Show me the metrics:How to get the most out of Social Media Analytics

Esra Doğramaci@EsraD

What is NOT going to happen

Source: https://s-media-cache-ak0.pinimg.com/736x/c1/30/c2/c130c246fd9f1976f835bc901d0e1b39.jpg

21,933,116AJA

9,896,635AJE

Now* *(28 June, 2017)

1. Problems

◎ We see a lot of this happening ◎ Social media marketing (which is not for news)

Source: https://3.bp.blogspot.com/-Gqiqlt5rUFU/VFPayRNSwpI/AAAAAAAAA_o/JCfe0a4x7PY/s1600/Saturday%2BEvening%2BPost%2BOctober%2B6%2B1906%2Bp%2B17%2B-%2Bcropped.jpg

Views don’t mean a thing - J Lo.*

*This statement may or may not be attributable

Don’t believe me?

Source: http://www.rumdogs.com/j-lo.JPG

And this is whyFacebook insights

YouTube analytics

Does this look like success?

Twitter analytics (video beta)

Note the drop off

Twitter analytics (video beta)

Please stop doing this

2. Solutions

Out

ReachImpressionsViews

Analytics are your friend

In

Engagement/interactionActive subscribers

WatchtimeRetention

Your new BFF’s

1. YouTube analytics (don’t forget YT is the world’s 2nd biggest search engine + largest video platform)

2. Twitter analytics 3. Crowdtangle4. Facebook Insights

Note: not all software is created equal

Meanwhile YouTube was onto this before everyone else

Again, note the drop - how would you turn this into strategy?

YouTube analytics:retention

Your competitors are not your competitors

Crowdtangle: (Twitter) leaderboard

Make women a target

Is the global average of the presence of women & girls in the news. Source: GMMP 2015

25%

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@EsraD

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