summit reporting and analyzing social media data
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TRANSCRIPT
Are Your Social Media Efforts Working?
Reporting & Analyzing Social
Media Data
Presented by Sida Li
Likeable Media
Agenda
Finding the data
Determining what metrics are important
Analyzing and interpreting important metrics
Q&A
Where to Find the Data
Straight from the social media platform itself
Where to Find the Data
Free analytics / tracking tools
Where to Find the Data
Paid analytics tools
Where to Find the Data
Get creative! Use discount codes that can be easily tracked Make hashtags on Twitter to group conversations you want to monitor
Determining What Metrics are Important
1. Construct a list of goals you want to achieve using social media and an overall strategy to reach these goals
2. Identify metrics to measure the success of these goals
3. For each goal, weight the importance of each metric
Determining What Metrics are Important
Let’s take Manchester United as a hypothetical example… • Goals? • Strategy? • Metrics? • Weighting the metrics on
importance?
Determining What Metrics are Important
Metrics to Keep in Mind
Growth
Interac-on
Engagement
Conversion
Page views / traffic
Reach
Sen-ment
Customer service
Market share
Sales
Determining What Metrics are Important
Analyzing and Interpreting Important Metrics
1. Develop reporting timeframe and start with a baseline for comparison.
2. Obtain and present relevant metrics.
3. Interpret the results of the metrics compared to your baseline, and identify the causes of trends or unusual changes.
4. Provide next steps and adjustments that need to be made.
Measure
Report Analyze
Op-mize
Questions?