IS2502 Social Media and Social Networks

Week 10
Social Media Analytics and Metrics

Ms Rupa
Department of Information Systems
Recap : Phases of Social Media
Marketing Maturity

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Recap : Phases of Social Media Marketing Maturity

‣ Phases of social media marketing maturity

− Plan systematically to ensure social media marketing
activities are consistent with overall marketing plans
− Level of maturity: trial, transition, and strategic

1. Trial phase
− The first phase of the adoption cycle
− Don’t really consider how social media can play a role in the
overall marketing plan
− Experiment: help them to brainstorm ideas to use social
media and understand what it takes to succeed
− Exploratory stage of what is really a multi-stage process

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Recap : Phases of Social Media Marketing Maturity

2. Transition phase
− More systematic way of thinking starts to develop within the
organization
− Not have fully formed a strategic approach
• Common mistake: use of automation (programmed responses)

3. Strategic phase
− Formal process to plan social media marketing activities with
clear objectives and metrics
− Integrated as a key component of the organization’s overall
marketing plan
− Increased brand exposure, brand attitudes, and even sales
driven from social media marketing
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 Recap : What are the Steps in
Social Media Marketing Planning?

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Recap : Strategic Planning Process

1. Conduct a situation analysis and identify key

opportunities
2. State objectives and allocate resources
3. Gather insight into and target one or more
segments of social consumers
4. Select the social media mix (zones, channels,
and vehicles)
5. Create an experience strategy; Establish an
activation plan using other promotional tools (if
needed)
6. Execute and measure the campaign
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Recap : Managing Social Media in the Organization

‣ Social media policy

− An organizational document that explains the rules and
procedures for social media activity for the organization
and its employees

‣ Word of Mouth Marketing Association’s guide to

designing a digital social media policy
− Standards of conduct
− Disclosure requirement
− Standards for posting intellectual property, financial
information, and copyrighted information
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Recap : Managing Social Media in the Organization

‣ Framework for strategic social media marketing

− Scope
− Culture
− Structure
− Governance

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Recap : Questions Answered
with Tactical Planning

Why

Who

Where

What

How

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 Recap : Types of Tactics

• Branching. • Crowdsourcing.
• Contributing. • Seeding/propagating.
• Friending. • Educating.
• Informing/broadcastin • Entertaining.
g. • Gamifying.
• Clustering. • Incentivizing.
• Listening/monitoring. • Selling.
• Collaborating. • Serving.
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Recap : What? - Content
Strategy Development
What can you offer that matters to target audience?

What can you create that is truly different from that

offered by your competition?

What can be created that is synergistic with brand

position and overall marketing strategy?

What do we need to say?

What content types will be desirable for the target

audience?

Which channels are used by the target audience?

What resources/brand assets do we already have?

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 Recap : What is a Social Media
Workflow?
“A social media workflow
is a sequence of
connected steps that Understand vision

enables the organization Assign responsibilities

to act efficiently with
Complete projects requiring
minimal overlapping tasks different skills
and resources in order to Prioritize resources
implement the social
media marketing plan
effectively.”

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Learning Objectives

1. How do companies utilize social media data and

research to inform marketing decisions?
2. What are the common errors associated with
social media research?
3. What is the role of metrics in social media
marketing programs?
4. What are the steps in the DATA approach to
measurement? What are the three types of
metrics?

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Social Media Research

‣ What is social media research?

− The application of scientific marketing research
principles to the collection and analysis of social media
data such that valid and reliable results are produced
− To understand the target audience and market
environment
− To evaluate the outcomes of a social media campaign
or strategy

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Types of Social Media Research

‣ Primary research
− Information collected solely for the research purpose at
hand
− Exploratory, qualitative methods: observation, focus groups,
and in-depth interviews
− Descriptive techniques: surveys
− Experimental techniques: simulation and test markets

‣ Secondary research
− Rely on the information already collected and available for
use
− E.g., internal, published publicly, or available via syndicated
sources
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Types of Social Media Research

‣ Suppose you want to investigate the impact of a

social media strategy on customer satisfaction
− Primary research: use questionnaire to capture
customer satisfaction
− Secondary research: use customers’ repeat purchase
as a proxy for satisfaction

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Sentiment Analysis

‣ Sentiment
− How people think or feel about an object
− Collecting and analyzing sentiment data can provide an
alternative to attitudinal surveys of consumers

‣ How to use sentiment analysis

− Marketers: analyse product review to obtain insight the
mix of feature people want, and the product’s
strengths and weakness
− Consumers: utilize review when they make purchase
decisions
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Sentiment Analysis

‣ Sentiment analysis (opinion mining) in social

media
− Analyze content to determine the attitude of the writer
− Determine whether the relevant conversations (toward
a brand) are positive or negative

‣ Word-phrase dictionary (library)

− Certain emotions are strongly related to specific words
− Words and phrases in the dictionary are used as text
classifiers

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Steps of Sentiment Analysis

1. Scraping and cleansing (gather data)

− Data from the sources are collected using web crawlers
that move through the designated websites and collect
and store the content they find
2. Extract entities of interest
− From this filtered set of content, relevant posts are
extracted.

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Steps of Sentiment Analysis

3. Extract sentiment
− From there, the analyst can begin sentiment extraction
using sentiment indicators. These are words or other
cues used to indicate positive or negative sentiment.
− A sentiment dictionary specifies sentiment indicators
and rules to be used in the analysis.

4. Aggregate raw sentiment data into a summary

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Example of Sentiment Analysis

https://www.amazon.com/Canon-Plus-RF24-105mm-F4-7-1-
Black/dp/B088MMTS9P/ref=sr_1_3?dchild=1&keywords=canon%2Beos%2Br&qid=1616785331&s=photo&sr=1-3&th=1 21
Example of Sentiment Analysis

‣ https://text2data.com/Demo

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Challenges of Sentiment Analysis
‣ Accuracy in gauging sentiment with automated tools
− Information overload issue in social media monitoring
− Accuracy in the coding of meaning

‣ Difficulty of defining sentiment dictionary

− Words can have many meanings
− E.g., ISIS
• Islamic State of Iraq and Syria
• ISIS Pharmaceuticals → Ionis Pharmaceuticals

‣ Cultural factors, linguistic nuances, and differing

contexts
− Difficult to code text into negative, neutral, or positive
categories
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Challenges of Sentiment Analysis

‣ Domain: camera review

− Aspect: size
− Sentiment: small
− Valence: positive

https://www.amazon.com/Canon-Plus-RF24-105mm-F4-7-1-
Black/dp/B088MMTS9P/ref=sr_1_3?dchild=1&keywords=canon%2Beos%2Br&qid=1616785331&s=photo&sr=1-3&th=1 24
Challenges of Sentiment Analysis

‣ Domain: hotel review

− Aspect: room
− Sentiment: small
− Valence: negative

https://en.tripadvisor.com.hk/Hotel_Review-g294217-d1165155-Reviews-The_Cityview-Hong_Kong.html 25
Sample of Social Media Research
‣ Defining the population
− To establish the population from which we need to collect data
− In collecting primary data, we would specify the units of interest
− Studying the whole of the population: census
− But, usually, select participants (subset or sample) who represent
the population for cost and time

‣ Social media research

− Impossible to scour the entire Internet to conduct a census of
brand mentions
− Define the population as the social communities to which our
audience belongs
− Sample: the units of content we draw from the sample frame (an
available list that approximates the population) for inclusion in
data analysis
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Research Errors

‣ Every study has a certain amount of error

− Interfere with the reliability and validity of the research
− Minimize that error!
− Remain vigilant against potential sources of errors
− To provide as close an estimation of the truth as
possible
− Coverage error, sampling error, and nonresponse error

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Coverage and Sampling Errors
‣ Coverage error
‣ Occurs when there is a failure to cover all components of a
population being studied
− A gap between the sampling frame we use and the
population we define
− One social media platform represents a relatively small
portions of the population of social media users

‣ Sampling error
− Sampling: the process a researcher uses to select specific
cases from a sampling frame for inclusion in a study
− Sampling error: the result of collecting data from only a
subset of the members of the sampling frame; it heightens
the chance that the results are wrong

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Coverage and Sampling Errors

‣ Additional concerns in sampling error

− Participation effect
− Echo effect (online echo)
− Spam (paid media)

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Nonresponse Error

‣ Nonresponse error
− The potential that those units that were not included in
the final sample are significantly different from those
that were

‣ Sampling weights
− Adjustment factors applied to adjust for differences in
probability of selection between cases in a sample
− E.g., less than 14% of all Internet users are on Twitter,
but Twitter generates up to 60% of content that social
media monitoring tools monitor
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Social Intelligence

‣ Tools for social media listening

− TweetDeck, BackType, Twitter
Search, Hootsuite, HowSocialble,
Google Alerts, Google Trends, etc.

‣ Social intelligence
− More value by building a system to
store, classify, and manage social
data for use in predictive analytics
and modeling https://twitter.com/search?q
=starbucks&src=typed_query

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Social Intelligence Model

1. Social listening
2. Data management
− Data are classified and organized according to relevant
categories such as specific campaigns or product lines
3. Data analytics
4. Distribution
− How information is then translated into easily digestible
insights, delivered as needed to the appropriate
departments, and/or incorporated into other data
needs

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Ethicality to Mine Social Conversations

‣ Potential ethical concerns when scraping and mining

social media data
− E.g., a researcher published the scraped data from OkCupid,
including the online profiles of nearly 70,000 OkCupid users,
complete with usernames, political leanings, drug usage,
and intimate sexual details on an open source site

‣ Balance between efficiently accessing valuable data

and effectively protecting individuals
− E.g., when the research is funded by government sources,
the preliminary reviews conducted by institutional review
boards should provide for the identification of possible risks
and solutions prior to the execution of the research
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Ethicality to Mine Social Conversations
‣ Ethical guidelines for social media researchers
− If content has been posted to a truly public domain it can be
used by the researcher.
− If content is posted in a “gated community” to be available
to members only, researchers should announce their
presence and request cooperation.
− Assess whether the data to be collected will include
personally identifiable and/or sensitive information. If they
do, take steps to comply with relevant policies and protect
the interests of the affected individuals. Processing of
personally identifiable data should require informed consent,
or at a minimum the implication of deemed consent.
− Prior to reporting and sharing of data, analysis, or results,
all data should be made anonymous.
− Take steps to ensure that no harm is done due to researcher
behavior or research uses.
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 What Matters is Measured

Reach: The number of people exposed to a message.

Frequency: The average number of times someone is

exposed to a message.

Site stickiness: The ability of a site to draw repeat visits and

keep people on the site.

Clickthroughs: The number of people exposed to an online

ad or link who actually click on it.

Sales conversions: The number of people who click through

who go on to purchase a product.
Marketer Use of Social Media Metrics

Metric % Using Metric

Views/Impressions 60.3%
Site traffic 51.2%
Clickthrough rates 47.9%
Number of fans, friends, followers 47.1%
Sales conversion rates 28.8%
Social influence 23.7%
Buzz and share of voice 21.4%
Viral spread 19.1%
Brand sentiment 16.7%
Ratings 10.0%
 Strategic Options for
Social Media Measurement
 Understanding Measurement and Metrics

• Measurements within a defined context are

metrics.
• Measurements require context to provide
useful feedback.
• Metrics that are tied to objectives are key
performance indicators.
• Objectives must be well defined before we can
identify key performance indicators.
 The DATA Approach
• Define: Define the results that the programme
is designed to promote.
• Assess: Assess the costs of the programme
and the potential value of the results.
• Track: Track the actual results and link those
results to the programme.
• Adjust: Adjust the programme based on
results to optimize future outcomes.

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 Define the Objectives:
Step 1 in the DATA Approach
• Motivating some behaviour from the target
audience.
• Influencing brand knowledge and attitudes.
• Accomplishing the first two objectives with
fewer resources than might be required with
other methods.

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 The Social Media ROI Pyramid
• Objectives vary at each
level of the business.

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Define SMART Objectives

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 Elements of the Social Media
Marketing Metrics Matrix

1 2 3
Activity metrics: Interaction metrics: Return metrics:
Organization’s social Target market Outcomes achieved
media marketing efforts engagement with social from social media
media marketing activities and
engagement

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Define: Metrics

‣ Decide on the metrics, or specific standard of

measurement

‣ Types of metrics
− Activity metrics (input): the actions the organization
commits to social media
− Interaction metrics (responses): how the target market
engages with the social media platform and activities
− Performance/Return metrics: outcomes that directly or
indirectly support the success of the brand

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Define: Metrics

‣ Performance/Return metric

− Return on impressions model https://twitter.com/dunkindonuts

• How many media impressions were generated by the social media

tactics employed
• Taking the gross revenue estimated minus the cost of the social
media advertising program divided by the cost of the program
• E.g., Dunkin Donuts earn 5,000,000HKD in gross revenue due to
its Twitter presence, at a cost of 1,000,000HKD in time investment
• ROI for the activity (5,000,000-1,000,000)/1,000,000*100= 400%

− Return on target influence model

• Use survey to assess whether people were exposed to the social
media campaign and their perceptions as a result of exposure
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Define: Metrics

‣ Performance/Return metric
− Return on social media impact model
• How sales can be attributed to each element in a marketing mix
and to tactics within the social media advertising strategy
• Using regression analysis based on historic data
• Content generation and consumption are tracked and assigned
algorithm scores to dictate the weight of relative influence
• Sales are also tracked at the same intervals, and then statistical
analysis is used to determine how sales trends shifted according
to the timing of the social media marketing

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 Assess: Step 2 in the DATA
Approach
• Assess the value generated from social media
marketing activities, interaction, and returns.
• Relate assessment to Social Media ROI
Pyramid.

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 Track: Step 3 in the DATA
Approach
Identify tracking mechanisms

Establish baseline comparisons

Create activity timelines

Develop transaction data

Measure transaction precursors

Overlay timelines and look for patterns

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 Tracking Approaches
• Forward tracking: Developed prior to
launching the activity or campaign.
• Coincident tracking: Begins during the activity
or campaign.
• Reverse tracking: Conducted after an activity
or campaign has concluded.

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Social Media Performance
Dashboard

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 Adjust: Step 4 in the DATA
Approach
• Revise, realign, and base future decisions on
the analyses.

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Social Media Metrics

‣ Challenges to identify the right measures to use

− No social media marketing campaign will conclude unless
objectives are set and effectiveness has been assessed
− The metrics we use must be appropriate for the objectives
we set for the campaign

‣ Key performance indicators (KIPs)

− KPIs are those metrics that are tied to organizational
objectives
− In order for KPIs to be valuable, we first must be sure
the objectives they’re supposed to measure are well
defined
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Tying KPIs to Meaningful Information

‣ Mimic online advertising in metrics

− Measure reach, frequency, stickiness, click-throughs,
and sales conversions
− Numbers are important: indicators of exposure
− However, simply counting the quantity of
interactions doesn’t tell us much
− Engagement is one of the most challenging
concepts

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Tying KPIs to Meaningful Information

‣ Dimensions for interpretation of engagement

− Involvement: the presence of a person at each social
touch point
− Interaction: the actions people take while present at
the social touch point
− Intimacy: the affection or aversion a person holds for
the brand
− Influence: the likelihood that a person will advocate
for the brand

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Summary

1. How do companies utilize social media data and

research to inform marketing decisions?
2. What are the common errors associated with
social media research?
3. What is the role of metrics in social media
marketing programs?
4. What are the steps in the DATA approach to
measurement?

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