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This content is taken from the Purdue University's online course, Digital Media Analytics: Using Data from Owned Media. Join the course to learn more.

Skip to 0 minutes and 12 seconds Social media analysis isn’t about reading social media content. It’s about reading between the lines. It’s about figuring out, not just what was said online, but who said it, how often, in what way, and for whom. It’s about the reactions to what was said and the reactions to those reactions. One way to gather this information is through a social media audit. In this course, we are going to show you how social auditing can help you find and generate data that paints a clear picture of your social media performance and potential. We’ll also discuss how and when to use various social media analytics tools, as well as which metrics matter and which ones are just vanity metrics.

Skip to 0 minutes and 56 seconds Look, it’s great that the picture of your dog wearing a Dracula costume got so many likes. But when it comes to business, you have to go a little bit deeper. Now, we’ll be focusing on evaluation of owned social media channels. Owned media includes everything that the organization has control over, like your website, or its Facebook and Twitter accounts. Your organisation’s employees are creating the content on those sites. Earned social media, on the other hand, includes consumer generated mentions of your organisation or its products. This can include tweets, Facebook comments, Yelp reviews, and much more. Your organisation doesn’t own that media, it’s created by the public. So let’s dig into some data and see what we find.

Introducing Social Media Auditing

Big companies like Coke and Pepsi rely on their online presence to promote sales. One part of that presence is owned media, which includes all the content they produce. Social media audits help these companies determine how their owned media is performing.

For example, Coke recently came out with new flavors of Diet Coke, including strawberry guava and blueberry acai. Coke promoted these new flavors by posting about them on various social media sites. But are those posts generating interest in the new flavors? Are they leading to sales?

By conducting a social media audit, Coke can see if their posts are getting engagement in the form of likes, comments, shares. More importantly, they can see whether these posts are leading consumers to Coke’s website and if they are clicking on links to the new products once there.

Metrics such as site traffic (the number of unique users visiting their site), traffic sources (the social media posts that are sending users to the site) and bounce rate (the number of users who leave their site immediately) can reveal a lot about the effectiveness of the new flavor campaign.

Watch the video for a brief intro to social media auditing.

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This video is from the free online course:

Digital Media Analytics: Using Data from Owned Media

Purdue University