social media analytics

SOCIAL MEDIA MEASUREMENTS

OUTLINE

• Community

• Performance Evaluation Basics

• Post / Tweet Performance

• Facebook

• Twitter

• Page / Handle Performance

• Facebook

• Twitter

COMMUNITY

PERFORMANCE EVALUATION BASICS

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



• 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





2 Activities) = 8



Community INCREASES by

100%


PER ACTIVITY: 4

COMMUNITY: 10 COMMUNITY: 20





2 Activities) = 8





2 Activities) = 10


(Average ENGAGEMENT)


100%


PER ACTIVITY: 4






2 Activities) = 8





2 Activities) = 10




100%


PER ACTIVITY: 4


PER ACTIVITY: 5 Engagement ROSE by

25%






2 Activities) = 8





2 Activities) = 10




100%


PER ACTIVITY: 4



25%


• 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





2 Activities) = 8





2 Activities) = 10




100%

• ENGAGEMENT RATE = (Average Participation /

Community Strength) * 1,000,000

• (4 / 10) * 1,000,000 = 400,000


PER ACTIVITY: 4



25%

ENGAGEMENT: 400,000


• 1 Million = 1,000,000

• i.e., 400,000 Members out of a

Community of 1,000,000 (1Million)

Members are ACTIVE PARTICIPANTS





2 Activities) = 8





2 Activities) = 10




100%



• (4 / 10) * 1,000,000 = 400,000



• (5 / 20) * 1,000,000 = 250,000


PER ACTIVITY: 4



25%

ENGAGEMENT: 250,000 ENGAGEMENT: 400,000






2 Activities) = 8





2 Activities) = 10




100%

Engagement DIPPED by

38%



• (4 / 10) * 1,000,000 = 400,000



• (5 / 20) * 1,000,000 = 250,000


PER ACTIVITY: 4



25%

ENGAGEMENT: 250,000 ENGAGEMENT: 400,000


FACEBOOK

POST PERFORMANCE

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

TWITTER

TWEET PERFORMANCE

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

PAGE PERFORMANCE

Facebook

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

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

FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE

FANS

1,000,000

FRIENDS OF FANS

60,000,000

VISIBILITY RATE :

4%

ORGANIC REACH

40,000


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%


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%


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%

HANDLE PERFORMANCE

Twitter

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;

Social Media Community Manager

@The_Devante

social media analytics

Business

community number of

total number of participation

total community

community size

active participation

participating members

active members

active participantsengagement