Social Media Measurement Tools

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Option Description Source Tools Example: Metrics on Facebook, LinkedIn, Twitter, YouTube Analytics over individual accounts Best for: Small businesses, Personal use Aggregators Example: Socialmention, Samepoint Overview of multiple social media sources Best for: Small businesses, Serious amateurs Professional Example: Radian6.com; starts at $600, based on volume Deep dive into significant amounts of data Best for: Dedicated social media professional

Radian6: One of the market leaders in social media measurement. Steep learning curve. Expensive.

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.2 Source Tool: Facebook: Overview Topic Description Purpose Analytics for Facebook page administrators (business use) Functionality Fans: Total fans; New and removed fans Subscribers: Unsubscribers and resubscribers Demographics: Age; Gender; Top Countries Media: Photo; Video; Audio Interactions: Total number of comments; Wall posts; Quality Engagement: Click-through rates; Discussion posts Advantages Free; Fairly powerful Disadvantages Limited to Facebook

facebook.com

Topic Description Purpose Limited metrics for LinkedIn pages Functionality Personal account: Profile views; Inclusions in search results “Business Plus”: Traffic sources for “My Profile” views Functionality LinkedIn Groups Members: Total members; New members Discussions: Total discussions; New discussions Updates: New postings for past 7 days Advantages Free Disadvantages Limited functionality

linkedin.com

Topic Description Purpose Limited metrics for Twitter accounts Functionality Twitter Account: # of Followers; # of Followings; # of Tweets Twitter Search: Not automatic; Must proactively use Twitter Grader: Measure power and reach on Twitter Third Party Tweet Deck: Track mentions (Retweets, @ replies) Advantages Free Disadvantages Limited to Twitter

twitter.com

Topic Description Purpose Search Twitter postings Functionality Shows all tweets relevant to keyterm Provides real-time news stream Advanced search available Targets keyterms, people, places, and so on Advantages Free; Direct source measurement Disadvantages Limited to Twitter only

search.twitter.com

Stream of Tweets

Advanced Search

Refine search based on selection of keyterms to include, as well as not to include

“Places” searches can be useful when running events

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.8 Source Tool: YouTube: Overview Topic Description Purpose Statistics over user channel and each channel Functionality YouTube Insight Views: Total views; Unique viewers Popularity: Relative popularity; Top videos by % of total views Demographics: Age; Gender; Geographic area Engagement: Total # of ratings; Comments; Favorites Discovery: Breakdown of sources of views for each video Hot Spots: Viewership compared to other same-length videos Advantages Free; Fairly powerful Disadvantages Limited to YouTube

youtube.com

Topic Description Purpose Real-time social media search and analysis tool Functionality User-selected sources: Twitter, Facebook, and so on Strength: Mentions in past 24 hrs / Total possible mentions Sentiment: Positive mentions / Negative mentions Passion: # Authors discussing brand repeatedly Reach: # Unique authors mentioning brand / Total mentions Advantages Free; Fairly powerful Disadvantages Slow; Collects data in real-time

socialmention.com

Enter search term Select sources

Scores: Mentions: Many pages; Twitter, Facebook, and so on -Strength -Sentiment -Passion -Reach

#Hashtags: Sentiment: Good for Twitter - Positive - Neutral - Negative

Keywords: Sources: Good for SEO Shows breadth of app

Top Users: Find Key Influencers

Topic Description Purpose Comprehensive coverage of social media Functionality Dashboard: Real-time monitoring of social media Console: Highly scalable social web client Integrates with Salesforce.com and Webtrends.com Twitter, YouTube, MySpace, LinkedIn Answers, and more Advantages Comprehensive; Logical layout; Powerful; Market-leading Disadvantages Cision: $595 per topic per month (Radian6 technology) Radian6: $600 per month, based on volume Cision, PR-focused variant of Radian6

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.22 Cision.com: Screenshots Main Dashboard Page Metrics per user: Following, Followers, Updates, Sentiment Total # of posts # Posts over time

“River of News”

Posts by source: -Facebook -Twitter -Blogs -Company site

Actions for post - Assign company personnel to follow up - Assign status (reviewed, resolved,...) - Assign priority (low, medium, high) - Classify posting (complaint, sales lead,…) - Add notes (provide detail) - Analyze sentiment (positive, negative)

Add profile name

Add brand tracking

Add competitors

Add industry, keywords, …

© Stephan Sorger 2011 www.StephanSorger.com; Marketing Analytics: Social Media Tools 10B.26 Cision.com: Screenshots Set up Dashboard Widgets -Basic Widgets -Social Media Metrics -Twitter Analysis -Brand Analysis -Competitive & Industry Intelligence & Analysis -Workflow & Engagement

Widget #1: River of News

Widget #2: Keyword Cloud

Widget #3: Topic Analysis by Mediatype (blogs, forums, other)

Widget #4: Topic Trend

Widget #5: Influencer

Metric #1: Trend Topic by Media Type

Metric #2: Topic by Language

Metric #3: Topic by Region

Metric #4: Top Viewed Videos and Images

Metric #5: Topic Sentiment Trends

Metric #6: Volume Comparison

Metric #1: My Brand River of News

Metric #5: Brand Trends by Sentiment