Week 7 – Post 2 Measurements of Success Cont’d

Social Media Insights

Facebook insights provide measurements on a Page’s performance. Insights are available after 30 people like the Page. Having access to Facebook insights one is provided with anonyms demographic data about the audience, whereby allowing a company to discover how people are responding to posts.

To measure the overall performance of a Facebook Page, three metrics are available: Page Likes, Post Reach and Engagement, these can be found in the Overview tab in the Page Insights.

The Page Likes metric indicates the number of unique people who like the Page. New Page likes shows the number of new likes the Page received during the last seven days, compared with the previous seven-day period. Furthermore, Post Reach reveals the Total Reach of unique people who have seen any content associated with the Page (ads included) during the last seven days. Post Reach is the number of unique people who have seen the Page posts. On the other hands, the Engagement metrics is the number of unique people, who have clicked on, liked, commented on or shared a Page’s posts during the last seven days. Likes, comments, shares and post clicks show the totals for these actions during the last seven days.

Facebook Insights Overview
Facebook Insights Overview

Twitter analytics give the possibility to track numerous components of Twitter Ads activity. It helps a company learn about customers’ behaviour and adjusts the campaign to drive superior outcomes.

Twitters analytics dashboard offers the possibility to: watch a Promoted Tweet and Account perform in real time. One can find primary metrics for the Promoted Tweets and Accounts campaigns, including impressions, Retweets, clicks, replies and follows.
The timeline activity dashboard provides thorough information of all of one’s Twitter activity. Here one can see how every Tweet performs with mentions, follows, reach and more. Later one can look for insights, trends and opportunities to optimise.

Twitter Timeline Activity
Twitter Timeline Activity

The Followers dashboard helps one to learn about the audience. One can keep track of the growth of the follower base and get valuable insights about their interests, geography and engagement.

Twitter Followers Dashboard
Twitter Followers Dashboard

YouTube Analytics lets one monitor the performance of the channel and videos with up-to-date metrics and reports. There’s numerous of data available in different reports examples are: Views, Traffic sources and Demographics. YouTube gives the ability for data to be viewed in different ways such as: line charts, interactive map, stacked area, etc.

YouTube Insights
YouTube Insights

Return on Investment (ROI)

A performance measure is used to obtain the efficiency of a particular investment or else to compare the efficiency of a number of investments. The result is obtained by dividing the return by the cost of the investment and multiplying it by 100 so a percentage is obtained.

ROIb

A gain from investment will provide information on the proceeds that are obtained once the investment is sold. ROI is very popular due to its simplicity and versatility. If an investment has a negative ROI or else other investments produce a higher ROI, the investor should not take the current investment.

Social Media ROI is calculated by following analytics and insights of the pages one is promoting the product on. One common pitfall of calculating ROI is to obsess over how many followers, likes and visits one is getting. Such a method is considered to be time and effort wasting mistakes businesses make.

“It’s easy to focus on these because they make us feel good. Dig deeper, though, and focus on the metrics that help your wallet, not your ego.” Poston, L (2012)

Google Analytics

A widely used statistics service offered by Google is Google Analytics. This program generates detailed statistics about a website’s traffic, traffic sources and measures conversions and sales. Google Analytics can track visitors from social networks and is able to calculate different kind of metrics.
A basic service of Google Analytics is free of charge and a premium version is available at a cost.

Google Analytics Dashboard
Google Analytics Dashboard

References

https://business.twitter.com/products/analytics
https://support.google.com/youtube/answer/1714323?hl=en
http://www.investopedia.com/terms/r/returnoninvestment.asp
http://socialmediatoday.com/pamdyer/1777136/10-examples-social-media-roi-infographic
http://www.entrepreneur.com/article/229948
http://www.forbes.com/sites/capitalonespark/2013/04/25/how-to-measure-your-social-media-return-on-investment/
http://en.wikipedia.org/wiki/Google_Analytics

Facebook Insights image source
http://www.insidefacebook.com/2013/07/09/a-sneak-peek-at-facebooks-redesigned-page-insights/

YouTube Insights image source
vinamax.edu.vn/uploads/kien-thuc/2013_07/youtube-insight-summary.png

Google Analytics image source
i1-news.softpedia-static.com/images/news2/The-New-Google-Analytics-Dashboard-Now-Available-to-All-2.png

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