Social Media Analytics Blog

10 Resources To Help You Become A Social Media Marketing Genius

Social media marketing is of increasing importance to businesses and organizations. Maybe you have your business running successfully for a while already. Or maybe you just started a company and you are new on the market. But either way, it is always a good idea to explore the possibilities on Facebook, Twitter and a multitude of other channels to enhance your marketing success. Social media marketing has become a tremendously important feature for economical success.

But the question is how to do it properly. For some entrepreneurs applying social media to their business might come without too much of an effort. Still, for others it may be equivalent to rocket science. No matter which, but at some point it might be necessary to use it for the company. You’d never know what chances you’re missing. There are plenty of interesting things to learn and there are many good sources on the internet to help you get started. Blogs, webinars, videos, tutorials, you name it. All just a click away.

Become A Pro In Social Media Marketing

Social media is one of those areas of marketing that still might meet a lot of skepticism. And as you can see in the picture above there are so many areas to take into consideration. The reality is that it does truly work but you need to have patience along with a solid approach to see good results. There are so many different resources on the internet to help you learn more about social media marketing. But simply because of the overwhelming supply it might sometimes be hard to find just the right information or the right tools that you need.

That’s why we took the time and went on a little research to pick out a few helpful resources that you might want to use to get started. First off when starting with any social media marketing effort it is absolutely necessary to define your goals. What exactly do you want to achieve? Who is your target audience? Be sure to clarify that beforehand. The more definitive you are the better you are going to be able to quantify your objectives. This will later on help you to gather qualitative insights.

To keep you up on speed on the topic of social media marketing we have rounded up a little list of the most noteworthy resources:

The Top Social Media Resources

1. Social Media Examiner

2. Mashable

3. Socialmouths

4. Pushing Social

5. Big Marketing For Small Business

6. MarketingProfs

7. Heidi Cohen

8. Top Rank

9. Jeff Bullas

10. Marketing Tech Blog

Check out those incredible resources for social media marketing. Among them are a multitude of helpful blogs, podcasts, tutorials and tools to set you up with expert knowledge. Let us know in the comments if you are using them or if you have even come across another helpful one.

Is It Really Possible To Measure Social Media ROI?

Maybe your company has been active in social media successfully for quite a while. Or maybe you just started to explore the possibilities on Facebook, Twitter and a multitude of other channels. But either way, chances are high you are a little uncertain how to determine the social media return on Investment. Of course you know that it is favorable to have high ROI as a measure of your impact of your efforts.

But social media ROI? How to determine which profit stems from which social media interaction with your customers? The answer is that measuring the return on investment of social media marketing activities is complex and has to be individually adjusted to the respective company. 

What Is The Challenge In Measuring The Social Media ROI?

Sometimes it’s easy to get confused and not see the connection between social media marketing activities and return on investment, since ROI still has the classic economic ring to it. We’re talking about how much benefit is the investment yielding to the investor.

Whereas the rate of return is a definite number for classical advertising actions, it isn’t as much so in social media analytics. This makes it necessary to think around the corner. Therefore you need to be aware that there is no universal way of calculating social media ROI. But there are ways. The question is which of those ways is the one you should take? Where is the road sign, where are the guides?

Those are not uncommon questions as an interesting study by iContact shows. Ranking second among the challenges of many companies is the insecurity about measuring social media ROI. The difficulty may come from the sometimes subjective assessment of the own investment. What makes it more complicating is the problem of assigning the return to the causing marketing actions.

Qualitative values, like customer retention through a marketing stunt on Facebook need to be efficiently quantified. For example if you want to grow the relatively abstract value influence you could increase the amount of influential Twitter users, who talk about your company and direct others to it. If you’d rather focus on the attractiveness to gain new customers then try to work on the number of recommendations of your page that other Facebook users give. Those are values that you can put in concrete numbers compared to the keyword influence or attractiveness.

But the reason why there is no general solution to measuring social media ROI is that in the next step we have to evaluate how much money a like, a tweet or a subscriber is worth. This will come down to a very individual number since this is depending on the kind of company and their previous activity in social media as well as on the marketing activity itself.

What Do You Want To Accomplish With Your Social Media Efforts?

Take a look at the results of the aforementioned survey. Those are the main goals that businesses want to achieve through their social media efforts. But to really be able to measure those things and the ROI accomplished with them you need to clearly quantify those values. It is absolutely necessary to dig deep and analyze the KPIs of your social media strategy.

goal-based approach is the way to obtain and harness practical insights into your social media ROI. And a goal-based approach can only be achieved through objective-based content that neatly ties in with your social media strategy. This is the reason why there are only individual ways of measuring social media ROI. But it’s also the reason why there shouldn’t be too much of a hassle for you to successfully interpret your individual results in a meaningful way.

What Is The Value Of A Like Or A Tweet?

Let’s get back to putting a definitive value on your KPIs and social media efforts? Now what is the commercial value of a Like or a tweet? Depending on who you ask and the metrics you use, a Facebook follower could be worth nothing at all, as little as $3.60, as much as $22.93, exactly $136.38 more than a non-follower, or an astonishing $214,81 for a nonprofit organization.

Instead of becoming confused and desperate there is only one thing to take away from this. There might not always be a general correlation between a fan, a like, a tweet, a follower or subscriber. Keep in mind that so far we have established that to successfully measure your social media ROI you will be handling a personal goal-based approach. Don’t make the mistake to blindly follow those numbers. It shouldn’t be a surprise that your individual objective-based content will create an individual value of engagement.

In the end all businesses are trying to convert engagement into sales on social media. So let’s try to be less abstract when talking about social media ROI and let’s start to think about it as return on engagement.

Social Media Sports: Athletics World Championship 2013

Social Media SportsThe world championship of athletics just finished in Moscow. Russia, the United States and Germany were the countries that received the most medals. One of the highlights was definitely Usain Bolt’s 100m gold. It might not have been the best weather but it was definitely a dramatic backdrop when he reclaimed the world title at 100m with a flash of lightning over his shoulder. He sure is a well known sportsman. But how about the other athletes? How much recognition do they get on social media? Who is getting the social media gold medal?

Let’s start by having a look at the total number of Fans, Followers and Subscribers. This is not as easy as it sounds considering that not all of the participating athletes are using social media or only have a very inactive or not yet verified account. That’s why we have been focusing on those athletes that have won medals in the athletics world championship and are active on social media. The following comparisons will be divided into a men and women section.

Social Media Sports: Total Audience Numbers

First off, YouTube will clearly not matter much when looking at the social media activity of the athletes. None of the participating women is using a YouTube channel and of the medal winning male athletes there are only two on YouTube, which are Renaud Lavillenie and Robert Harting. Let’s see if Facebook and Twitter can give us more insights.

Social Media Sports

Without wanting to jump to any early conclusion it is quite obvious that there is basically one athlete who may be called the most known sportsman of them all. And this is Usain Bolt with more than 12 million Facebook fans and almost 3 million Twitter followers. Of course there are some more that stand out in social media. For example there is the British runner Mo Farah with more than 250,000 Facebook Fans. He is also closing in on 3 million Twitter followers.

Furthermore there is the Jamaican 100m gold medalist Shelly-Ann Fraser-Pryce. With about 128,000 fans on Facebook she is clearly far ahead of second-in-line Tirunesh Dibaba who has more then 76,000 fans. But what’s really interesting is that both of them don’t show up in the top 5 list when it comes to Twitter followers. With almost 25,000 followers the British athlete Christine Ohuruogu is winning the race on Twitter. But then again, this is not really much when you compare that number with the male participants.

To come to a first conclusion, it can clearly be said that not many of the athletes are using social media very actively. And after a closer second look it shows that the male athletes are more present the woman. But as always, those total audience numbers don’t really tell the whole story. To get a better impression of their social media activity it is necessary to examine the fan and follower change rates and the interaction rates.

Social Media Sports: Fan Change Rate And Interaction Rate Of Male Athletes

Social Media Sports

Social Media Sports

As you can see in the upper graph Usain Bolt, Mo Farah and Robert Harting are the athletes with the fastest growing number of Facebook Fans. But when you compare that to the graph right under it you find that they don’t necessarily have the most active fans. Here there are Renaud Lavillenie and Raphael Holzdeppe who are winning this competition. Quite naturally the interaction rate of all athletes peaked around the time of the competition in Moscow last week.

Social Media Sports: Follower Change Rate Of Male Athletes

Social Media Sports

When looking at the Twitter statistics there are no surprises. Again Usain Bolt and Robert Harting are attracting the most followers, only with the one exception that Nick Symmonds apparantly gathered a lot of new followers at the beginning of the World championship. But now let’s find out how their fellow female athletes are competing on social media.

Social Media Sports: Fan Change Rate And Interaction Rate Of Female Athletes

Social Media Sports

Social Media Sports

The athletes Shelly-Ann Fraser-Pryce, Christine Ohuruogu and Tirunesh Dibaba have the fastest growing number of Facebook fans. So far, nothing new here. But the social media situation on Facebook seems to differ a little between men and women when it comes to the interaction rate. Before the competition there is apparently not much going on the female athlete’s Facebook pages whereas there is at least some interaction among the male athletes Facebook pages.

The graph below shows that among the women Christine Ohuruogu is apparently winning the social media championship. She is attracting the most followers. But what is also interesting is that new names are popping up here; Brittney Reese and Valerie Adams. As already mentioned above this shows that there are some female athletes who prefer using Facebook and others who are rather active on Twitter.

Social Media Sports: Follower Change Rate Of Female Athletes

Social Media Sports

To come to a conclusion – even if not a surprising one – Usain Bolt is definitely the winner in this social media championship. Furthermore we could see that not many athletes are using social media very actively. And if you compare by gender the men are definitely more present on social media channels than women. But maybe in the coming days there will be a little more social buzz about the female athletes after the discussion about two Russian participants who were kissing on the winners’ podium.

What do you think? Who was the best participating athlete in this years competition? And who should have gotten maybe even more recognition?

Film Studios On Social Media

It’s August. If you like it or not, summer is going to be over soon. Luckily there are already some really good movies lining up for the dark and cold seasons ahead. But how are the film studios doing in the months of outdoor activities? Let’s find out by taking a look at film studios on social media. Which one of the big Hollywood companies has the most fans, followers and subscribers?

Audiences Of Film Studios On Social Media

Filmstudio Logo Facebook Fans Twitter Follower YouTube Subscribers
Walt Disney Studios Profile Picture of Chrome 7,692,731 1,098,400 135,809
Warner Bros. Entertainment Profile Picture of Warner Bros. Entertainment 1,709,927 428,886 563,370
Universal Studios Entertainment Profile Picture of Universal Studios Entertainment 1,542,339 517,481 45,450
Paramount Pictures Profile Picture of Paramount Pictures 346,276 550,550 51,937
Sony Pictures Profile Picture of Sony Pictures 280,894 465,899 186,159
20th Century Fox Profile Picture of 20th Century Fox 232,605 242,285 34,113
MGM Studios Profile Picture of MGM Studios 94,189 241,378 8,315

It is quite remarkable how many Facebook fans the World Disney Studios have compared to the other studios. The second and third in this ranking are Warner Bros. with 1.7 million and Universal Studios with 1.5 million. After that there is a huge gap downwards to the following studios. One possible explanation might be that people rather click on Like for a movie rather than for the distributor or studio that produced the film.

The Twitter channel seems to be more important for film studios on social media since that might be a reliable source for information about upcoming film releases and related news. The numbers for Twitter seem more consistent compared to Facebook. The average of total followers is ranging between 400,000 and 500,000. Again, Walt Disney Studios prove to be the exception with one million followers. Second and third are Paramount pictures and Universal Studios. So far Walt Disney Studios is winning the numbers game. But not on YouTube.

On YouTube, Warner Bros. is clearly leading with a huge advance. Not only by the number of total subscribers but also when looking at the average amount of views and interactions per video. In the graph below you can see that the Warner Bros. company has been ahead of the other studios just until recently, when the Paramount Pictures experienced a tremendous engagement with their YouTube content. Apparently their strategy with numerous little spots of World War Z attracted many viewers as well as the announcements to upcoming films like Anchorman 2 (6.9 mio. views) and Jackass Presents: Bad Grandpa (12.7 mio views).

Film Studios on Social Media: Twitter

Let’s go back to the total numbers of fans, followers and subscribers. They don’t always allow the most accurate insights. In the graphs above it looks like Walt Disney is clearly leading when it comes to Retweets. But when you take into account the number of followers and therefore get a comparable average you can see that Paramount Pictures is leading in Twitter interaction. The graph was even skyrocketing in the last week after tweeting about Bad Grandpa, World War Z and the next Mission: Impossible movie.

Film Studios On Social Media: Facebook

After having discussed YouTube and Twitter let’s get a last look at Facebook. Again and again it is quite impressive what kind of buzz film studios on social media can create when a new release hits the theaters or with news about an upcoming production. Warner Bros. Entertainment is a good example for this. In the graph above you can see five peaks in the Fan Change rate. All of them coincide the movie releases of The Great Gatsby, The Hangover 3 and Man of Steel. The graph was reaching an all-time high after audiences came rushing in to see Pacific Rim only to be followed by the release of The Conjuring just a week later. Apparently this got a lot of people talking and maybe even out of the parks, away from the beaches and in front of the silver screen.

Similar patterns can be found in the graph of the PTAT rate. As a final treat, there is quite an interesting thing going on with one of the film studios on social media. The MGM studios are actually really small in comparison to the other ones mentioned here. And they don’t attract much attention in this lineup. But last month all eyes were on them when Sony Pictures and MGM studios announced that they would cooperate on the 24th Bond movie and that Skyfall-director Sam Mendes would be back on the team. Let’s hope that the excitement is justified.

Social Media Sport Brands: Nike versus Adidas

It’s the clash of the sport brands. There is a hard fight going on between the two sports clothing manufacturer Nike and Adidas. Just how serious the competition is showed a scandalous incident last month when Mario Götze and Jan Kirchhoff showed up to their presentation after signing for Bayern Munich. Both of them were wearing shirts from Nike – their personal sponsors – instead of clothes from the club sponsor Adidas.

But what is the public conception of this contest? Let’s compare the two social media sport brands to find out who is doing better on Facebook, Twitter and YouTube. First off, let’s have a look at the total numbers of fans, followers and subscribers:

Audience Numbers Of The Social Media Sport Brands

Brand Logo Facebook Fans Twitter Follower YouTube Subscribers
Adidas Profile Picture of Chrome 14,577,076 269,351 45,573
Nike Profile Picture of Chrome 15,059,105 1,748,075 90,191

As you can tell by the table above Adidas is half a million fans behind Nike’s 15 million. So you would guess there is not that big of a difference in their audience. But the gap gets more obvious when looking at the other social media channels. On Twitter, Adidas is far behind with a total of 269,000 followers, while Nike is adding another 1,5 million on top of that and is getting closer and closer to 2 million followers. And Nike is clearly ahead on YouTube as well with almost twice as many subscribers as Adidas. So far, Nike is winning the race.

But those total numbers can only get you a quick, first overview. Let’s get a deeper look and find out how their audiences are engaging and interaction with those brands on social media.

Interaction Rates Of The Social Media Sport Brands

Again, we have a pretty clear winner here. In the first months of this year their Facebook interaction rate was more or less the same but from about the middle of May Nike has clearly been gaining ground. The graph right under those Facebook statistics shows the interaction rate with those sports brands on Twitter. Even though there is a huge jump in Adidas’ interaction rate in July, Nike has definitely engaged more with its followers throughout the rest of the year.

You might even get the impression that there was almost no interaction at all with Adidas in comparison to its opponent. That this is not completely true shows the graph below. Nevertheless you can clearly tell that Nike is averaging a higher engagement with their audience.

This is still not looking so good for adidas. But the remaining question would be why. What is Nike doing differently from Adidas on social media that it is more successful? To get get a better understanding it is always of help to check out the kind of content they are posting.

Facebook Content Type Distribution Of Nike & Adidas

This chart above makes the case of the social media sport brands Nike vs. Adidas rather interesting. Obviously Nike is posting relatively more videos than Adidas. In this example it is 20% of content for Nike versus 7% for Adidas. Considering that their videos link back to YouTube it would be a good idea to look at those statistics as well. And in the graph below it can clearly be seen that Nike’s videos have something to them that attracts viewers more than adidas’ videos do. The subscribers change rate of Nike is by far showing better results.

This is definitely an indicator. But if you put it back into the context of a wide range of content type, than this doesn’t necessarily prove to be crucial factor of success.  Both of the social media sport brands use photos in more than 75% of their posts. As shown in the first graphs in this blog, social media gives you the advantage of reaching a huge potential of customers. But in the end it is also the product that counts and everything around it from marketing, advertising and service.

Without wanting to take any sides there is obviously a clear winner in this duel of social media sport brands. Now what is your personal preference? Which one of them offers better quality and design? Let us know in the comments below.

How To Measure Success With Social Media Metrics

“This feels right. I think I’m going with my guts on this.” As a data guy, I’m glad I have learned not to make that mistake. Only going with your intuition won’t get you far in the fast and ever-changing business of social media. There need to be more accurate and reliable resources to base your decisions on if you want to break through the clutter. This redirects us to the right usage of social media metrics.

Your social media performance and campaigns are only as successful as you can prove them to be. But how do you know what really counts as an indicator of success? Are your efforts actually paying off or are you just lucky? Don’t start guessing or supposing. Some sayings might be cheesy but there is a concrete truth to You can only improve what you can measure. To know what really drives your social media performance allows every part of your company to set quantitative goals. You can only adjust your strategy when you have some hard data to compare it to.

Gather qualitative insight by picking them from our social media metrics. Currently there are around 80 different social media metrics in our analytics tool. Embrace the quantity and put together an individual KPI setup. Different audiences need different kinds of content. And different social media campaigns need different indicators to be measured by. Compile a customized dashboard with all the social media metrics that you need to specifically narrow down your analytics to the very core of your interest. Track and gather reliable statistics that your whole company can build on.

More Than 80 Social Media Metrics To Measure Your Success

Within quintly you have the option to choose from different platforms like Facebook, Twitter and YouTube. Specify your analytics effort by selecting widgets from different sub-categories like Fans/Followers/Subscribers, Posts/Tweets, Interactions etc. Build, measure and learn. Social media metrics help people to make smart decisions. Define quantitative goals that amplify your qualitative standards.

How many interactions is your content creating? What kind of content reaches the biggest audience at a specific time compared to your competition? Is your fan growth correlating to your post rate? With the right social media metrics those questions won’t stay unanswered. Have a look at our Knowledge Base to find detailed descriptions to all of our metrics.

If you are missing this special metric or you have any other questions regarding our set of social media metrics, please leave us a comment. Thank you.

How To Use The Social Media Mission Control Mode

Social media commander, advance deeper into the promising realm of the new quintly. Yes, you might have already gotten a glimpse of the improved design and the addition of several new features. But you wouldn’t be reading this, if there wasn’t more to discover. So here we are again with some insights for the new social media Mission Control mode, a feature with a really cool and modernized look as we think. We will help you set sail and take off with the strongest wind.

The social media Mission Control mode allows you to bring your dashboards to the big screen. Just imagine a huge social media command center displaying all your KPIs. The stuff that only the big brands used to have. But now it’s time for you to join the game. We are giving you the possibility to do just the same, because we know it’s all about the most effective business intelligence.

Set up your customized dashboards and project it onto your office wall to always keep track of those fast-moving KPIs and real time data points. The social media Mission Control mode was designed to aggregate and display this kind of data more elegantly. With the colorful setup of the chart we aim to achieve maximum readability for your social media stats. Social media businesses live or die on their ability to react to the market in real time. So be the one who gets the information instantly. You’ll be able to decide and react faster than your  competition. You’ll be the one to increase engagement to your social media operations. No doubt.

Elegant Aggregation Of Your Customized Dashboards

Full Screen View With Social Media Mission Control

How to switch on the Mission Control Mode
When clicking on the button in the top right corner of the tool it will go full screen and show a nice dark background view of your charts. Choose which dashboard you want to have on your display. You can pick a predefined dashboard but you can also set up your most important widgets on a custom dashboard. Just think about the better overview by having a well-balanced mix of Facebook, Twitter and Youtube stats on one screen. What we think it is really amazing to have the possibility to set up your Mission Control to display real time results of Facebook performance. This will give you even more specific control as the commander and captain steering your social media ship through the clutter of infinite data. There is just no limit to the usability. The full screen view and big display with the social media Mission Control mode will be your navigating bridge to help you stay afloat and on the watch or your important KPIs.

So set up your Social Media Mission Control Mode and find out what is happening right now with the profiles that you are tracking. Lead the social media and marketing changes at your company that might not have happened without the Mission Control. 

How To Use The Central Date And Social Media Profile Selector

How To Use The Central Date And Social Media Profile Selector

With the design of the new quintly we wanted to make it easier for you to access all your social media profiles and groups as fast and uncomplicated as possible. But the profiles are not the only important ingredient to your social media analytics. Time is of the essence. That is why we are giving you a quick guide through two features today. The central Date and Social Media Profile Selector helps you to work a lot faster. And it also allows you to easily switch back and forth between different groups, profiles and the respective time frames.

The Central Social Media Profile Selector

Work Faster With The Central Social Media Profile Selector

On the left of your screen you have a drop-down menu right under the quintly logo. This is the central Profile Selector. No matter where in the tool you are this menu will always be there to get you to your profiles and groups at any moment. When you click on the folder symbol you are given different options. You may scroll through the list to access all your groups and social medie profiles. But with a rising number it could become time consuming to browse through them. That is why we put in the search box as well. Just type in the beginning of the keyword of what you are looking for. The intelligent search capabilities of the central social media Profile Selector will immediately suggest you possible results.

The Central Date Selector

Let’s have a closer look at the calendar options of the central Date Selector. On the upper right side of your screen you have another drop-down menu. Just click on the bar by the calendar symbol and the calendar will expand. Again there are multiple options for choosing the period of time that you want to have a closer look at your social media analytics.

There are several ways to select a desired period of time.

1. To choose a time period click on the exact day of a month on the calendar sheet and do the same on the second calendar sheet. This possibility of selecting the time period is certainly the best known.

2. For fast searches you can also click on typical time periods which are getting showed on the right side.

3. To save a lot of clicks you can also use the Smart Search within the Date Selector. Just type for example April 2012 to May 2013 and you are done.

4. If you frequently use the same time periods, they are aslo shown under Recently. Just click on the period you want and it is set.

Improvements In The New quintly - The Central Date Selector

Finish all date selections with apply. If you choose a bigger time period you can also switch between a Daily, Weekly and Monthly analysis. If you take a Weekly or Monthly analysis it depends on the metric type if you get a total sum or an averaged value. No more complicated clicking through the calendar unless you want to. Check the section Recent under the calendars to select a period of time that you have been using already.

If you have any questions or feedback regarding the central Date and Social Media Profile Selector please check our help forum or just write a comment.

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