Social Media Analytics

How 3 Students Built a LeWeb Social Media Analytics Mobile App

We’ve been analyzing the social media buzz surrounding the LeWeb conferences: Who are the hottest speakers, startups, and influencers attending? What are the top trending topics? What are the most active regions?

Now, for this year’s LeWeb, we upped the ante and brought mobile into the mix. The plan was to build an instantly accessible, real-time analytics iPad App for the LeWeb founder Loïc Le Meur. No need to build slides; more mobile; more cloud; and totally social.  We wanted to allow Loïc to be able to access the latest numbers at any time during the conference.

So then the question became “who could create this app?”  One challenge was the time frame, we had about three weeks until LeWeb 2012 in Paris. So, we reached out to INSSET University in St-Quentin, north of Paris in Picardie, which is offering a new MA degree “Cloud Computing Master Degree”. This course has been created in partnership with the startup Sylpheo and Salesforce.com, and is the first of its kind in France. It’s a big innovation in education and a great initiative. There, we found three students: Quentin Somazzi, Pierre Fraise, and Charles Drappier. All three are just about to finish their Cloud Computing MA. We offered the following challenge: “Can you build an instantly accessible, real time analytics iPad App for Loïc Le Meur leveraging both Salesforce Marketing Cloud and Salesforce Heroku Platforms? You have three weeks.”

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Social Media Analytics – Klout

With the rise of social media, there comes a demand for the data associated with it. This data can be used to strengthen a campaign or a web site, and the lack of this data can also ruin it just as fast. Data analytics for social media is an important tool in making business decisions and there is so much a user can do with this retrieved data. As taught in MIS 2502, in determining which steps to take to make a business decision  using social media analytics, the user must arrange a decision tree.

First, the user must determine which decision they want to make with the data and what goals the company can achieve with this. Then the company will be able to decide what Key Performance Indicators will be looked for in the data to determine the answer for the business question or goal. This will help the company expect certain outcomes.

A popular social media analytics tool lately with the social media craze has been Klout. Klout measures the influence a Twitter or Facebook, or even Google Plus, LinkedIn, and Wikipedia page, has on society based on a score. On a scale from 1-100, Klout grades the account on 30 different variables to determine how well your page is driving conversations and inspiring shares, likes, and retweets. The uniqueness of Klout is that it analyzes the conversation, reach ability, and interactions rather than the number of posts from the account. Using Klout, companies, or online campaigns, determine important factors in order to achieve its business goals.

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‘Second Generation’ of Social Media Analytics Uses Both Machine Learning and Natural Language Processing

Businesses are looking to incorporate social media analytics into their business decisions, and are searching for a new generation of tools using both machine learning and natural language processing algorithms to ensure the insights gained from listening online are accurate enough to be valuable.

Keyword-based sentiment analysis alone, while potentially useful when put into the right context, can be inaccurate. That’s why Jeff Doak, the social platform director at the advertising agency Team Detroit, said he discourages his team from using an automated sentiment analysis as a tool for business decisions; he said keyword-based sentiment analysis is accurate between 50 and 60 percent of the time.

“I advise against that in general, because it’s misleading and inaccurate, and because there is no context around it you don’t know what it means,” Doak said. “It’s not actionable in any way.”

Team Detroit’s biggest client is Ford Motor Company, for which is has created campaigns including one featuring an orange puppet called Doug to support a new model of the Focus. In his job, Doak said he experiments with a lot of data relating to marketing campaigns, auto sales and feedback on social media and blogs. One key challenge:  trying to establish benchmarks to understand just what correlation there is between what people are saying online and how people buy cars.

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How to improve your social media marketing with Google Analytics

Google Analytics lets you create custom campaigns and with the help of this feature you can improve your social media marketing to a great extent, according to this blog post on Social Media Examiner.

The simplest way of achieving this is assigning customer campaign tags to the links that you share on social networking websites and elsewhere. This feature can also be used to track your AdWords and other PPC campaigns.

But why do you need to monitor your social media marketing campaigns?

Analytics give you an in-depth insight of exactly which social networking website is sending you more traffic and how much time people spend on your website from that particular source. You can also track the performance of individual updates. For instance you post a link from your website on Facebook on a particular date and at a particular time. You want to see how much buzz that update was able to create not just in terms of getting likes and comments on Facebook, but also sending traffic to your website. In the absence of a custom tag all your analytics data tells you is how much traffic Facebook sent you. But with a custom tag you can find out exactly how much traffic a particular update generated for your website.

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Top 10 FREE Social Media Analytics Tools

Social media analytics are my specialty. I’ve been doing data analysis for over 12 years and one thing I know is that data can be spun to tell any story you want it to tell. However, when it comes to social media analytics, most people have questions on things like: how far did my tweet go, what are the best times to post my content on Facebook or Twitter, what types of posts are my fans best responding to, etc.

There are a lot of data analytics tools out there, most charge a fee, such as Radian6. However, there are also a lot of tools out there for free that can help you answer these questions. I broke them down below by tool/type.

Image credit: iStockPhoto

Facebook:

Minilytics by PageLever – PageLever is a full suite of analytics for Facebook, but what they give you here is a mini version to whet your appetite. In a nutshell, it’s free and tells you when the best time to post is, what types of posts generated the most engagement, how many (%) fans are you reaching with your posts, and some basic demographics of who your fans are.

Fan Page Insights – you get these automatically from Facebook once you reach 30 fans on your Facebook Page.  I’ve written an entire tutorial on this so I’m not going to repeat myself here.  But this is the best way for you to see what is working and what’s not and what the best times to post are such as male/female and age breakdown.

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IBM Debuts New Social Media Analytics Tool

Today, IBM is introducing a new social media monitoring tool, one that it says will measure consumer sentiment from data gathered on Twitter, blogs and other web services and networks.

The software, called the SPSS Modeler data mining and text analytics workbench, will use natural language processing (NLP) to analyze everything from product names and industry jargon to slang and emoticons, and it’s already being used by some pretty big businesses.

Navy Federal Credit Union, Rosetta Stone and Money Mailer are already using IBM’s software to understand how consumers feel about their brands, products and competitors. This software can also be put to good use by political groups, marketing and advertising agencies, research firms and many other organizations and businesses.

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Social Media Analytics for R&D: a Catalan Vision

In this guest post Xavier Lasauca i Cisa reviews how institutions that are part of the Catalan R&D environment make use of social media and described the benefits of this approach. Xavier also discusses the metrics  used by the Catalan Administration to evaluate and measure the impact of the government’s presence in this area and their benefits for the public.

This guest blog post builds on previous posts on this blog which have described use of social media in the UK higher education sector, including posts on Social Analytics for Institutional Twitter Accounts Provided by the 24 Russell Group Universities, Use of Facebook by Russell Group Universities and Links to Social Media Sites on Russell Group University Home Pages.

The post has been published in the run-up to the Spot-On London (SOLO12) conference which includes sessions on Assessing social media impact (#solo12impact), Altmetrics beyond the Numbers (#solo12alt) and Using Twitter as a Means of Effective Science Engagement (#solo12Twitter). The post aims to provide a wider view on approaches to use of social media and evaluation of its impact beyond the UK.

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Social Media for Demand Generation: What Have You Done for Me Lately?

At LeadFormix we deal with many of the same marketing challenges that our customers grapple with. Not the least of these is how to extract maximum benefits from investments in social media. Sometimes you can’t measure the impact directly (or measure it at all) if the investments are outside the context of a campaign. The dilemma always reminds us of the question posed in Janet Jackson’s 1986 hit single. We believe we’re doing the right things with social media, but can’t always prove our case with hard facts.

Some people in our industry have more serious doubts. A few doomsayers have proclaimed the death or decline of social media – or at least have asserted that it’s well past the Gartner Hype Cycle “Peak of Inflated Expectations” and plunging rapidly towards the “Trough of Disillusionment”. As an example, the recent Facebook IPO fiasco was purportedly a market signal that social media will decline in popularity and importance. We disagree strongly because we believe it represents a fundamental change in the way people interact and how societies operate. At the same time, we acknowledge that social media has some significant problems, particularly for marketers who specialize in demand generation.

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Simplify360 Brings Social Media + Big Data Analytics in Cloud into Korean Market

“Simplify360 a leading social media management solution provider has launched social media and big data analytics solution for Korean market in local language. The company promises to bring the best industry practices in Korea. “

BANGALORE, INDIA, November 30, 2012 – Simplify360, the leading Social Media Management Platform for Social Business Analytics and Multichannel Engagement announces its entry into the Korean market with Vibenet, Korea as a strategic business partner. The company launched the Korean version of its website site followed by the Analytics Engine in the local language. It became one of the few global tools providing Sentiment Analytics in Korean.

“Korea is a really interesting market for us to explore. Unlike in India or the US, Korea has many popular local networking sites, which have added new dimensions to our solution. But the synergy with our Korean partner has worked to our mutual benefit and we have been successful in tailoring our global solutions for the local market,” remarked Simplify360 CEO, Bhupendra Khanal. “The passion and aggression of our Korean partner goes hand-in-glove with our global mission. Enterprises, Media Agencies and SMBs can now avail of the best-in-class Simplify360 Social Media Analytics with local support.”

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Social media analytics is a sound investment for SMEs too

Jamie Hammond, Head of Analytics and Optimisation at digital marketing agency Jellyfish, reassures small businesses that social media analytics is not just for the big boys.

Companies of all sizes, at all stages of growth (not just in the initial brand-building phase), can take advantage of SMA to assess the effectiveness of their social media interaction with B2B or B2C customers – and they can do it on a budget.Social media analytics (SMA), as a concept, has exploded over the last couple of years with major platforms such as Facebook and LinkedIn introducing their own insights tools.

The massive growth of both free and paid-for tools offering increasingly effective analytics has forced businesses to sit up and take note or risk being left behind by their competitors in the social media realm.

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