commented about.
Do Measures: Tracking behavioral outcomes such as a purchase, membership
enrollment, or attendance to an event.

5. Google Analytics:
-Google Analytics is used for tracking a code on a page, where owners are provided with the data on the
source of web traffic.
-Examples: Search engine, referrals from other sites, direct traffic and social media linkages.
-The importance of of finding content online means that your keywords need to be tracked and selected
properly.
Example: the term “social media” produces data on this search.
Keywords allow us to strive for Search Engine Optimization (SEO)
-Referrals means online tracking that comes from a link on another page which generates a form of
interest.
Lipschultz, p.109-111

6. Social Engine
Optimization:

7. Website Traffic:

8. Google Analytics Continued:
-When a visitor visits a site, the company is interested in learning about the type of content and its
placement that generates clicks, time spent or other results.
- Engaging content keeps the user on a page, or it moves them to another page that meets the goals
for the site.
Example: A news or sports site may be selling a cap or shirt; the company's goal is to display the
product on the main page and have an option for their users to “buy it”
-Facebook relates to this topic because Facebook is interested in increasing the number of page
views, unique visitors as well as likes.
Lipschultz, p.109-111

9. Social Media’s
Importance:
-Social media has become important
online spaces for responding to:
● Complaints
● Engaging customer problems
● Solving issues
● Converting unhappy customers to
loyal fans
● Promoting brands
❖ A good customer experience will generate likes, positive
comments and shares all different types of information
Lipschultz, p.109-111

10. Facebook Insights:
-A site sees continuous growth in the number of likes, increases in the reach of posts beyond those
users liking the page and following it on their feeds.
-Beyond the quantitative measures of engagement, a page manager should drill down and examine
the most engaging content.
-Reach can be used to identify promising potential for the future content.
-By posting on the page, an automatic tweet generates a headline and link for Twitter followers,
where you are able to link a Facebook page to a Twitter account.
Lipschultz, p.111-112

12. Twitter Analytics:
-Twitter offers:
➔ Number of followers
➔ Number of re-tweets
➔ Replies
➔ Activity of human users and
automated robot “bots”
➔ Measures following to
following ratios
➔ Studies content
➔ Explores social networks
AMEC’s Barcelona Declaration of
Measurement Principles:
1. Importance of Goal Setting and
Measurement
2. Measuring the Effect of Outcomes is
Preferred to Measuring Outputs
3. The Effect on Business Results Can and
Should Be Measured Where Possible
4. Media Measurement Requires Quantity
and Quality
5. AVEs (Averages) are Not the Value of
Public Relations
6. Social Media Can and Should be
Measured
7. Transparence and Replicability are
Paramount to Sound Measurement
Lipschultz, p.112-116

13. Twitter Analytics Continued:
Lipschultz, p.112-116
Key terms:
-Measurement Error
-Word Clouds
-Social Media Dashboard
Network Visualization

14. Social Network
Measurement & Visualisation
- Social media can be a powerful force to reach large
audiences with important messages.
- Social media measurement returns us to central
issues of computer mediated communications. (CMC)
- These spaces allow us to develop online relations,
explore interactions with new people and create
identities and grow communities with interest.

15. Network Analysis

16. Network Analysis
Social Network Theory
- Academic researchers have begun to explore online behaviors and measurements
through application of social network theory.
- The Social Network Theory is defined as a systematic study of how individuals interact
in social settings.
- For over 50 years this theory has been the focus of research.

17. Network Analysis
Social Network Theory Continued:
- Academic Researchers, Tubbs and Moss traced
investigations in the nature of popular, over chosen and
unpopular or isolated people.
- They concluded that through the “sociogram” that positive
traits such as enthusiasm and maturity maybe related to
judgements about sincerity of another’s conversation.
- These connections relate to public relations and journalism

18. Cognitive Dissonance Theory
- American Social Psychologist Leon Festinger
- Much of this work was grounded in Heider’s balance
theory and Festinger's cognitive dissonance theory
from the 1960.
- His great deal of creative research caused the term
cognitive dissonance to become apart of public
disclosure

19. Cognitive Dissonance Theory
- Cognitive dissonance theory is when an individual to
seeks consistency among their cognitions.
- When there is an inconsistency between attitudes or
behaviors something must change to eliminate the
dissonance.

20. Cognitive Dissonance Theory Example

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