Science of Social Media


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Dr. Kaye Sweetser of the University of Georgia reviews intermediate level social media monitoring metrics to measure engagement on social media.

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Science of Social Media

  1. 1. Kaye Sweetser , Ph.D., APR <ul><li>Associate Professor // University of Georgia </li></ul><ul><li> </li></ul>THE SCIENCE OF SOCIAL MEDIA
  2. 2. Framework to Measure Results in Social Media Strategy Management Execution Social Media Goals Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter :
  3. 3. Focus on engagement & interaction <ul><li>Number of likes, comments & impressions in Facebook </li></ul><ul><li>Number of @ replies or RTs in TwitterNumber of comments in Flickr, YouTube, Facebook </li></ul><ul><li>Number of clicks on your or links </li></ul><ul><li>A coding system tailored TO YOUR NEEDS! </li></ul>
  4. 4. Metrics with little significance without considering relationship <ul><li>Number of fans </li></ul><ul><li>Number of posts you put out </li></ul><ul><li>Word clouds </li></ul>
  5. 5. Strategy Management Execution Granular Metrics Framework outlined by Jeremiah Owyang for Web Analytics Demystified & Altimeter : Foster Dialog Conversation Reach Audience Engagement Share of Voice
  6. 6. MONITOR CONVERSATIONS <ul><li>GOAL 1: </li></ul>
  7. 7. Step 3 Keep track Step 2 Use social tracking software or sites, set up RSS feeds Google Reader feeds, Addictomatic, Twitter search, Radian6 … more the merrier Keep a spreadsheet to track topics and who is talking about you BONUS: use a Google form to ease input of “coding” of social mentions Step 1 Devise search terms Variations on your command name, commander, common misspellings, Keywords related to the command or its mission, etc. Radian6 suggests monitoring brand, industry & competitors Find Item Use Google Form to Code Form Feeds into Spreadsheet Make Charts from Data
  8. 8. Code with Google Forms 1. Log into Google Docs ( ) , create a form 2. Populate the form with items you want to “code,” like date, audience type, message, topics discussed, etc. 3. Form data feeds into spreadsheet that Google docs builds automatically as you create that form 4. Toggle between form and spread sheet as you build the form and check the spreadsheet 5. Start coding with the form when it is ready, use the data on the spreadsheet to make graphs <ul><li>Need form ideas for your own coding? </li></ul><ul><li>See for a coding form focusing on what others say about you </li></ul><ul><li>See for a form focusing on how engaging you are to your stakeholders </li></ul>
  9. 9. If You Code This … + Who, what, when, where, how mixes demographics and topical/sentiment analysis + Item demographics , like date, time, tool/media, permalink, etc + Audience analysis , look at author name (to identify loyal contributors), author gender, author categorization (servicemember, spouse/significant other, parent, recruit), geographic location, etc. + Topics discussed focused around your communication goals, leave room to grow as new issues are introduced + Sentiment enables a quick snapshot measuring support for your issues + Share of conversation comparing how often you and your issues are discussed as opposed to other groups (other services, other issues, etc.) + Look for @ replies in Twitter + Understand trends from your issues , such as who is saying what, how are topics being discussed and tone + Audience analysis to break an issue down to see what each of your stakeholders are saying about it, what issues are important to each, tone, etc. Then You Can Find Out This …
  10. 10. Sea Story <ul><li>Sit right back & you’ll hear a tale … </li></ul>
  11. 11. <ul><li>Topic Trends: </li></ul><ul><li>Sentiment Ratio: </li></ul><ul><li>Share of Voice: </li></ul>Formulas provided by Jeremiah Owyang for Web Analytics Demystified & Altimeter :
  12. 12. MONITOR REACH & REPEAT OF MESSAGE <ul><li>GOAL 2: </li></ul>
  13. 13. If You Count This … + Potential reach charting how many people/impressions potentially saw the message + or clicks shows how many people clicked on the link you created + Inbound links or referrals shows how many people are linking to your content & which of your content is most viral + Audience analysis to understand who is talking about you (gender, author type) + Tool analysis to understand which tool has the highest quality & most robust conversation about you + Categorize your content that others are linking to – what is the topic, does it use jargon, was it multimedia or text? + Count & categorize RTs , to capture how people repeat your message + Time with content showing how long people look at your content & average number of pages per visit + Track bounce by looking at mentions per period (you set the time period), impressions, clicks, etc. + Understand what type of content your audience likes the most by comparing your reach or impression data based on your internal categorizations or by tool Then You Can Find Out This …
  14. 14. ENGAGE MY STAKEHOLDERS <ul><li>GOAL 3: </li></ul>
  15. 15. If You Count This … + Engagement ratio compare output to input from your audiences + Number of interactions , defining interaction for each tool such as likes and comments in Facebook, RTs or mentions in Twitter, favorites or comments in Flickr and YouTube etc. + And don’t forget … record audience categorizations, media/tool, content categorization on type and topic to see what type of content or audience inspires the most interaction. + Understand what inspires interaction based on your output Then You Can Find Out This …
  16. 16. Sample Chart: Engagement by Type
  17. 17. Sample Chart: Engagement by Topic
  18. 18. <ul><li>Audience Engagement: </li></ul><ul><li>Conversation Reach: </li></ul>Formulas provided by Jeremiah Owyang for Web Analytics Demystified & Altimeter :
  19. 19. Constantly experiment. <ul><li>Don’t stop there. Make your data work for you. </li></ul>
  20. 20. Online Resources <ul><li>+ Radian6 eBooks & blog: </li></ul><ul><li>+ 1 Metric, 1 Minute YouTube series: </li></ul><ul><li>+ Dan Zarrella: </li></ul><ul><li>+ YOUR PEERS! </li></ul>
  21. 21. Holla at your girl. Dr. Kaye Sweetser University of Georgia [email_address]