In Digital Marketing Today, we strive to make students learn the basics of what will be expected of them in a digital marketing internship. Here, we covered the diverse social media platforms available for companies as well as how to measure growth for periods of time.

1. Course Introduction
Lecture #2: Social Media Channels & Metrics
UGBA 198 - Fall 2017
Haas School of Business, UC Berkeley
Julian Gamboa-Ramos

2. Warm Up: Spontex

3. Warm Up: Spontex
Medium:
Social Media
Category:
Multi-Platform
Campaign
Entry Type:
Product/Service

4. Social Media Channels

5. Unique Platforms
● Each platform has its unique style,
followers expect different content.
● Exemplify on each platform’s tone.
○ Tweet vs Facebook Post
● Audience behavior varies heavily
among different platforms.
○ Different “news feed” habits
○ Liking on FB vs on Instagram
● “Storytelling” marketing:
○ Channel agnostic campaigns

6. In Your Internship
● Different campaigns entail for different platforms.
○ Redundant tones are tedious, vary your brand’s attitude.
● People utilize platforms differently
○ Your Snapchat habits differ from your Instagram habits.
○ Engagement is different per platform.
■ “I would give it a like, but I wouldn’t retweet it.”

7. ● 1.712 billion monthly active users (MAU)
● Could change digital marketing landscape.
Rapidly changing with each update.
● Updates succeed due to large user base.
● Prime Time: 1 - 4 PM
Dead Time: 12 - 5 AM
● Original Feature: News Feed
● Perks: Events, Instant Articles, Trending,
Live Streams, Business Pages, + more
Facebook
February, 2004

8. Messenger
● 1 billion monthly active users (MAU)
● Original Premise: Standalone messaging
platform.
● Perks: Chat bots, Customer Service, Emojis
○ Example: CNN, 1800flowers
● Prime Time: 8 - 10 AM for scheduled.
Dead Time: 9 - 5 PM
August, 2011

9. YouTube
● 1 billion monthly active users (MAU)
● Original Premise: Video sharing site.
● Perks: 360 Videos/Virtual Reality, Content
Creators with Ad Revenue, YouTube Red
● Cross-Platforming: Rich Media
● Prime Time: 6 AM and 12 PM
February, 2005

10. #YouTubeRewind

11. Instagram
● 500 million monthly active users (MAU)
● Original Premise: “Anyone can be a
photographer”
● Prime Time: 5 - 6 PM
Dead Time: 12 - 8 AM
● Perks: Instagram Stories & Live, Filters,
Layout, #hashtags, Boomerang
October, 2010

12. Twitter
● 313 million monthly active users (MAU)
● Original Premise: Live events, News Updates,
Customer Support
● Prime Time: 1 - 3 PM
Dead Time: 8 PM - 8 AM
● Fun Fact: 9.1k tweets occur every second.
○ How does yours #StandOut?
● Perks: Trending, Twitter Cards,
Moments, Lists
July, 2006

13. See What’s Happening

14. ● Requires two factors: (According to Jungle Media)
○ the number of people tweeting at any one time about
the same topic / #hashtag
○ the time of day
● 12 to 6 AM: ~1200 tweets and ~500 users
● 6 to 12 PM: ~1700 tweets and ~733 users
● 12 to 6 PM: ~1500 tweets and ~812 users
● 6 to 12 AM: ~1900 tweets and ~922 users
How Can I #Trend?
#ExperienceUGBA198

15. #ExperienceUGBA198

16. Snapchat
● 100 million monthly active users (MAU)
● Retains users due to FOMO
○ Content lasts 24 hour, don’t miss it!
● Upload Habits: Dispersed through 24 hours
○ Stories in chronological order. Newest!
● Perks: Instant Messaging, Draw Tools, Filters,
Discover*, BFF System, BitmojisSeptember, 2011

17. Snap to Unlock!

18. LinkedIn
● 450 million monthly active users (MAU)
● Original Premise: Business oriented social
networking site
● Prime Time: 5 - 6 PM
Dead Time: 9 - 5 PM
● Perks: Job listings, talent acquisitions,
media-rich resumes*, recruiter perks
December, 2002

19. Google+
● 111 million monthly active users (MAU)
● Prime Time: 9 - 11 AM
Dead Time: 8 PM - 6 AM
● Perks: Search Engine Optimization (SEO)
○ Google Property!
○ Post Collections
December, 2011

20. Metrics

21. What Are Metrics?
● “Reports on all audience engagement with your content,
either individually or overall.”
● Examples include, but not limited to:
● Likes, retweets, hearts, shares, comments, link clicks,
viewers, screenshots, mentions / tagged, messages,
subscriptions/followed, and more.
● Social media knows businesses seek to advertise.
○ Facebook’s Insights or ads.twitter.com

22. In Your Internship
● Metrics are the numbers of social media.
○ Progress, growth, loss, reactions.
○ Likely to do weekly/monthly reports for supervisors.
○ Can bring change to current or future campaigns.
● Portfolios and success.
○ Recruiters like statistics! Highlight metric growth.
■ If small growth in units, use percentages.

23. The Basics
● Engagement Ratio
○ People Talking About This / Total Likes
● Growth Ratio
○ New Page Likes / Total Likes

24. The Basics
-Engagement Ratio?
-Growth Ratio?

25. The Basics
-Engagement Ratio?
3.16%
-Growth Ratio?

26. The Basics
-Engagement Ratio?
3.16%
-Growth Ratio?
0.42%

27. The Advanced (Internal)
● When are your followers active?
○ Optimize posts for maximum reach.
● Understand your audience’s preferences.
○ Create shareable content.
● Page likes/views, reach, post engagement, link clicks,
seconds viewed, screenshots,
○ Determine your growth and return on investment.

28. The Advanced (Internal)

29. Facebook Reactions
● Still have not achieved full-user disclosure
○ i.e. Users will still click “like” rather
than “sad” on a sad post.
● Giving more options can backfire.
○ Reporting on bad news may get
you “angry” metrics.
○ Does not affect your reach.

31. Spotify: 2016; it’s been weird

32. Spotify: 2016; it’s been weird

33. Clicked Links
● If managing social media accounts:
○ Redirecting users to company website.
● Social media not the focus: It drives traffic to website!
○ How effective are your posts? Is social media worth?*
○ Post insights → measure clicked links, find revenue.
○ Ad revenue varies from ad formats and companies.
*Ad revenues may be a sensitive areas for corporate.

34. Clicked Links

35. Earnings Per Click (EPC)
Courtesy of Clicksor

36. Starting A New Position
● If managing a social media site, always collect information
at the beginning: it might get overwritten!
● Things to look out for:
○ Followers, Average Engagement Ratio,
Average Link Clicks, Average # of Posts

37. Reporting Metrics
● How to Present:
○ 1-3 Months: Weekly/Monthly intervals
○ 3-6 Months: Monthly/Bi-Monthly intervals
○ +6 Months: Monthly intervals
● On Your Resume:
○ Use percentages, never concrete numbers (internal)!
○ Initial numbers needed for percentages.