Tools for social media research and measurement - Measurefest 2014 - Beth Granter

@bethgranter brilliantnoise.com

Beth Granter October 2014

Measurefest

Tools for social media

research and measurement

http://brilliantnoise.com

Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.

Tools for research & measurement

- People (3%)

- Process (5%)

- Tool selection - functionality checklist (35%)

- Paid measurement tools (5%)

- Free tools for social media research (45%)

- Funny animals (7%)

What I’m going to talk about

People

PublishEngage

Community manager/moderators/customer service

Analyst/insight team/researcher

Content strategist/copywriter/design/editor

MonitorMeasure

Process

Publish

Engage

MeasureMonitor

Tool functionality checklists…

Tools are merging

Publish

Engage Measure

Monitor

- Public online content

- Your social profiles (Facebook & Twitter accounts)

- Alerts

- Speed of data capture

- Audience demographic data

Monitor

- WYSIWYG content creation

- Planning (calendars)

- Scheduling

- Workflow (approvals, version control)

- Publishing

Publish

- Workflow (assigning, approvals)

- Roles

- CRM integration

- Responding

Engage

- Keyword volumes

- Topics

- Sentiment

- Content engagement data (retweets, shares, impressions)

- Social profile data

- Rules for auto-tagging

- Export CSV

- Workflow data

Measure

Our focus today

Publish

Engage Measure

Monitor

Make your own functionality wish-list & prioritise

You’re not supposed to be able to read this…

- Argyle Social - Brandwatch - Conversocial - Crowdcontrol - DivvyHQ - GatherContent - Hootsuite

- Involvr - Lithium - Radian6 / Salesforce social hub - Spredfast - Sprout Social - Sysomos - Visible Intelligence - Wildfire

Paid-for buzz monitoring & measurement tools

Almost always: - Volume by theme

over time - Top sites - Top authors - Top tweets - Top news articles - Trending topics - Sentiment - Top countries

Paid-for buzz monitoring & measurement tools

Sometimes: - Demographics - Channel metrics

(followers, fans etc.) - Facebook page

content data - Rules to auto-

categorise/tag mentions

- Top cities

Monitoring - free tools for research

To discover:

- who is talking about a topic

- what is being said

- when and where relevant conversations happen

Tools for research (monitor)

- Search volumes

- Locations

- Time ranges

!

- Competitor analysis

- Related terms

- Forecast

Google trends

- Input known audience data (interests)

- Get a list of websites, apps and videos they’re most likely to see

- Limited to Google Display Network

Google AdWords

- Actual impression data!

- Owned accounts only

- Engagements combine clicks, retweets, replies, follows and favourites

- Engagement rate is engagements per impression

Twitter analytics

- Per-tweet specific engagement data available in export

- Cannot change date range - 28 day history only

Twitter analytics

- Cannot export follower data

- Follower count backdated to July 2012

- Scale makes it hard to see peaks

- Cannot change date range

Twitter analytics

Facebook audience insight

28

- ADD THIS

Facebook audience insight

- Find top tweets and influencers

- Filter results by tweeted photos, links and videos

Topsy

Compare volumes of mentions over time - phrases, topics, users, competitors

Topsy

32

- When do your followers tweet?

- When do you get the most @replies?

Tweriod

33

- Measure volume of followers over time

- Up to three months history free

- Competitor analysis

- Paid options to export data & track ongoing, track unfollows

Twittercounter

34

- When did an account tweet? By month, day and time.

- Who do they @mention the most?

- Who do they retweet the most?

- Word cloud of their tweets

Tweetstats

Section HeaderAbout your followers or those you follow:

- Location

- Follower count

- Account ages

- Recencies of tweets

- Total tweets

- Languages

Followerwonk

36

About your followers or those you follow:

- % retweets within tweets

- @mentions outbound

- Authority

- Gender

- Most active hours

- bio wordcloud

Followerwonk

Section Header- Twitter user search

- Regional limit

- Sort results by followers

- Export data (paid)

Followerwonk

- People - think about who’s going to be using the tools

- Process - think about how they’re going to use them

- Checklist - make your own detailed requirements list and prioritise

- Score paid tools against your list

- Consider a suite of tools vs a single tool

- Use loads of free tools to get to know your audience!

In summary…

Tools for social media research and measurement - Measurefest 2014 - Beth Granter

Data & Analytics

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