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Social Media Analytics

For International Education
by

Melissa Jennings

on 20 April 2016

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Transcript of Social Media Analytics

Generate Traffic


Create a Following


Generate Interaction


Generate Revenue
Unique visitors from social websites


Subscribers/followers


Quantity and type of comments, likes, shares, mentions, etc.

Dollar value generated by social posting
Social Media Analytics
Introduction
Melissa Sorenson
Assistant Director for Special Projects
Digital Learning Commons
msorenson@miis.edu
831.647.4677
Evaluating and Maintaining your Video Content
Example: YouTube analytics
Learn from your audience
Refresh video content
Engage with comments
A little research goes a
long way
.
Assess: YouTube & Instagram
Make an Appointment:
http://sites.miis.edu/dlc/appointment-request/
Blog:
http://creativemedea.tumblr.com
Melissa Sorenson
Assistant Director for Special Projects
Digital Learning Commons
msorenson@miis.edu
831.647.4677
Questions?
Goals and Metrics
Social Media: Define Your Goals
Social Media Examiner: 26 Tips to Create a Strong Social Media Content Strategy
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/
Build Your Posts
Experiment: Post Your Content
Content:
What will be interesting and valuable for your audience?
Personality:
What is the tone of your post?
Destination:
Where are you sending users?
Call to Action:
What are you asking users to do?
Research: Strategy vs. Science
What Gets Shared?
Research: Strategy vs. Science
The Science Behind What People Love to Share on Social Media
https://blog.kissmetrics.com/share-on-social-media/
http://www.quicksprout.com/2014/04/23/the-surprising-words-that-get-content-shared-on-social-media/
https://blog.bufferapp.com/social-media-marketing-plan
http://blog.sumall.com/journal/timing-everything-post-smarter-meow.html
Wording
QuickSprout: The Surprising Words That Get Content Shared on Social Media
Time of Day
Frequency
Building a Social Media Calendar
Organize: Calendar
Events, important dates & deadlines, holidays

Themes & weekly content

Core content & community features

Engagement & relationship building
Program arrival/departure
Scholarship deadline
International Education Week
Study abroad fair
Travel Mondays
Photo of the Week
Featured Program
Quote of the Day
Reposting a #studyabroad post
Sharing an language-related infographic
Program location ranked top destination
News story from your organization
Faculty publication
Staff member spotllight
Student blog entry
Building a Social Media Calendar
Example Weekly Twitter Calendar
Organize: Calendar
Effort is the
great equalizer.
Gary Vaynerchuk
Twitter
Assess: Google Analytics Social
Social Media: Big Picture
Why are
you using social media?
Which
platforms make sense for you?
Define your goals

Choose your platforms

Build your strategy

Experiment and Assess
How are you
going to use social media?
Social Media: Choose your Platforms
Facebook:
Everyone
Twitter:
Everyone
Google+:
Everyone
YouTube:
Everyone with video content
LinkedIn:
Business to business, career-focused
Instagram:
Brands with strong visual content
Pinterest:
Brands with strong visual content
What Platforms Should You Use?
Facebook
Google+
Twitter
Instagram
Pinterest
SumAll: Timing Is Everything. Post Smarter Right Meow.
http://blogs.constantcontact.com/product-blogs/social-media-marketing/social-media-posting-schedule/
How to Create a Social Media Posting Schedule
How to Create a Social Media Marketing Plan from Scratch
Assess: Facebook Analytics
What does engagement look like?
Likes
Shares
Comments
Messages
Bitly
Mentions
Reviews
Posts to your Page
URL Shortening
Click Analytics
Bit.ly
TweetDeck
Queue Content
Follow Interactions
Manage Messages
Tweetdeck.com

140 Charaters
Abbreviations OK
Shortened Links (Bitly)
Use hashtags & tag users
Visual Photos
Location
Can't Schedule (TweetDeck)
Assess: Twitter Analytics
Access directly through Twitter
Click for more detail
Trends
Where traffic is coming from
What content is most popular
Track conversion value
Acquisition >> Social
*Bonus: Everyone sees your posts!
Social Media: Building Your Strategy
Research

Organize

Experiment

Assess
Learn what succeeds on each platform
Check out what others are doing
Sign up for a social media newsletter
Think about what is valuable to your audience
Build a social media calendar
Integrate your goals
Test out different styles of posts
Post a variety of content types
Get creative with inviting engagement
Find out what is working well
Track your progress towards your goals
Learn more about your audience
Facebook
Brief posts (a few sentences)
Target within followers (free)
Visual: Photos, videos, links
Offers and Events
Schedule Posts
Tag people/pages by using @
Add Location
What does engagement look like?
Favorites
Retweets
Mentions
Replies
Messages & direct tweets
What are you trying, what's
working?
Instagram: Iconosquare
Full transcript