Course IntroductionLecture #2: Social Media Channels & Metrics
UGBA 198 - Fall 2016Haas School of Business, Berkeley
Julian Gamboa-Ramos
#ExperienceUGBA198
Social Media Channels
Unique Platforms● Each platform has its unique style,
followers expect different content.● Exemplify on each platform’s tone.
○ Tweet vs Facebook Post● Audience behavior varies heavily
among different platforms.○ Different “news feed” habits○ Liking on FB vs on Instagram
● “Storytelling” marketing:○ Channel agnostic campaigns
● 1.712 billion monthly active users (MAU)● Could change digital marketing landscape.
Rapidly changing with each update.● Updates succeed due to large user base.● Prime Time: 1 - 4 PM
Dead Time: 12 - 5 AM● Original Feature: News Feed● Perks: Events, Instant Articles, Trending,
Live Streams, Business Pages, + more
February, 2004
Messenger
● 1 billion monthly active users (MAU)● Original Premise: Standalone messaging
platform.● Perks: Chat bots, Customer Service, Emojis
○ Example: CNN, 1800flowers● Prime Time: 8 - 10 AM for scheduled.
Dead Time: 9 - 5 PMAugust, 2011
YouTube
● 1 billion monthly active users (MAU)● Original Premise: Video sharing site.● Perks: 360 Videos/Virtual Reality, Content
Creators with Ad Revenue, YouTube Red● Cross-Platforming: Rich Media● Prime Time: 6 AM and 12 PM
February, 2005
● 500 million monthly active users (MAU)● Original Premise: “Anyone can be a
photographer”● Prime Time: 5 - 6 PM
Dead Time: 12 - 8 AM● Perks: Instagram Stories*, Filters, Layout,
#hashtags, BoomerangOctober, 2010
Twitter● 313 million monthly active users (MAU)● Original Premise: Live events, News Updates,
Customer Support● Prime Time: 1 - 3 PM
Dead Time: 8 PM - 8 AM● Fun Fact: 9.1k tweets occur every second.
○ How does yours #StandOut?● Perks: Trending, Twitter Cards,
Moments, Lists
July, 2006
● Requires two factors: (According to Jungle Media)○ the number of people tweeting at any one time about
the same topic / #hashtag○ the time of day
● 12 to 6 AM: ~1200 tweets and ~500 users● 6 to 12 PM: ~1700 tweets and ~733 users● 12 to 6 PM: ~1500 tweets and ~812 users● 6 to 12 AM: ~1900 tweets and ~922 users
How Can I #Trend?
#ExperienceUGBA198
Snapchat● 100 million monthly active users (MAU)● Retains users due to FOMO
○ Content lasts 24 hour, don’t miss it!● Upload Habits: Dispersed through 24 hours
○ Stories in chronological order. Newest!● Perks: Instant Messaging, Draw Tools, Filters,
Discover*, BFF System, BitmojisSeptember, 2011
● 450 million registered users● Original Premise: Business oriented social
networking site● Prime Time: 5 - 6 PM
Dead Time: 9 - 5 PM● Perks: Job listings, talent acquisitions,
media-rich resumes*, recruiter perksDecember, 2002
Google+
● 111 million monthly active users (MAU)● Prime Time: 9 - 11 AM
Dead Time: 8 PM - 6 AM● Perks: Search Engine Optimization (SEO)
○ Google Property!December, 2011
Metrics
What Are Metrics?● “Reports on all audience engagement with your content,
either individually or overall.”
● Examples include, but not limited to:● Likes, retweets, hearts, shares, comments, link clicks,
viewers, screenshots, mentions / tagged, messages, subscriptions/followed, and more.
● Social media knows businesses seek to advertise.○ Facebook’s Insights or ads.twitter.com
The Basics● Engagement Ratio
○ People Talking About This / Total Likes● Growth Ratio
○ New Page Likes / Total Likes
The Basics
-Engagement Ratio?
-Growth Ratio?
The Advanced (Internal)
● When are your followers active?○ Optimize posts for maximum reach.
● Understand your audience’s preferences.○ Create shareable content.
● Page likes/views, reach, post engagement, link clicks, seconds viewed, screenshots, ○ Determine your growth and return on investment.
Facebook Reactions
● Still have not achieved full-user disclosure○ i.e. Users will still click “like” than
“sad” on a sad post.● Giving more options can backfire.
○ Reporting on bad news may get you “angry” metrics.
○ Do not affect your reach.
Facebook Reactions
Clicked Links● If managing social media accounts:
○ Redirecting users to company website.● Social media not the focus: It drives traffic to website!
○ How effective are your posts? Is social media worth?*○ Post insights → measure clicked links, find revenue.○ Ad revenue varies from ad formats and companies.
*Ad revenues may be a sensitive areas for corporate.
Clicked Links
Earnings Per Click (EPC)
Courtesy of Clicksor
Starting A New Position● If managing a social media site, always collect information
at the beginning: it might get overwritten!● Things to look out for:
○ Followers, Average Engagement Ratio, Average Link Clicks, Average # of Posts
Reporting Metrics
● How to Present:○ 1-3 Months: Weekly/Monthly intervals○ 3-6 Months: Monthly/Bi-Monthly intervals○ +6 Months: Monthly intervals
● On Your Resume:○ Use percentages, never concrete numbers (internal)!○ Initial numbers needed for percentages.