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Class 3: New York University
Social Media Analytics I
@BrianHonigman
Measuring Success on
Facebook, Twitter & LinkedIn
@BrianHonigman
@BrianHonigman
Steps for Measurement
on Any Social Channel
@BrianHonigman
Identify the Audience
@BrianHonigman
Types of Content Shared
Photos Video Text
GIFs Audio Links
@BrianHonigman
Understand
Your Goals
@BrianHonigman
Channel Specific Metrics
@BrianHonigman
Tools for Channel
Measurement
@BrianHonigman
Cross Channel Measurement
FB, Twitter,
LinkedIn &
Instagram
Simply Measured
FB & Twitter
Brandwatch
@BrianHonigman
Cross Channel Measurement
Any Social
Channel That
Drives Traffic
Google Analytics
FB, Twitter,
LinkedIn &
Instagram
Sprout Social &
Socialbakers
Source: eMarketer
Facebook’s Audience
0
10
20
30
40
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
26.2
32.1
25.2
22.5
17.1
10.6
@BrianHonigman
Facebook Content Types
@BrianHonigman
Social Litmus Test:
Does Your Goal
Work Here?
@BrianHonigman
Facebook Metrics
Pages Likes Post Reach
Engagement:
Reactions, Shares,
Comments
Post Clicks
Hide, Report as
Spam, Unlikes
Post Types
Video Views
30-Second
Views++
FB Referral
Traffic
@BrianHonigman
FB Measurement Tools
• Facebook Insights
• Sumall
•Agora Pulse
@BrianHonigman
Twitter's
Audience
@BrianHonigman
Twitter Content Types
@BrianHonigman
Social Litmus Test:
Does Your Goal
Work Here?
@BrianHonigman
Twitter Metrics
Followers Tweet Reach
Engagement:
Mentions,
Retweets, Likes
Tweet Clicks
Engagement
Rate
Top Tweet, Top
Mention, Top
Follower, Top
Media Tweet
Video Views
Completion
Rate
Twitter
Referral Traffic
@BrianHonigman
Twitter Measurement Tools
• Twitter Analytics
• Followerwonk
• Buffer
• TweetReach
@BrianHonigman
@BrianHonigman
LinkedIn Content Types
@BrianHonigman
Social Litmus Test:
Does Your Goal
Work Here?
@BrianHonigman
LinkedIn Metrics
Followers Impressions
Interactions: Like,
Shares, Comments,
Followers Acquired
Update Clicks
LinkedIn
Referral Traffic
Post Types
Page Views,
Unique Visitors
Engagement
Rate
Follower
Demographics
@BrianHonigman
LinkedIn Measurement Tools
Any Social
Channel That
Drives Traffic
Google Analytics
FB, Twitter,
LinkedIn &
Instagram
Sprout Social,
Simply Measured &
Socialbakers
Questions!?
@BrianHonigman

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