Social Media Analytics – 101 the Basics
There seems to be a lot of talk lately about what are metrics in social media and how to measure them. I have taken a crash course in analytics the last few months and have discovered some of the key metrics you should look at in judging success.
The metrics for Facebook are:
- Likes – How many people clicked the Like button
- Shares – how many people clicked the share button
- Impressions – How many people potentially saw your post
- Edge Ranking (Engagement Rate) – a algorithm by Facebook that takes into account, impressions, shares, likes, etc of posts and comes up with a percentage score.
- Comments – how many people commented on the post
- Clicks – How many people clicked the link that was in your post
The metrics for Twitter are:
- ReTweets – how may people retweeted your content
- Replies – The number of people who replied to you
- Direct Messages – The number of people who sent you a Direct message
- Clicks – How many people clicked your link
- Impressions – The potential number of people who saw your post.
Google+
- Stay tuned because your guess is as good as mine
Note one metric missing. Its sales. While it is important and everyone is in the business to make money, Sales should be a secondary goal. If you look at some of the sales funnels on the net, you will see Social is usually at the top of the funnel. Therefore it takes longer to make a sale then with other forms of media.
The important thing is to figure out which one or ones of these are most important to you and your business. I have found out every company is different and you will need to adjust the mix as needed. This is determined if you want branding, a new product launch, if you are a service or consumer good.
For 102, I will go more into what each metric means and how you can apply it to the business. In 201 I will go into how to create a spread sheet and judge which posts are working and which are not. Remember you should experincment in social and have fun with it!
Goodbye to a Visonary
Yesterday I found out about the death of Steve Jobs, while playing trivia. I kept seeing Steve Jobs on the screen. I first thought it was about the iPhone announcement on Tuesday, but when I read the screen it said “Apple confirms the death of Steve Jobs.” I will say I was shocked. I knew he had been battling cancer for years, and resigned from Apple (but remained on the board). I thought there would be a few years left and he would still be a force in Apple.
I think as a self proclaimed Apple Fan boy, that Apple as a company will be fine. I say this because I think Steve knew that his days were ending and he put in people who would carry on the legacy of Jobs at Apple. The culture of the company is set, and they have been very successful for 10 years. I know they will keep innovating and bringing us products that will revolutionize the way we conduct every day business.
Shortly after the death, statements came out from various people:
Bill Gates:
“I’m truly saddened to learn of Steve Jobs’ death. Melinda and I extend our sincere condolences to his family and friends, and to everyone Steve has touched through his work.
Steve and I first met nearly 30 years ago, and have been colleagues, competitors and friends over the course of more than half our lives.
The world rarely sees someone who has had the profound impact Steve has had, the effects of which will be felt for many generations to come.
For those of us lucky enough to get to work with him, it’s been an insanely great honor. I will miss Steve immensely.”
Mark Zuckerberg
Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world. I will miss you
President Obama
“Michelle and I are saddened to learn of the passing of Steve Jobs. Steve was among the greatest of American innovators – brave enough to think differently, bold enough to believe he could change the world, and talented enough to do it.
By building one of the planet’s most successful companies from his garage, he exemplified the spirit of American ingenuity. By making computers personal and putting the internet in our pockets, he made the information revolution not only accessible, but intuitive and fun. And by turning his talents to storytelling, he has brought joy to millions of children and grownups alike. Steve was fond of saying that he lived every day like it was his last. Because he did, he transformed our lives, redefined entire industries, and achieved one of the rarest feats in human history: he changed the way each of us sees the world.
The world has lost a visionary. And there may be no greater tribute to Steve’s success than the fact that much of the world learned of his passing on a device he invented. Michelle and I send our thoughts and prayers to Steve’s wife Laurene, his family, and all those who loved him.”
The one that got me was President Obama’s last sentence. How many out there actually learned on an iPhone, iPad or Mac?
Steve was one of the people I most admired. He brought his vision to life, and like it or not he changed the way we live in many ways. Time will tell what will happen to Apple but its going on to the next chapter
How Timeline will Affect Businesses
Last week F8 announced the new changes. The first was Timeline, if you watched the video above or the F8 conference you know the massive changes in the way profiles will be displayed. It will be more of a lifestream rather then the profiles we know. I eerily reminds me of Tumblr. The second are changes to the Social Graph. Which I won’t cover too much in this post.
It was said that there will be no changes to Facebook Pages or Tabs. However, if you remember with the last profile revision, they did change the Pages about 8 months after the profiles changed. We can pretty much guarantee that pages will be Timelines, but Facebook has not said when, so stay tuned.
I have come up with a few areas businesses need execute to have an easier transition to Timeline.
- Likes on Facebook are not showing up in the News Feed – I haven’t confirmed this but I have read in many places, if you like something on Facebook it’s not showing up on the users news feed for friends to see. This really will affect the way business is conducted on Facebook. I am not sure if this will change but in the mean time businesses and marketers need to get likes off Facebook. This would include content, pictures, videos and such. From what I understand, likes off Facebook are still showing up on the news feeds. This may change, so keep reading Mashable and other blogs to see. Implication: Drive people to your off Facebook properties to gain exposure on Facebook.
Apps will take a Bigger Role on Facebook – As stated in the F8, Facebook is going to integrate apps into the Timeline. Brands are going to need to develop apps that interact and give consumers something interesting and different. One of the apps they profiled was the Nike app, that showed running routes and how they are shared. Apps that aren’t engaging or bring value to the consumer will be ignored. Implication: Apps are going to be a new way for brands to connect with consumers. They must bring value, be engaging and easy to use.
- Consumers have more control on what shows up in Timeline – Consumers now have a lot more control on what shows up on their profile. Its now about the person’s life and milestones. Brands that currently engage and create content that is meaningful to consumers will get shared. Those who push sales or irrelevant messages will be hidden. Implication: Brands need to create engaging content that consumers will want to interact with.
Brands Must Become Part of Peoples Lives – as I have mentioned above, brands must now become a part of consumers lives. Before it was about consumer taking action to like a brand, now it’s going to be about how brands become part of the story. I can see certain brands will have problems with this. If you use Facebook like traditional media you are not going to be successful. It’s time to really engage fans if you are not doing it. Implication: Brands need to show how they part of peoples lives.
These are a few things I see. I got inspired by an article I believe from AdAge. I bookmarked the article at my previous job so I can’t recall who I read. If you remember this article let me know.
What I have learned….
This past Friday I was laid off from my job. It was not expected and still sinking in, it will really hit me tomorrow when I get up and don’t have to go into the office. But the experience really taught me a lot about me and improved my skills. So here is what I learned:
- A deeper understanding of analytics and how to report it to clients
- How to present and get your message across to a Fortune 100 company
- To be creative and propose things out of the box, sometimes you have to push a client
- How to work with difficult coworkers at times
- Implications for social media and how to change strategies you feel aren’t working (not an easy task)
- Create presentations that tell a story and that are more visual with out being a data dump
The three months there were good, I planned on being there a lot longer but I am a firm believer take what you learn and move on. That is what I am doing. I think going forward I have some great skill sets that will be valuable in this market. Back to the job hunt!
Google+ – Great Potential but is it too late?
I will admit that my first impression of Google+ was a good one. Google really impressed me with the clean interface and ease of use. So, this gave me hope that, unlike their last few attempts, this would pay off for their bid to enter social media. It took a few days but I got an invite and started to explore.
Then after a few days it made me wonder what their plans were. They had one of the fastest growing social networks but it wasn’t complete yet. There were still major things missing. These include company pages, games just to list a few. This now made me loose hope of the adoption.
Here are a few things I think really slowed down Google+
- The API wasn’t released: This is one of the first things I think they should have released. Releasing an API would allow users to post via a third party app, like Hootsuit or TweetDeck.
- Company pages: This is another thing that should have been ready to go. With in the first month the business pages should have gone live. They instead released a request for Beta that they later revoked. Businesses are still in the dark on what exactly will happen. Ford is the best example for a page.
- Beta invites weren’t exclusive. If the purpose was to slowly release features, then the Beta invites should have been more exclusive and limited. This would have allowed feedback and to update Google+ as needed
These are just a few reasons that have slowed down the momentum that Google + had, and I don’t know if they will gain it back. I talk to people in social and they are all pretty done with it for now. It may go down as the next Wave or Buzz.
ME0031 – Google Plus Facebook
Timothy Goleman is joined by Eric Ungs and Peter Brusa. Where they talk about the recent release of Google Plus. Eric was the only person on it at the time. Since then both Tim and Eric have gotten invite.
Then we talk about the announcement from Facebook about the video integration with Skype.
This is the first panel show and will be the first of many. We hope you enjoy. If you want to be on a show contact me.
http://marketingelementsblog.com
tim@timgoleman.com
@timgoleman
Podcast: Play in new window | Download
ME0030 – Social & Mobile Search

Timothy Goleman talks about the Search. It’s not his strong suit but showcases his belief that all areas of marketing are intertwined. Its important to know how they interact.
Bing announced this past month that they are using Facebook info, based on likes, to show you what interests your friends. He then takes it one step further to talk about mobile search, how finding something near by while on your mobile device is important.
Search is ever evolving and must be considered in your marketing mix.
http://marketingelementsblog.com
tim@timgoleman.com
@timgoleman
Podcast: Play in new window | Download
ME0029 – The Oprah Effect
Timothy Goleman talks about the Oprah Effect. That is the effect that Oprah had on the world of marketing. This includes books, non-profit and the annual Favorite Things edition.
Who will take Oprah’s Place? Can anyone take her place. In a post Oprah world it will be interesting!
http://marketingelementsblog.com
tim@timgoleman.com
@timgoleman
Podcast: Play in new window | Download
ME0028 – Lady GaGa Goes to Farmville
It’s another Marketing Element podcast. This time host Timothy Goleman talks about how Lady GaGa has gone into the world of social gaming. She has been a big user of Social Media and has leveraged it to help in her success. In Farmville (http://www.farmville.com), they are giving players the chance to preview the new “Born This Way” album before it’s released. This is a big perk for current players. They also are including the album when you purchase a special gift card available online or at Bust Buy Stores
http://marketingelementsblog.com
tim@timgoleman.com
Podcast: Play in new window | Download
ME00027 – Marketing Element Luxor Hotel
I bring you the second Marketing Element. I show case a company doing a great job with Twitter, the Luxor Hotel in Vegas. They have taken Twitter and using it as an integral part of their marketing mix. They aren’t doing a push mentality rather a community building. Check them out on twitter at @Luxorlv
http://marketingelementsblog.com
tim@timgoleman.com
Podcast: Play in new window | Download




