Below you will find a subset of slides I used in my social media marketing master class on 5th December 2013.
Earlier I had shared a report by Altimeter’s Jeremiah Owyang. Below is the presentation from the same report. It will help you in understanding the key points if you don’t have time to read through the entire report. My students should look at slides 19 and 20 carefully where the priorities in social media domain are depicted. Not surprisingly ROI calculation is the most critical issue.
After the spring break, we are going to spend time in understanding social media and web analytics. The students will be setting up dashboards to monitor and evaluate the performance of their social media campaigns. Personally I am quite excited about this because performance metrics is my research area!
Facebook Page is getting more popular than Facebook Groups. First of all, companies have ownership to the Page. This means that you have better control over what you can share. Also, you can assign multiple administrators to the Page. The feature I found cool, however, is “Insights.” At the heart I am an econometrician and when I see data, I get excited! Insights give the administrator of the Page a fair idea about how the fan page is performing. It has two basic units of analysis – users and interactions.
One very nice thing is that Facebook lets you download these data as an Excel sheet! If you thought that makes life easier then wait, there is more. Facebook shows you graphs and charts which are much easier to look at rather than the raw numbers. You can copy and paste those in your presentations without any problem; they look professional.
I decided to make a couple of videos to show you how the insights look. Enjoy!