Social Media Analytics = Content Analytics?
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Social Media Analytics =Content Analytics? Warum Inhalte nicht nur automatisch analysieren?
Stefan Evertz (@hirnrinde)/ Cortex digital
Social Media Analytics = Content Analytics?
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Stefan EvertzBerater für digitale Kommunikation, KölnGründer & Chefredakteur MonitoringMatcher
Themen• Social Media Monitoring
– Unabhängige Toolauswahl– Tool-Setup und Optimierung– Analysen, Auswertungen & Reporting
• Digitale Strategie• BarCamps (Orga & Moderation, über 40 BarCamps)
Social Media Analytics = Content Analytics?
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Was ist was?
Web AnalyticsSocial Media Analytics
Social Media Monitoring
Engagement
Publishing
Social Media Analytics = Content Analytics?
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Social Media Analytics• Analyse eigener / fremder Kanäle• Strukturierte Daten (z.B. Facebook)• Benchmarking möglich• Theoretisch auch manuell machbar
• Tools: Fanpage Karma, quintly, Socialbakers, .. Social Media Analytics = Content Analytics?
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A nalytics (Social Media / Web)M onitoringP ublishingE ngagementL earning
Das AMPEL-Modell
Social Media Analytics = Content Analytics?
M onitoring
P ublishing
E ngagement
L earning
A nalytics (Social Media / Web)
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A nalytics (Social Media / Web)M onitoringP ublishingE ngagementL earning
Content Marketing
Social Media Analytics = Content Analytics?
M onitoring
P ublishing
E ngagement
L earning
A nalytics Nullmessung / Welche Inhalte gehen bei der Zielgruppe besonders gut (SMA / WA)Identifikation neue Themen (und Kanäle)
Planung & Veröffentlichung neuer Inhalte
Beantwortung eingehender Anfragen und KommentareOptimierung der Inhalte und Weiterentwicklung der Strategie
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Beispiel 1: Populäre Inhaltsarten
Social Media Analytics = Content Analytics?
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Beispiel 2: Populäre Posts
Social Media Analytics = Content Analytics?
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Beispiel 3: Best Time to Post
Social Media Analytics = Content Analytics?
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Was fehlt?• Qualitative Daten– Content-Kategorien– Themen– Tonalität
• Lösung: (Manuelles) Tagging
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Tool-Tipp: Fanpage Karma
www.fanpagekarma.comSocial Media Analytics = Content Analytics?
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Tagging (1/3): Kanäle / Tags wählen
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Tagging (2/3): Beitrag taggen
Social Media Analytics = Content Analytics?
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Tagging (3/3): Auswerten• Basis: Codebuch– Content-Kategorien– Themen– Tonalität
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Manuelles Tagging• Einmalig „Codebuch“ erstellen• Regelmäßig Inhalte vertaggen• Bessere inhaltliche Auswertungen
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Danke! Fragen?Stefan Evertz (@hirnrinde)
Cortex digital, KölnTel: 0221 – 169 24 181Mail: [email protected]: cortexdigital.deUnd natürlich: www.MonitoringMatcher.de
Social Media Analytics = Content Analytics?