Social media analytics

Social mediaanalyticsHeather KirkDirector of Education & CommunicationsZeta Tau Alpha1Today, lets:Learn how to set measureable objectivesExplore outcome-related metricsLearn how to use measurement tools

2The vehicleNot the destination

Social media is the vehicle to help you reach your goals. So many times we act like it is the destination were going to do something because its cool on social media. Or our members are there so we have to be there.

Its not the destination its not the goal itself. Its the vehicle to help you reach your goals.

And youve got to be clear about those.

ZTA pinterset example3Seeking clarityWho are you and what do you value?What is your organizations purpose and mission?How can social media content feed that mission?What are the organizations current goals?

What are the outcomes you want to achieve on social media?What are the objectives for each channel?

When setting your goals, you have to understand your organization its mission and purpose and goals (strategic plan?). What are top priorities?

Brand: voice, personality, essence

THEN how does social media help you achieve those?

THEN what are its outcomes? Its like an educational program As a result of engaging with ZTA on social media, you will be able to 4Be intentional: a 6-inch approach

Does it match your outcomes?

How can social media help you achieve goals?What insights are required to know if your achieving goals?

What are you trying to measure?What metrics attach to the insights?What tools can you use to see those metrics?What does the info tell you?

What will you keep doing/ stop doing/ do differently?Share the info with others!

Embrace anecdotes!#3 what is your ROI

When we shared data, we started to see more and more people ask for coverage foundation, even house corporation who was once kind of skeptical.5Examples of goals/outcomesBuilding community among members and friendsRaise awareness about cause, program, brand, etc.Increase participation in programs, practicesBuild pride in organization/community Collaborate for innovationEncourage personal development Engage a certain populationNow, channel objectivesWhat does success look like to you? What is the purpose of your content? Whether it is an increase in page views, more traffic or a more engaged audience, your content must have a reason to exist.

How you achieve the goals on each channel should look different. 6Tie technology choices to goals

If a platform doesnt meet your goals, dont use. If content does meet your goals, dont do it.

ZTA Pinterest example.

BE INTENTIONAL.

State your ambition up front. Be clear about what youre trying to do. 7Tie technology choices to goals

Even on individual pages Dan Bureau forcing change in the fraternal movement8So how do you measure that

Lots of different types of measurements think of it like height, length, weight, volume, sound intensity, distanceLots of different tools you can use both formal and informal

The reasons setting outcomes is SO important, is it guides you on what is important to look for

So lets think about it take one of our goals what would you look for?

9Increase participationClick-throughs Comments, likes, RTsJoin the group/pageSign-up or apply Attend somethingMake a purchase or donation Post or contributeDO best practiceReplication of idea

Increase participation in programs, practices

NLC toolkit examplesLinked in post examples low engagement seemingly, yet high return on post in terms of clicking and signing upLink informz emails to tweets for most bang for your buck

10Build communityFollower and fan growthComments and sharesRTsUse as a conversation channelHashtag useSharing of ideas

11Solid measurementsReachNumber of individuals within a defined population who encounter at least one piece of content from a campaign.SentimentEmotional reaction to your brands content, usually measured in terms of positive, negative or neutral tone.Conversion RateInfluence to action; buy or apply.EngagementYour audiences response to your content, whether they shared, clicked, liked or otherwise engaged with it. Engagement add-ons: (touch) Or how long they stay engaged with your content

How do you know your tweet is successful? Did it build your audienceDid it educate them about your offeringsDid it convert them to actionEngagement wont last if the content doesnt do one of these three things.

12tools

Did you know these things come with a laser pointer and 1 terabyte USB drive now?13Facebook & the algorithm formerly known as edgerank

New FB algorithum: EdgerankWhen someone logs on, they have an average of 1500 potential stories. The algorithum using what they liked and how they engaged cut that down to the 300 facebook thought were going to be most interesting to them. New one bumps popular posts up even after a period of time the will reappear. Has resulted in an increase of 8% higher engagement for PAGES.

Time decay no longer matters how long ago you posted stories get bumped up, repeatedly

Affinity: relationship between viewig user and creator of the story. The closer the relationship, the higher the score.

Weight: Different post types carry different weight. 1. photos and videos. 2. links. 3. plain text. STICKINESS photo post > text, but a text post + comments > photo with no engagement

Frequency how often, how active you are

Negative feedback counts against you hide

14Facebook & the algorithm formerly known as edgerank

Why do we care:96% of fans dont go back to your page after initial like so in reality, your cove rphoto doesnt matter. Its compelling content day after day. Post is 40-150% more like to reach newsfeeds than your page. 27% of all time spent on FB is looking at the newsfeed, not pages. But still, only 16% of your fans see your post (yet the new algorithum is supposed to raise that)

TipsKeep it short between 100 and 250 characters get 60% more likes, comments and shares than posts over that. Be visual photo albums, photos and videos get 180%, 120%, 100% more engagement Ask for what you want opinion-driven questions bring in 90% more engagementBe relevant Be timely for your audience

SOURCE: http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-AlgorithmSOURCE: http://doktorspinn.com/wp-content/uploads/2013/04/postrocket-facebook-edgerank-infographic1.jpg15Facebook & the algorithm formerly known as edgerank

SOURCE: Radian 616Facebook insights

Likes look for spikes. ZTA Monday largest weve seen in months posted after 6 p.m. for the first time in a while. Had a huge post with almost 1000 likes telling the story of an individual.

Were seeing peaks on Thursdays TBT even higher when we make them guess what year.

Seeing peaks when we tell individual chapter and member stories.

Post most liked, commented on

Times online each day helps when scheduling posts

What type of posts work

People how does your reach and engagement compare to your fans

How frequent do you check. Get a sense of trends. Compare the same types of posts done different waysBirthdays, bida day photos posted one at a time vs albumPrompt vs noneEtc

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hootsuite

RTs@ mentionsClick through reportList adds

In general, monitor the conversation between your constituents chapters talking to each other. Chapters sharing or asking for ideas. Chats participants, but also number of ideas shared

Sned weekly report on click-through and follower growth to my email

Tiny URLs to track number of clicks google analytics

19crowdbooster

This is my JAM! Its just so graphic. Can download reports and see what your top tweets over a long period are. Based on potential impressions so based on how many followers potentially SEE. But in reality, the more people interacting with your content and the more followers and fans they have the more your stuff with be seen.

Twitter The number of potential impressions represents an estimate of the total possible number of times someone could have viewed your tweet. How do we calculate this? We take the follower count of a user and add the followers of any retweeters to generate the total number of potential impressions. Look at just the RTs Who are the people consistently engaging

FacebookPTAT people talking about thisImpressions measure the number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in their news feed once, and then a second time if their friend shares it.Reach measures the number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.Engaged User touch

Times for posting this is based on what youve done and whats been successful.

20Social mention

It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.

Strength: likelihood that people are talking about your brand right now Obama has 23% on ZTA Sentiment: ratio of positive to negative mentions while Obama has a 3:1, ZTA has a 32:1Passion: Liklihood that the people tal;king about you will repeatedly do so. Are you developing a real followership, or are they just interested in engaging on bid day

21twitonomy

22klout

Klout measures influence. Influence is the ability to drive action. When you share something on social media or in real life and people respond, thats influence. The more influential you are, the higher your Klout Score.We have the same influence rating as Zoey Daschnel sweet. Think of this as an aggregate. Its going to tell you basically how youre influencing conversations about key topics over time. Its measured over 90 days, so youre not going to see one-day spikes.

The majority of the signals used to calculate the Klout Score arWe also consider factors such as how selective the people who interact with your content are. The more a person likes and retweets in a given day, the less each of those individual interactionscontributes to another person's Score.e derived from combinations of attributes, such as the ratio of reactions you generate compared to the amount of content you share.(serial Rters dont count for much)

It does give you some influential moments were finding more and more of those to be on Instagram. 23Statigram

See your feed at a glance and see what pictures are getting the most likes and comments can #regram those with permission

24Pinterest analytics

Have to be a verified business to viewRepins and commentsUse of ideas

25Share the data__ Facebook posts, __ Tweets about Each post reached average of __ people__ @ mentions, __ posts contained mentions to scholarship programScholarship application link clicked on by __ people (__ unique users)__ Came from Facebook__ Came from Twitter2011 applicants = __; 2012 applicants = __Growth of __% participation26

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