Social Media & Web Analytics (AD-703 (D)) - Unit 4 Short Notes

How unit 4 is examined

This unit covers Facebook Insights (parameters, demographics, reach, engagement, posts), social campaign measurement, social network analysis, AdWords, benchmarking, traffic categories and Google Analytics. No topic has been asked recently, so each is short and complete.

Introduction, Parameters, Demographics

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Definition. <mark>Facebook Analytics (Page Insights) is the free tool that measures who a Page's audience is, how far its content travels and how people react to it.</mark>

Key points.

1. The main parameters are reach, impressions, engagement, page likes and followers, video views and clicks.
2. Demographics show the audience's age, gender, country, city and language.
3. Demographic data guides the choice of content, posting time and ad targeting.
4. Engagement rate is $\frac{\text{Likes}+\text{Comments}+\text{Shares}+\text{Clicks}}{\text{Reach}}\times 100$.

Analyzing Page Audience: Reach and Engagement Analysis

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Definition. <mark>Reach is the number of unique people who saw Page content, while engagement is the number of actions they took on it.</mark>

Key points.

1. Reach counts each person once, while impressions count every display, so impressions are always at least equal to reach.
2. Reach splits into organic (unpaid), paid (ads) and viral (through friends' shares).
3. Engagement covers reactions, comments, shares, clicks and Page follows.
4. Insights also show when fans are online, which tells the Page when to post.

Post-Performance on FB

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Definition. <mark>Post performance analysis compares each post's reach, engagement and clicks to learn which content type works best.</mark>

Key points.

1. Each post reports its reach, reactions, comments, shares, link clicks and video views.
2. Post types (photo, video, link, text) are compared to find the best performer.
3. Negative feedback such as hides, unlikes and spam reports is tracked as well.
4. Post engagement rate is $\frac{\text{Engagements on the post}}{\text{Post reach}}\times 100$.

Social Campaigns: Goals and Evaluating Outcomes, Measuring and Analysing Social Campaigns

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Definition. <mark>A social campaign is an organised set of posts or ads with a set goal, and it is judged by comparing measured outcomes against that goal.</mark>

Key points.

1. Typical goals are brand awareness, traffic, leads, sales and engagement, and each is given a target number.
2. Outcomes are measured with KPIs such as reach, click-through rate, conversion rate, cost per acquisition and ROI.
3. ROI is $\frac{\text{Gain}-\text{Cost}}{\text{Cost}}\times 100$.
4. Campaign links carry tags such as UTM parameters, so that traffic can be traced back to the campaign.

Social Network Analysis, AdWords, Benchmarking, Categories of Traffic

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Definition. <mark>Social network analysis studies people as nodes and their relationships as ties to find influencers and communities.</mark>

Key points.

1. Influencers are the nodes with the highest degree or centrality, and reaching them spreads a message faster.
2. Google AdWords is a pay-per-click advertising service in which advertisers bid on keywords.
3. Benchmarking compares your metrics with competitors or industry averages to judge whether they are good.
4. Traffic categories are direct, organic search, referral, social, email and paid.

Google Analytics: Brief Introduction and Working, Google Website Optimizer, Implementation Technology, Limitations, Performance Concerns, Privacy Issues

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Definition. <mark>Google Analytics is a free web analytics service that uses a JavaScript tracking tag to record visitors and report their behaviour on a website.</mark>

Key points.

1. Working: the page tag sets a cookie and sends each hit to Google servers, which process it into reports.
2. Google Website Optimizer ran A/B and multivariate tests to find the best page version, and it is now part of Google Optimize.
3. Implementation means pasting the tracking snippet into every page or using a tag manager.
4. Limitations and concerns: sampling of data, blocked scripts, deleted cookies, extra page load time and no personal identification.
5. Privacy issues are cookie consent, IP anonymisation and laws such as GDPR.

Last-minute revision

• Facebook Insights is the free Page analytics tool.
• Reach counts unique people, and impressions count all displays.
• Engagement rate is engagements divided by reach, times 100.
• Reach is organic, paid or viral.
• ROI is (gain minus cost) divided by cost, times 100.
• Demographics are age, gender, location and language.
• SNA studies nodes and ties, and influencers have high centrality.
• AdWords is pay-per-click keyword bidding.
• Benchmarking compares your metrics with rivals.
• Traffic categories are direct, organic, referral, social, email and paid.
• Google Analytics works through a JavaScript tag and cookies.

Memory hooks

• REI: Reach, Engagement, Impressions.
• DOR-SEP: Direct, Organic, Referral, Social, Email, Paid traffic.
• Reach is people, impressions are views.
• Nodes are people and ties are links.

Coverage checklist

• Introduction, Parameters, Demographics: no past questions.
• Analyzing Page Audience: Reach and Engagement Analysis: no past questions.
• Post-Performance on FB: no past questions.
• Social Campaigns: Goals and Evaluating Outcomes, Measuring and Analysing Social Campaigns: no past questions.
• Social Network Analysis, AdWords, Benchmarking, Categories of Traffic: no past questions.
• Google Analytics: Brief Introduction and Working, Google Website Optimizer, Implementation Technology, Limitations, Performance Concerns, Privacy Issues: no past questions.