How the success or failure of the brand’s Facebook page/Twitter account is measured and evaluated

1. s i m p l i f i e d
C r e a t e d B y : S a g a r T a n e j a

3. What
do
Clients
want
to
know
?
— ACTIVITY
What
we
are
doing
— RESULTS
Whether
we
are
doing
a
good
job
or
not
— PROVEN
GROWTH
Evidence
that
we
are
doing
a
good
job
— OUR
REQUIREMENTS
What
can
the
client
do
to
help
us

5. Total
Likes
[Old
Insights
-­‐
Users]
This
graph
represents
the
daily
growth
rate
of
the
page.
15,835
LIKES
602
UNSUSCRIBERS

6. Ac=ve
Users
[Old
Insights
-­‐
Overview]
This
graph
shows
the
increase/decrease
in
the
unique
users
who
engage
with
the
page
everyday.
An
increase
in
‘AcXve
Users’
indicates
an
increase
in
the
engagement
level
of
the
users
on
the
page
and
vice-­‐versa.

7. Page
Content
Feedback
[Old
Insights-­‐
Overview]
This
graph
shows
the
increase/decrease
in
the
Likes
and
Comments.
An
increase
in
Likes
And
Comments
indicates
that
the
fans
find
the
content
interesXng
and
vice-­‐versa.

8. Where
Your
Likes
Came
From
[New
Insights
-­‐
Likes]
‘Like
sources’
show
the
sources
and
the
number
of
likes
they
bring
to
the
page.
Here,
for
example,
Ads
brought
the
maximum
Likes
to
the
page.
If
the
client
sees
potenXal
in
Ads,
he/
she
might
increase
the
amount
of
ad
spends.

9. Visits
To
Your
Page
[New
Insights
–
Reach]
‘Total
Tab
Views’
show
which
tabs
are
viewed
the
most,
in
order.

11. Followers
by
Day
To
get
this
data
we
have
to
use
the
website
www.twi_ercounter.com.
This
graph
represents
the
daily
growth
rate
of
the
account.

12. Tweet
Timeline
(Tweets,
Replies
and
Retweets)
To
get
this
data
we
have
to
use
the
website
www.tweetstats.com
Enter
the
twi_er
handle
of
the
account
whose
staXsXcs
you
want.
Select
the
month
under
the
tweet
Xmeline
to
get
the
data.
This
graph
shows
the
twi_er
acXvity
of
the
account
over
the
month.
This
graph
shows
the
total
number
of
replies
and
retweets
posted
in
the
month.

14. What
do
we
want
to
know
?
— UNDERSTAND
OUR
AUDIENCE
The
TG
— RESULTS
What
is
working
and
not
working
— REASONS
Why
is
something
working/not
working
— RECTIFICATION
What
can
we
do
to
improve
the
acXvity
and
how
do
we
do
it

16. Where
Your
Likes
Came
From
[New
Insights
-­‐
Likes]
‘New
Likes’
show
the
number
of
likes
the
page
received
on
any
parXcular
day.
What
we
need
to
see
?
Any
spike/fall
in
the
chart.
If
there
is
a
spike/fall
in
the
chart,
we
need
to
find
out
the
reason
for
that
spike/fall.
Here,
for
example,
there
is
a
sudden
spike
on
the
9th
of
January.
What
led
to
the
spike
?
Was
it
due
to
Ads
or
something
else,
like
a
contest
or
an
on-­‐ground
event
that
promoted
the
page
?
Once
we
find
out
the
reason,
we
know
what
acXvity
brings
the
maximum
number
of
likes
to
the
page
and
we
should
try
to
repeat
or
create
similar
acXviXes
again.

17. Ac=ve
Users
[Old
Insights
-­‐
Overview]
This
graph
shows
the
increase/decrease
in
the
unique
users
who
engage
with
the
page
everyday.
What
we
need
to
see
?
Here
again,
we
need
to
look
for
spikes/falls
and
find
out
the
reason
for
those
spikes/falls.
What
led
to
spike
on
the
18th
of
January
?
Was
it
just
because
of
engaging
content
or
something
else,
like
a
contest,
which
was
held,
or
an
app,
which
was
created?
Once
we
find
out
the
reason,
we
know
what
acXvity
on
the
page
engages
the
audience
to
the
maximum,
and
we
should
try
to
repeat
or
create
a
similar
acXvity
again.

18. Visits
To
Your
Page
[New
Insights
–
Reach]
‘Total
tab
views’
show
which
tabs
are
viewed
the
most,
in
order.
What
we
need
to
see
?
Which
tabs
receive
the
maximum
views.
The
tabs
with
more
views
are
presumably
more
interesXng
and
engaging
to
the
audience
than
the
tabs
with
less
views.
Once
we
know
which
tab
is
the
most
appealing
to
the
audience,
we
can
promote
it
and
keep
it
for
a
longer
duraXon
than
other
tabs.
Here,
for
example,
the
tab
‘Flex
on
Stallone’
has
the
highest
views,
so
we
can
have
‘Flex
on
Stallone’
as
the
display
picture
or
as
a
part
of
the
display
picture.
We
can
also
use
ideas
similar
to
‘Flex
on
Stallone’
in
the
future.

19. Who
Is
Talking
About
Your
Page
[New
Insights
-­‐
Talking
About
This]
This
graph
shows
the
demographics
of
the
users
on
the
page.
What
we
need
to
see
?
What
cluster
of
people
consXtute
the
majority.
This
cluster
of
people
is
the
TG
of
the
brand.
Once
we
understand
the
TG,
we
need
to
check
if
the
tone
of
the
content
on
the
page
is
suitable
for
the
TG
or
not
?
Here,
for
example,
the
TG
is
primarily
female
and
between
the
age
of
18-­‐24,
so
we
should
make
sure
that
the
tone
is
young
and
female
oriented.

20. How
People
Are
Talking
About
Your
Page
[New
Insights
-­‐
Talking
About
This]
Talking about this – The different pieces of information
that happened about your Page like people liking the
Page, posting to your Page's Wall, liking/commenting/
sharing a post, RSVPing to an event, mentioning your
Page in a post, tagging the Page in a photo or checking
in via Places.
Viral Reach - The number of people who saw your
Page or one of its posts from a story published by a
friend. These stories include liking your Page, posting to
your Wall, liking, commenting on or sharing one of your
posts, answering a Question you postsed, RSVPing to
one of your events, mentioning your Page in a post,
photo tags or checkins. These people can be Fans or
non-Fans.
What
we
need
to
see
?
This
can
be
considered
as
an
evaluaXon
tool
for
judging
content.
There
is
a
direct
correlaXon
between
engaging
content,
and
‘Talking
About
This’
&
‘Viral
Reach’.
The
more
engaging
the
content
is,
the
more
likes,
comments
and
shares
it
will
get
and
the
more
likely
it
is
to
reach
a
bigger
audience.
An
increase
in
‘Talking
About
This’
and
‘Viral
Reach’
means
that
the
content
is
engaging
and
reaching
more
people,
and
a
decrease
means
that
the
content
is
reaching
less
people.

21. Visits
To
Your
Page
[New
Insights
-­‐
Reach]
External
Referrers
show
which
websites
brought
the
maximum
number
of
people
to
the
Facebook
page,
in
order.
What
we
need
to
see
?
The
websites
which
brought
the
maximum
people.
These
are
the
websites
we
should
target
when
running
the
next
ads.

22. How
You
Reached
People
(Reach
and
Frequency)
[New
Insights
-­‐
Reach]
What
we
need
to
see
?
There
shouldn’t
be
a
huge
difference
between
the
paid
reach
and
the
number
of
likes
on
the
page.
Here,
for
example,
the
number
of
people
reached
through
adverXsements
is
more
than
300,000,
yet
the
likes
on
the
page
is
around
16,000.
This
indicates
that
the
ads
have
probably
not
been
targeted
at
the
right
TG.

23. Demographics
[New
Insights
-­‐
People
Who
Like
Your
Page
(Likes)
and
Who
Is
Talking
About
Your
Page
(Talking
About
This)]
There
are
at
present,
three
demographics
graphs
given
in
the
new
insights:
People
Who
Like
Your
Page,
Who
You
Reached
and
Who
Is
Talking
About
Your
Page.
Out
of
these,
the
most
important
is
the
‘Who
Is
Talking
About
Your
Page’,
because
these
are
the
people
who
are
really
acXve
on
the
page.
In
other
words,
these
are
the
most
engaged
users.
What
we
need
to
see
?
There
should
not
be
a
difference
between
the
demographics
of
the
"People
Who
Like
Your
Page"
secXon
and
the
demographics
of
the
‘Who
Is
Talking
About
Your
Page’
secXon.
Here,
for,
example,
the
percentage
of
males
under
the
‘People
Who
Like
Your
Page’
secXon
is
only
25
%
but
the
percentage
of
males
under
the
‘Who
Is
Talking
About
Your
Page’
secXon
is
45
%.
This
means
that
the
male
audience
on
the
page,
which
is
only
a
quarter
of
the
total
audience,
is
as
much
engaged
as
the
female
audience.
Hence,
we
should
try
to
get
more
males
on
the
page.
This
can
be
used
as
a
reference
when
running
ads
the
next
Xme.

24. Facebook’s
Ad
Guide
suggests
that
the
quality
of
the
content
or
the
way
the
message
has
been
provided,
in
an
ad,
makes
a
difference
between
a
user
clicking
the
ad
and
not.
To
make
sure
that
ads
are
opXmized,
ad
managers
and
content
writers
should
work
together.

25. Posts
With
Most
Likes
and
Comments
To
get
this
informaXon
we
have
to
use
the
website
‘Think
Up’
since
‘Facebook
Insights’
provides
a
very
complicated
version
of
this
data.
Select
the
page
from
the
drop-­‐down
box
whose
data
you
want.
Under
the
‘Dashboard’
tab,
scroll
down
to
‘This
Week’s
Most
Replied-­‐To
Posts’
and
‘This
Week’s
Most
Liked
Posts’.
Once
we
know
what
kind
of
content
the
users
enjoy
the
most,
we
can
create
similar
content
in
the
future.

26. Your
Replies/Answers
to
fans
To
get
this
informaXon
we
have
to
use
the
website
‘Think
Up’
again.
Select
the
page
from
the
drop-­‐down
box
whose
data
you
want.
Under
the
‘Posts’
tab,
go
to
‘Your
Posts’
and
click
on
‘More…’,
which
is
given
on
the
down
lem
corner
of
the
box.
Here,
we
can
see
at
a
glance,
all
the
replies
and
answers
we
have
given
to
our
fans.
We
can
use
this
to
evaluate
ourselves.

28. Graphical
Representa=on
of
Top
Tweets
(Tweets
With
Most
Replies
And
Retweets)
To
get
the
top
tweets
from
your
twi_er
account,
we
have
to
use
the
website
‘Think
Up’
again.
Select
the
page
from
the
drop-­‐down
box
whose
data
you
want.
Under
the
‘Dashboard’
tab,
scroll
down
to
‘Recent
AcXvity’.
Here,
we
can
see
at
a
glance,
the
tweets
which
got
the
most
replies
and
retweets.

29. Tweets
with
Most
Replies
To
get
this
informaXon
we
have
to
use
the
website
‘Think
Up’.
Select
the
page
from
the
drop-­‐down
box
whose
data
you
want.
Under
the
‘Tweets’
tab,
scroll
down
to
‘Most
Replied
To
–
All
Time’
and
click
on
‘More…’,which
is
given
on
the
down
lem
corner
of
the
box.
Here
you
can
see
both,
the
tweets
by
us
that
got
the
most
replies,
as
well
as
our
replies
to
the
tweets
of
followers/users
that
led
to
a
conversaXon
which
brought
more
replies.
Once
we
know
which
tweets
got
the
maximum
response,
we
can
create
similar
content
again.

30. Most
Retweeted
Tweets
To
get
this
informaXon
we
have
to
use
the
website
‘Think
Up’.
Select
the
page
from
the
drop-­‐down
box
whose
data
you
want.
Under
the
‘Tweets’
tab,
scroll
down
to
‘Most
Retweeted
–
All
Time’
and
click
on
‘More…’,
which
is
given
on
the
down
lem
corner
of
the
box.
Once
we
know
which
tweets
got
the
maximum
response,
we
can
create
similar
content
again.

31. Demographics
of
TwiXer
Followers
To
get
this
informaXon
we
have
to
use
the
website
‘knowyourfollowers.com’
What
we
need
to
see
?
The
locaXon,
gender,
interests
and
professions.
By
looking
at
these
staXsXcs,
we
can
understand
our
audience.
Once
we
understand
the
audience,
we
can
create
content
targeted
towards
them.

36. KLOUT
POWER
Go
to
klout.com
and
install
the
klout
extension
given
in
the
goodies
box,
to
your
browser.
This
will
allow
you
to
see
the
klout
score
of
any
person/follower
on
twi_er
right
next
to
their
handle.
So
you
would
know
which
follower
is
the
most
influenXal
and
who
to
interact
with.
The
higher
the
klout
score,
the
more
followers
the
user
has
and
the
more
influenXal
he/she
is.
So
if
someone
like
Roycin
or
Priyal,
who
are
both
influencers,
retweet
about
our
brands,
our
brand
would
have
a
higher
reach
and
it
would
have
a
bigger
chance
of
spreading.

37. SENTIMENT
ANALYSIS
h_ps://chrome.google.com/webstore/category/home
Go
to
this
website
and
search
for
‘Viralheat
Social
SenXment’.
Now
install
this
plugin
to
your
Chrome
browser.
The
tool
analyzes
the
senXment
(how
people
feel
and
react)
of
every
post/tweet/comment/reply
on
Facebook
and
Twi_er
and
gives
them
a
percentage
raXng
according
to
their
senXment
(posiXve,
negaXve
or
neutral).
A
posiXve
senXment
means
a
posiXve
response
and
vice
versa.
If
you
are
not
saXsfied
with
the
percentage
raXng
for
a
parXcular
post/tweet,
you
can
train
the
tool
and
it
remembers
it.
The
best
thing
about
the
tool
is
that
it
adds
a
bar
on
top
of
the
Facebook/Twi_er
page
and
that
gives
an
aggregate
senXment
of
all
the
posts/tweets
on
the
page.
So,
at
one
glance,
you
can
know
what
people
feel
about
the
brand.

38. ENGAGED
FANS
To
get
the
most
engaged
fans
of
your
brand
on
Facebook/Twi_er,
go
to
www.croowdbooster.com
and
sign
up
with
your
brand’s
Facebook/Twi_er
account.
Engaged
fans
are
users
who
view/interact
with
a
page
on
a
regular
basis.
These
people
are
like
the
brand
ambassadors
of
your
brand.
The
idea
should
be
to
connect
with
them
and
make
them
feel
important.
Whenever
you
post
a
picture
or
a
video,
you
can
tag
them
in
it.
It
is
also
good
to
interact/reply
to
their
tweets
on
Twi_er,
but
make
sure
they
have
a
decent
number
of
fans/followers
on
Facebook/Twi_er,
otherwise
the
exercise
is
fuXle.

39. linkedin.com/in/sagartaneja
@_sagart
facebook.com/sagar12k