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SOCIAL MEDIA ANALYTICS
Using data from social media to make better decisions about...
1) how to spend time
2) how to spend money
3) how to use resources
Social Media Analytics Is...
TERMS
USER
All starts with a "user"
You might have a website, social media page, landing page visited by 1.5million users every month
UNIQUE USERS
The numbers of users, no matter how many times they return/visit
So you might have 1.5million monthly users, but only 1million monthly uniques
Page Views
The number of time the page has been viewed by 'people' whether they are logged in to Facebook or not
Instagram/Twitter Gives Profile Visits
How many 'people' have visited your profile page
But we want to track impact of posts...
REACH
potential/estimated unique viewers of a post
Facebook overall reach is "estimated"
IMPRESSIONS
Number of times your content appears/shows up
(regardless of whether it appears multiple times on the same users screen)
What might reach and impressions all tell you about your performance?
AWARENESS METRICS
Reach
Impressions
ENGAGEMENT METRICS...
COMMENTS
POST/LINK CLICKS
SHARES (on social and in messages)
MENTIONS
VIEWS TO COMPLETION
STORY FORWARD/BACK CLICKS
CHECK-INS
LIKES/REACTIONS
Engagement Rate
Calculating Your Engagement Rate
METHOD 1
TOTAL ENGAGEMENTS PER POST
DIVIDED BY
TOTAL REACH OR FOLLOWERS PER POST
x100
NORMAL WAY TO CALCULATE PERCENTAGE
X
DIVIDED BY
Y
x100
CONVERSION
Sign up to a newsletter
Click a link
Buy a product
Linked to a set goal - the number of people/users who were 'converted'
Watch a video
Put something in a basket
"HARD AND SOFT METRICS"
Awareness and engagement
VS
Conversions - sales, lead generation
'VANITY METRICS'
Followers
Likes
Don't really tell you anything
Don't give you information to build on
Look good but can't be used to make decisions
https://blog.hootsuite.com/vanity-metrics/
WHERE
TACTICS
Increasing Engagement and Awareness
LOCATIONS
MENTIONS
HASHTAGS AND KEYWORDS
TIME OF POST
QUESTIONS
If you want people to comment, ask them a question
NOT click bait
RIGHT CONTENT FOR AUDIENCE
Keep researching your audience - Use your inbuilt demographic data
BE SOCIAL
Share other people's posts
Comment on other people's posts
Like other people's posts
(In your target audience or relevant industry links)
Must be genuine and authentic
TAG AND ENCOURAGE TAGGING
Tag people in photos
Be creative about getting people to tag each other in your posts
The simplest way is taking more photos!
More likely to spot a tag than a normal notification...
But don't annoy people!
REPLY...
To comments and questions - and monitor those inboxes!
USE MORE VIDEO
PROMOTE YOUR OWN HASHTAG
Encourage others to use your hashtag
This will help you identify engaged users to start building a relationship with
#
ENCOURAGE UGC
People taking part in your channel
Run Competitions
But beware of cliche...
Monitor Similar Pages/Competition
Work With Influencers
Consider The Algorithms
Previous lecture!
Meaningful interactions
Avoiding clickbait
USE MORE LIVES
PSYCHOLOGY AND MOTIVATION
NEW YORK TIMES STUDY ON PSYCHOLOGY OF SHARING...
to delight others with valuable & entertaining content
to identify and present ourselves to others
to foster relationships
for self-fulfillment
for spreading the word about issues, products & brands