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Unit 5: Social Media Analytics - Coggle Diagram
Unit 5: Social Media Analytics
Importance
Identify trends in offerings and brands
Understand conversations and sentiment
Gauge social media response
Find high-value product features
Monitor competitors' messaging
Assess partner impacts on performance
Capabilities
NLP and ML for unstructured data
Demographic segmentation, find influencers
Behavior analysis, understand roles
Sentiment analysis, tone and intent
Share of voice, intensity in conversations
Clustering reveals hidden insights
Dashboards and visualization tools
Reach KPIs:
Impressions
Follower count
Audience growth rate ⍟
Social share of voice ⍟
Website traffic
Social media engagement KPIs:
Likes
Comments
Clicks
Shares
Mentions
Applause rate ⍟
Average engagement rate
⍟
Amplification rate
⍟
Conversion KPIs:
Conversion rate ⍟
Click-through rate (CTR) ⍟
Bounce rate
Cost per click (CPC) ⍟
Cost per thousand impressions (CPM) ⍟
Customer satisfaction KPIs:
Customer testimonials
Customer satisfaction score (CSAT)
Net promoter score (NPS) ⍟
Customer lifetime value (CLV) ⍟