Social Media Analytics – What, Why and How
Katie Delahaye Paine talks about social media analytics. It’s about measuring relationships. Sas, Spss, analytics are the key to the success of measurement.
Improve your reputaion, listen first, then respond.
Being proactive in social media leads to increase in revenues. So how do you get there?
Articulate a goal, then measure your web traffice, online donations etc…
Define the expected results.
What’s the investment?
understand your audiences and what motivates them
define the metrics (what you want to become)
determine what you are benchmarking.
What is your return?
cheaper because you are improving relationships
what problems you are trying to solve
What’s the opportunity costs? What is the cost of not participating.
If Comcast did not participate on Twitter they could be tied into huge legal battles.
What’s the investment?
your CEOs time,
agency compensation
opportunity cost
ras costs/hr costs vs material costs
How do you impact the audience out there?
there are no aucience but multiple constituencies.
Should your blog or twitter” ask your customers.
understand yoru role in getting the aucience to do what you want it to do.
Raise awareness, increase preferences, increase engagement.
What are your KPI (key performance indicators)?
measure comments vs posts
is actionable
continuously improves your process
is there when you need it
KPIs should be developed for your own properties, different tactics, other influential sites
Increase in employee engagement
KPIs for external blogs
share of positioning
share of rants vs raves
shar of positives/negatives
share of visability
How do you pick a tool?
relationships – surveys
increase awareness – some form of analytics
content analysis – free stuff out there to collect data and someone to analyze it
Surveys still work.
Aspects of relathinships
measure at the beginning of the campaign and at the end. You will figure out what does not work. Figure out what the competition is doing better than you.
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