New Social Media: November 2011

FB Metrics Rubric

Course Objective
8. Collect and assess analytics.

Activity Description - 100 points
Collect baseline data from Google Insights and upload data to a spreadsheet. Analyze and evaluate the data, interpreting user and interaction data in terms of demographics, page views and media consumption. Then collect baseline data on December 6 and upload to the same spreadsheet for comparison. Upload your spreadsheets and post your analysis to your blog.

Rubric
Baseline and current data have been gathered and uploaded to a spreadsheet, including all information relating to user and interaction information. Upload your spreadsheet to your blog.
20 Points

Undone Missing Complete Adept

0-5 6-1 13-17 18-20

Baseline and current data are analyzed in terms of user demographics.
20 Points

Undone Missing Complete Adept

0-5 6-1 13-17 18-20

Baseline and current data are analyzed in terms of page views, including types of page view activities.
20 Points

Undone Missing Complete Adept

0-5 6-1 13-17 18-20

Baseline and current data are analyzed in terms of media consumption.
20 Points

Undone Missing Complete Adept

0-5 6-1 13-17 18-20

A summary analysis is written regarding the campaign plan and how it increased traffic on the FB page, indicating trends in goals set for the campaign. This analysis is posted to your blog.
20 Points

Undone Missing Complete Adept

0-5 6-1 13-17 18-20

"When you leave the house, you're on social media."

By Katie Kindelan, ABC News

Breaking up is hard to do. It’s even harder when you discover that, unbeknownst to you, your emotional moment was broadcast live across Twitter, for all the world to see.

That’s the lesson learned by two now-former lovers who had the unfortunate luck of sitting next to prolific Twitter user Andy Boyle at a Burger King in their hometown of Boston.

As the young couple’s argument last Monday over ending their marriage became heated enough to catch the attention of their fellow restaurant patrons, Boyle, a Web developer for the Boston Globe, took to Twitter.

“I am listening to a marriage disintegrate at a table next to me in this restaurant. Aaron Sorkin couldn’t write this any better,” he tweeted.

Boyle broadcast photos, videos and even a description of the background music playing in the fast food chain where the relationship’s demise played out on the micro-blogging site. His live-tweets documented the couple’s tearful exchange about cleaning responsibilities, lying and cheating.

“These kids must be 21, tops. His main complaint? She doesn’t clean the dishes when his mom asks her to,” Boyle tweeted.

His account of the drama was limited to 140 characters or less, but still, like any good Shakespearean story of love, took viewers on an emotional roller coaster.

Boyle’s retelling included a beginning: “She is sobbing quite loud. He gets up and walks out. She stays. We all feel quite awkward. Do we console her? No one does anything.”

A dramatic peak: “I don’t want to hear it!” she shouts. The tables are turned: She is now accusing him of lying, of what we do not know.”

And a passionate end: “Why did you even marry me?” he asks. “Because I loved you,” she responds.

Lest Boston-area restaurant goers be concerned that they too could fall victim to Boyle’s affinity to tweet, this instance, he vowed via Twitter, of course, was a one-time affair.

“I want my 75 new followers to understand that I don’t regularly live tweet failing marriages at Burger King,” he wrote.

The Burning Question

...how can I market our page to a specific audience?

Good question, Steve. We've talked about pages versus clicks. There we discovered that visitors from FB pages convert more often than visitors from display and FB ads. So, the best and cheapest way is through active maintenance of your page.

Got budget? Let's talk advertising.

On your page in the right hand corner menu is Promote with an Ad. Click.

Design Your Ad

A number of options pop up in designing your ad. You have a choice of Sponsored Stories, where you "get more distribution for the News Feed stories published about your Page," or Facebook Ads for Pages, with which we're all familiar.

Edit your ad copy here as well, carefully select your words (we'll spend a day on writing ad copy for this tiny space). The ad itself defaults to the image you're using for your profile pic. You can change the pic by uploading a file.

Click Continue and you arrive here:

Having looked around FB's broad interests categories, I'm not finding what I'm looking for (interesting to note that I used to, these offerings used to be more comprehensive), so I click on Switch to Precise Interest Targeting.

Now we're talking. Here I can type in specific categories for which FB will show you potential audience numbers. "Kayak," hmmm, almost a million people.

Facebook suggests relative interests. I select Paddle.

But, I want more so I enter Lake Powell, at almost 60k interests...

...and camping. Bingo, almost eleven million users. I'll stop there.

Scroll down and find a few other selections dealing with demographics. Once you've decided what to do here, move on to Campaigns, Pricing and Scheduling.

This gets a little difficult to understand. In this model we're talking about CPC advertising, or cost per click. This "allows you to specify a certain amount that you are willing to pay each time a user actually clicks on your ad. Pay for Views (also called cost per thousand impressions or CPM) advertising allows you to specify how much you are willing to pay for 1000 views (or impressions) of your ad," according to Facebook.

For my ad, FB is suggesting $0.90 per click. The budget is up to me.

Click Review Ad and you're given the chance for last minute changes and revisions to copy and the pic.

At this point by clicking Place Order you're taken to the transaction part o the process and once completed, you're up, immediately, to your targeted audience.

Pages

FB Metrics Rubric

"When you leave the house, you're on social media."

The Burning Question

Numbers