Social Media Measurement Tools - Stephan Sorger · Social Media Measurement Tool Options Option Description Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTube Analytics

Social Media

Measurement Tools

Disclaimer:

• All images such as logos, photos, etc. used in this presentation are the property of their

respective copyright owners and are used here for educational purposes only

•

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.1

http://www.stephansorger.com/

Social Media Measurement Tool Options

Option Description

Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTube

Analytics over individual accounts

Best for: Small businesses, Personal use

Aggregators Example: Socialmention, Samepoint

Overview of multiple social media sources

Best for: Small businesses, Serious amateurs

Professional Example: Radian6.com; starts at $600, based on volume

Deep dive into significant amounts of data

Best for: Dedicated social media professional

Radian6:

One of the market leaders

in social media measurement.

Steep learning curve.

Expensive.



Source Tool: Facebook: Overview

Topic Description

Purpose Analytics for Facebook page administrators (business use)

Functionality Fans: Total fans; New and removed fans

Subscribers: Unsubscribers and resubscribers

Demographics: Age; Gender; Top Countries

Media: Photo; Video; Audio

Interactions: Total number of comments; Wall posts; Quality

Engagement: Click-through rates; Discussion posts

Advantages Free; Fairly powerful

Disadvantages Limited to Facebook

facebook.com



Source Tool: LinkedIn: Overview

Topic Description

Purpose Limited metrics for LinkedIn pages

Functionality Personal account: Profile views; Inclusions in search results

“Business Plus”: Traffic sources for “My Profile” views

Functionality LinkedIn Groups

Members: Total members; New members

Discussions: Total discussions; New discussions

Updates: New postings for past 7 days

Advantages Free

Disadvantages Limited functionality

linkedin.com



Source Tool: Twitter: Overview

Topic Description

Purpose Limited metrics for Twitter accounts

Functionality Twitter Account: # of Followers; # of Followings; # of Tweets

Twitter Search: Not automatic; Must proactively use

Twitter Grader: Measure power and reach on Twitter

Third Party Tweet Deck: Track mentions (Retweets, @ replies)

Advantages Free

Disadvantages Limited to Twitter

twitter.com



Source Tool: Twitter Search: Overview

Topic Description

Purpose Search Twitter postings

Functionality Shows all tweets relevant to keyterm

Provides real-time news stream

Advanced search available

Targets keyterms, people, places, and so on

Advantages Free; Direct source measurement

Disadvantages Limited to Twitter only

search.twitter.com



Source Tool: Twitter Search: Screenshots

Stream of

Tweets



Source Tool: Twitter Search: Screenshots

Advanced Search

Refine search

based on selection

of keyterms to

include, as well as

not to include

“Places” searches

can be useful when

running events



Source Tool: YouTube: Overview

Topic Description

Purpose Statistics over user channel and each channel

Functionality YouTube Insight

Views: Total views; Unique viewers

Popularity: Relative popularity; Top videos by % of total views

Demographics: Age; Gender; Geographic area

Engagement: Total # of ratings; Comments; Favorites

Discovery: Breakdown of sources of views for each video

Hot Spots: Viewership compared to other same-length videos


Disadvantages Limited to YouTube

youtube.com



Aggregator: Socialmention.com: Overview

Topic Description

Purpose Real-time social media search and analysis tool

Functionality User-selected sources: Twitter, Facebook, and so on

Strength: Mentions in past 24 hrs / Total possible mentions

Sentiment: Positive mentions / Negative mentions

Passion: # Authors discussing brand repeatedly

Reach: # Unique authors mentioning brand / Total mentions


Disadvantages Slow; Collects data in real-time

socialmention.com



Aggregator: Socialmention.com: Screenshots

Enter search term Select sources




Scores:

-Strength

-Sentiment

-Passion

-Reach

Mentions: Many pages; Twitter, Facebook, and so on




Sentiment:

- Positive

- Neutral

- Negative

#Hashtags:

Good for Twitter

Sources:

Shows breadth of app

Keywords:

Good for SEO

Top Users:

Find Key Influencers



Professional: Cision & Radian6 Dashboards

Topic Description

Purpose Comprehensive coverage of social media

Functionality Dashboard: Real-time monitoring of social media

Console: Highly scalable social web client

Integrates with Salesforce.com and Webtrends.com

Twitter, YouTube, MySpace, LinkedIn Answers, and more

Advantages Comprehensive; Logical layout; Powerful; Market-leading

Disadvantages Cision: $595 per topic per month (Radian6 technology)

Radian6: $600 per month, based on volume

Cision, PR-focused variant of Radian6



Cision.com: ScreenshotsMain Dashboard Page

“River of News”

Posts by source:

-Facebook

-Twitter

-Blogs

-Company site

Metrics per user:

Following, Followers, Updates, Sentiment # Posts over timeTotal # of posts



Cision.com: Screenshots

Actions for post

- Assign company

personnel to follow up

- Assign status

(reviewed, resolved,...)

- Assign priority

(low, medium, high)

- Classify posting

(complaint, sales lead,…)

- Add notes

(provide detail)

- Analyze sentiment

(positive, negative)



Cision.com: ScreenshotsSet up IM-based alerts



Cision.com: ScreenshotsSetting up New Topic

Add profile name

Add brand tracking

Add competitors

Add industry, keywords, …



Cision.com: ScreenshotsSet up Dashboard Widgets

-Basic Widgets

-Social Media Metrics

-Twitter Analysis

-Brand Analysis

-Competitive & Industry Intelligence & Analysis

-Workflow & Engagement



Cision.com: ScreenshotsBasic Widgets: 5 Total

Widget #1:

River of News

Widget #2:

Keyword Cloud




Widget #3:

Topic Analysis

by Mediatype

(blogs, forums, other)

Widget #4:

Topic Trend




Widget #5:

Influencer



Cision.com: ScreenshotsSocial Media Metrics: Showing 6 of 12 Total

Metric #1:

Trend Topic

by Media Type

Metric #2:

Topic by Language




Metric #3:

Topic by Region

Metric #4:

Top Viewed Videos

and Images




Metric #6:

Volume Comparison

Metric #5:

Topic Sentiment Trends



Cision.com: ScreenshotsBrand Analysis Metrics: Showing 2 of 7 Total

Metric #5:

Brand Trends

by Sentiment

Metric #1:

My Brand

River of News



Documents

Social Media Measurement Tools - Stephan Sorger · Social Media Measurement Tool Options Option Description Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTube Analytics