Are Your Social Media Efforts Working?

Reporting & Analyzing Social

Media Data

Presented by Sida Li

Likeable Media

Agenda

  Finding the data

  Determining what metrics are important

  Analyzing and interpreting important metrics

  Q&A

Where to Find the Data

  Straight from the social media platform itself

Where to Find the Data

  Free analytics / tracking tools

Where to Find the Data

  Paid analytics tools

Where to Find the Data

  Get creative!   Use discount codes that can be easily tracked   Make hashtags on Twitter to group conversations you want to monitor

Determining What Metrics are Important

1. Construct a list of goals you want to achieve using social media and an overall strategy to reach these goals

2.  Identify metrics to measure the success of these goals

3. For each goal, weight the importance of each metric

Determining What Metrics are Important

 Let’s take Manchester United as a hypothetical example… •  Goals? •  Strategy? •  Metrics? •  Weighting the metrics on

importance?

Determining What Metrics are Important

Metrics  to  Keep  in  Mind  

Growth  

Interac-on  

Engagement  

Conversion  

Page  views  /  traffic  

Reach  

Sen-ment  

Customer  service  

Market  share  

Sales  

Determining What Metrics are Important

Analyzing and Interpreting Important Metrics

1. Develop reporting timeframe and start with a baseline for comparison.

2. Obtain and present relevant metrics.

3.  Interpret the results of the metrics compared to your baseline, and identify the causes of trends or unusual changes.

4. Provide next steps and adjustments that need to be made.

Measure  

Report  Analyze  

Op-mize  

Questions?