1. Are Your Social Media
Efforts Working?
Reporting & Analyzing Social
Media Data
Presented by
Sida Li
Likeable Media

2. Agenda
 Finding the data
 Determining what metrics are important
 Analyzing and interpreting important metrics
 Q&A

3. Where to Find the Data
 Straight from the social media platform itself

4. Where to Find the Data
 Free analytics / tracking tools

5. Where to Find the Data
 Paid analytics tools

6. Where to Find the Data
 Get creative!
 Use discount codes that can be
easily tracked
 Make hashtags on Twitter to
group conversations you want to
monitor

7. Determining What Metrics are
Important
1. Construct a list of goals you
want to achieve using social
media and an overall strategy
to reach these goals
2. Identify metrics to measure
the success of these goals
3. For each goal, weight the
importance of each metric

8. Determining What Metrics are
Important
 Let’s take Manchester United
as a hypothetical example…
• Goals?
• Strategy?
• Metrics?
• Weighting the metrics on
importance?

9. Determining What Metrics are
Important
Growth
Sales
Interac-on
Market
share
Engagement
Metrics
to
Keep
in
Mind
Customer
Conversion
service
Page
views
/
Sen-ment
traffic
Reach

10. Determining What Metrics are
Important

11. Analyzing and Interpreting
Important Metrics
1. Develop reporting timeframe
and start with a baseline for
comparison. Op-mize
Measure
2. Obtain and present relevant
metrics.
3. Interpret the results of the Analyze
Report
metrics compared to your
baseline, and identify the causes
of trends or unusual changes.
4. Provide next steps and
adjustments that need to be
made.

12. Questions?