Who Benefits from this Course? Quick and Easy Social Media Analytics and Measurement. Are you a Facebook Admin looking to write social media measurement reports? Or a marketing professional needing analytics to evaluate Twitter and Instagram return on investment of marketing time and dollars? Perhaps you run a small business and just know there must be more to Facebook and Twitter and would like to see behind the curtain? This course is for the professional social media manager, a marketing or PR person or a small business evaluating their social media presence on Facebook, Twitter etc.
What does the Social Media Measurement and Analytics Course Cover?
Format of the course: Almost everything is in a video lecture format (I'll walk you through evaluating, setting up and measuring social media on various platforms like Facebook and Twitter) but there are also downloadable workbooks for those that prefer to read and follow along that way.
SHORT COURSE: This is a mini-course that is part of a much larger Social Media Campaign course - you will find some videos duplicated from the Campaign course on my corporate account. Some students just want a quick and easy course on one aspect of campaigns - that is the purpose of this course. So if you are just looking for measurement and analytics tools and strategies as part of social media campaigns, this is the course for you!
Welcome to the course, a little introduction from me, about me, and what we are going to achieve in this course. Great to have you onboard!
Getting started and the fundamental question: What do you NEED to measure in Social Media? Some people think that social media can't be measured. But the real problem is that you can measure so much, what SHOULD you measure? And what are the best tools?
Starting fairly basically, how do you measure "circulation" - the number of people that connect with you (Subscribers)? If people Like your Facebook Page, follow you on Twitter or Instagram, connect with you on LinkedIn or circle you on Google Plus they are subscribing to you (like subscribing to an email newsletter but its on a social media platform). The most popular statistic question "how many people follow you on social media?" it is the first evaluation to perform. We call this "Owned Channel". PS You'll see in Engagement (a later lecture) that is "Earned Channel" and different analytics.
Discussion: how important is "circulation" to your organisation? Would you prefer more people saw your content or more people subscribed to your social media channels?
It's all very well to have, say, 10,000 Likes on your Facebook Page but are they liking and sharing and commenting on your content? And how do you measure engagement on your Facebook Page, Twitter account and so on?? Examining the analytics of actual Facebook and Twitter accounts (case studies), we can see social media Engagement as a factor of Likes (circulation or subscribers) vs Reach (actual receivers or readers).
There are two types of reach on Facebook and Twitter and other social media platforms - "actual" and "possible". Just because someone has 100,000 followers on Twitter doesn't mean that they are reaching 100,000 people with every tweet. Sometimes someone with 100 followers can reach 100,000!
Would you like to measure a social media call to action of "download this from my website" or "buy this" or "click here" or "play this video" or "please read my blog"? Do you want to know that if you put up a link or an offer on Facebook or Twitter, that people are clicking on that link and going to your website?
Klout is a scoring system that gives everyone a reputation score whether they are using Klout or not (it's being used in job interviews and with social CRMS). Klout and reputation scoring systems look at how influential you are on social media. Also how influential your customers are - do you have a client who can tweet or blog "buy this" and lots of people pay attention?
We look at a range of sentiment/favourability tools that measure social media emotions online:
Discussion: Is "all Press good Press" or would a negative sentiment hurt your brand and purchasing decisions? How do YOU deal with nasty Facebook comments and Twitter trolls?
How fast is your message getting out there? Did you get to 100,000 views of your YouTube video - but it took 48 hours rather than 2 years? Velocity is a unique to social media measurement (Traditional media has a short head and long tail, but social media has a J curve of velocity).
Understanding the Return on Investment ROI, Cost of Inaction COI and Ecosystem in social media.
Social media courses on Facebook, social media strategy, Twitter, social media campaigns, automate, monitoring dashboards and so on.
I am a CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) and I also have taught a Masters of Convergent Media. My personal social media: Forbes Magazine named me in the Top 50 Social Media Influencers globally,named head of media, social media by Marketing Magazine and in the Power150 (AdAge Magazine) Media bloggers. I strive to show the theory/strategy with practical tactical tools in online community building.
Professionally, I manage Facebook Pages for Junior Masterchef, Idol, Big Brother etc. I have taught social media for businesses at University of Sydney for 10 years and I have 7,000 online students. My clients range from UNHCR and TV shows to small businesses and Women Matter (Saudi Arabia Women of Islam community). I have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention.
I personally have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention and have around 7,000 online students.