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Social Media Measurement for Sales & Marketing
Class 5: New York University Social Media Analytics I
@BrianHonigman
*Drive Awareness *Increase Engagement *Attract Leads *Build Thought Leadership
@BrianHonigman
Marketing Goals on Social Media:
Simple Formula for Measuring Engagement
@BrianHonigman
Engagement rate = Sum of Interactions / Post Reach x 100
(with in-depth data)
Engagement rate = Sum of Interactions / Audience Size x 100
(without in-depth data)
@BrianHonigman
AWARENESS
ENGAGEMENT
CONVERSION
RETENTION
Organic + Paid Social Ads
Audience Engagement, Retargeting Ads, Subscribers
Social Exclusive Offers, Loyalty Program, Retargeting
Build a Social Media Marketing Funnel
Coordinate Other Channels, Optimize Landing Pages