Fantastic four presentation

Chapter 6

Fantastic Four Group Presentation:

Tyler Cote, Jason Posner, Chelsea Lange and Ashley Witkowski

Social Media Metrics and Analytics

“Prove your point with numbers, but make sure you attempt to do so with numbers that matters” -Jay Baer, 2013

What is Social Media Metric used for?- Social media metric is used to discover, collect, analyze and present data. This may serve as basic business goals, which may include raising money, lowering cost, and increasing customer satisfaction. This may also be used to help promoters, celebrities, small businesses, and any ordinary user of social media to see the progress and satisfaction of its post, people and or product.

Social Media MeasuresBuzz based upon number of impressions at a given time, on a specific date, time of year, channel, etc.

Popularity

Mainstream media mentions

Number of fans, followers, friends, etc.

Likes or favorites

Number of interactions or engagement rate

Conversions to purchase

ROI

ROI- Stands for Return on Investment

Importance of ROI and Social Media- Investors and small business owners pay close attention to the ROI. If a certain product isn't getting enough attention, likes, or traffic that was promised then the company or social media campaign may pull the product or add.Example- if a company is trying to sell a new product and they advertise yet it lacks the likes, views and consumer satisfaction than the Return of Investment isn't well for this product and the company might either pull the product based off lack of return,they might change social media strategies.

Four Fundamental types linked to ROI

See, Say, Feel, Do“See” metrics- Facebook page likes total, Twitter follower total, Earned media impressions, Email sign up, etc.

“Say” metrics- Facebook content likes, Twitter Retweet, Google+1s, Facebook shares, Email forward.

“Feel” metric- Facebook Shares with personalized messages, Twitter Retweet with personalized messages, Facebook comments, Blog comments

“Do” metric- Donations, Event attendance, Membership, Sales, Volunteerism, Membership

Google Analytic

Google Analytics- is a web Analytics services offered by google that tracks and reports website traffic.

With Google Analytics, owners are provided with data on the sources of the web traffic, such as search engines, referrals from other sites, direct traffic and social media linkages.

“The search produces other keywords that may be relevant to a particular business website, such as one selling consulting. Keywords allow us to strive for search engine optimization” (SEO). https://youtu.be/opwrGPKcfYw

Google Analytic Graph

Twitter Analytics

Twitter Analytics - Helps you understand how the content you share on twitter grows your popularity and business.

Through tracking Twitter Analytics is able to monitor and measure the output in which your tweets and activity reach current followers and prospective followers.

“To get started, log in to analytics.twitter.com with your Twitter username and password to turn analytics on for your account. Click on Tweets to get the Tweet detail, then click View Tweet activity.”

TweetLevel Methodology

TweetLevel Exceptions

With the tweetlevel method there is a great deal of exception and measurement error that has to be accounted for.

Examples of common exceptions are paid followers, sponsored tweets, hacked accounts, simulated popularity, etc.

Overall with these exceptions in play the data gets more refined and closer to actuality than the once recorded data.

Social Media Integration

Some sites like Hootsuite, Feedly, Tweetdeck have been working to making one large social media data tracking dashboard.

This makes network visualization much easier to evaluate and process.

The goal for this would be to measure the impact and publicity value for influencers and possibly those looking to promote accounts or tweets

Network Analyses

Network Analyses- the systematic study of how individuals interact in social settings.

Network Analyses has been the focal point for research for more than 50 years.

Now that social networks have become a major part of individuals lives, researchers now, have to find interaction between individuals through social media.

Analyzing Communication Social Networks

Social Media creates influence, confidence, and dispersion of ideas through Twitter, Facebook, Instagram, Snapchat, etc.

Social Media also gives people the chance to state their opinion

As Burnett and Marshall stated, “the web is simultaneously a mass mediated and one to one form of communication.”

Analyzing Individuals Through Twitter

The most important part about social network analysis is identifying communities.

For example:

Twitter users who frequently “re-tweet” tweets may form a cohesion with other people using twitter.

To analyze this data, researchers would have to visualize the tweets and, color coordinate clusters or subgraphs so it can exude the data of who has retweeted the most tweets from a certain person.

Social Networks And How It Helps In Understanding Information

Researchers have been studying network analyses for almost 300 years in by using graphs to collect and understand data.

But now as social networks becomes more apparent in our life, it is more useful to analyze data by looking at one person’s point of view. For example: Looking at someones facebook or twitter profiles.

Displaying of Information Through Social Media

Information from journalist or PR practitioners, someone who maintains a relationship with the public, display information through social networks.

For example: Donald Trump and Hillary Clinton rely on social media accounts to get information out to their followers and to occasionally disagree on each other’s viewpoints.

Concerns With Social Networks

Communication is now a major concern when it comes to social media.

Social Networks can’t relate to personal influence, which is the interaction between two or more people.

Four Factors as to why social networks can’t relate to personal influence are:

1.Expressiveness

2.Permanence

3.Swiftness

4.Diffusion https://www.youtube.com/watch?v=PdzfDKJ6pt4 start at 0:45

Communications Influence

Influence can disperse from the center of a social network.

Influence can increase when the person is “stimulating.”

For people to maintain a high influence level they would have to have these four principles:

1.Clear purpose or vision

2.Clear Member Role Definition

3.Moderator Leadership

4.Online and Offline Events

Prestige

Prestige- an influence that happens when others seek out an individual in the network.

For example: Sugar Bear Hair seeked out social media icon, Kylie Jenner to promote their hair care gummy vitamins.

Social Networking Visualization

Measurement/mapping of flow between people groups and organizations

Visual Appearance

-Extremely important in networking

-Catches viewers eye, crucial for first impressions

-Draws in new viewers because they like what they see,which links them to more things they would be interested in

Communication Patterns

- Instagram Explore page

- Tailor to you

- Based off what you view/like

https://www.youtube.com/watch?v=_HcBcG_geuk

Other Social Network Measurement

-provide new and exciting marketing channels

-Provide so many opportunities for building relationships and networking

-Powerful in reaching a large audience with it’s “connectedness” (complexity) and “online word of mouth” (differs from actual word of mouth, heavy influencer)

Mobile Media

-New glimpse at the future of social media measurement

-50% of U.S. population and 24% of world’s population are smartphone owners

-110 mil unique facebook visitors places it directly behind google’s views

-fb also has the 4th largest multi platform audience behind google, yahoo, and microsoft

-mobile media has only grown among the top five social networking apps

Big Data

-large data sets analyzed to reveal patterns and trends

-Changes in mobile media have opened the world of big data

-gives marketers access to big amounts of consumer data

-because social media is so influential marketers will continue to develop more complex social media tools and techniques

Work Cited

Social Media Communication; Concepts, Practices,Data, Law and Ethics, Jeremy Harris Lipschultz