Social Media Metrics and

AnalyticsBy: Megan Massa Trinity Wade Schane Flowers Ryan Carney

“Prove your point with numbers, but make sure you attempt to do so with numbers that matter.” - Jay Baer (@jaybaer, 2013)

We travel through the internet using social media, shopping sites, and search engines, leaving behind a digital trail.

Experts in measurements use that trail to collect, analyze and present data to form our ‘virtual self.’

Tracking Online Behavior

Why is the research important? Research offers reliability or consistency of measurement from different periods of time, especially to generalize a large population to predict ideal result.

Validity is also a factor because data points alone can’t measure what an accurate observation is.

Transparency is the approach of disclosing all relevant interests and not having a hidden agenda. This approach has been used by marketing to create an honest persona.

See, Say, Feel, Do: Measurements of Activity

See Measures: How many times the content is actually seen through Reach.

Say Measures: Content sharing, likes, re-tweeting, Google+

Feel Measures: The emotional response to what is seen or commented about.

Do Measures: Tracking behavioral outcomes such as a purchase, membership enrollment, or attendance to an event.

Google Analytics:-Google Analytics is used for tracking a code on a page, where owners are provided with the data on the source of web traffic.

-Examples: Search engine, referrals from other sites, direct traffic and social media linkages.

-The importance of of finding content online means that your keywords need to be tracked and selected properly.

Example: the term “social media” produces data on this search.

Keywords allow us to strive for Search Engine Optimization (SEO)

-Referrals means online tracking that comes from a link on another page which generates a form of interest.

Lipschultz, p.109-111

Social EngineOptimization:

Website Traffic:

Google Analytics Continued: -When a visitor visits a site, the company is interested in learning about the type of content and its placement that generates clicks, time spent or other results.

- Engaging content keeps the user on a page, or it moves them to another page that meets the goals for the site. Example: A news or sports site may be selling a cap or shirt; the company's goal is to display the product on the main page and have an option for their users to “buy it”

-Facebook relates to this topic because Facebook is interested in increasing the number of page views, unique visitors as well as likes.

Lipschultz, p.109-111

Social Media’s Importance:

-Social media has become important online spaces for responding to:● Complaints● Engaging customer problems● Solving issues● Converting unhappy customers to

loyal fans● Promoting brands

❖ A good customer experience will generate likes, positive comments and shares all different types of information

Lipschultz, p.109-111

Facebook Insights:-A site sees continuous growth in the number of likes, increases in the reach of posts beyond those users liking the page and following it on their feeds.

-Beyond the quantitative measures of engagement, a page manager should drill down and examine the most engaging content.

-Reach can be used to identify promising potential for the future content.

-By posting on the page, an automatic tweet generates a headline and link for Twitter followers, where you are able to link a Facebook page to a Twitter account.

Lipschultz, p.111-112

http://youtube.com/v/3KVT0qPid8Q

Twitter Analytics:-Twitter offers:➔ Number of followers ➔ Number of re-tweets ➔ Replies➔ Activity of human users and

automated robot “bots”➔ Measures following to

following ratios➔ Studies content➔ Explores social networks

AMEC’s Barcelona Declaration of Measurement Principles:

1. Importance of Goal Setting and Measurement

2. Measuring the Effect of Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs (Averages) are Not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparence and Replicability are Paramount to Sound Measurement

Lipschultz, p.112-116

Twitter Analytics Continued:

Lipschultz, p.112-116

Key terms:

-Measurement Error

-Word Clouds

-Social Media Dashboard

Network Visualization

Social Network Measurement & Visualisation

- Social media can be a powerful force to reach large

audiences with important messages.

- Social media measurement returns us to central

issues of computer mediated communications. (CMC)

- These spaces allow us to develop online relations,

explore interactions with new people and create

identities and grow communities with interest.

Network Analysis

Network Analysis

Social Network Theory

- Academic researchers have begun to explore online behaviors and measurements

through application of social network theory.

- The Social Network Theory is defined as a systematic study of how individuals interact

in social settings.

- For over 50 years this theory has been the focus of research.

Network Analysis

Social Network Theory Continued:

- Academic Researchers, Tubbs and Moss traced

investigations in the nature of popular, over chosen and

unpopular or isolated people.

- They concluded that through the “sociogram” that positive

traits such as enthusiasm and maturity maybe related to

judgements about sincerity of another’s conversation.

- These connections relate to public relations and journalism

Cognitive Dissonance Theory

- American Social Psychologist Leon Festinger

- Much of this work was grounded in Heider’s balance

theory and Festinger's cognitive dissonance theory

from the 1960.

- His great deal of creative research caused the term

cognitive dissonance to become apart of public

disclosure

Cognitive Dissonance Theory

- Cognitive dissonance theory is when an individual to

seeks consistency among their cognitions.

- When there is an inconsistency between attitudes or

behaviors something must change to eliminate the

dissonance.

Cognitive Dissonance Theory Example

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