This document discusses social media metrics and analytics. It describes how different social media platforms are used, including Facebook for personal connections, Instagram and Snapchat for celebrities, and Twitter for global sports. It also covers the development of web analytics APIs, big data, and word clouds. Social media measurement is used to achieve business goals like revenue, costs, and satisfaction. Key metrics discussed include likes, followers, traffic, and impressions. The document also covers costs of ignoring social media, Facebook insights, Twitter analytics, network analyses, information theory/models, and tools for analysis like NodeXL.

1. Social Media
Metrics and
Analytics
Norman Whiteley
Sheila Santiago
Taira Holley
Valeria Montoya

2. Social Media Measures human nature and
communication behavior
Social business people target and engage specific audiences through marketing,
communications, public relations and customer support departments.
● Facebook - family, friends and acquaintances
● Instagram/SnapChat- celebrities
● Twitter-Global Sports

3. Development of Web Analytics
Application Programming Interface (API) allows data to be shared across social
media sites.
● “Big Data”
● “Word Clouds” a word visualization of frequently used social media language

4. Social Media Measurement serves basic
business goals
● Revenue
● Lowering Costs
● Increasing Satisfaction
Return on investment (ROI)- calculation of financial gain minus the cost of an
investment.
Methodologists concerns
● Sampling
● Validity

5. Social Media “See” Metrics
● Facebook page like totals
● Twitter follower totals
● Website traffic
● Email sign-ups
● RSS Subscriptions
● Advertising impressions
● Earned media impressions

6. Cost of Ignoring (COI)
● A newer metric developed in response to criticism of the lack of social media
return on investment (ROI); it emphasizes the need for online engagement

7. Facebook Insights
Figure 6.3

8. What would you do to make your Facebook
page get better results from week to week?

9. Our Facebook page

10. Twitter Analytics
Twitter has many measures on their site:
● Number of followers
● Number of retweets and replies
● Activity of human users and automated robots also known as “bots”
● Following to follower ratio
● Tweets per day
● Study content and explore social networks
Twitter has a mobile engage app that weekly filters for top tweets, mentions and
verified accounts.

11. Twitter Analytics (cont.)
AMEC’s Declaration of Measurement of Principle’s:
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. Transparency and replicability are paramount to sound measurement.

12. How to use Twitter Analytics
https://www.youtube.com/watch?v=5pKsOjnI9xE
● Twitter Analytics - a dashboard for social media managers to track real-time
account data.
● Likes
● Mentions
● Impressions
● Retweets
● Follows
● Video views
● Hashtags
● Audience demographics by gender and country

13. Network Analyses
Academic researchers have begun to explore online behavior and measurement
through application of social network theory.

14. Information Theory and Models
Information Theory models emphasize flow of messages through channels. The
perception among communication depends upon situations and context.

15. Sociogram
● A graphic representation of social links that a person has. It’s a graph drawing
that plots the structure of interpersonal relations in a group situation.

16. Group In A Box (GIB)
A method for analysis of structure and grouping of categories and clusters in a social
network.
➔ These connections are important to Journalism and public relations because
social networking generate measures of branding influence and trust and
dispersions of ideas through social networks.
◆ Offers an opportunity to be seen as an opinion leader

17. Four Factors of How networks relate to
personal influence according to Cooley
● Expressiveness
● Permanence
● Swiftness
● Diffusion of communication

18. NodeXL
A social network Analysis (SNA) tool built into Microsoft Excel in current versions
and is specifically designed for non-programmers, to analyze, collect and visualize
network data from social media sites, such as twitter.

19. Other Social Network Measurement
The Measure of social networks opens the possibility:
★ Develop greater sophistication in social media analyses
★ Understanding communication patterns of influence, as well as the content of
the communication, we should be able to understand impact of twitter and
other social tools.
★ Klout.com
○ Attempted to measure influence across social media using quantitative and qualitative data.

20. Questions 1 and 2 :)

21. How could you integrate the findings from
data on Facebook and Twitter to use best
practices at other social media sites? Which
other data points are of interest to you?
One can use the information provided by Facebook and Twitter to learn what works
and what does not work in social media. The data point I thought was most
interesting is the follower counter… especially when it is negative.

22. Explore your social network. What do the
data tell you about your use of Twitter?
What is missing from the data? How could
you improve measurement and your use of
Twitter?

23. Is there ever a case for disengagement from social media?
Which circumstances would provide reasons to lower
levels of engagement?
There are many cases of disengagement on social media when it comes to the
company posting things that are not relevant to what they are promoting or
something else that is inappropriate for the company to post. When it comes to
Twitter companies like to keep their customers engaged with thm by responding to
them and retweeting them. But sometimes they can do this too much and that’s
when the consumer falls off from the company and unfollows them. Some
circumstances would be to maintain the professional side of the company and to
show the company and consumer side relationship.