Making Sense of Social Media Analytics
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Making sense of social media analytics Maggie McGary @maggielmcg
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Transcript of Making Sense of Social Media Analytics
Making sense of social media analytics
Maggie McGary@maggielmcg
Do you do social media reports for your association each month?
eventmobi.com/nesaetech14
What we’re going to cover:
• Why social media analytics are important• How they can be challenging for associations• Tools for measuring social media• Overview of social media analytics• Q &A
Why Measure Social Media?• Data-driven is the new reality
Infographic source: Domo
Even if you can’t measure all that data, measuring your own actions can:
• Justify staff—current and future• Justify budget—or make a case for investment• Help show tie-in between social and other
activities• Answer is what we’re doing working? If not,
how can we improve?• Reveal when what had previously been
working has changed
Start With Strategy…. (but which strategy?!)
Map Goals to Metrics
• Web strategy goal: drive web traffic – Google analytics, click-throughs, social shares
• Membership goal: increase membership/retention– CRM, engagement, campaigns
• Meetings goal: increase attendance at events – Hashtag use, Instagram, mentions, screenshots
• Product sales: Increase revenue from CE products– Campaigns, conversions
Tools: Free vs. Paid
• Free tools– Cyfe– Hootsuite– Native platform analytics (GA, Twitter, FB, LI)– Excel/”bootleg Excel dashboard”
• Paid tools– Simply Measured– Radian6– Sprout Social
Google Analytics
If you only read one thing:
Resources (http://bit.ly/analyticsresources)
• Measuring the Networked Nonprofit (book)• Katie Paine’s Measurement blog• Measuring the ROI of social media (video/blog post)• Which Stats Matter: The Definitive Guide to Trackin
g Social Media Metrics• Leader Networks Engagement Score for Private Onli
ne Communities• 5 Tips for Using Your Private Online Community Dat
a to Make Better Decisions• How to calculate the value of your social media cam
paign• Annielytics--great information and training on
analytics and dashboard creation
Thank You!
