Social media presentation
- 1. Chapter 6 Robert Schneider, Drew Fay, Mohammad Habibian, Jelani Williams
- 2. Social Media Metrics and Analytics “Social media offer a unique opportunity to measure human nature and communication behavior. With every online click, we leave a digital trail.” - Reliability: Social scientific measures of consistency of results. - Validity: Determination that a measurement is what it was planned to be. - Transparency: The social media approach of disclosing all relevant interests and not having a hidden agenda.
- 3. Social Media Measures - Jim Sterne (author) was one of the first to discover the power of social media data and catalog dozens of different types of possible measures. - Popularity - Mainstream media mentions - Number of fans/followers/friends - Likes or favorites - Number of interactions/engagement rate
- 4. Social Media Measures (cont.) - Daniel Miller sees social media marketing as part of a higher marketing task for businesses. - Relationship Building with Customers - Earned exposure through customers sharing - “Authentic” insight and criticism from comments - Search engine visibility from posts
- 5. Measuring the ROI of Social Media https://www.youtube.com/watch?v=M0DOwmAjqnQ
- 6. See, Say, Feel, Do ● These are 4 fundamental types linked to Return On Investment (ROI) ● See - The number of people viewing a post. (Facebook, News Articles, Blogs, etc.) ● Say - Measures content such as likes, shares, re-tweets, email forwards, etc. ● Feel - Total amount of likes or +’s
- 7. Google Analytics ● By incorporating Google Analytics tracking code on a page, owners are provided with data on the source of web traffic, such as search engine, referrals from other sites, direct traffic and social media linkages.
- 10. Facebook Insight Most Important in the last decade Can view other stream on facebook Manager should examine the most engaged conversations
- 11. Twitter Analytics Jack Dorsey 2006 Mobile app 236 million active user a month
- 12. 5 Social Media Metrics you can measure https://www.youtube.com/watch?v=cQlfAQnyDTA&feature=youtu.be
- 13. Network Analyses The process of investigating social structures through the use of networks and graph theories. Study of how individuals interact in social settings has been the focus of research for more than 50 years. Researchers call the network graph that is produced by the analysis software called “Sociogram” Sociogram is a graphic representation of social links that a person has. It is a
- 15. Other Social Network Measurements Twitter users (sometimes called “tweeps”) may be analyzed to identify visual patterns found within linked entities. Researchers have proposed and developed methods for analysis of structure and grouping of categories and clusters in a social network. In social network analysis twitter users are connected by a series of lines in social space. The maps represent a center of people at the core of a network
- 16. Discussion Questions If you were advising a CEO who had never been on twitter to create a profile which key concepts would you discuss with him? - Stay active - Follow experts in your industry - Learn how to utilize #hashtags
- 17. Discussion Questions (cont.) Consider ways to use social media to improve trust and influence. Which Twitter measures would you want to track? We would track measures such as retweets and mentions. We wouldn’t want to track number of followers, since there are many “bots” on Twitter.