By:-P. Sukumar

The analytics allow marketers to identify sentiment and identify trends in order to better meet their customers' needs

Social media analytics is a powerful tool for uncovering customer sentiment dispersed across countless online sources

AssociationsInterpreting interactionsAnalyzingMeasuring

People IdeasTopics

What is Social Media Analytics?

Social media analytics helps in forming, understanding and leveraging communities for societal activities and business offerings

Forming: analytics technologies to identify/build communities around the world

Understanding: analytics & modelling provide deep understanding of structure & dynamics of community interactions

Leveraging: manage activities to achieve specific goals or business objectives.

Engagement

Receptivity: Reach & core

audience

Traffic Sources: How

are they finding you?

Interaction

Likes: where they are

coming from

Demographics: Likes and

shares, Interests

FACTORS OF SOCIAL MEDIA

SOCIAL WEB

EXTARCTBusiness relevant

posts/profiles

PARTICIPATETo advance strategic

intent

ANALYZEPost/profiles

ACCESSPerformance of

participants

Assimilate findings

Identify best practices

Benefits

Cost impact

Value impact

ENABLERS

Tools & Infrastructure

People

Techniques

LIFE CYCLE OF SOCIAL MEDIA ANALYTICS

Understanding the potential of social media to make difference in your business

Linking social media activities to show impact on company ROI/other financial activities

Getting people across the organization to see the value Of social media analytics

Educating your staff on how to use social media

Responding & solving the issues raised by customers very firstly

Capturing/analyzing online conversations about your brand products/servicesFinding qualified staff who can work on social media activities

41%

13%

14%

15%

22%

25%

31%

WHAT MOST COMPANIES DON’T KNOW ABOUT EFFECTIVE USES OF SOCIAL MEDIA

1

2

3

4

5

6

7

8

9

10

0 10 20 30 40 50 60 70 80

Marketing 69Communication 43

PR 35

Web Team 30

Sales 17Customer Service 12

R&D 9

Operations 9

Finance 2

IT 16

AREAS OF ORGANISATION ARE RESPOMSIBLE FOR DEVELOPMENT OF SM STRATEGY

SOCIAL MEDIA ANALYTICS FOR “UNIVERSAL BUSINESS SCHOOL” FACEBOOK

PAGE

ENGAGEMENT PEAKSENGAGEMENT PEAKS

MOST ENGAGING POST FROM 6/5/14

UBS Brand Ambassador Championship | UBS Brand Ambassador Championship Contestant, Palak Vo…

737 interactions, 92% of the total for that day

MOST ENGAGING POST FROM 6/9/14

UBS Brand Ambassador Championship | UBS Brand Ambassador Championship Contestant, Aishwary…

43 interactions, 43% of the total for that day

MOST ENGAGING POST FROM 6/12/14

UBS Brand Ambassador Championship | UBS Brand Ambassador Championship Contestant, Nayana M…

485 interactions, 98% of the total for that day

5/31/1

46/1

/14

6/2/1

46/3

/14

6/4/1

46/5

/14

6/6/1

46/7

/14

6/8/1

46/9

/14

6/10/1

46/1

1/14

6/12/1

46/1

3/14

6/14/1

4

0

1

2

3

4

5

6

0

100

200

300

400

500

600

700

800

900

1.0K

Brand Posts and Total Engagement

Brand Posts Total Engagement

Bran

d Po

sts

Tota

l Eng

agem

ent

ENGAGEMENT BY TYPEENGAGEMENT BY TYPE

Likes

17 per post

Comments

8 per post

Shares

360

158

98547 per post

5/31/1

46/1

/14

6/2/1

46/3

/14

6/4/1

46/5

/14

6/6/1

46/7

/14

6/8/1

46/9

/14

6/10/1

46/1

1/14

6/12/1

46/1

3/14

6/14/1

4

0

100

200

300

400

500

600

700

800

900

Brand Post Engagement Breakdown

Likes Comments Shares

Tota

l Eng

agem

ent o

n Br

and

Post

s

Status Posts

0

Links

0

Photos

21

Videos

0

0 10 20 30 40 50 60 70 80

Engagement Per Brand Post

Likes Comments Shares

02004006008001.0K1.2K1.4K1.6K

0

0

1,503

0

Brand Posts by Type

Total Engagement

TOTAL ENGAGEMENT ON USER POSTSTOTAL ENGAGEMENT ON USER POSTS

o f t o ta l e n g a g e m e n t

o n y o u r p a g e

of total engagement on your page

0.2%

3 interactions

MOST ENGAGING USER POSTMOST ENGAGING USER POST

"Universal business school is best place for personal and professional

development. It is well equipped with modern facilities and have profe…"

by Palak Vohra (2 interactions)

0

1

2

3

0

1

2

Engagement on User Posts

User Posts Engagement on User Posts

Use

r Pos

ts

Tota

l Eng

agem

ent

(The users whose posts on your wall have received the most engagement)

(The users who have posted most frequently on your wall)

(The users who have commented most frequently on your wall posts)

Palak Vohra

Nayana Mahajan

Supriya Reddy Palwai

Rajeev Kumar

Sukhmani Kaur

Eshant Sharma

Rahul Raghuvanshi

Manik Kataria

Zubin Mahajan

Tanmay Borah Kashyap

19

10

8

7

7

6

3

3

3

3

Top Users by # of Comments

Palak Vohra

Kalyan Sale-hundam

Girish Wagholikar

Venkatesh Naidu

Aayush Saraf

Shumaila Fatima

2

1

0

0

0

0

Top Posters by Total Engagement

Kalyan Salehundam

Kalyan Salehundam

Girish Wagholikar

Palak Vohra

Venkatesh Naidu

Aayush Saraf

1

1

1

1

1

1

Top Users by # of Posts

TOP DAY FOR COMMENTSTOP DAY FOR COMMENTS

42.0%

Thursday

Thursday

o f y o u r t o ta l c o m m e n t s

of your total comments

TOP TIME FOR COMMENTSTOP TIME FOR COMMENTS

7:00 AM – 8:00 AM

7:00 AM – 8:00 AMo f y o u r t o ta l c o m m e n t s

of your total comments16.1%

0

5

10

15

20

25

Comments and Brand Posts by Day and Time

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Num

ber o

f Com

men

ts

0:00

1:00

2:00

3:00

4:00

5:00

6:00

7:00

8:00

9:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

0123456

Time of Day

Bran

d Po

sts

Total Comments

than

ku

gud lu

ckmah

ajan th

anku

sukh

mani k

aur

palak v

ohra

thnku

share

0

20

40

60

80

100

120

140

160

143

12 5 2 4 4 6 5

Freq

uenc

y

CONCLUSION

From the above results we can analyze the

1. Frequent visitors for the page

2. Brand posts per day/week

3. Most engage timings…….

If you’re in a business platform, Social Media Analytics can be more helpful to generate the revenue, budget allocation for various campaigns/ads etc.. Which makes your position more stable in this competitive industry