{"id":1112,"date":"2012-11-26T02:10:58","date_gmt":"2012-11-26T02:10:58","guid":{"rendered":"http:\/\/www.anaadi.net\/?p=1112"},"modified":"2018-12-04T12:18:49","modified_gmt":"2018-12-04T12:18:49","slug":"social-media-metrics-and-analytics","status":"publish","type":"post","link":"https:\/\/www.anaadi.net\/blog\/2012\/11\/26\/social-media-metrics-and-analytics\/","title":{"rendered":"Social media metrics and analytics"},"content":{"rendered":"

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Throughout the years, viagra 40mg<\/a>
\n I had numerous occasions to speak about social media metrics and analytics, and even covered them in a variety of lectures and posts (see teaching @ Chulalongkorn University<\/a> in Bankok, Thailand; the exercises for PR and Branding classes,<\/a> the 30+ tools for twitter<\/a>).<\/p>\n

However, the rapid changes in the online landscape see me revising the content and lectures that I produce almost every term. The Digital Communication Strategies course <\/a>that I teach at Bournemouth University provides me with this opportunity.<\/p>\n

Below is a reproduction of most of\u00c2\u00a0 my course notes and their associates prezis on the subject. The original post are here<\/a> and here<\/a>.<\/p>\n

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Twitter and Facebook Metrics and Analytics<\/a> on Prezi<\/a><\/p>\n

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Twitter metrics and analytics<\/h1>\n

Twitter measures at face value:<\/h2>\n

There is a lot of information about an account\u00e2\u20ac\u2122s activity that can be seen on Twitter account page. This includes number of tweets, number of followers, ration of following\/followers, tweets\/day, number of tweets with rich content (as in links, images, video or audio files), number of tweets with hashtags, most frequent hashtags, number of tweets with mentions, number of RTs, ratio of tweets\/mentions\/RTs, sentiment of tweets and topics of tweets among other things. Depending on what you are interested in, these numbers can tell a compelling story.
\nFor instance, new accounts tend to display a bigger following number than of followers. Similarly, accounts in their early stages of using Twitter tend to sound more broadcast-like, displaying more push-type or pure sales-type messages. A reverse in these numbers is seen with more mature accounts. Also, accounts belonging to big companies tend to display disclaimers (such as \u00e2\u20ac\u0153official account of\u00e2\u20ac\u009d), more branding elements (clearer logos, custom backgrounds, standard bio) and sometimes a \u00e2\u20ac\u0153Twitter verified\u00e2\u20ac\u009d tick. Hashtags are generally associated with events, movements, topics or campaigns \u00e2\u20ac\u201c see #openingceremony<\/a> associated with the London2012 opening ceremony, #media2012 <\/a>associated with a citizen journalism movement to cover the Olympics, #occupy<\/a> or #solidarity generally associated with the occupy movement, #smmeasure<\/a> associated with a chat about social media measurement hosted on Twitter every Thursday evening or #letsdolunch<\/a> of Domino\u00e2\u20ac\u2122s Pizza UK when for a limited period of time they offered to slash a penny off the price of their featured flavour each time someone tweeted with the hashtag. According to Edwin Huertas, \u00e2\u20ac\u0153the campaign generated 85,000 tweets and a host of happy diners who were able to enjoy the pizza at a huge discount\u00e2\u20ac\u009d(Huertas, 2012 -\u00c2\u00a0 Creating a #Hashtag Campaign on Twitter<\/a>).<\/p>\n

Hashtags serve 2 purposes: monitoring and archiving. If related to campaigns they can also help with conversion.<\/h4>\n

Twitter Metrics that matter and tools to help:<\/h2>\n

Reach<\/strong><\/h3>\n

This is quite important when your goals are related to knowledge (exchange, building\u00e2\u20ac\u00a6). TweetReach<\/a> calculates the reach of a given account using its last 50 tweets and defines it as \u00e2\u20ac\u0153the number of unique people who received tweets about your search query [account\/item you search for]\u00e2\u20ac\u009d during a given timeframe (the one you select). Reach, in a sense, can be understood as potetial audience. The platform also provides a metric for exposure\u00c2\u00a0<\/strong>which is defined as \u00e2\u20ac\u0153the total number of times tweets have been delivered to timelines (including repeats)\u00e2\u20ac\u009d<\/p>\n

Sentiment<\/h3>\n

Sentiment is related to the emotion\/feeling expressed in the content of tweets. Content analysis (as in the qualitative\u00c2\u00a0 method of interpreting text and its meaning or the quantitative method of assessing the frequency of particular topics\/metaphors\/text construct) is one of the most common ways of assessing sentiment. While there some tools that provide automated sentiment analysis, they (like everything computer-generated) do not make a differene between sarcasm, double negatives, emoticons, double meaning punctuation marks or context. However, these automated tools are a good way of accessing data and a good start for a more in-depth analysis. The tools include SocialMention<\/a>, Twendz<\/a>, Sentiment140<\/a>.<\/p>\n

Influence<\/h3>\n

Influence is not a stand-alone metric. It could be useful when trying to identify opinion leaders online or more active members. However, if you have to choose between follower count and an influence score when it comes to assessing whether an account is more active on Twitter (an by that I mean that it tweets about relevant topics to you, tweets regularly, interacts with others and so on) then an influence score is much better. Caution however should be applied to these scores and careful attention should be paid to their calculation algorhythms. Rathern than taking them for granted, rather take them as pieces of information that need to be checked and correlated with other metrics.<\/p>\n

Platforms that calculate influence are Klout<\/a>, PeerIndex<\/a>, TweetGrader<\/a> and ReTweetRank<\/a>.<\/p>\n

Other Twitter tools good for Twitter monitoring and management:<\/h2>\n