Social Media Analytics What and how to measure in Social Media Strategy

Why it is important to measure your

Social Media Strategy?

BUSINESSES ARE

UNSURE OF THE

DIRECT VALUE OF

LINKEDIN

BUSINESSES ARE

UNSURE IF THEIR

ROI THROUGH

TWITTER

BUSINESSES ARE

NOT SURE HOW TO

MEASURE THE

IMPACT OF

BUSINESS METRICS

FROM BLOGS

What to do?

STEP 1: Define Measurable and

Actionable KPI’s

Define specific

KPI’s for each

Social Network

Define Actionable

KPI’s

Choose Metrics

that translate into

Business Context

Twitter KPI

Examples

• Number of people in specific location who follow

your company

• % Reduction in Sales Cycles

• % Reduction in Support Costs

• % Increase in Product Reviews

• Number of Product Improvement Suggestions

STEP 2: Configure your Analytics

Create a Filter or

Segment for

Social Traffic

Add Event

Tracking for Social

Media

Add Tracking to

measure

Interactions and

Event responses

Add Campaign

Tracking to URL’s

Identify quickly

which actions

work and from

which Social

Media

Users want to

see the

promotion you

are offering.

Create campaign

landing pages.

Which Button do

visitors interact

with? Is that

Button doing

what you

expected. If not

change it!!

Figure out which

wording leads to

more click-

throughs and

conversations

STEP 3: Use Social Analytics Tools

PAID TOOLS

RADIAN 6

SYSOMOS

ALTERIAN SM2

MELTWATER BUZZ

UBERVV

RAVEN

HOOTSUITE PRO

PEER INDEX

LITHIUM

FREE TOOLS

SOCIAL MENTION

WHOSTALKING

HOWSOCIABLE

BACKTYPE

TRENDISTIC

THINKUP

TINKER.COM

TWEETDECK

GOOGLE TRENDS

STEP 4: Understanding Each Social Metric

Quantitative Data• New Likes

• Total Likes

• Page Views

• Referrals

Qualitative Data• Users

• Language

• Location

• Comments (Sentiments)

Activity Data• Post Views

• Interactions

• Comments

• Interaction Times

• Clicks on Posts

Profile Data• Followers

• Followings

• Tweets

• Daily Tweet Average

Activity Data• Number of Clicks

• Retweets

• What Time

• Which Tweet

• What content

Loyalty Data• Brand Mentions

• Mention Content

• Sentiment

STEP 5: Revise your Strategy

Are you achieving your goals?

CONGRATS!!

• Don’t stop measuring and act differently depending on the results

• Keep on listening and identify possible business improvements

• Test Test and Test to get even better results

YES

CHANGE CHANGE!!

• Identify worst performing metrics one by one

• Publish more or less often

• Respond to comments in a different way

• Take out offers which visitors may like

NO

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