Our last lecture dedicated to metrics and analytics covered YouTube, LinkedIn and Pinterest, covering therefore some of the most popular social media platforms as well as some of the most commonly used social media outlets by businesses and organizations.
Like with the previous lecture we focused on two types of metrics: those that are displayed or can be identified on a page, and those that can be accessed using analytics tools.
YouTube, like all social media platforms, displays a large number of data together with every content piece. This includes the number of views, the date of the upload of the video, number of comments, number of likes, number of dislikes, number of shares and number of favorites.
If viewing one video, then one can also see the number of videos uploaded from the same account as well gain access to some video related analytics which will display referrals (these are usually shares and embeds), engagement metrics including comments, favourites, likes and dislikes, and audience metrics which in this case are related to the geographical source of the views. To these metrics one could assess the sentiment of tweets.
If accessing a channel on YouTube, there are some more metrics that one can assess. These include the total number of uploads, the total number of views/channel, total number of views/video, number of subscribers, total number of favorites (these are videos that the account has favorites, they don’t necesarily have to be uploaded on the account). One could also use ratios to identify the number of videos/day, number of comments/video/day, number of views/video/day and more.
YouTube Analytics provides most of the data already listed above but provides the account holder with more options when it comes to determining the type of metrics needed. The platform provides 2 main areas of measurement: view reports (which include demographics, traffic and audience retention data) and engagement reports (which collate data on subscribers, likes, dislikes, comments, and sharing).
For those aiming to drive traffic though YouTube, the traffic data is particularly relevant when liked with information on shares. For those focused on a particular area, the playback locations and deographics pannel are particularly useful. One should keep in mind that this data can be generally seen already on YouTube public pages. The difference between the public display and the analytics is that one can refine the timeframe of the metrics as well as combine them.
If you are using YouTube for your project, give your analytics a go and consider whether what the data shows meets your objectives.
YouTube metrics that matter
Depending on your objectives, there will be different metrics that will be relevant. However, in general, it is not just the mere number of favorites or subscribers, or comments that should matter for you but rather:
- the fluctuation of subscribers (how to win/lose subscribers; correlate this data with the content you post)
- the likes/dislikes ratio
- the sentiment of comments (ratio of positive/negative)
- subscribers, favorites and shares compared (these are good signs of interest and loyalty)
- video view retention (are your viewers watching the videos in their entirety and if not, what are the most/least viewed parts of the videos)
To read about metrics that matter and how you can optimize YouTube, check out ZOGDitigal’s blog.
LinkedIn is a professional network and provides some of the most multi-dimensional metrics due to its 3 layers of interaction: personal, groups and company pages. Each comes with specific metrics to follow.
Personal profile metrics
While for personal profiles one might look into the number of connections of a person, number of endorsements and recommendations, a user can also see the numer of times their profile was viewed in a week as well as the number of times their name was shown in searches within LinkedIn.
In terms of groups, the metrics available to be seen include number of posts, number of discussions, number of comments/discussion, number of comments/post, number of shares, sentiment of comments and much more. Recently, LinkedIn has launched an analytics tool for groups (read Hubspot’s article for more details) which provide information on demographics (this includes seniority level, function, location and industry), growth and activity (including jobs, promotions, comments and discussions).
Again, depending on the objectives of the group, one might be able to determine its succes by combining some of the analytics. For instance, if engagement is the objective, then it is the ratio of discussions to the number of comments that matters the most. If this could be supported with data from the number of shares and the sentiment of the comments.
Company page metrics
Similar to Facebook’s attempt to secure its foothold in the corporte, business market, LinkedIn also launched a feature which enables companies and organizations to create their own pages and share their own content. This has good potential for corporate communications, corporate social reponsiblity and human resources departments as it enables companies to showcase themselves and their talent while also looking for new staff and links.
Here are some of the metrics that a page displays: number of views, number of shares, number of followers, number of likes, number of comments.
Pinterest is, to me, a visual bookmarking site using twitter-like metrics as it enables people to follow and be followed, pin and re-pin content, like and comment on content. A high number of repins and shares could be considered a sign of increased popularity of an item or board. On the other hand, a high number of followers might show a high interest into someone’s bookmarking activity.
There are a couple of tools that help track and measure activity on Pinterest. They are:
- Reachli (formely named Pinli) which enables one to measure their virality on pinterest but also monitor, track and manage campaigns associated with financial goals.
- Repinly, a Pinterest directory which displays the most popular board and their associated metrics (topic, number of repins, number of likes, number of comments) which can be helpful when searching for insight or looking for something to benchmark against;
- Pinpuff, Pinterest’s dedicated influence calculator which also includes scores for reach, virality and activity.
More tools and their reviews are available on Econsultancy’s blog.