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These are some overview concepts for the study of social media metrics and analytics.
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Social Media MetricsSummer 2014
Reliability and Validity Social science research observes and measures human behavior, and
reliability and validity are central concerns (Drost, 2011).
Reliability may be a measure of data consistency and stability.
Validity is about the interpretation and meaning of the data.
Construct validity may be said to exist when research results align with developed social theories.
Statistics Statistical generalization requires random samples and careful analyses
(Huff, 1954)
Search Engine Optimization (SEO) Unpaid Google and other search remain important drivers of website traffic
SEO methods may be applied to online press releases, blog posts and other media content
Keywords should be used in titles, tags, descriptions
Google Analytics include dimensions, such as a traffic source for a site
Metrics include visitors (users) and visits (sessions), and businesses are interested in traffic and conversions to specific behaviors
Key Metrics Pageviews
Visit duration
Bounce rate
Visit duration
Time on page
Social Media Metrics (Sterne, 2010) Buzz
Fans
Followers
Friends
Influence
Sentiment
Do Metrics (Fenton.com, 2012) Donations
Event Attendance
Sales
Membership
Volunteerism
Advocacy Actions
Top Social Sites (Jacobs Media, 2014) Facebook
Google+
20%
15%
10%10%10%
10%
10%
5% 5%5%foursquare.comyoutube.comfeedsportal.comhuffingtonpost.comnocookie.nethunger-games.netcinemaz.comfeedburner.comlesaffaires.comco.uk
Marketing Plan for ROI (Marketo, 2014)
Establish Goals
Design Measurement Program
Focus on Marketing Improvement
Nonprofit Social PR (Saxton & Waters, 2014) Information
Fundraising
Event & Promotion
Call to Action
Community-building
Twitter Network Types (Smith, 2014) Polariized Crowd
Tight Crowd
Brand Clusters
Community Clusters
Broadcast Network
Support Network
Facebook Likes Correlate with Demos(Kosinski et al.) Gender
Ethnicity
Sexual Orientation
Alcohol, Drug and Tobacco Use
Religion
Political Identification
Richard Edelman (2014) “Communications Marketing”
SEO and Community Management
Digital Advertising
Content Strategy, Photography/Videography
Design
Analytics
Edelman Creative Newsroom (2014)
Need for Authenticity and Transparency
