Executive Education

Executive EducationOnline Presence Assessment (Assessment 1) (The Analytics Selfie)

for use for Personal or Business profiles (for use with a provided spreadsheet to chart the grades from the assessment)

Marshall Sponder, WebMetricsGuru INC,

Lead author of Digital Analytics for Marketing (Sponder/Khan)

Routledge, 2018

Finalized for Spring and Summer 2018 Semesters

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https://www.amazon.com/Digital-Analytics-Marketing-Marshall-

Sponder/dp/1138190683/ref=mt_paperback?_encoding=UTF8&me=

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Executive EducationSocial Media Benchmarking for the Analytics Selfiehttp://www.slideshare.net/webmeticsguru/online-presence-assessment-rutgers-social-

media-for-the-arts

2

Chanel Metric 3rd Party Tools Used Limitations (caveat)

Blogs Domain Score Blog Analyzer https://pagezii.com/snapshot/blog New tool that deal specifically with blogs and allows free trials of the tool.

Videos SocialBlade Creators Grade http://www.socialblade.com (use A+ through D- Grade)

Only works for YouTube Channels, if a student doesn’t have a YouTube channel, enter “1”.

Twitter SocialBlade SocialBlade Twitter grade http://www.socialblade.com(use A through D Grade)

Fragmented and shallow metrics make it imperative to look past followers.

Facebook LikealyzerScore

Likealyzer www.likealyzer.com/ Works on Facebook Business pages only –there is no measure for personal profiles.

LinkedIn Use LinkedIn SSI score

LinkedIn Use: https://www.linkedin.com/sales/ssi Often, new accounts do not have enough data to generate a Social Selling Score (SSI).

SEO Seoptimer SEO Grade

Seoptimer – Use the SEO grade https://www.seoptimer.com/

Seoptimer has a lot of interesting free tools, but for this assessment, we will focus on the SEO Grade, only.

Instagram SocialBladeInstagramScore

Use SocialBlade Instagram grade -http://socialblade.com/instagram/

We don’t know exactly how SocialBlade’s ranking algorithm works.

Local SearchListings

MOZ Local MOZ Local https://moz.com/local - creates a local score of any business that has a physical address

Local visibility does not include check in –geolocation data which is left out for now.

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Executive Education

1. Blog Influence

Grade to assign

Point Score Notes

1 SEO score < 20

2 SEO Score between 21 and at least 40 with at least 1 recent post within the last 30 days – if no recent post demote to a 1

3 SEO Score between 41 And 60 with greater with up to 1 recent posts (within the last 30 days) – if no recent post demote to a 2.

4 SEO Scores between 61 To 80 with at least 1 recent post – if no recent post demote to a 3

5 SEO Score of 81 or above with 1 post done within the last 30 days – if not, demote to a 4.

Use https://pagezii.com/snapshot/blog

Use the Seo Score.

Note: uses only get 1 free try per day, but using a business address unlocks 7 free trials.

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Executive Education

What is a blog and how does it differ from a website?

http://www.wikihow.com/Tell-the-Difference-Between-Blogs-and-Websites

Sometimes its hard to tell what is blog vs. what is a blogging platform (ie: WordPress, Blogger, Tumblr, etc.).

If the purpose of a page is to share one’s personal or business thoughts, consider it a blog for the purpose of this

assessment.

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Example: https://pagezii.com/snapshot/blog?u=gizmodo.com

Executive Education2. Video Influence (SocialBlade)

➢ Use on the YouTube Channel url. Note: if you do not yet have a

channel, enter 0) ➢ Note: Newly registered channels on SocialBlade may take a week or two before

they are indexed by SB.

Grade to assign

Point Score Notes

1 D- Grade OR NO YouTube Channel

2 D or D+ Grade

3 C, C+ or C- Grade

4 B, B+ or B- Grade

5 A, A+ or A- Grade

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Note: Many students are puzzled when they are not able to generate a grade on

their YouTube channel. For smaller and new channels indexing occurs once the

initial search is done on SocialBlade, then takes a week or so, before the channel

is added to their index.

Executive Education

➢ Note: SocialBlade has data on Instagram and Twitch which might be useful to

explore when students are active on that channel.

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Example: https://socialblade.com/youtube/user/mlsiggaes

Executive Education

3. Twitter Influence

➢ SocialBlade/Twitter

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Grade to assign

Point Score Notes

1 D- Grade range or No Twitter Account

2 D or D+ Grade range

3 C, C+ or C- Grade range

4 B, B+ or B- Grade range

5 A, A+, A++ or A- Grade range

Example: https://socialblade.com/twitter/user/webmetricsguru

Executive Education➢ SocialBlade easily provides a ranking of A-D for any Twitter account.

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Example: https://socialblade.com/twitter/user/webmetricsguru

Executive Education4. Facebook Influence (only works on Facebook pages – not personal profiles).

At this time we have no tool to analyze Facebook profiles – if students do not have a “Facebook page” and only a profile, then enter “1”.

➢ Use www.likealyzer.com/

Grade to assign

Point Score Notes

1 Likelyzer score 0- 50, or if there is no Facebook page – Facebook profiles are not evaluated using this tool, or in this assessment.

Facebook personal profiles are not evaluated at this time.

2 Likelyzer score 51-65

3 Likelyzer score 66-80

4 Likelyzer score 81-90

5 Likelyzer score 91-100

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Executive Education

➢ Likelyzer provides

other information

that could be useful

for assessments,

but for now, we are

only looking at the

main score (in this

case “53”) and any

recommendations

that could help the

page improve in its

ranking.

➢ Example: https://likealyzer.com/report/socialmediaforthearts

©WebMetricsGuru INC 2018

Executive Education5. LinkedIn Social Selling Index (SSI) –

Grade to assign

Point Score Notes

1 Social Selling Index between 1-20 OR NO LINKEDIN PROFILE New accounts will often not generate an score.

2 Social Selling Index between 21-40

3 Social Selling Index between 41-60

4 Social Selling Index between 61-80

5 Social Selling Index between 81-100

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• Use: https://www.linkedin.com/sales/ssi

Your SSI measures how effective you are at establishing your professional brand, finding

the right people, engaging with insights, and building strong relationships on LinkedIn.

When a student creates a LinkedIn account for the class (and did not have LinkedIn

previously) there usually is not be enough data in the profile to generate an SSI score. In

this case, enter “1” for the grade.

Executive EducationExample:

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Executive Education

6. SEO Assessment https://www.seoptimer.com/ use the SEO grade

Grade to assign

Point Score Notes

1 D- Grade range, or below, or no website

2 D or D+ Grade range

3 C, C+ or C- Grade range

4 B, B+ or B- Grade range

5 A, A+, or A- Grade range

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Executive Education➢ Example: https://www.seoptimer.com/onlinelearning.rutgers.edu

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Executive Education7. Instagram Assessment – use SocialBlade (SocialBlade.com/Instagram)

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Grade to assign

Point Score Notes

1 D- Grade range or no Instagram account

2 D or D+ Grade range

3 C, C+ or C- Grade range

4 B, B+ or B- Grade range

5 A, A+, A++ or A- Grade range

Executive Education

➢ Example: https://socialblade.com/instagram/user/webmetricsguru

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Executive Education

9. Geo-Location (Local Directory Listings) Assessment

Grade Point Score Notes

1 Local Presence is 1-20% or no local, postal address.

2 Local Presence is 21-40%

3 Local Presence is 41-60%

4 Local Presence is 61-80%

5 Local Presence is 81-100%

➢ Use http://moz.com/local and look the current score

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Executive Education

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Example: Organic Basic Food - 204 Washington St, Hoboken, NJ, 07030

Executive EducationSummaryUse this guide to fill out your Online Assessment for Assessment 1 in section 1, your student workbook and the Final Project.

Note: At this time we do not have a good way to evaluate all the online channels that we study in this course as we depend entirely on free third-party public APIs of platform tool vendors.

As these third-party vendors are periodically changing their terms of service (TOS), and occasionally, going out of business, or being acquired by another company, we occasionally have to substitute some of the tools being used in this assessment – even in mid-semester.

However, the alternative would be to provide data collection and analysis with a new platform that is beyond our means to build or support.

©WebMetricsGuru INC 2018

https://www.amazon.com/Digital-Analytics-Marketing-Marshall-Sponder/dp/1138190683/ref=mt_paperback?_encoding=UTF8&me=