Measuring Success on Facebook, Twitter & LinkedIn

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Third session of my NYU class on Social Media Analytics discussing the framework for measuring any social channel as well as the specifics for approaching Facebook, Twitter and LinkedIn.

Marketing Médias sociaux

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
Types of Content Shared
Photos Video Text
GIFs Audio Links

@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
25.2
22.5
17.1
10.6

@BrianHonigman
Social Litmus Test:
Does Your Goal
Work Here?

@BrianHonigman
Facebook Metrics
Pages Likes Post Reach
Engagement:
Reactions, Shares,
Comments
Post Clicks
Hide, Report as
Spam, Unlikes
Post Types
Video Views
30-Second
Views++
FB Referral
Trafﬁc

@BrianHonigman
FB Measurement Tools
• Facebook Insights
• Sumall
•Agora Pulse

@BrianHonigman
Twitter Metrics
Followers Tweet Reach
Engagement:
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
LinkedIn Metrics
Followers Impressions
Interactions: 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

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Measuring Success on Facebook, Twitter & LinkedIn

1. Class 3: New York University Social Media Analytics I @BrianHonigman Measuring Success on Facebook, Twitter & LinkedIn @BrianHonigman

2. @BrianHonigman Steps for Measurement on Any Social Channel

3. @BrianHonigman Identify the Audience

4. @BrianHonigman Types of Content Shared Photos Video Text GIFs Audio Links

5. @BrianHonigman Understand Your Goals

6. @BrianHonigman Channel Speciﬁc Metrics

7. @BrianHonigman Tools for Channel Measurement

8. @BrianHonigman Cross Channel Measurement FB, Twitter, LinkedIn & Instagram Simply Measured FB & Twitter Brandwatch

9. @BrianHonigman Cross Channel Measurement Any Social Channel That Drives Traffic Google Analytics FB, Twitter, LinkedIn & Instagram Sprout Social & Socialbakers

10. 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 25.2 22.5 17.1 10.6

11. @BrianHonigman Facebook Content Types

12. @BrianHonigman Social Litmus Test: Does Your Goal Work Here?

13. @BrianHonigman Facebook Metrics Pages Likes Post Reach Engagement: Reactions, Shares, Comments Post Clicks Hide, Report as Spam, Unlikes Post Types Video Views 30-Second Views++ FB Referral Trafﬁc

14. @BrianHonigman FB Measurement Tools • Facebook Insights • Sumall •Agora Pulse

15. @BrianHonigman Twitter's Audience

16. @BrianHonigman Twitter Content Types

17. @BrianHonigman Social Litmus Test: Does Your Goal Work Here?

18. @BrianHonigman Twitter Metrics Followers Tweet Reach Engagement: Mentions, Retweets, Likes Tweet Clicks Engagement Rate Top Tweet, Top Mention, Top Follower, Top Media Tweet Video Views Completion Rate Twitter Referral Trafﬁc

19. @BrianHonigman Twitter Measurement Tools • Twitter Analytics • Followerwonk • Buffer • TweetReach

20. @BrianHonigman

21. @BrianHonigman LinkedIn Content Types

22. @BrianHonigman Social Litmus Test: Does Your Goal Work Here?

23. @BrianHonigman LinkedIn Metrics Followers Impressions Interactions: Like, Shares, Comments, Followers Acquired Update Clicks LinkedIn Referral Trafﬁc Post Types Page Views, Unique Visitors Engagement Rate Follower Demographics

24. @BrianHonigman LinkedIn Measurement Tools Any Social Channel That Drives Traffic Google Analytics FB, Twitter, LinkedIn & Instagram Sprout Social, Simply Measured & Socialbakers

25. Questions!? @BrianHonigman