INTRO TO SOCMED METRICS; Awareness metrics Flashcards
(24 cards)
THINK! Which customer journey stage of the social funnel illuminates your current and potential audience?
Awareness
THINK! Which customer journey stage shows how audiences are interacting with your content?
Engagement
THINK! Which customer journey stage demonstrates the effectiveness of your social engagement?
Conversion
THINK! Which customer journey stage reflects how active customers think and feel about your brand?
Consumer
Which KPI reports the attention your brand gets across all social media during a reporting period?
Brand awareness.
What is the term for a specific span of time that yields statistically relevant data?
Reporting periods.
Which KPI is expressed through social media metrics such as @ mentions, shares, links, and impressions?
Brand awareness.
What is the term for the total number of people who see your content?
Reach.
What is the term for the total number of times your content was displayed, no matter if it was clicked or not?
Impressions.
THINK! Leo, Paolo, and Sophia shared the same video. It appeared on your feed. How many impressions does this create?
Three.
“For example, a Facebook post could show up in the News Feed from the original publisher and appear again when a friend shares the publisher’s post. If you saw both forms of activity in your feed, that counts as two impressions for the same post.”
Which KPI measures the speed at which your brand’s following increases on social media (or how quickly you gain followers)?
Audience growth rate
THINK! How do you mathematically get growth rate percentage?
Divide net new followers by total audience and multiply by 100.
Which KPI denotes how many people have seen a post since it went live?
Post reach
Which KPI is affected by the timing (i.e., when is your audience online?) and the content (i.e., what does your audience find valuable) of your post?
Post reach
THINK! How do you mathematically get post reach percentage?
Measure post reach divided by total followers, multiplied by one hundred.
THINK! What is the “When Your Fans Are Online” feature on FB useful for?
To tell you the optimal time to post, since it tells you what times fans are most active on the site.
Which KPI measures the number of people who could, realistically, see a post during a reporting period?
Potential reach.
(In other words, if one of your followers shared your post with her network, approximately 2% to 5% of her followers would factor into the post’s potential reach.)
What type of tool is helpful to track your total number of brand mentions?
A brand monitoring tool.
What is the term for the absolute maximum number of people who could, in theory, see your brand mentions?
Theoretical reach.
THINK! How do you mathematically get brand theory?
Total number of mentions multiplied by followers of account that mentioned you = theoretical reach
TRUE OR FALSE: Your theoretical reach is larger than your potential reach.
TRUE.
Your potential reach is 2-5% of your theoretical reach.
Which KPI measures how many people are mentioning your brand on social media COMPARED to your competitors? (essentially competitive analysis—how visible or relevant, is your brand in the market?)
Social Share of Voice (SSoV)
THINK! What are two types of mentions?
Direct (e.g. @Hootsuite) and indirect (e.g. hootsuite)
THINK! How do you mathematically get your SSoV percentage?
YOUR OWN BRAND MENTIONS + COMPETITIVE MENTIONS = TOTAL INDUSTRY MENTIONS;
(YOUR OWN BRAND MENTIONS / TOTAL INDUSTRY MENTIONS) x 100 = SSOC PERCENTAGE
