Digital Marketing Resources
Analytics
Facebook & Twitter Analytics The world of social media analytics can be a convoluted and confusing place. However, there is no better way to quantify if your Facebook posts, tweets, Instagram stories, live videos are getting to your audience. Social Media analytics can also prove very useful for articulating your organisation’s online presence when doing funding applications. Luckily, the likes of Facebook and Twitter already have great background analytic software for organisations to use. But what does it all mean?
Facebook The Page Summary of Facebook’s analytics (known on their page as Insights) is a simple straightforward function to keep on track.
Here’s a breakdown of some of the universal terms used within Facebook’s Insight software. Actions on Page Actions represent the number of times people have taken an action (ex: liked your Page or installed your app) after being shown your ad on Facebook. Page Views This refers to the number of unique views of your page from separate Facebook accounts. Page Likes This refers to the increase in “likes” to your page. Reach It means reaching people within their News Feeds, on your Page and as shared by friends. The key word here is “TOTAL.” Total Reach means the number of unique users who saw your content. Organic Reach is the number of unique users (Fans or non-Fans) who saw your Page post in their News Feed, their Ticker, or on your Page (i.e., not through a paid ad or boost).
Post Engagements Post engagement on Facebook is when people perform actions on your Page. They may like a post, click on a link or comment on an image for example. With Facebook Insights, engagement is defined as post clicks, likes, shares and comments. Videos This refers to the number of times your Page’s videos were viewed for 3 seconds or more. All this can be exported and archived onto an excel spreadsheet using the Export Data button on the top right hand corner.
Twitter’s own analytics page on their official website is an effective tool to keep track of your organisation’s activity. Once you access Twitter analytics for the first time, Twitter will start to pull impression and engagement data for tweets. If your analytics dashboard seems a little bare at first, give it time. You should be able to access analytics provided: • Your account is at least 14 days old. • The account does not violate policy. • The account is not deleted, restricted, protected, or suspended.
Along the top bar of the page you’ll find four additional buttons leading to more in-depth analysis of your Twitter activity: • Tweets • Audiences • Events • More
Tweets The ‘Tweets’ page gives you an overview of how often you tweet on a day to day basis and the overall impressions they have made over this time. The default timeframe is 28 days, but you do have the option to modify the timeline if you want to measure your tweets over a long period of time – this is particularly useful for measuring online reach of a Festival or marketing lead up to a big one-off event.
Along the side of the Tweets page, you can also review the average performance of your account over this period in terms of ‘engagement rate ‘, ‘link clicks’, ‘retweets’, ‘likes’, ‘replies’.
Audiences
This page is just a simple overview of the number of followers your account has been gaining on a day to day basis, as well as a loose overview of the gender demographic of your audience. For further detail into this, it’s useful to use third party applications such as Tweetreach and Sprout Social.
Events
The events page is a recent addition which gives you insight into the traction international events or incidents receive on Twitter. With a bit of wit and creative thinking, you may be able to find a way to tie your organisation into one of these international events for great reach.
More
Within this tab there is also a ‘Video’ option. This simply allows you to track the views of any video you upload onto the platform. This is particularly useful for organisations which focus primarily on cinemas or use creative blogging online. Additional third party analytics ThinkUp – http://thinkup.com/
SocialBro – http://socialbro.com/
Bottlenose – http://bottlenose.com
Bluenod – http://bluenod.com/
Sprout Social – http://sproutsocial.com/
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