Class 3: New York University Social Media Analytics I

@BrianHonigman

Measuring Success on Facebook, Twitter & LinkedIn

@BrianHonigman

@BrianHonigman

Steps for Measurement on Any Social Channel

@BrianHonigman

Identify the Audience

@BrianHonigman

Types of Content Shared

Photos Video Text

GIFs Audio Links

@BrianHonigman

Understand Your Goals

@BrianHonigman

Channel Specific Metrics

@BrianHonigman

Tools for Channel Measurement

@BrianHonigman

Cross Channel Measurement

FB, Twitter, LinkedIn & Instagram

Simply Measured

FB & Twitter

Brandwatch

@BrianHonigman

Cross Channel Measurement

Any Social Channel That Drives Traffic

Google Analytics

FB, Twitter, LinkedIn & Instagram

Sprout Social & Socialbakers

Source: eMarketer

Facebook’s Audience

0

10

20

30

40

Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

26.2

32.1

25.222.5

17.1

10.6

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Facebook Content Types

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Social Litmus Test: Does Your Goal

Work Here?

@BrianHonigman

Facebook Metrics

Pages Likes Post ReachEngagement:

Reactions, Shares, Comments

Post Clicks Hide, Report as Spam, Unlikes Post Types

Video Views 30-Second Views++

FB Referral Traffic

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FB Measurement Tools

• Facebook Insights • Sumall •Agora Pulse

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Twitter's Audience

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Twitter Content Types

@BrianHonigman

Social Litmus Test: Does Your Goal

Work Here?

@BrianHonigman

Twitter Metrics

Followers Tweet ReachEngagement:

Mentions, Retweets, Likes

Tweet Clicks Engagement Rate

Top Tweet, Top Mention, Top Follower, Top Media Tweet

Video Views Completion Rate

Twitter Referral Traffic

@BrianHonigman

Twitter Measurement Tools

• Twitter Analytics • Followerwonk • Buffer • TweetReach

@BrianHonigman

@BrianHonigman

LinkedIn Content Types

@BrianHonigman

Social Litmus Test: Does Your Goal

Work Here?

@BrianHonigman

LinkedIn Metrics

Followers ImpressionsInteractions: Like,

Shares, Comments, Followers Acquired

Update Clicks LinkedIn Referral Traffic Post Types

Page Views, Unique Visitors

Engagement Rate

Follower Demographics

@BrianHonigman

LinkedIn Measurement Tools

Any Social Channel That Drives Traffic

Google Analytics

FB, Twitter, LinkedIn & Instagram

Sprout Social, Simply Measured &

Socialbakers

Questions!?

@BrianHonigman