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Measuring Success on Facebook, Twitter & LinkedIn
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Transcript of Measuring Success on Facebook, Twitter & LinkedIn
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
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Types of Content Shared
Photos Video Text
GIFs Audio Links
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Understand Your Goals
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Channel Specific Metrics
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Tools for Channel Measurement
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Cross Channel Measurement
FB, Twitter, LinkedIn & Instagram
Simply Measured
FB & Twitter
Brandwatch
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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?
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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
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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