In the past few years, businesses have rushed to use Social Media. Almost 94% of all businesses now use some form of social media to promote their brand and engage with customers. While companies sprint to master social media, the social media analysis is more of a struggle. Businesses are continuously trying to understand and measure the Return of Investment. To be successful, companies need to define their social media goals, know their online audience and have to realize that social media is a marathon, not a sprint.

1. 5 Steps to Social Media
Analytics

2. Why Social Analytics is
Important?

3. In the past few years, businesses have rushed to use
Social Media. Almost 94% of all businesses now use some
form of social media to promote their brand and engage
with customers. While companies sprint to master social
media, the social media analysis is more of a struggle.
Businesses are continuously trying to understand and
measure the Return of Investment. To be successful,
companies need to define their social media goals, know
their online audience and have to realize that social
media is a marathon, not a sprint.

4. Are businesses running to use social media?
94%
of businesses use
Social Media Social Media Usage
87% 84%
B2B Brands B2C Brands
3+
Years of social
media usage
55%
B2B Brands
51%
B2C Brands
Top Social Media Networks used in order most to least
B2C Brands
B2B Brands

5. How businesses are using social media?
72% 69% 68% 67% 31%
Plan to increase use of these social media channels in 2016
65%
Top reason why B2B and B2C brands will be using Social Media
85%
for business exposure and
product awareness
to increase traffic to
e-commerce / websites
for marketplace insights
69%

6. Steps for Social
Analytics

7. Step 1: Define your Social Objective and KPI’s
DEFINE SPECIFIC
KPI’S FOR
SOCIAL
NETWORKS
KPI OBJECTIVES
SHOULD BE
MEASURABLE
METRICS
SHOULD BE IN
LINE WITH THE
BUSINESS GOALS
Example: KPI’s for
Twitter
• Number of Fans from one city
• Total Conversations from the Fans
• Top Performing Posts
• Net Sentiment
• Word Cloud with Themes
• Actionable Insights

8. Step 2: Measure Results with Google Analytics
CREATE FILTERS FOR
SOCIAL CAMPAIGNS
CREATE SOCIAL
MEDIA LANDING
PAGES
TRACK SOCIAL
MEDIA
INTERACTIONS ON
SITE
ENSURE URL’S ARE
TAGGED TO SHOW
IN GOOGLE
ANALYTICS
QUICKLY IDENTIFY WHAT
ACTIONS ARE WORKING
FROM WHICH NETWORKS
PROVIDE RELEVANT CONTENT
TO MESSAGE MATCH YOUR
SOCIAL MEDIA COMPANIES
IF USERS ARE NOT INTERACTING
WITH CONTENT ON YOUR SITE,
THEN CHANGE IT.
ENSURE ALL LINKS ARE
TAGGED INCLUDING URL
SHORTENING LINKS

9. Step 3: Use other Analytics tools as well
PAID TOOLS FREE TOOLS
RADIAN 6
SYSOMOS
MELTWATER BUZZ
ALTERIAN SM2
UBERVU
PEER INDEX
HOOTSUITE PRO
LITHIUM
SOCIAL MENTION
WHO IS TALKING
HOW SOCIABLE
BACK TYPE
TRENDIEST
THINK UP
TINKER.COM

10. Step 4: Key Social Media Metrics
1. Page Likes
2. Post Reach
3. Engagement
4. Organic Likes
5. Paid Likes
6. Impressions
1. Total Followers
2. Number of Clicks
3. Number of Re-Tweets
4. Conversations on
Hashtags
5. Reach
6. Sentiment

11. Step 5: Check your Strategy
1.Be sure to measure and act on Results
2.Maintain active listening to identify possible
improvements
3.Be sure to test to get even better results
4.Identify Metrics with the worst outcome

12. How to measure some
key KPI’s

13. Brand
Awareness
and
Reputation
SOV =
# of conversations mentioning
your brand
Total #of industry conversations
% positive
% negative
% neutral
Sentiment
Marketing
Program
Effectiveness
Social Reach = Total # of followers across all
social platforms
Engagement =
# Likes + # Shares + # Retweets
+ # Blog comments
# of published posts or
pieces of content

14. Lead
Generation
Effectiveness
Lead Generation
Effectiveness
=
# of leads generated or influenced
by social campaigns
Total #of leads
Depth of prospect profiles:
Integration of social profiles with
traditional CRM profiles
Increased
Sales;
shorter sales
cycles
Social Sales
Effectiveness
=
# of customers buying more due to
social engagement
# of total purchases
Overall sales effectiveness:
• Growth in average deal size
• Shorter sales cycles
• More deals per sales person due to
deeper consumer insight

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