Social media analytics: why bother?Claire Bower, April 2014

Social media analytics: why bother?

•Digital Communications Manager

(BMJ)

•MA in Electronic Communication

and Publishing (UCL)

•Completing a Diploma in Digital

Marketing (IDM)

My background

What can they teach us?

What tools are out there?

What impact can they have?

What tools are out there?

What tools are out there?

Google Analytics

What tools are out there?

Google Analytics

1 hit per minute

What tools are out there?

Crowdbooster

Drill down into

engagement rates for

individual tweets

Export for further

analysis and tracking

over time

What tools are out there?

Followerwonk

What can these tools teach us?

1. Know your audience

2. Keep things simple

3. Image is everything

1. Know your audience

Scheduling works

1. Know your audience

Influential followers can really help

2. Keep things simple

Clear practical advice is very shareable

2. Keep things simple

People will retweetif asked

2. Keep things simple

Don’t go overboard with hashtags

3. Image is everything

• Facebook• 53% more likes• 104% more comments• 84% more click-throughs

• Twitter • 3-4x engagement of text-only

tweets• 125% more click-throughs

People like pictures!

What impact can all of this have?

What impact can all of this have?

Social media can help make a difference

What impact can all of this have?

Social media can help make a difference

What impact can all of this have?

Social media can help make a difference

“For me, the paper is only a small part of the

process - it's what happens to the debate after

the paper is out that is more important.”

Dr Richard Weiler

BMJ Publishing Group Limited 2014. All rights reserved.

Blog: http://blogs.bmj.com/bmj-journals-development-blog/Email: cbower@bmj.comTwitter: @clairebower

Thank You