A beginners' guide / tutorial for individuals wanting to understand the basics of Social Media Marketing & Analytics, Online Community Management, Facebook Insight Analysis & Twitter Handle Performance Evaluation

1. SOCIAL MEDIA MEASUREMENTS

2. OUTLINE
• Community
• Performance Evaluation Basics
• Post / Tweet Performance
• Facebook
• Twitter
• Page / Handle Performance
• Facebook
• Twitter

3. COMMUNITY
PERFORMANCE EVALUATION BASICS

4. COMMUNITY – PERFORMANCE EVALUATION – BASICS
COMMUNITY: 10
PARTICIPATING MEMBERS of the Community
• A community comprises of 10 MEMBERS
• On an Average only 4 OUT OF 10 are ACTIVE MEMBERS; i.e., Members
who actively participate in any Activity initiated by the community
• Average Participation of the Community = 4

5. COMMUNITY – PERFORMANCE EVALUATION – BASICS
COMMUNITY: 10
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
AVERAGE PARTICIPATION
PER ACTIVITY: 4

6. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members *
2 Activities) = 8
• Average Number of PARTICIPATION: (8/2) = 4
(Average PARTICIPATION)
AVERAGE PARTICIPATION
PER ACTIVITY: 4

7. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION
PER ACTIVITY: 4

8. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION
PER ACTIVITY: 4 25% PER ACTIVITY: 5

9. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION
PER ACTIVITY: 4 25% PER ACTIVITY: 5
• PLEASE NOTE: When the Community size was 10; ACTIVE Participation was 4
• i.e., 40% of total Community Participated; (4 / 10) * 100 = 40% or 40 Per 100 Participated
• When Community rose by 100% to a Size of 20; for the Community to maintain an ACTIVE
PARTICIPATION levels at 40%; it requires at least 8 OUT of 20 Members to Actively
Participate

10. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION
PER ACTIVITY: 4 25% PER ACTIVITY: 5
• ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000 • 1 Million = 1,000,000
• i.e., 400,000 Members out of a
• (4 / 10) * 1,000,000 = 400,000
Community of 1,000,000 (1Million)
Members are ACTIVE PARTICIPANTS
ENGAGEMENT: 400,000

11. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION
PER ACTIVITY: 4 25% PER ACTIVITY: 5
• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000 Community Strength) * 1,000,000
• (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000
ENGAGEMENT: 400,000 ENGAGEMENT: 250,000

12. COMMUNITY – PERFORMANCE EVALUATION – BASICS
Community INCREASES by
COMMUNITY: 10 COMMUNITY: 20
100%
PARTICIPATING MEMBERS of the Community
• Number of ACTIVITIES: 2 • Number of ACTIVITIES: 2
• Total Number of PARTICIPATION: (4 Members * • Total Number of PARTICIPATION: (5 Members *
2 Activities) = 8 2 Activities) = 10
• Average Number of PARTICIPATION: (8/2) = 4 • Average Number of PARTICIPATION: (10/2) = 5
(Average PARTICIPATION) (Average ENGAGEMENT)
AVERAGE PARTICIPATION Engagement ROSE by AVERAGE PARTICIPATION
PER ACTIVITY: 4 25% PER ACTIVITY: 5
• ENGAGEMENT RATE = (Average Participation / • ENGAGEMENT RATE = (Average Participation /
Community Strength) * 1,000,000 Community Strength) * 1,000,000
• (4 / 10) * 1,000,000 = 400,000 • (5 / 20) * 1,000,000 = 250,000
Engagement DIPPED by
ENGAGEMENT: 400,000 ENGAGEMENT: 250,000
38%

13. FACEBOOK
POST PERFORMANCE

14. FACEBOOK – POST PERFORMANCE
# AVERAGE LIKES = APPLAUSE RATE =
# TOTAL LIKES (#TOTAL LIKES / (#AVERAGE LIKES /
#POSTS) #FANS) * 1,000,000
AMPLIFICATION
# AVERAGE SHARES =
# TOTAL RATE = (#AVERAGE
# FANS # POSTS (#TOTAL SHARES /
SHARES SHARES / #FANS) *
#POSTS)
1,000,000
# AVERAGE CONVERSATION
# TOTAL COMMENTS = RATE = (#AVERAGE
COMMENTS (#TOTAL COMMENTS / COMMENTS / #FANS)
#POSTS) * 1,000,000

15. TWITTER
TWEET PERFORMANCE

16. TWITTER – TWEET PERFORMANCE
APPLAUSE RATE =
# AVERAGE FAVs =
(#AVERAGE FAVs /
# TOTAL FAV. (#TOTAL FAVs /
#FOLLOWERS) *
#TWEETS)
1,000,000
AMPLIFICATION
# AVERAGE RTs =
# # RATE = (#AVERAGE
# TOTAL RTs (#TOTAL RTs /
FOLLOWERS TWEETS RTs / #FOLLOWERS)
#TWEETS)
* 1,000,000
CONVERSATION
# AVERAGE
RATE = (#AVERAGE
# TOTAL @MENTIONS =
@MENTIONS /
@MENTIONS (#TOTAL @MENTIONS
#FOLLOWERS) *
/ #TWEETS)
1,000,000

17. PAGE PERFORMANCE
Facebook

18. FACEBOOK – PAGE PERFORMANCE – KEY TERMS
# of users that LIKE FRIENDS OF # of 2nd – Degree
FANS
your page FANS Connections
# of users who saw
ORGANIC VISIBILITY Organic Reach /
your content
REACH RATE Fans
(Excluding PAID)
# of users who saw Total # of users
PAID REACH your content (Only TOTAL REACH who saw your
PAID Content) content
# of users who
ENGAGED ENGAGEMENT Engaged Users /
interacted with
USERS RATE Total Reach
your content

19. FACEBOOK – PAGE PERFORMANCE – KEY TERMS
# of users who A “STORY” is created every time an user does one
PEOPLE TALKING of the following: LIKES your Page / Post; MENTIONS
create a “story”
your Page; SHARES your Post; ANSWERS a Question;
ABOUT THIS about you on their RECOMMENDS your Page; POSTS on your Wall; RSVPs
timeline to an Event; Check-Ins; TAGS a Photo; or COMMENTS
on your Post / Page / Wall
# of users who saw
VIRAL REACH your content from a VIRALITY RATE PTAT / Total Reach
user-created story
Existing Fans
New Fans LIKING
NEW FANS REMOVED FANS UNLIKING your
your Page
Page
New Fans – Removed
TOTAL GROWTH GROWTH RATE Total Growth / Fans
Fans

20. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS VISIBILITY RATE :
1,000,000
4%
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000

21. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS VISIBILITY RATE :
1,000,000
4%
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000
VIRAL REACH TOTAL REACH PAID REACH
10,000 900,000 850,000
ENGAGED USERS
ENGAGEMENT RATE :
4,000
0.44%

22. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
FANS VISIBILITY RATE :
1,000,000
4%
FRIENDS OF FANS
60,000,000
ORGANIC REACH
40,000
PEOPLE TALKING
VIRAL REACH TOTAL REACH PAID REACH
ABOUT THIS
10,000 900,000 850,000
500
ENGAGED USERS
VIRALITY RATE : ENGAGEMENT RATE :
4,000
0.06% 0.44%

23. FACEBOOK – PAGE PERFORMANCE – LIFE CYCLE
GROWTH RATE : FANS VISIBILITY RATE :
1,000,000
0.02% 4%
TOTAL GROWTH FRIENDS OF FANS
160 60,000,000
NEW & REMOVED
ORGANIC REACH
FANS
40,000
200 / 40
PEOPLE TALKING
VIRAL REACH TOTAL REACH PAID REACH
ABOUT THIS
10,000 900,000 850,000
500
ENGAGED USERS
VIRALITY RATE : ENGAGEMENT RATE :
4,000
0.06% 0.44%

24. HANDLE PERFORMANCE
Twitter

25. TWITTER – HANDLE PERFORMANCE
# of users who
FOLLOWERS FOLLOW your Twitter
Handle
# of Tweets made
TWEETS through your Twitter
Handle
TWEETS’
COMPOSITION
ORIGINAL
RE - TWEETS REPLIES
TWEETS
CREATOR AGGREGATOR RESPONDER

26. THANK YOU
Praneeth Marisa;
Social Media Community Manager
@The_Devante