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That's the Wrong Question: An Introduction to Social Media Analytics

Too often in trying to quantify our social media efforts, we get tripped up by asking the wrong questions. Here's a guide to the questions you *should* be asking and how you can begin to make sense of your social media analytics.

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That's the Wrong Question: An Introduction to Social Media Analytics

  1. AmyVernon Co-Founder/CMO, Predictable.ly PredictiveAnalytics for News Publishers An introduction to Social Media Analytics
  2.  20 years in newspaper journalism  Miami Herald staff Pulitzer, 1992  Top female submitter of all time to Digg.com  15th most influential woman in tech onTwitter (Business Insider/Peer Index)  Mommy, wife & Siberian Husky owner
  3. Traffic photo by Simon Forsyth via Flickr Creative Commons Social Media photo by Automotive Social via Flickr Creative CommonsGraph photo by Jim Sher via Flickr Creative Commons
  4. Photo by rbbaird via Flickr Creative Commons
  5. Photo by miniyo73 via Flickr Creative Commons
  6. Research from IBM SmarterCommerce / Graphic via Gartner
  7. Image via StarWars.com
  8. Photo by PurpleLorikeet via Flickr Creative Commons
  9. From Brian Solis via Flickr Creative Commons
  10. Via ConversationPrism.com
  11. Via ChiefMartec.com
  12. Via ChiefMartec.com
  13.  To Diagnose  What works?  What doesn’t work?  To Prioritize  What goes where?  What money goes where?  To Evaluate  You need to know what ROI you’re looking for
  14. Steps shamelessly stolen (with permission) from KamiWatson Huyse 1. Set measurable objectives 2. Choose your metrics 3. Choose the tools to measure those metrics 4. Implement 5. Analyze and present 6. Adjust and repeat Image by Sam Teigen via Flickr Creative Commons
  15.  You need to be able to set an objective you can actually measure.  This is not a goal, this is an objective.  Your objective should be realistic.
  16.  Goal: Increase traffic to and pageviews on website.  UnrealisticObjective: Increase traffic and pageviews by 200% in the next month solely using Facebook andTwitter.  RealisticObjective: Increase pageviews by 25% year-over-year, over the next six months using internal analytics and a mix of paid, earned and owned marketing.
  17. Wordle based on “The 6 Most Important Web Metrics to Track for Your Business Website”
  18.  What are the metrics you need to measure?  Vistors  Pageviews  What kind of traffic is the “right” traffic?  New vs returning visitors  Time on site  Bounce rate  Pageviews per visitor  Factors behind last year’s traffic
  19. Image By Kathleen Donovan via Flickr Creative Commons
  20. Photo by Scoobyfoo via Flickr Creative Commons
  21. Photo by Jez Arnold via Flickr Creative Commons
  22. Photo by OZinOH via Flickr Creative Commons
  23.  Reminder:  Implement  Analyze & Present  Adjust & Repeat Photo by Novartis AG via Flickr Creative Commons
  24. amy@predictable.ly mail@amyvernon.net http://predictable.ly http://AmyVernon.net www.Facebook.com/AmyVernon www.Twitter.com/AmyVernon www.Twitter.com/Predictablely www.LinkedIn.com/in/AmyVernon

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Too often in trying to quantify our social media efforts, we get tripped up by asking the wrong questions. Here's a guide to the questions you *should* be asking and how you can begin to make sense of your social media analytics.

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