Dollars and Data: Social Media

Advertising and Metrics August 2016

KATE MALONEY Assistant Director, Communications & Marketing, University Recreation & Wellness

DANIELLE TARR Social Media Manager, University Communications

SOCIAL MEDIA METRICS Which Ones Matter and How to Learn from Them

Metrics Monitoring

• Identify key metrics • Establish tracking and

benchmarking protocols • Leverage analytics tools • Report data regularly • Learn from performance

Tools for Success

• Free tools – Facebook Insights – Twitter Analytics – TweetReach (limited)

• Hootsuite Enterprise – Account management, team

management, account analytics • Hootsuite Insights

– Hashtag or keyword data

Key Facebook Metrics

• How many people like your page and who are they? – Total Page Likes

• How are your posts performing? – Post Reach – Post Engagement

• Post clicks • Reactions (like, love, wow, etc…) • Comments • Shares

What else can Facebook Insights tell you?

• How your page and posts are

performing compared to similar pages on Facebook

• When your fans are online • Rate of success based on post

type

Key Twitter Metrics

• Total Followers • New Followers • Impressions • Engagements

– Retweets – Likes (formerly favorites) – Link Clicks – Media Clicks

• Mentions • Top Tweets

Measuring Success

SOCIAL MEDIA ADVERTISING When to Use It, Why to Use It, How to Use It

Why Social Media Advertising?

• Directly reach

interested people

• Increase engagement

• Expand your impact

• Relatively inexpensive

What You Can Do With Social Media Advertising

• Find new followers • Encourage followers to take action • Increase event registrations • Encourage donations • Find volunteers • Raise awareness • Increase newsletter signups • Reach your specific audience

Where To Advertise

Choosing Your Targets

• Demographics – Location – country, state, city, zip – Age, gender, languages, ethnicity – Relationship status, home ownership – Education, occupation – Income or net north – Political affiliation

• Interests – Nearly anything you can think of

• Behaviors – Purchase history – Donation history – Operating system, gaming habits, mobile devices – Travel history

• Website visitors or email subscribers • Lookalike audiences

The Newsfeed Ad Appears in users’ main feeds on desktop devices

The Right Column Ad Appears in the right-hand column of users’ newsfeeds on desktop devices

The Mobile Newsfeed Ad Appears in users’ main feeds on mobile devices

The Promoted Post Appears in users’ main feeds on both mobile and desktop

The Instagram Ad Appears in users’ feeds within the Instagram app

Choosing Your Targets

• Demographics – Location – Gender – Languages – Devices, platforms, cellular carriers

• Behaviors – Purchase history – Propensities (e.g. sports, hobbies, activities) – Car or home ownership – Travel history

• Followers: Users with similar interests to followers of selected account

• Interests: Users interested in selected keywords

• Website visitors or email subscribers • Lookalike audiences

Promoted Account Encourages new followers

Promoted Tweet Encourages engagements

Promoted Trend Encourages tweets on a brand’s hashtag

Maryland Day Ad Campaign

Platform Spent Clicks Impressions Cost Per Result

Facebook/ Instagram

$3,000 3,576 1,165,329 $0.01-$0.69

Twitter $1,000 493 143,889 $2.03

Totals $4,000 4,069 1,309,218 $0.71

Other Social Media Ads

Are they worth it?

Questions?