Page 5 - Media Analytics Explainer

Planning

1. The first step in a measurement plan for social media analytics is to work out what you want to track
and why - (e.g. Do you need to check the performance of your latest campaign or understand the
growth of your social channels?)

2. Look at past performance (and competitors) and set goals. Make sure your goals are well-defined
and measurable so you can compare performance campaign-over-campaign.
3. Set clear timeframes for monitoring so you’re not comparing apples to oranges. Strategic timing
will also keep you accountable for the goals you’ve set.

4. Once your monitoring period has begun, create alerts to track unusual spikes in activity. Alerts can
help you to react quickly and activate the data you receive immediately. (e.g. An influencer tweets
about a product with your brand logo – brands can tweet at the influencer and use the mention to
spur further conversation right away)
5. Check results to ensure they’re relevant and filter if necessary (monitored keywords). Keyword
filtering can be super helpful, so unnecessary results don’t end up in your social data.

6. Always check your top themes and influencers to see if message refinement is required. There’s a
chance that certain keywords you may not have expected are linked to your brand, so make sure to
evolve your messaging.