social media analytics & assessment
Post on 14-Apr-2017
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ENGAGEMENT RATES, RETWEETS & LIKES: MAKING SENSE OF SOCIAL
MEDIA ANALYTICS
Jen O’Brien & Kelly Bennett
GoalsWhy are you on social media?
http://simplymeasured.com/blog/the-5-most-common-misses-in-social-strategy-development/#sm.001r7xpsx10g6dk6u8c1xjol1xbrh
BRAND OR DEPARTMENT AWARENESS
RELATIONSHIP BUILDING
EVENT MARKETING & ATTENDANCE
EXPERTISE & SERVICE SHARING
PROBLEM SOLVING
GETTING FEEDBACK
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FACEBOOK INSIGHTS
Built-in Platform Tools
https://www.facebook.com/insights/
TWITTER ANALYTICSwww.analytics.twitter.com
+ Data Exports(We’ll talk about
this later)
Built-in Platform Tools
GOOGLE ANALYTICS
% of web sessions referred by social
media
Which platforms are driving the
most traffic
Student Life: 1.62%
Student Life: Facebook (72%)
Twitter (25%)Everything Else: (3%)
Which pages get traffic from
Student Life:ASC Board App (15%)Lecture Series (6.5%)
FSL (6%)
Rubrics
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https://MiamiOH.formstack.com/forms/social_media
WHAT SHOULD YOU MEASURE?
Number of Followers
● Increase/Decrease in followers?● Why?● Which platforms are growing?
WHAT SHOULD YOU MEASURE?
Audience
● Who is following you?● Who is engaging with your posts?● First Years? Seniors? Alumni?
WHAT SHOULD YOU MEASURE?
Adapted from Simply Measured Blog by Jen O’Brien http://simplymeasured.com/blog/which-critical-social-media-metrics-are-you-ignoring/#sm.001r7xpsx10g6dk6u8c1xjol1xbrh
Awareness Impressions / Reach
Interest Engagement, link clicks, shares
Action Survey data, event attendance
Advocacy Shares, followers, mentions
Example Goal: Event Attendance
ENGAGEMENT BY PLATFORM
4.2%
2.3%
INSTAGRAM FACEBOOK
.22%.07% .04% .03%
2014
2015
5
1
“GOOD” >1.0% {Rule of thumb for SAF:
KPIs# of Followers / Fans
# of Retweets / Shares earned
# Impressions / Reach
Engagement Rate
Facebook is struggling to keep up at only
106 followers. My best guess for this is that Facebook changed algorithms in
August to push pages to boost posts.
I am experimenting with other types of posts to see
what type of content performs better on FB than on Twitter.”
TRACK OVER TIME AND AGAINST YOURSELF
Average Twitter Post Engagement Rate (@MiamiOH_Student)
July
0%
3.5%
March
# of Twitter Post Likes(@MiamiOH_Student)
400
0July March
TOP TWEETS
STUDENT LIFE TWITTER ANALYTICS
1. Hire Social Media Associates to focus on event coverage and posting multiple photos per post.
IMPACT ON PRACTICE
OVERVIEW
Mid-year evaluation of all of the Central Student Affairs social media efforts using built-in and external social media tools.
BY THE NUMBERS
Division of Student Affairs
1.23%Avg tweet engagement rate
2. Implement a bi-weekly contest #winitwednesday
To learn more, contact: offcampus@MiamiOH.edu
3. Continued use of #MiamiOH and tagging in photos instead of post text.
4,458Impressions per tweet
(309 total tweets)
# of Twitter Post Likes(@MiamiOH_Student)
300
0July Dec.
RESULTS / LESSONS LEARNED
Highest engagement for posts on Twitter were those that included 4 photos.
Contest spurred highest number of new followership.
USING DATA & IMPROVING PRACTICE
Figure out WHEN to post Do more of what works (less of what’s not)
Address negative feedback (and positive!)
Target content to YOUR audience
Inform decisions about where to focus time
EXPORT DATA TO FIND TRENDShttps://docs.google.com/a/miamioh.edu/spreadsheets/d/1W1sx31AlEA_MAxdH83Lhh0kWvGFmVjuDzvYtjuhc6C8/edit?usp=sharing
MORE RESOURCES
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