Unit 4

social media and web analytics

Syllabus
Facebook Analytics: Introduction, parameters,
demographics. Analyzing page audience: Reach and
engagement analysis. Post-Performance on FB; Social
Campaigns: Goals and evaluating outcomes, Measuring
and analyzing social campaigns, Social Network
Analysis like Instagram twitter, LinkedIn, YouTube etc.
AdWords, Benchmarking, Categories of traffic: Organic
traffic, Paid traffic;
Google Analytics: Brief introduction and working,
Google website optimizer, Implementation technology,
Limitations, Performance concerns, Privacy issues.
Facebook Marketing - Analytics

Facebook analytics, also known as insights, provide

you with very important statistical analysis of how
your campaigns are going and what sort of
engagement your posts are receiving.
Following is an image of the front page of the
analytics section. It gives you an insight if your
audience is large enough. In addition, it also helps you
know the types of devices your audience uses and you
can also have a track of the page/video views.
Your Facebook Page makes your business −

Discoverable − When people search for you on Facebook,

they’ll be able to find you.
Connected − Have one-on-one conversations with your
customers, who can like your page, read your posts and
share them with friends, and check in when they visit.
Timely − Your page can help you reach large groups of
people frequently, with messages tailored to their needs
and interests.
Insightful − Analytics on your page will give you a deeper
understanding of your customers and your marketing
activities.
Likes

In this section, you will be able to see the total likes for
your page. It will give you a graph with a 30-day
overview and you can see how to track your progress.
You will also be able to view your net likes, which
shows how many likes you get for each day as well as
how many unlikes your page is getting each day.
Finally, you can see where your likes are coming from
— from people coming on your page and clicking like,
finding you through ads and through the API.
Reach

This indicates how many people see your post. As seen

in the following graph, it is separated with organic
reach and paid reach. In this section, you can also find
the graph for reactions and shares for all posts.
Page views

This gives you an insight into how many people are viewing
your page on a day-to-day basis. This is great because,
especially in the early days when you are testing different
post types, you can see the analytics over a period of time
and see which days are working better to get click through
on to your page.
The following first graph shows you total views for each
day, while the second graph gives you the ability to break it
down by total page views, by section, age and gender,
country, city and by device.
Actions on page

Page actions tell you what people are clicking on

whilst they are looking at your page. Here you can see
which people are clicking −
Directions
Phone numbers
Website clicks
Page call-to-action button
This is also broken down by the same insights as the
page views (age and gender, country, city and by
device).
Events
The events insight gives you statistical data on how much awareness
your event has received. It also gives you information on the
audience/demographic that are attending the event, how much
engagement the event has received and if you have a buy tickets
button, it will tell you how many people have clicked the link.
Videos
This insight is very similar to the posts insight. It breaks down how
your video reach has gone for each video and a breakdown of the
demographics.
People
This is a very important insight as you get a complete breakdown on
the age and gender of your Facebook fans. You also get a
breakdown of which countries your fans are from, the cities within
the countries and the language your fans speak.
 Types of Facebook Pages

Facebook pages assist businesses, brands and organizations in sharing

information and reaching out to people. Users like the pages that they
are interested in. With this, they can stay in touch and get updates
about different activities. There are a number of different pages you
can create depending on what sort of organization you are starting.
Following is a list of the types of Facebook pages that you can create
−
Local business or place
Company, organization or institution
Brand or product
Artist, band or public figure
Entertainment
Cause or community
How can posts be effective to grow your business

Facebook is a fantastic way to reach out to your audience on

different levels. By posting information, photos, videos and stories,
the content you share can −
1) Personalize your brand
2) Drive users to your blog
3) Generate more traffic directly to your website
4) Educate and create awareness about your industry
5) Promote the culture of your organization
Facebook marketing is completely scalable as you create campaigns
that are realistic and relevant to your brand. All of this is completely
measurable by utilizing Facebook analytics, giving you the ability to
test, evaluate and adjust the strategy that you are currently
implementing.
Demographics

Under the People section in the left sidebar, you’ll find

five reports for your website visitor demographics,
starting with Highlights.
In the Demographics report, find job title, education,
and relationship status data about your visitors.
In the Highlights report, you’ll see an overview of the
breakdowns of age and gender, language, country,
and city of your visitors.
Demographic Data

In the demographics data report, you will discover the

primary metrics of your users. 
Such as: 
Age
Countries
Cities
Languages
What are Facebook parameters?

What are URL Parameters in Facebook Ads? Facebook

Ad URL Parameters are added to the end of your
website URL to track where your visitors are
coming from.
Analyzing page audience: Reach
and engagement analysis
Analyze Your Facebook Posts
When looking at the performance of individual posts,
we’re going to analyze both reach and engagement
metrics. Here’s a breakdown of what each includes:
Post Reach shares basic post statistics like
impressions, engaged users, consumption and video
views.
Post Engagement shares basic engagement stats like
engaged users, consumption and negative feedback.
Reach
According to Facebook, “Post reach is the number of
(unique) people who have seen your post. Your post
counts as reaching someone when it’s shown in their
News Feed.”
The number of impressions is similar to reach but
instead refers to the total views of the post. Of course,
both metrics are important to focus on increasing, as
the more people you reach, the more potential
customers there are seeing your posts.
Analyze Your Facebook Page Data

Once you’ve gathered all your data, it’s time to dive into the numbers.
It’s best to divide this into two different parts. First, we’ll take a look at
page-level metrics, then we’ll go over analyzing individual post-
performance.
Before trying to make sense of all this data, it’s helpful to set some 
key performance indicators (KPIs) that are important to your
business. For example, if you’re using your Facebook Page to drive
traffic to your website, one of your KPIs might relate to link clicks.
However, if you’re focused on building a community, set a KPI for 
engagement stats.
If you’re using Sprout’s Facebook Pages Report, you’ll be able to
surface your custom KPIs at the top of your report in a summary – that
way, your attention stays focused on the most relevant metrics to your
business.
Analyze Your Competitors

The Facebook Insights data attached to your Facebook Business Page will
provide you with a wealth of information, but it’s a good idea to start your
Facebook analysis by looking at your competitors.
Find Your Competitors
For this part of your Facebook analysis, there are three kinds of posts that
you’ll want to scrutinize for insights: posts related to your industry, your
competitors’ posts and your own posts. If you’re not sure who’s your
competition, here are a few strategies to incorporate during your research:
Find them on Google. Use Google to search for key phrases relating to
what you do. If your business is not local, you can use search terms that
best describe your industry.
Look at who your audience follows. Check out the other brands your
audience follows on social media and note the most similar to your
company.
Analyze What They’re Doing

Once you’ve identified your top competitors:

Choose the top 3-5 competitors to benchmark your efforts against.
Gather information about them, including the social networks they
use, the size of their following, how often they post and what their
engagement numbers are like.
Manual competitor analysis is a tedious process. But with Sprout
Social, users have access to our Facebook Competitors Report.
This report shares audience growth numbers, so you can track fan
count by day and message volume to see how active the
competition is on Facebook.
Four steps to measure your Page's
performance
How's your Page doing?

Page Insights become more valuable as you gain likes

and followers, while your engagement metrics become
more valuable the more often you post. You can use this
information to compare how different posts perform and
create future posts accordingly.
To get to Page Insights, follow these steps:
How do I see my post performance on Facebook?
Tap Pages, then go to your Page. Tap Insights at the
top of your Page. To see more insights or to export
insights, log into Facebook from a computer. Insights
provide information about your Page's performance,
like demographic data about your audience and how
people are responding to your posts.

1) Go to your business Page and select Insights.

2) Note: Insights may be under the More tab. The tab you see
depends on what features you use on your Page.
3) The Overview tab shows your Page summary. This summary
gives you a high-level look at all the metrics on your Page.
4) Click into each box for a deeper look into specific metrics.
What is a social media campaign

Definition: A social media campaign is a coordinated

marketing effort to reinforce or assist with a business
goal using one or more social media platforms.
Campaigns differ from everyday social media efforts
because of their increased focus, targeting and
measurability.
social media campaign goals

A socialmediacampaign should focus around a singular

business goal, whether it's on Facebook or Instagram.
Common goals for a socialmediacampaigns include:
Getting feedback from users.
Building email marketing lists
Increasing website traffic
Improving overall brand engagement
Directly driving sales
 Social media campaign best practices

Action-gate - ask users to interact with socialmedia posts. Invite them to ask

questions, take polls, provide reviews, enter contests and join mailing lists.
Provide incentives - give them a reason to provide information about themselves.
Offer prizes, discounts and exclusive content in exchange for their attention and
information
Make prizes relevant to the business if using a contest. For a t-shirt company, it's
makes no sense to offer an Xbox as first prize in your contest (offer a year's worth of
t-shirts!).
Proactively engage throughout the campaign - answer and address critique quickly
and reinforce positive interactions with personal attention.
Promote across all social media accounts, even if the campaign is focused on one
platform (e.g. Facebook).
Adapt the look and messaging of your entire online presence to reinforce
the campaign. Include campaign branding and language on headers, landing and
home pages.
Carefully monitor performance and adjust strategy if needed.
outcomes
1. Effect On Website Traffic
2. Effect On Brand Awareness
3. Effect On Brand Loyalty
4. Effect On Customer Service
5. Effects On Competition
6. Effects On Sales
5 Easy Steps to Measure
Social Media Campaigns
1) Determine your goals. Before you jump into
measuring every single tweet, photo and Facebook
comment posted about your brand, first think about
your goals with social media. ...
2) Create metrics to measure your goals. ...
3) Measures
4) Monitor and report. ...
5) Adjust and repeat.
5 Steps for Measuring the Success of a Social Media
Campaign

 If your business is using social media, you should definitely be

measuring your efforts on a regular basis. Not only does measuring
allow you to track your success, but you also can uncover mistakes
and figure out specific ways to improve your campaign.
According to social media experts, measuring social media campaign
success can be done in two ways:
Ongoing Analytics – tracking social media activity over time.
Campaign-Focused Metrics – monitoring with a clear beginning and
end, with a focus on a particular social media campaign.
So if you’re not measuring the success of your social media or your
specific campaigns, then it’s time to get started. Here are five steps to
get you on the right track.
Set Goals

Before you start measuring every single Facebook like, tweet,

Instagram photo and comment about your products or brand,
you need to set some goals. Have a clear idea about what you’re
trying to accomplish through your social media campaign, and
then use this idea to determine which social media channels
you’ll use to achieve your goals. For example, the goal of your
campaign could be to broadcast information about a new
product. Or maybe you’re wanting to improve the customer
service experience. Or perhaps you’ve decided that you want to
increase your engagement with your prospects. Each goal will
be measured differently; therefore, you need to understand what
you’re trying to achieve through your social media campaign
before you try to measure it.
Create Metrics for Measuring Goals

Now that you’ve got clearly defined goals, you need to

match your goals with actual behaviors and metrics you
can measure. For example, if you want to measure
awareness, you should use metrics like reach, volume,
amplification and exposure. Similarly, you need to use
metrics around comments, retweets, participants and
replies to measure engagement in your social media
campaign. Traffic will be measured by metrics like URL
shares, conversions and clicks. Having appropriate
metrics to measure your social media campaign helps you
to make sense of the data and improve where necessary.
Measure Your Success

Once you’ve decided on the appropriate metrics, you need to

find the right tools to capture these metrics. Some social
media channels provide analytics themselves. However, you
may also use some third-party tools like Google Analytics,
Hootsuite and Klout to capture metrics. You can even use
your own APIs to build your own measuring tools.
If you’re not sure about using specific tools, ask a social
media expert or do some research online. There are tons of
options and many which work in real-time. If you want to
plan ahead and set up tracking, the best time will be to do it
before your campaign actually begins. This will help you
access all the data you need later.
Monitor and Report

Monitor and Report

Your initial findings will lay a foundation for future
measurement. The early figures help you determine
where to go with your future campaigns.
Also, you should monitor your social media campaign
on a regular basis. For some, weekly monitoring is
necessary. Others, daily. Regardless of your reporting
schedule, you need to check on your metrics regularly.
Rectify Errors

Last but not least, it’s important to review your

measurement system from time to time. You need to
check if you’ve been missing anything. Try to figure
out all the things you can improve and make changes
accordingly. You also need to check your initial goals
and make sure your metrics are actually helping you
achieve them.
Social network analysis

Social network analysis (SNA) is the process of

investigating social structures through the use of 
networks and graph theory.[1] It characterizes
networked structures in terms of nodes (individual
actors, people, or things within the network) and
the ties, edges, or links (relationships or interactions)
that connect them. Examples of social structures
 commonly visualized through social network analysis
include social media networks,
Social network analysis has emerged as a key
technique in modern sociology. It has also gained
significant popularity in the following - anthropology, 
biology,[12] demography, communication studies,[3][13] 
economics, geography, history, information science, 
organizational studies,[6][8] political science,[14] public
health,[15][7] social psychology, development studies, 
sociolinguistics, and computer science[16] and is now
commonly available as a consumer tool
Twitter
With hundreds of millions of users and over 500 million tweets
being sent each day, there is a great opportunity for businesses to
reach a global audience of new and existing customers through
Twitter.
Twitter is a social communication tool where people broadcast
short messages. These messages, called tweets, are limited to
140 characters in length. As a Twitter user, you select which
other people you wish to follow; when you follow someone, their
tweets show up in a list known as your Twitter stream.
Anyone who chooses to follow you will see your tweets in their
stream. It is not necessary to follow everyone who follows you,
and not everyone you choose to follow will follow you back.
Points to Note
If you want real success and want to build your brand on Twitter, then you should always
keep the following points in mind −
Use your brand name as your Twitter name. It may seem obvious, but it needs to be said!
If branding a company is your number one priority, use your logo as your Twitter picture.
You should tweet 10 to 20 times a day to keep your brand name in the Twitter stream.
Schedule the tweets that have links to valuable content and complement that with 10 or so
personalized tweets where you are interacting with other Twitter users.
Reply to Everything! Really, everything.
Learn to give. To build a strong brand on Twitter you will need to give back as much as
you get. Share content from your “tweeps,” retweet, and favorite relevant content.
Follow at least two new people a day. Follow back anyone who followed you. It’s the best
way to keep followers! Click on “Followers” and then follow anyone in your stream that
you are not connected with.
One of the biggest mistake people make on Twitter is not using relevant hashtags. You
may want to create your own personal hashtag to archive your tweets but use hashtags
that are trending when posting, so that your content gets seen.
Tweet questions or a call-to-action when you post. People are more likely to respond
when they’re asked something. There’s an option to create polls too.
LinkedIn
LinkedIn can be a powerful tool for individuals and
companies looking to make new connections, generate
leads, and build their brand. In addition to being a
great way to recruit new talent, LinkedIn marketing is
a likely top marketing tool to employ for B2B
businesses. It consistently proves to be the platform of
choice for marketing product launches and lead
generation.
A comprehensive LinkedIn marketing strategy requires
ongoing management, monitoring, analysis, and adjustments.
Here, we have listed down a set of important tips to help
you get the most out of your LinkedIn Marketing strategy −
Create a dynamic company page for your brand
To create a business presence on LinkedIn and gain access to
additional features that enhance your visibility, you must
build a LinkedIn company page. Consider this page an
extension of your website and fill out the complete profile,
including products and services. Invite your employees and
customers to follow the page.
YouTube
YouTube is no longer a new platform; it’s over ten
years old! However, it is seeing tremendous growth. If
it isn’t already a part of your online marketing strategy,
it needs to be. But what types of YouTube videos
should you be making? The key is to find the place
where, what your brand stands for and what your
audience cares about intersect.
Common Video Themes
Not sure what type of content will resonate with your audience? Here are some
commonly employed video themes that are used by businesses and brands −
Tutorials − Show your viewers how to perform a task or demonstrate how to
use your product.
Customer testimonials − Interview a satisfied customer, or share a
usergenerated testimonial on your YouTube channel.
Behind-the-scenes videos − Take your viewers on a tour of your office or
workspace, or introduce them to your staff or co-workers.
Tips and tricks − Share useful insights that will help your prospects.
Live presentations − Speaking at a conference or tradeshow? Record and share
it with your YouTube viewers.
Product launches − Share the release of new products with your YouTube
viewers.
Statistics − To establish yourself as an expert in your field, share industry-
related statistics, data, and research via a simple slideshow-like video.
FAQs − Compile a list of frequently asked questions and respond to them via
video.
Web Analytics Tools

An average web analytics tool offers hundreds of metrics. All of them
are interesting but only a few would be useful for measuring the
website’s performance. Focus on what is important to get meaningful
insights on your website, and start your web analytics initiative by
defining realistic and measurable objectives for your site.
In order to identify the users, web analytics tools need to report
on user sessions (also referred to as visits). There are different
techniques to identify users such as IP addresses, user agent and IP
address combination, cookies, and authenticated user.
Nowadays, the most common user identification technique is
via cookies which are small packets of data that are usually deposited
on the user’s computer hard disk when the person visits a website.
AdWords 
Google AdWords is a marketplace where companies pay to have their
website ranked right with the top organic search results, based on
keywords.
The basic gist is, you select to promote your brand based on keywords.
A keyword is a word or phrase the user searches for, who then sees
your ad. Your ads will only show up for the keywords you pick.
Google counts the clicks on your ads and charges you for each click.
They also count impressions, which is simply the number that tells you
how often your ad has already been shown when the users searched for
that keyword.
If you divide clicks by impressions, you get the click-through-rate or
CTR. This is the percentage of users who land on your advertised page,
because they clicked on your ad.
Benchmarking
Benchmarking is the practice of comparing business
processes and performance metrics to industry bests
and best practices from other companies. Dimensions
typically measured are quality, time and cost.

Benchmarking is defined as the process of measuring

products, services, and processes against those of
organizations known to be leaders in one or more
aspects of their operations
What are the 4 types of
benchmarking?

There are four main types of benchmarking: internal,

external, performance, and practice
What is benchmark example?

The definition of a benchmark is to measure something

against a standard. An example of benchmark is to
compare a recipe to the original chef's way of doing
it. A benchmark is defined as a standard by which all
others are measured. An example of a benchmark is a
novel that is the first of its genre.
What Are the Different Types of
Web Traffic?

1) Organic Traffic. ...

2) Direct Traffic. ...
3) Referral Traffic. ...
4) Email Marketing. ...
5) Social Networks. ...
6) Paid Media. ...
7) Paid Search. ...
8) Offline Traffic.
Organic Traffic

Organic traffic is those visitors that land on your

website from unpaid sources, aka essentially free
traffic. Organic sources here include search engines
like Google, Yahoo, or Bing.
The brand of digital marketing that focuses on
improving organic traffic is called Search Engine
Optimization. Organic traffic increases website trust
and tends to have better conversion rates than paid
traffic because there is a better intent for organic
searches. The ROI for organic traffic is very high since
it is semi-permanent in nature compared to paid ads. 
Paid traffic
Paid traffic is traffic that is generated through paid
means only. Paid website traffic from search engines
is directed to a website when a user clicks on an ad
placed on a search engine results page for a particular
search query.
Google Analytics

Do you have a blog? Do you have a static website? If

yes, then you need Google Analytics. This tool can do
so many things. Even if you just use it for the most
basic of information, you can learn a lot about your
website visitors and traffic.
A quick glimpse at Google Analytics can tell you −
1) How many people visit the website?
2) Where do the visitors live?
3) Is there a need for a mobile-friendly website?
4) Which other websites send traffic to the website?
5) Which marketing tactics drive the most traffic to the website?
6) Which pages on the website are the most popular?
7) How many visitors got converted into leads or customers?
8) How to improve the website's speed?
9) Which blog content the visitors like the most?
10) Which place do the converting visitors belong to and what did
they visit on the website?
Let us now understand in detail how you can make use Google
Analytics.
Create a Google Analytics Account

First, you need to have a Google Analytics account. If

you have a primary Google account that you use for
other services like Gmail, Google Drive, Google
Calendar, Google+, or YouTube, then you should set
up your Google Analytics using that Google account.
Otherwise, create a new one.
Once you have a Google account, you can go to Google Analytics by clicking the Sign
into Google Analytics button.
After you click the Sign Up button, you will need to fill out information for your
website. You can have up to 100 Google Analytics accounts under one Google account.
Once you’ve filled in the properties for your website, click the “Get Tracking ID”
button. Agree to the terms and conditions and you will get a Google Analytics code.
This must be installed on every page on your website. The installation will depend on
what type of website you have.
After you install your tracking code on the website, you will want to configure the
Goals Setting. Goals will tell Google Analytics when something important has
happened on your website.
In Google Analytics, click the New Goal button. From there, you will choose the
custom option or template options. You can create up to 20 goals on your website. Be
sure that the ones you create are highly important to your business. This is the simplest
of all conversion tracking in Google Analytics.
If you want to add a new Google Analytics account, you can do so by going to your
Admin menu, clicking the drop-down under the Account column, and clicking the
Create New Account link. Once you've installed Google Analytics on your website(s),
set up your goals, and wait about 24 hours for it to start getting data.
How to Use Google Analytics?

Each time you log in to Google Analytics, you will be

taken to your Audience Overview report, from where
you can access one of more than 50 reports available
through Google Analytics.
In the report at the top-right corner as shown in the
above screenshot, you can click on the dates to change
the date range of the data you are viewing.
You can also check the Compare box to compare your
data from one date range (such as this month) to a
previous date range (such as the last month) to view
your data.
Beneath the main metrics, you will see reports that you
can switch through to see the top ten languages,
countries, cities, browsers, operating systems, service
providers, and screen resolutions of the visitors.
Make Optimum Use of Google Analytics

Using the endless tools available through Google

Analytics, you can view various details. We have given
here a few examples −
Audience - Demographic – Age
You can use Google Analytics to find demographic
details of the visitors to your site.
Audience - Geo – Location
You can find out where the traffic is coming from. It
can either be global or local information.
 Translating Insights into Action
Unfortunately, many firms find their digital marketing analytics programs fail to
translate analytics into action. However, most of the times, translating insights into
action involves manipulating your data for distinct insights. Some of them include −
Looking for relationships among your data. For instance, you might uncover a
relationship between top performing posts and specific keywords used or publication
timing.
Looking at trends rather than data points. Trends often help you identify meaning in
your data such as cyclical trends or when a particular data point stands out from others
versus simply representing normal fluctuation.
Turn data into predictive models. Don’t stop with viewing data as isolated points and
basing forecasts on simple linear extrapolations. Predictive models use historical data to
determine the relationship among a set of factors and desired outcomes (like KPIs).
Predict future KPI performance. Analysts use algorithms to predict future KPI
performance. You can even play “what-if” games to determine the impact on the
performance of various actions. This helps determine which changes represent the
greatest impact on performance.
Don’t forget that data analysis is part Art and part Science. Translating insights into
action involves a certain amount of playfulness with the data to discover deeper
insights.
Google website optimizer
Google Optimize is a free website optimization tool
that helped online marketers and webmasters increase
visitor conversion rates and overall visitor satisfaction
by continually testing different combinations of
website content