This document discusses social media measurement and monitoring tools for businesses. It defines social media measurement as actively monitoring social media channels to track information about growth and engagement. Free tools from Facebook and Twitter and external tools like TweetDeck and HootSuite allow monitoring of basic metrics. Paid tools provide more in-depth analytics, including keyword searches and detailed demographic data. However, tools have limitations like a lack of qualitative data and limited sources of information. The document also provides examples of analyzing social media engagement for careers pages and how sentiment toward a business changed from positive to negative after controversial website changes.

1. 302 - Social Networking Management for a Business
Learning Outcome 5
5.1 Define the term social media measurement and monitoring
Social media measurement/monitoring is the active monitoring of social media channels for
information. This information is usually related to how social media channels are growing and
progressing, however the information can be as simple or much more detailed than that.
5.2 Identify social networking measurement and monitoring tools
5.3 Explain the potential uses of social networking measurement and monitoring tools
There several types of social measurement and monitoring tools that are useful for a business to
monitor their social media channels or those of others. Facebook and Twitter have free and
automatic measurement and monitoring tools attached to each page created, which gives the
user access to information about their growth rates, post reach and engagement rates. You can
also use manual tools on these sights that allow you to run reports for certain information over
a specific date range. These tools allow you to see peak times of engagement, the age, gender
and nationality of your followers, the busiest times and days in regards to individual accounts
visiting your page and more. There are also free external tools that can consolidate your social
media accounts into one place where you can monitor the same information about all of your
social media channels at once. Examples of these include Tweet Deck and Hoot Suite.
There are also social media measurement and monitoring tools that can be paid for that give a
greater range of information in more detail. Examples of these include Trackur and Sprout
Social, however there are many others to chose from. A list of highly recommended ones here:
https://www.lifewire.com/best-paid-social-media-monitoring-tools-2373175. Some features of
these more advanced tools include the ability to use keyword searches to identify what words
are most popular amongst your followers, the ability to find business related customers to
further help focus on a target audience and the ability to see more detailed follower
demographics than what could be found on a free tool.
5.4 Explain the limitations of social networking measurment and monitoring tools
Amongst the most common complaints of social networking and monitoring tools online is the
lack of qualitative information in comparison to quantitative information. Numbers in terms of
engagement and growth rates are commonly seen on most social network measurement and
monitoring tools, but more detailed information is harder to gain en masse. For example

2. monitoring what other kinds of pages a follower has 'liked' on Facebook would tell you a lot
about the shared interests of your target market, so being able to do that with your whole
demographic would give you an extra piece of information to help you plan future marketing on
social media.
Another weakness in many social media measurement and monitoring tools is that the cources
of informtation that the tools takes from can be limited. The monitoring/measurement tools
might not be programmed to take information from certain parts of social networking websites.
Many of these tools also struggle to percieve trends in specific locations that could be important
to varying sizes of businesses when analysing data. On social networking sites it is not
uncommon for individuals outside of the area from which a business works to follow that
business on social media regardless. When taking the information from their sources, the
measurement and monitoring tools used may not be able to be as specific as needed when it
comes to customer locations and the extra information brought by the non-local customers
could dilute the useful information acquired.
5.5 Measure the amount of engagement and amplification on social networking for a business
5.7 Recommend improvements to social networking for a business
Instead of analysing the 'Careers Peterlee' Facebook page that I manage, I've decided to analyse
it's sister page 'Tees Careers,' managed by another office in the company.
Almost all of the posts uploaded by Tees Careers are engaged with in some way. Most are
simply 'liked' howeber many have a mix of likes, comments and shares, which shows a good
overall engagement level for the page.
The above image shows the engagements for a post that congratulated the Tees abd East
Durham teams on a collaboration award. This post brought in a higher than average number of
likes for a post from this page.

3. The above image shows engagements on a post that advertised a vacancy in the tees valley
area. This post shows a good range of types of engagement.
For improvements I would recommend that the Tees Careers page encourages friendly
discussion or feedback from their followers to increase engagement levels. They could also add
an insentive for their followers to like, share and comment on their posts. For example they
could offer free advice and guidance sessions or a highstreet voucher, and for their followers to
win they would simply have to like the post, comment their name and share it with their friends.
5.6 Analyse changes in sentiment to social networking for a business
The National Careers Service has recently had controvertial changes made to it's website. The
website has been integrated with the .GOV website and removed much of it's content. This
caused the sentiment behind customer interactions with the facebook page to go from positive
to negative.
Before the website was modified, customers interacted with the National careers service
facebook page primarily with an interest in the content. The sentiment behind these
interactions were peaceful and positive...

4. After the controversial changes were made to the website, most of the comments and
interactions of the National Careers Service Facebook page were extremely negative,
particularly about the new website.