A intro about analytics for social media and few tools http://raghuramkb.com/2013/10/social-media-analytics/

1. Social Media Analytics
Raghuram K Belur
www.twitter.com/raghuramkb

3. Misconception
Different media for different businesses
• Offline – Foursqure
• Restaurant – Burrp, Zomato
• Music – Soundcloud
• B2B – Quora, probably
• Not interested in Social buzz - Orkut

4. Why Analytics?
• Which channel works?
• Facebook/Twitter/Youtube/Pinterest/Google+/Quora and so on
• What kind of content?
• Information/Promotion/Trivia
• Links/Images/Text
• When to post?
• What time of the day?
• What day of the week?
• Who are my Influencers?
• What is the current sentiment of my brand?

5. Why is this Cool?
Population, not Sample

6. Structured Data

7. Even this…

8. Not so structured...

9. Tie metrics to Goals
Activity
Reach
Engagement
Acquisition
Conversion

10. Google Analytics
URL tracking
utm_campaign = DiwaliOffer
utm_medium = social
utm_source = facebook

11. Google

12. Digging Deeper...
• Analysing the Chatter
• Activity
• Sentiment analysis
• Top influencers
• www.topsy.com
• keyhole.co
• socialmention.com
• crowdbooster.com

13. Influencer Index
• Klout.com
• Peerindex.com
• Kred.com

14. Half-life of a tweet

15. A/B or Multivariate testing

16. Some more metrics
www.edgerankchecker.com
www. crowdbooster.com

17. www.followerwonk.com
Most active hours
for the account
Most active hours
for the followers

18. So many tools?#$@%@#$
• Tie metrics to Goals… Remember?
• First define metrics
• Search for tools for those metrics, not other way round
• Tools available now may not be relevant after 1 year

19. Thank You
Raghuram K Belur
www.twitter.com/raghuramkb