This document summarizes analytics from Facebook and Twitter reports. It provides metrics on impressions, users, demographics, content performance, and engagement for Facebook. For Twitter, it outlines general stats, key indicators, follower demographics, publishing metrics, and daily engagement. The goal is to analyze audience interactions and develop strategies that resonate with brand demographics and drive results.
Whether you are just starting out with social media analytics, or you are an analytical wizard, tracking relevant metrics will help you to optimize your social media campaigns.
This free Social Media Analytics Glossary will help you to brush up on your knowledge of social media metrics. Make sure to keep it handy for easy reference!
You're more than welcome to share it with any of your colleagues, friends or clients.
Happy Analyzing!
Facebook Page Insights - Glossary Terms / Glossário de TermosPaulo Os Vilarinho
This glossary provides definitions for the metrics
contained in Page Insights. It is organized by tab, and
ends with an explanation of the export terms.
Esse glossário contem o significado das métricas dos relatórios de nível de página do Facebook.
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Hootsuite: Maintaining multiple social media accounts Brian Huonker
When it comes to brands on social media, one of the most common mistakes made is not listening to their social following. Many brands choose to promote content and chat via these channels, without having a strong understanding of what their audience’s preferences and interests actually are.
In short, social listening is a way brands can monitor conversations being held on social channels, in order to identify opportunities to develop, promote, and participate in the discussions through engagement.
To enable this form of customer engagement, brands must be able to identify specific keywords and phrases relevant to their business. For example, with Pepsi, keywords would consist of “soda, fizzy drink, soft drink etc. Likewise, if you were a service offering company, you may want to monitor conversations surrounding the area your service is in; consequently allowing you to provide your expert input and reach out to the individuals in need of help or advice.
In order to develop a social media listening program, this workshop will utilize Hootsuite and show you how to:
Set up your account
Create your listening streams
Familiarize yourself with analytics
Communicate monitoring goals through conversations
Monitor while on the go
Keep your accounts secure
Whether you are just starting out with social media analytics, or you are an analytical wizard, tracking relevant metrics will help you to optimize your social media campaigns.
This free Social Media Analytics Glossary will help you to brush up on your knowledge of social media metrics. Make sure to keep it handy for easy reference!
You're more than welcome to share it with any of your colleagues, friends or clients.
Happy Analyzing!
Facebook Page Insights - Glossary Terms / Glossário de TermosPaulo Os Vilarinho
This glossary provides definitions for the metrics
contained in Page Insights. It is organized by tab, and
ends with an explanation of the export terms.
Esse glossário contem o significado das métricas dos relatórios de nível de página do Facebook.
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Hootsuite: Maintaining multiple social media accounts Brian Huonker
When it comes to brands on social media, one of the most common mistakes made is not listening to their social following. Many brands choose to promote content and chat via these channels, without having a strong understanding of what their audience’s preferences and interests actually are.
In short, social listening is a way brands can monitor conversations being held on social channels, in order to identify opportunities to develop, promote, and participate in the discussions through engagement.
To enable this form of customer engagement, brands must be able to identify specific keywords and phrases relevant to their business. For example, with Pepsi, keywords would consist of “soda, fizzy drink, soft drink etc. Likewise, if you were a service offering company, you may want to monitor conversations surrounding the area your service is in; consequently allowing you to provide your expert input and reach out to the individuals in need of help or advice.
In order to develop a social media listening program, this workshop will utilize Hootsuite and show you how to:
Set up your account
Create your listening streams
Familiarize yourself with analytics
Communicate monitoring goals through conversations
Monitor while on the go
Keep your accounts secure
Social networks are about conversations. Effective social marketing is about having those conversations with the right people. At this session UNBOUND Technologies Chase McMichael and Room 214’s James Clark will demonstrate a case history of the Travel Channel to show how they used Social Network Intelligence to identify, target, and analyze customers across the social graph and then tapped into their passion points. Hear how to create and nurture highly targeted marketing conversations that impact not just individuals, but influence entire online communities.
Facebook Page Insights via Facebook, Inc.
With Pages Insights, you can: Understand the performance of your Page; Learn which content resonates with your audience; and Optimize how you publish to your audience so that people will tell their friends about you.
Travel Channel Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement and Launching Viral Applications. Presented by James Clark, co-founder of Room 214
These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University
For more on the course see:
http://profkushinsocial.wordpress.com
For more about the professor, see:
http://profkushin.wordpress.com
or @mjkushin on Twitter
Students had access to the Sysomos Education program for Spring 2017. This tool was used to evaluate client and competitors on social media. Assignment created by @kfreberg.
E book introducing_microsoft_social_engagement_sourceImix Colombia
En un mundo social conectado, la interacción con los clientes puede darse en cualquier lugar y momento, y es vital para hacer que su negocio crezca. Microsoft Social Engagement pone eficaces herramientas para contenido social a disposición de sus equipos de ventas, marketing y servicio. Estas herramientas les permiten obtener una idea clara de la opinión que tiene la gente sobre su negocio y ponerse en contacto de forma proactiva con clientes, admiradores y críticos en los medios sociales.
Do The Green Thing Social Media MetricsAndrew Sleigh
At Do The Green Thing, we spend a lot of time finding the best inspiring Green Things, and sharing them with you on our website, Facebook page, in our monthly emails and on Twitter. We love to hear what you think, and naturally, we're also keen to know if we're helping you to Do The Green Thing.
We track the numbers for all our digital presences to see how many people we reach, and how interesting you find us. There are a lot of numbers to collect, and it's not always obvious what they mean, or whether they're useful. So we've been doing some work recently to come up with a simple system to collect data from all the different sources (our email software, Facebook, Twitter and so on), combine it, and give us some monthly indicators of how well we're doing.
We've posted up a slideshow here that shows how our system works, what assumptions we're making, and what we get out of it. And we're sharing it for two reasons:
1. If you're involved in something a bit like Do The Green Thing, you might find it useful as a model for measuring your own success. You'll likely have to tailor it to fit your circumstances and objectives, but it might provide a useful starting point
2. We'd love to get your feedback on whether you think this is a good model, and how you would improve it.
So please let us know what you think, and if you find it useful. Thanks.
In this Session:
Using social media effectively
OEA’S goals for social media
Which channels OEA uses
How to measure your success on Facebook
Tips for using Facebook and Twitter for your members
A presentation on the need for social media measurement and how we can use various measures to get a feel for the effectiveness and the performance of various social media engagements. A few social media channels are used as examples.
Social networks are about conversations. Effective social marketing is about having those conversations with the right people. At this session UNBOUND Technologies Chase McMichael and Room 214’s James Clark will demonstrate a case history of the Travel Channel to show how they used Social Network Intelligence to identify, target, and analyze customers across the social graph and then tapped into their passion points. Hear how to create and nurture highly targeted marketing conversations that impact not just individuals, but influence entire online communities.
Facebook Page Insights via Facebook, Inc.
With Pages Insights, you can: Understand the performance of your Page; Learn which content resonates with your audience; and Optimize how you publish to your audience so that people will tell their friends about you.
Travel Channel Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement and Launching Viral Applications. Presented by James Clark, co-founder of Room 214
These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University
For more on the course see:
http://profkushinsocial.wordpress.com
For more about the professor, see:
http://profkushin.wordpress.com
or @mjkushin on Twitter
Students had access to the Sysomos Education program for Spring 2017. This tool was used to evaluate client and competitors on social media. Assignment created by @kfreberg.
E book introducing_microsoft_social_engagement_sourceImix Colombia
En un mundo social conectado, la interacción con los clientes puede darse en cualquier lugar y momento, y es vital para hacer que su negocio crezca. Microsoft Social Engagement pone eficaces herramientas para contenido social a disposición de sus equipos de ventas, marketing y servicio. Estas herramientas les permiten obtener una idea clara de la opinión que tiene la gente sobre su negocio y ponerse en contacto de forma proactiva con clientes, admiradores y críticos en los medios sociales.
Do The Green Thing Social Media MetricsAndrew Sleigh
At Do The Green Thing, we spend a lot of time finding the best inspiring Green Things, and sharing them with you on our website, Facebook page, in our monthly emails and on Twitter. We love to hear what you think, and naturally, we're also keen to know if we're helping you to Do The Green Thing.
We track the numbers for all our digital presences to see how many people we reach, and how interesting you find us. There are a lot of numbers to collect, and it's not always obvious what they mean, or whether they're useful. So we've been doing some work recently to come up with a simple system to collect data from all the different sources (our email software, Facebook, Twitter and so on), combine it, and give us some monthly indicators of how well we're doing.
We've posted up a slideshow here that shows how our system works, what assumptions we're making, and what we get out of it. And we're sharing it for two reasons:
1. If you're involved in something a bit like Do The Green Thing, you might find it useful as a model for measuring your own success. You'll likely have to tailor it to fit your circumstances and objectives, but it might provide a useful starting point
2. We'd love to get your feedback on whether you think this is a good model, and how you would improve it.
So please let us know what you think, and if you find it useful. Thanks.
In this Session:
Using social media effectively
OEA’S goals for social media
Which channels OEA uses
How to measure your success on Facebook
Tips for using Facebook and Twitter for your members
A presentation on the need for social media measurement and how we can use various measures to get a feel for the effectiveness and the performance of various social media engagements. A few social media channels are used as examples.
Presented during NYC's 2010 Social Media Week at Media Camp, this presentation shares insights into Facebook Metrics for Fan Pages and Ads: What they do and don’t tell marketers.
Webinar presentation karmawell getting more out of facebook_post event_5 18 12karmawell
The KarmaWell is a free service created to help nonprofits claim a new source of revenue and develop/engage supporters - SO, we talk nonprofits of every size, location, focus - everyday. We have learned the key to maximizing Facebook is START! From there is it REVISIT-REVAMP-REPEAT! But check it out for yourself.
For questions you can reach Darren.Rankin@KarmaWell.com
Thanks!
Tier10 Whitepaper: Facebook Posting for Your BrandTier10
[Updated 10/08/13]
There are over 1 billion monthly active Facebook users — 58% of which return daily — and through your brand's page, you have the ability to connect with these people. Use Facebook as a tool for brand positioning and raising consumer awareness.
Use the following whitepaper to get the most out of your brand’s Facebook page by learning Facebook Posting 101.
2. Understand Your Report: Facebook
DM's Facebook Report helps you understand your audience and how they interact with
your content. We use this information to analyze your audience and build a publishing and
engagement strategy that speaks to your brand’s demographics and drives performance.
IMPRESSIONS & UNIQUE USERS
Impressions: represents the total number of times any Facebook user (fan or non fan) could
have potentially seen any content associated with your Page in their News Feed or Ticker or by
visits to your Page directly.
Users: The number of unique users (fans or non fans) that have seen any content associated
with your page (generated an impression).
IMPRESSION BREAKDOWN
Fan: The number of impressions generated by the people that have liked your page.
User Post: The number of impressions generated from user posts to your wall.
Page Post: The number of impressions generated from likes, shares, and comments on your Page
posts.
Mention: The number of impressions generated by people who have tagged your Facebook page
in a post or comment.
Organic: The number of times your posts were seen in News Feeds or Tickers or on visits to your
Page. These impressions can be Fans or non-Fans.
Viral: The number of impressions generated from a story published about your Page (aka from a
Page Post, User Post, Mention or Fan as described under Impression Breakdown).
Paid: The number of impressions generated from a Sponsored Story or Ad pointing to your Page.
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599
3. IMPRESSIONS BY AGE & GENDER
View a breakdown of age and gender of Facebook users (fans and non fans) that could have
potentially seen content associated with your Page in their News Feed or Ticker or by visiting
your Page directly. This is based on the data that people enter in their Facebook profile.
IMPRESSIONS BY LOCATION
Unique Impressions of your Facebook Page broken down by city and by country.
NOTE This demographic data is for people creating impressions rather than your fan base.
SHARING
Stories Created: A story on Facebook is created when a user likes your Page, posts to your
Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your Page,
phototags your Page, checks in at your Place or likes, or comments on / shares one of your Page
posts.
Users: The number of people that created stories about your page over the duration of your
report.
SHARE TYPE
This chart shows the ways in which users are creating stories about your Page over the duration
of your report.
Fan: The number of people that have liked your page.
Page Post: The number of people that have commented on a page post.
User Post: The number of people who have posted to your wall.
Mention: The number of people who have tagged your Facebook page in a post or comment.
SHARING BY AGE & GENDER
The age and gender of the people sharing your posts.
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599
4. SHARES BY LOCATION
The number of People 'Talking About the Page' (see definition below) by user country and by user
language.
NOTE There must be 30 sharing interactions per day on your page for Facebook to provide TY
with Age, Gender, and Location demographics. This demographic data is for people creating
stories rather than your fan base.
YOUR CONTENT
A breakdown of your content by type: Photo, Link, Status, or Video.
Total Reach: The sum of each post's reach
Total Engagement %: Add each post’s engaged number / Total Reach * 100
Average Reach: Total Reach / Number Of Posts
Average People Talking About This: Total People Talking About This / Number Of Posts
Average Engagement %: Add each post’s engaged percentage / Number Of Posts * 100
!
Date: The date that your post was published.
Reach: The number of unique people who saw any content about that post. This will include both
fans and non-fans.
Engaged Users: The number of people who clicked anywhere in your post without generating a
story plus the number of unique people who created a story about your Page post.
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599
5. Talking About This: The number of people who have created a story from this post. Stories are
created when someone likes, comments on or shares your post, answers a question you posted or
responds to an event.
Likes: The number of people who liked this post.
Comments: The number of people that commented on your post.
Shares: The number of people that shared your post.
Engagement: Engagement is a ratio of engaged users to reach. As an example, a post with
4 engaged users and 100 reach should yield 4.00% engagement.
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599
6. Understand Your Report: Twi er
TY’s Twi er Profiles Report helps you understand your audience and how they interact with your
content. We this information to analyze your audience and build a publishing and engagement
strategy that speaks to your brand’s demographics and drives performance.
GENERAL STATS
Total Followers: The total number of Twi er followers on your account to date.
Connections Made: The NET number of new people you have connected with on Twi er over the
duration of your report (Your new followers less any unfollows plus the number of contacts you
have started following).
New Followers: The total number of followers you have received in the given time period (does
not include the number of unfollows).
You Followed: The number of people you follow at the beginning of the report subtracted from
the number of people you followed on the last day of your report.
Messages Received: This includes @mentions sent to your account and DMs Received.
Messages Sent: This number includes Twi er @mentions and @replies sent (DM's are excluded).
KEY INDICATORS
MY SOCIAL SCORES
Engagement: Your engagement score indicates how well you are communicating with your
audience. We use an algorithm measuring the number of @replies or @mentions you've sent in
relation to status updates (basically a percentage of @replies out of all of your sent tweets). This
helps to see the conversation you are having with your Twi er followers.
Influence: This score is an indicator of your growth and interest level among your audience.
These numbers are commonly low but increasing them over time will result in greater brand
awareness and enthusiasm for your business.
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599
7. TWEETING BEHAVIOR
Conversation vs Updates: Tweets that are tracked as a "conversation" are ones you send as an
@reply to another Twi er handle, whereas "updates" are tweets that you send out to your entire
audience.
New Contacts vs Existing: When you send a reply to a Twi er user for the first time we count
that as a new contact. Existing contacts are Twi er users that you have previously engaged with
that you you have contacted again during your specified date range.
FOLLOWER DEMOGRAPHICS
Learn more about your audience to shape your messaging & campaigns.
By Age Range: We use a mix of 3rd party tools to connect the dots between a Twi er user and
their age range.
By Gender: Gender breakdowns are calculated using a name-based algorithm applied to your
Twi er following.
PUBLISHING
Measure the performance of your outbound content.
DAILY ENGAGEMENT
Mentions: The number of times your handle was mentioned over the date range of your report.
Retweets: The number of times you were retweeted over the date range of your report.
OUTBOUND TWEET CONTENT
Plain Text: Tweets that you sent out that did not include a link or a photo during the specified
date range.
Links to Pages: These are Tweets that have bit.ly links (other links do not count) during the
specified date range.
Photo Links: The number of tweets that contain a 'pic.twi er.com' link.
Retweets: The number of times you were retweeted
DISRUPT Media | 2725 PINKERTON RD, SUITE 100, ZANESVILE, OH 43701 | www.DISRUPTmedia.co | PH: 740.617.0599