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SOCIAL MEDIA
MEASUREMENTS –BASICS
Praneeth Marisa @The_Devante
http://in.linkedin.com/pub/praneeth-mkc/7/694/229
Praneeth Marisa
@The_Devante OUTLINE
• Community
• Performance Evaluation Basics
• Post / Tweet Performance
• Page / Handle Performance
Praneeth Marisa
@The_Devante
COMMUNITY
PERFORMANCE EVALUATION BASICS
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
COMMUNITY: 10
• A community comprises of 10 MEMBERS
• On an Average only 4 OUT OF 10 are ACTIVE MEMBERS; i.e., Members
who actively participate in any Activity initiated by the community
• Average Participation of the Community = 4
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
AVERAGE PARTICIPATION
PER ACTIVITY: 4
COMMUNITY: 10
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
Community INCREASES by
100%
AVERAGE PARTICIPATION
PER ACTIVITY: 4
COMMUNITY: 10 COMMUNITY: 20
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
AVERAGE PARTICIPATION
PER ACTIVITY: 4
COMMUNITY: 10 COMMUNITY: 20
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
AVERAGE PARTICIPATION
PER ACTIVITY: 4
AVERAGE PARTICIPATION
PER ACTIVITY: 5 Engagement ROSE by
25%
COMMUNITY: 10 COMMUNITY: 20
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
AVERAGE PARTICIPATION
PER ACTIVITY: 4
AVERAGE PARTICIPATION
PER ACTIVITY: 5 Engagement ROSE by
25%
COMMUNITY: 10 COMMUNITY: 20
• PLEASE NOTE: When the Community size was 10; ACTIVE Participation was 4
• i.e., 40% of total Community Participated; (4 / 10) * 100 = 40% or 40 Per 100 Participated
• When Community rose by 100% to a Size of 20; for the Community to maintain an ACTIVE
PARTICIPATION levels at 40%; it requires at least 8 OUT of 20 Members to Actively
Participate
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000
• (4 / 10) * 1,000,000 = 400,000
AVERAGE PARTICIPATION
PER ACTIVITY: 4
AVERAGE PARTICIPATION
PER ACTIVITY: 5 Engagement ROSE by
25%
ENGAGEMENT: 400,000
COMMUNITY: 10 COMMUNITY: 20
• 1 Million = 1,000,000
• i.e., 400,000 Members out of a
Community of 1,000,000 (1Million)
Members are ACTIVE PARTICIPANTS
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000
• (4 / 10) * 1,000,000 = 400,000
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000
• (5 / 20) * 1,000,000 = 250,000
AVERAGE PARTICIPATION
PER ACTIVITY: 4
AVERAGE PARTICIPATION
PER ACTIVITY: 5 Engagement ROSE by
25%
ENGAGEMENT: 250,000 ENGAGEMENT: 400,000
COMMUNITY: 10 COMMUNITY: 20
Praneeth Marisa
@The_Devante COMMUNITY – PERFORMANCE EVALUATION – BASICS
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (5 Members *
2 Activities) = 10
• Average Number of PARTICIPATION: (10/2) = 5
(Average ENGAGEMENT)
Community INCREASES by
100%
Engagement DIPPED by
38%
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000
• (4 / 10) * 1,000,000 = 400,000
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000
• (5 / 20) * 1,000,000 = 250,000
AVERAGE PARTICIPATION
PER ACTIVITY: 4
AVERAGE PARTICIPATION
PER ACTIVITY: 5 Engagement ROSE by
25%
ENGAGEMENT: 250,000 ENGAGEMENT: 400,000
COMMUNITY: 10 COMMUNITY: 20
Praneeth Marisa
@The_Devante
POST PERFORMANCE
Praneeth Marisa
@The_Devante FACEBOOK – POST PERFORMANCE
# POSTS # FANS
# TOTAL LIKES
# TOTAL
SHARES
# TOTAL
COMMENTS
# AVERAGE LIKES =
(#TOTAL LIKES /
#POSTS)
# AVERAGE SHARES =
(#TOTAL SHARES /
#POSTS)
# AVERAGE
COMMENTS =
(#TOTAL COMMENTS /
#POSTS)
APPLAUSE RATE =
(#AVERAGE LIKES /
#FANS) * 1,000,000
AMPLIFICATION
RATE = (#AVERAGE
SHARES / #FANS) *
1,000,000
CONVERSATION
RATE = (#AVERAGE
COMMENTS / #FANS)
* 1,000,000
Praneeth Marisa
@The_Devante
TWEET PERFORMANCE
Praneeth Marisa
@The_Devante TWITTER – TWEET PERFORMANCE
#
TWEETS
# FOLLOWERS
# TOTAL FAV.
# TOTAL RTs
# TOTAL
@MENTIONS
# AVERAGE FAVs =
(#TOTAL FAVs /
#TWEETS)
# AVERAGE RTs =
(#TOTAL RTs /
#TWEETS)
# AVERAGE
@MENTIONS =
(#TOTAL @MENTIONS
/ #TWEETS)
APPLAUSE RATE =
(#AVERAGE FAVs /
#FOLLOWERS) *
1,000,000
AMPLIFICATION
RATE = (#AVERAGE
RTs / #FOLLOWERS)
* 1,000,000
CONVERSATION
RATE = (#AVERAGE
@MENTIONS /
#FOLLOWERS) *
1,000,000
Praneeth Marisa
@The_Devante
PAGE PERFORMANCE
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – KEY TERMS
# of users that LIKE
your page FANS
# of 2nd – Degree
Connections
FRIENDS OF
FANS
# of users who saw
your content
(Excluding PAID)
ORGANIC
REACH
Organic Reach /
Fans
VISIBILITY
RATE
# of users who saw
your content (Only
PAID Content)
PAID REACH
Total # of users
who saw your
content
TOTAL REACH
# of users who
interacted with
your content
ENGAGED
USERS
Engaged Users /
Total Reach
ENGAGEMENT
RATE
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – KEY TERMS
# of users who
create a “story”
about you on their
timeline
PEOPLE TALKING
ABOUT THIS
# of users who saw
your content from a
user-created story
VIRAL REACH PTAT / Total Reach VIRALITY RATE
New Fans LIKING
your Page NEW FANS
Existing Fans
UNLIKING your
Page
REMOVED FANS
New Fans – Removed
Fans TOTAL GROWTH Total Growth / Fans GROWTH RATE
A “STORY” is created every time an user does one
of the following: LIKES your Page / Post; MENTIONS
your Page; SHARES your Post; ANSWERS a Question;
RECOMMENDS your Page; POSTS on your Wall; RSVPs
to an Event; Check-Ins; TAGS a Photo; or COMMENTS
on your Post / Page / Wall
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS
1,000,000
FRIENDS OF FANS
60,000,000
VISIBILITY RATE :
4%
ORGANIC REACH
40,000
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS
1,000,000
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000
ENGAGED USERS
4,000
VISIBILITY RATE :
4%
VIRAL REACH
10,000
TOTAL REACH
900,000
PAID REACH
850,000
ENGAGEMENT RATE :
0.44%
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS
1,000,000
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000
ENGAGED USERS
4,000
PEOPLE TALKING
ABOUT THIS
500
VISIBILITY RATE :
4%
VIRAL REACH
10,000
TOTAL REACH
900,000
PAID REACH
850,000
VIRALITY RATE :
0.06%
ENGAGEMENT RATE :
0.44%
Praneeth Marisa
@The_Devante FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS
1,000,000
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000
ENGAGED USERS
4,000
PEOPLE TALKING
ABOUT THIS
500
NEW & REMOVED
FANS
200 / 40
TOTAL GROWTH
160
VISIBILITY RATE :
4%
VIRAL REACH
10,000
TOTAL REACH
900,000
PAID REACH
850,000
GROWTH RATE :
0.02%
VIRALITY RATE :
0.06%
ENGAGEMENT RATE :
0.44%
Praneeth Marisa
@The_Devante
HANDLE PERFORMANCE
Praneeth Marisa
@The_Devante TWITTER – HANDLE PERFORMANCE
# of users who
FOLLOW your Twitter
Handle
FOLLOWERS
# of Tweets made
through your Twitter
Handle
TWEETS
TWEETS’
COMPOSITION
ORIGINAL
TWEETS RE - TWEETS REPLIES
CREATOR AGGREGATOR RESPONDER
THANK YOU Praneeth Marisa
@The_Devante
http://in.linkedin.com/pub/praneeth-mkc/7/694/229