How to Create a Social Media Metrics Report
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How to Create a Social Media Metrics Report


>>Thank you so much for a nice introduction, John. I should mention
I’m going to walk you through a sample social media infographics that I put together and
then I am going to focus on the data that is used on Google athletics to fill in key
parts of that infographics. I will also go over a few takeaways and then have plenty
of time for questions and answers. Put that, will move over to the infographics basically
the genesis for this was the editor year and I was thinking about GSA has put out very
good guidance on different metrics that I can be looking at for social media. I went
through the whole list and made this crazy spreadsheet — top five of this and what has
the most reach and then I would think about how do I organize this and especially presented
in a way that I don’t have to be there to explain it to somebody or it would really
resonate with different levels in her agency at the executive level or new interns or analyst
so I just worked with a decided to put together this template which we have a link to and
we will share it. It’s built in PowerPoint so it’s totally customizable. You can change
the questions you can change him a platform to feature you can really do whatever you
want with this. People have shared this with me and it’s been interesting to see how everybody
has used this. Please use it however you would like to and I hope that it’s helpful for you.
I am going to walk through pretty briefly the different components that are in the infographics
and then I will move into the data that I pulled out using Google analytics.
>>The first part that I looked at was with Beth and how many people are connecting with
Jerry O Potter social media channel. Here I featured the five social media channels
that we were using at the time we got one more since then. So Twitter, LinkedIn, Facebook,
YouTube, Flickr and for those that have been on for more than just a year I also looked
at how much sugar followers grow over that year. The twitter for example, not just reporting
on we have 26,800 followers at this point but that 30% growth over the year ago I also
report on a weekly and quarterly basis out of these metrics and it’s really nice also
a figure bark to sort of take stock of how much you grew. You can see enough Facebook
one for example, we grew 60% over that year and how many fans we had our Facebook page.
Just really nice to be able to see those types of numbers. I also included with this on average
the reach for some of the content. The twitter for example, on our main twitter account we
have two different ones each tweet reached about 22,000 people. You can see on the Facebook
one on average over one month our content which 22,000 people. With Flickr for example,
how many views we had of our different photos at the time it was 500,000 views of our photos.
Just some night high-level metrics and take stock over the year. Moving on to direct engagement.
We looked at what contact people were interacting with the most on some of our social media
platforms. The first one here with . Business part of a campaign that we didn’t based off
of our annual performance and accountability report. It was actually the first time that
we had decided to talk about this report on social media. What this report includes is
information on how much money we save the government and how many recommendations get
implemented on the work that we do at GAL. It was really nice to see that this was one
of the post that people interacted with the most and it was the first time we did this.
We had about 80 likes comments and shares and he reached over 1000 people. You can see
on the twitter one this is one we did through a plug-in program that we have where people
throughout the agency can suggest content to us to tweet and then public affairs will
decide if we are going to post that content. This is the one we did around Memorial Day
that tied into report we had issued previously on veterans. It was re-created a few time
but also by a couple reporters that had a lot of large audience and it ended up reaching
quite a few people probably one of our highest reaches for tweet in that year. Then we one
of our people one SME award last year and so we posted about that on Facebook and ended
up being really content — popular content on Facebook as well with a high amount of
comments likes and shares. There’s a variety here and what resonated with people. It wasn’t
are more standard content we put out every day. It tended to be the more unique things
that teams helped us put this together or different campaigns and just taking stock
how that went.>>That looking at depth. Here we really wanted
to know how much — will be getting with their website our main website is GAL.com from social
media sites and had a comparative traffic from mass media site. For authorization we
really will focus on how much our reporting covered in the news and so that was a really
good comparison for us. I’ve seen other examples where people have used — the national archives
and records for example. They look to how their social media traffic compared with traffic
coming in from genealogy sites and use that instead because that Dana had better comparison
for them. You can really uses as a way to compare whatever makes sense for your organization
our focus on the social media traffic. It was really nice for us to see that Facebook
sent us the most traffic of any one website had 19,000 people came intersite from Facebook
about 15,000 from twitter that came in from credit. And how that compared to the traffic
from other mass media site doesn’t in the most traffic and that Grigori. So we had 15,000
from NBC news 8000 from Washington Post and 4500 from Huffington Post.
>>Then I looked at royalty so which social network site did we see we had repeat visitors
coming to our website. In this case, twitter had the most so we had 8000 come back from
twitter, 3400 from Facebook, and a little under 2000 from LinkedIn. What’s also good
to think about when you are looking at the metrics like this is where on all of these
platforms. And Facebook was sent to be the most traffic and I wasn’t on Facebook, that
would help me make a decision about if that’s a good time to start joining Facebook to be
part of that conversation that is going on. Likewise, where your senior return traffic
it’s really nice that we are on these three platforms and part of that conversation.
>>Customer experience this is one of my favorite ones taking from stock of what people are
saying about you on social media. I would say other people in my family they don’t work
your. It was really nice to see the comment that they had and put through really nice
ones together. We’ve got one that says authentic in this really no reason to even filter it.
GAL reports are so good just follow them all at U.S GAO. One that was really ready about
figure that we had the best graphic and in aging out a over report and then my personal
favorite U.S GAO generates $110 or government or every one dollar invested. Oversight pays.
#Government transformation. That was really cool to see and be able to put into a report.
>>We looked at campaigns so how are the different Grenadian social media private — budgets
perform? When I touch on recently as a plug-in program we have analysts help us get out tweet
around taking news our current events and public affairs will post them. In the past
year, we got — all the different teams at GAL to join on with the program and start
sending out messages and we send out about 100 different messages over that past year.
And then I also talked a little bit about how campaigns in public affairs led we have
a high risk report that comes out every two years that we have a lot of discussion on
social media about. From accountability report our live chat these also help raise awareness
of our work. We saw a lot of people talking about these issues and a lot of the messages
that we sent out had high reach around these. They were very popular. How did what we were
doing on social media affect our organization? I have three here. So the first one is that
our communications have grown really quickly on social media. — And then also the number
of platforms that we’ve started to use over the last few years. It’s so nice to see as
we join a new platform that will really resonate with the audience and will have good traction
there. Then our second one here is as more people follow us on twitter then receive our
daybook emails. It’s help us focus more in a social media strategies. Our daybook email
used to be the thing that everybody would sign-up for to find out what reports to GAL
producer a. For years that was the most popular thing that people would — to get what we
had to say once we join Twitter, we are putting the information out instantly. Us it is a
report released, we would tweet about it and wait for an email that of the day with Alyssa
reports. We’ve just seen our followers on twitter increase and so now we have 10,000
more followers on twitter then people who are signing up to get our daybook email. It’s
helped us to shift in thinking about how important social media can be for getting information
out there about the work that we are doing. The last one we better serve Congress and
the American people and also maintain a relevance, by providing them information on the platforms
they you are using regularly. So that is an overview of what’s included in the social
media and info graphic. Ominous widget talk about how analytics can help you fill in some
of those data. I am going to focus on three key areas. The first one thing depth and measuring
the traffic coming into your website from social media sites. Then I’m going to talk
about loyalty. How you get that information on returning visitors coming to your site
from social media sites. And then finally, campaigns. Looking at how you can measure
the success of your campaigns that you are doing through Google analytics.
>>First looking at depth. You see here this is a shot from our actual Google analytics
data and information and the first thing that were looking at is an acquisition. You see
it on the menu on the left side of the screen and acquisition tells you how do people come
into your website. How do they get their. With an acquisition you have channels which
is where that orange bar is underlining and that is going to break it down for you. It’s
going to say how many came from [ Indiscernible ] how McKitrick which your site like the type
dinner they had a bookmark. How many came from a referral from another website, how
many came from social media and also how many people came from email. At the top right of
the screen you will see where you can set your calendar so you can set it back for that
year or if you want to do this for quarter or weak. That’s what you would pick that.
It can only go back as far as you have Google analytics on your site. Etc. go back further
for your. I am going to’s human so you can see what some of the data is showing. Here
you can see both the Java does come in from search and organic search just means that
it’s not paid for traffic that we are paying for. And we’ve got the truck traffic referral
and social. I want to take more into social and get more information about the actual
network.>>Moving onto the next screen you can see
were still under acquisition. I’ve clicked now into social and into network referrals.
Network referral is going to provide you the information on the different social media
networks of how much traffic they sent into your site. Here you can see Facebook sent
us the most traffic follow my twitter and read it and LinkedIn and this can the longer
listen that. I was looking for those top resources for this report. For that comparison of other
traffic where I wanted to compare it to mass media. Now still an acquisition because I’m
looking for traffic that came into my site, but instead of under social on the menu on
the left, now I am under all referrals. I can see from any website that was signing
this traffic. I will sue men. Here you can see where those three sites are to that NBC
news Washington Post, and Huffington Post your. So now for measuring loyalty and looking
at data on returning visitors.>>I am still under acquisition, and I have
gone back to the screen I am looking at social and the network referrals. I can see data
about the social media network and traffic to my site and what I am going to do now is
add-on and advanced segment so and advanced segment is basically a temporary filter or
lens that you would tell Google I want to look at data through this lens. You can take
them on and off they are not permanent. It’s a great way to see — Varanasi returning videos
— visitors I was the mobile traffic you can turn that on as an add-on segment. Our new
visitors to my site so there is a lot of great users — uses for this. To added segment on
the top right where the orange line is you will see the button for ad segment.
>>You click that and then Google analytics gives you two kinds of advanced segments.
You get built in one and custom ones. Built-in ones is one that Google just gives you. In
figures these are popular you are going to want to use these. You have to do anything
to make one. Custom ones are ones that you can define. And the built-in segments you
will see returning users. You just checked the box. Then click apply. Once you have applied
that you can also tell Google stop showing me all the traffic so I can just look at the
returning visitor traffic and I can — for my tables that way so you can click where
it says all sessions which will be all the traffic you are getting. You can click to
remove the entry it off for a wild so you can focus just on that returning traffic.
Now we have just returning user showing up on the screen and I can zoom in one more time.
Here you will see we have more returning users coming from twitter then Facebook then LinkedIn.
That is where those top three came from. Now turning to campaign first I am going to talk
about some mechanics for how this works. Then I will go into what you would see using Google
analytics. First for the mechanic let’s say you have a social media campaign that you
are doing to promote a page on your website. Let’s call it example.govpage. Led safe Independence
Day and for Independence Day you want to point people to this example.gov page and you are
going to send out links through all your different social media channels so I am going to put
a message on Facebook and Twitter and LinkedIn. I’m going to have a Flickr image that has
a link back to this page and then I’ve got a external blog and I am going to post something
about it with the link to that page. So I put this out there in all these different
channels for this campaign and my question then becomes to click through and get to the
page. If so, where did the traffic come from was it Facebook Bactroban more traffic or
was it LinkedIn that Job and more traffic so I can be a little bit more effective and
what I do for my next campaign. Get a better sense of what works. So the solution to this
is with campaign tracking. Basically, the way it works is if you control the link so
you’re the one who is writing a Facebook message or the Tweet and you have a link that is going
back to your website or you have Google analytics running on it so I had to put in a link to
my example.gov/page I control that link of writing the message its link to my website
it’s not I’m linking to the Washington Post right and I want to add some labels. It’s
not going to work. You control the message is going out you can basically add some labels
onto the end of your link that is going to help Google create some really nice reports
for you. So if a visitor clicks on that link Google analytics is going to record this information
and give you really nice report.>>The fancy phrase for this is called using
query parameters. Query parameters is the name of the information that you add-on after
question mark to a link that you want to use. Software example here. These two links they
would go to the exact same place. We have example.govpage an example.govpage?
my name=. You don’t have to be an admin of
your website to do this. You are not making a new webpage. That is not what this is. Your
existing webpage and your adding on a little bit of extra code and if somebody clicks on
that Google is going to capture this. Instead of using something made up like my name is
Sarah you can use labels that Google is going to recognize for medium, source, and campaign.
Then you would have a link that would look like this we’ve got it? and then information
medium source and campaign. I am going to talk about what those things are on the next
screen and how you would feel this in. The medium is basically how somebody came to your
site. Were talking about social media here and social media campaigns. So example in
the link and this is going to be social. If you were doing this over a male and sending
out links in emails your medium to be a male. Then we are looking at source. More specifically
where did they come from. Here’s where you would put the information about different
channels where you’re setting out this link. So if I’m putting this link out on Facebook
than my sources going to be Facebook. If I put on twitter, my source is going to be twitter
safer LinkedIn, Flickr, or your blog. And then you get this campaign a name so when
you go into Google analytics the US report about it what is the name of the campaign
going to be. This is the one on Independence Day. They all have Independence Day here because
then you’re going to just go in and see all the information about your Independence Day
campaign. Then you put this all together in a query parameter its question mark in the
new have you TM medium=social and they all start that way because they’re all going out
on social media site. Then and you TM under court — source equals here a changes by what
the channel and so it’s either Facebook or twitter or LinkedIn or Flickr or your blog.
And you TM campaign equals Independence Day because were having this Independence Day
campaign were all going out for that. You will notice in the link that there is no spaces
so you can’t have any floating words by themselves if you want the name to be Independence Day
you’re gonna have to have or-for the word Daschle the word stay together you also notice
that I did all of this and lowercase. That’s because capitalization matters. If one person
capital leases Facebook and then set a message and the next person doesn’t capitalize Facebook
is going to get recorded as two different things into Google analytics. You want to
make sure you either decide were always doing r always to uppercase everybody sticks with
that. The other thing is to use a campaign name that is going to make sense to use a
when you go see the report it’s clear what it is. Here I put Independence Day but if
this is a campaign I am going to do year after year I would probably do something more like
Independence Day 2014 so the next year I can do independent day 2015. I also recommend
keeping the campaign name pretty short because the longer it is the chances are higher that
it might get typed in wrong. Such as houses making sure it’s always link type the same
way. You can even save a document with this information so people have access on your
team so that I sure they can just go in and pull this and added onto their link. If you
forget how to do this or the order of things that should go you can also use this website
here from Google and you just fill in the blanks basically. It was a mediaman uses type
event and then it will spit out the URL for your altogether. That’s also a nice option.
>>So I figured out what my query parameters need to say and now I am going to go right
my message. On Facebook I’m writing about independence they so I’ve got this Independence
Day report post and come check out our example.gov page and then you will see here we’ve got
the query parameter and the source says Facebook. I am going to put out the same message on
Twitter so it’s Independence Day check out our great resource example.govpage and the
only thing that is change here is the source and the URL that’s twitter. Finally let for
your posting it on LinkedIn. You will notice the source here says LinkedIn. You can shorten
these links. We use [ Indiscernible ] for a lot of our social media post and that works
fine I believe will [ Indiscernible ] works fine. The goal USAIDGovernor line works okay
with these. You’ll have to have these long euros you can shorten them. Other thing I
would mention is [ Indiscernible ] works great if you use a hash stack in the query parameter.
So with the campaign name I would just if you’re calling it internally #Independence
Day I would drop off the #and just use Independence Day.
>>That is the mechanics now, why should you do this and what we see in Google analytics
quit –?>>Here where looking at acquisition and I’ve
gone into campaign. We have one that were writing pretty much all the time for Geo plug-in
where people can submit different tweet ideas to address and then public affairs can decide
to publish them. Here I am going to click into this the hyperlink so I can see more
information about that campaign. I will click where it says GPI. Then I will get to see
more information and it’s going to automatically tell you the source medium combination so
we put most of these out there on twitter and your disputes twitter and social and I
want to know what page do they get to because we use this not just for one URL that we are
driving traffic to that we use his campaign all the time to all different reports. I want
to know the messages were putting out about these different reports are people clicking
on them and looking at them. You can add a secondary dimension so you can see the landing
page. Up at the top you would put clicking one have a secondary dimension choose landing
page and landing page just means somebody started their visit on that page. So if I
put this link out on social media click on it that’s the page they are going to land
on all my website. I want to know who is going to these different pages. Then it’s going
to give you information about that Mike how many sessions or visit saw this page percent
of new sessions new users, and some other information. But it doesn’t tell you automatically
is the page use of it. So one thing that I like to do is I like to make a custom report
and one of thing that’s really nice about custom reports is you set it up once. It’s
done you can just go when and click on it see right away your data and you can also
set it to email to you at specific periods of time. We have a meeting that will do on
a regular basis that people help us coordinate those efforts and all have run analytics a
mommy and the other facilitators for the meeting especially with the data from this campaign
the day before we have these meetings. I don’t have to go when and publish data. I know I’m
having this meeting at the end of the month send it to me the day before and the other
people and then we’ll have the data were ready for the meeting. It’s a really nice feature.
You can see here how I set up the customer report for TAO plug-in program. The content
that I am looking for like I mentioned before I want to see the landing page what was the
URL people came in and saw and I want to know how did they get there wasn’t twitter, Facebook,
LinkedIn so I chosen source medium. And the metrics that I want to know about it so I
want to know how many times this pages were viewed what’s the balance rate the people
jump at this page and leave or do they decide to look at more than one page? On average
how much time are people spending looking at these pages. Then under filter I want to
filter this data to include the campaign that I have GPI. Back that campaign name that I’ve
been using in my query parameters I put include, campaign, GPI. You can save this. Then whenever
you go to your customer reports you will see in the menu on the left I’ve got my Geo custom
report that are waiting for me. I can click into it that the timeframe that I want to
see the information for, and they will be able to see all of the different pages that
people went to over that timeframe, how they got there, and then how many times this page
was viewed. You will see up at the top you got options of email and export the data as
well.>>Some takeaways the first one here is trying
to present your social media metric in a way that is interesting and helpful for the people
who are going to see this report. I really love a great spreadsheet but I know a lot
of people that’s not how they want to look at information. So I always really trying
to find a way where I can still present a decent amount of [ Indiscernible ] is a lot
of metrics that went into this. It really digestible you get into it you can understand
it you had to be a social media expert or the person that is doing the metrics to get
something out of this report. It’s also really concise.’s two pages. That was a decision
that I really wanted to be able to handle somebody one sheet of paper and have them
learn something and see something meaningful about our social media communication. The
second when I have here is you can download the template. We’ve got the link to a blog
post article which I know we are sharing to get the template. I also have a template in
other templates on my website that you can get to. Finally, just thinking about how you
can use Google analytics to get metrics information in addition to the metrics you are going to
be getting from the applications themselves or from other tools. Google analytics is just
a great platform to let you see how your social communications also impact what people are
doing on your website. It something else to keep in mind.
>>With that, I’m very happy to questions.>>Fantastic thank you so much Sarah please
feel free to type in your questions into the go to webinars panel on your right-hand side.
We arty have quite a few that come in. I love how you focus on how was consigned more to
death with them Arima metrics and you’re really trying to make it away accessible and attractive
summa stories how the growth over your Twitter followers and some of your other streams is
just great to see something that works so well. So let’s jump into these questions.
We have a question from Randy who asked do you have a designer help you create these
templates quick>>Yes we are very fortunate to have a designer
who helps with these templates and also some a templates that I’ve shared. There’s one
that’s kind of a two page 1 on the web metrics report. I will basically go through and crunch
all the numbers and think about what are the most critical information and how can I sort
of structure it and kind of get the layout going. He will then take it to the next level
and make it look awesome and making a PowerPoint so everybody can go and and see it. We are
very fortunate to have him help with this.>>Psalmody questions coming in. Question
from Scott. He says it’s interesting that Google only provides with a small sampling
of the total traffic. He asked if we can always get 100% of the data is the data were getting
always 100% accurate quick>>Scott, that’s a really good question. Google
does when you are looking at especially a lot of data you’re looking at over a whole
year there goes the sampling is can also happen. You can read on Google analytics a lot of
information about the sampling methods and how they do it it seems to be pretty robust
if you pick different time periods. You see the trends really consistently. The numbers
may be a little slightly off. But if you’re looking for those bigger trends if your number
is one or two off I really think that’s okay. We also I should say we use the free version
of Google analytics where allege branch agency and so we don’t participate in depth for the
federal executive branch agency. I do believe with gap it is a premium version of Google
analytics and so the sampling rate kicks in at a higher threshold. You’ll see less of
an issue for folks who are on gap and if the using the free version but overall I haven’t
found it to be problematic.>>Thinks. Question from Scott who asked about
differentiating between traffic when you’re using hashtags. Give an example the University
[ Indiscernible ] for the hyperlink what about the #was bombarded with negative questions
that was obviously not what they intended. So how do you kind up determined what’s useful
traffic that comes from that click>>That is a good question. In general, you
can look for how much traffic might have been coming in from social media to your site with
campaign. You will be able to see if your — the traffic that’s coming back. Google
isn’t really a tool that’s going to help you monitor trends people talk about a #just on
twitter for example so then someone is having a whole conversation on Twitter using this
one #and you’re not using that in some way like a campaign CB driving traffic back to
site with the link then Google is not capturing data on that. With that, you would have to
rely on some of the other tools and your toolkit to get a sense of how much traffic is coming
in from that and if you’re getting a lot of questions what was your response among those
questions and the types of things. It is really important to think about what you can using
Google analytics and how it doesn’t go with the other tools that you do have a toolkit
for measuring other aspects of social media metrics.
>>Got it. Question from [ Indiscernible ] you touch on that skin little bit more detail
on how do we make Google analytics run on.gov sites quick
>>Google analytics has terms of service for the government and it’s a pretty simple installation
if you are doing the free version. It’s a little bit of tracking code which you would
put with the header or the footer of your website so you probably want to check first
you will have to work with somebody in your IT shop to actually put the code on your site
and you might just want to check with your public affairs shop or legal wherever you
would need to discuss the decision with them about choosing to implement Google analytics.
If you are wanting to sign on for the digital analytics program which is for federal executive
ranch agency, then you can email [email protected] I believe it’s a right email address. There
really responsive and will get back to you about some of the specifics with joining I
also have a training manual that I put out with GSA on Google analytics for government
which discusses not only implementation of Google analytics but also a lot of the mechanics
about what it does and key terms and how you can use it. That is available also on the
digital gap.gov site or on my website you can download it free. You can read about Google
analytics your hearts content in their. That tops also more about the installation side
of things.>>Thank you. Quite a few people are asking
about links the template we will send that out in the email that’s going to come up soon.
One question was if the template itself was accessible flex –?
>>It was built in PowerPoint so if you were converting this to a PDF and then posting
it on a website and you want to make sure five away accessible is what I’m guessing
the question is asking you really want to work with your IT shop to make sure that it
set up for that.>>Okay. We got to questions about [ Indiscernible
] one is Margaret says we had problems with clear string parameters and recognizable when
you’re [ Indiscernible ] how does that work?>>We don’t use bit.ly. It’s good feedback
to know. I usually try to mention the ones I know through other teaching programs that
people have done this and it works for them. That may be that this doesn’t work very well
with bit.ly worst-case you could use a different URL short virtual or you can decide not to
shorten the link you can still capture this kind of information. I’d also double check
the parameter and make sure that you got things in the right order and that people are using
the naming conventions consistently trying to avoid hashtags like I mentioned. And make
sure you have spaces between any of the words. Just some other troubleshooting things that
you can chat on the URL itself.>>Got it. Had a question from that age [ Indiscernible
] the asked what other social mood mobile media management does attract lexeme about
the great question. We use one of the pay tools that we use is measures boys which it
does — sort of like — but the pricing structure is pretty different. Both are on the GSA schedule
in terms of service. What I like about measured voice is you can write your content in it.
It does also give you a more unique set of metrics but I really like — that I really
like. The plan leveled that we have for its about one — couple thousand dollars in your
you can have unlimited number of users on the account and you can give them different
access levels. For us to be able to do our plug-in program where we are coordinating
people on 14 different theme throughout our organization each of them have people who
can be a measured voice and contribute and write tweets and then we have our staff will
approve the tweets. We really need a tool that made sense for I a lot of people could
be on it. What I like about the metrics you saw a couple places where we talked about
breach for example. Especially with twitter measured voice will automatically calculate
the number of your followers the solitary and that if it was retweeted it will add on
all of their unique followers so you can see what the total number of the potential reach
was at any given suite and you can sort private information like incentive for a year and
easily see which three tweets had the highest reach of just a few clicks of a button. Similar
for engagement that has a information. One of the page — one other metrics but it works
for twitter, LinkedIn, Facebook, Flickr, and I want to say tumbler as well so posting almost
conference that it will give you a very comparable set of metrics that you can use across — we
use measures boys were you can Google analytics and then we will use the native analytics
we get in any of the platforms so analytics that twitter.com or LinkedIn insights and
those are great complement so I can really especially with Facebook sites for example
type really deeply into metrics unopposed or on our page I get more information.
>>Thanks, Sarah I know people are always adjusted what tools actually use and — going
in the TOS and terms of service and the schedule.>>We had done a pass weapon are other different
person from GAL about measured voice with digital go before. I’m sure that’s archive
somewhere if some people wanted more information about that there’s another webinar on that.
>>Angora digital gap.gov.>>Including email and the links to the presentation
in case looking for that and it’s right there for you.
>>Question from Stephen Lewis. I was wondering what we do usability testing GSA can you do
the test MNU to the data in your report [ Indiscernible ] we had to present the report the FAQ get
people to take it seriously and take any action based upon the. I wanted to know if the report
channel that you are talking about now have you had a chance to present that [ Indiscernible
] and how was it [ Indiscernible ]>>We have actually shortly after we put now
we did a presentation just on this information to all of our MCS Senior executive service
members in the entire organization and our whole executive committee. So right away we
were able to use this to give a presentation to all of our senior level management. I’ve
also used it in other presentations with people throughout our organization and then we do
an internal training that’s available on communicating effectively on social media. Will use this
as well for some of the handout. We had a lot of opportunities to present this information
a lot of positive feedback on it and I’ve — especially it expect a whole year and you
can just really see the growth and the change in the success of some of the things that
you work so hard on is just really nice way to feature that information. It has resonated
well with folks and then really great and encouraging more involvement for people are
getting more buy-in and raising awareness of why we do all of this communication and
the impact that it has.>>Thank you. Another question from Carol
who asked a question about an organization that has essential and shipping offices. The
regional offices. He’s an original one he’s wondering how he can [ Indiscernible ] with
the central office who is giving those metrics and what’s the way that he can find I guess
some of information about his local sites or way and working between if you have a triangle
and the nationals of the top your those lower levels.
>>And kind of depends. If there is for example Google analytics running on all of these sites
or if it’s just running on the main site or if they set it up so that agencies have slightly
modified tracking codes you can get in and look at just the information I would ask whoever
it is that is running the Google analytics and who is in charge of it the main organization
and you can even say specifically I am looking for XYZ data points could you provide them
for me or could you give me access so that I can get in and get the data myself. With
Google analytics you can grant a lot of different levels of access the lowest level would be
read and analyze. With that, you can change any settings to get Google and Alexi you just
want to be able to look in and look at your data having to read and analyze permission
in most cases I would imagine would be fine. You’re asking for that permission single women
look at yourself or saying I need these pieces of information can you please provide them
to me pick a single kind of response you get.>>Relationships. We still have a few questions.
You touch on this little bit. Suzanne Johnson said she’s new to Google analytics what courses
you recommend for hands-on experience and she has when writing a report using HTML or
spreadsheet layout would you say and gauge user use the definition quirks
>>Let me take the first part of. For the first part on where you can take classes I
would say if you just want to start off getting some basic information and a free level you
can Google analytics itself has some different videos you can watch a different features
which when I got started with Google and Alexei to watch every video they had to learn what
I could I mention also I’ve got a training manual available that covers pretty extensively
most of the features in Google analytics and that’s a great way — place to start or use
as a reference material. This is also the fourth webinar that I’ve done with GSA talking
about Google analytics. All of those are available and they all focus in some way on how you
define key pieces of information and report on it and I do believe at least one of him
touches on the 10 common baseline performance metrics under Daft and how you would get in
and find the information and presented. So this past presentations are available as well.
Then if you are looking for even more training Google analytics does have certified training
partners that you can go and you can take beginning course for intermediate course or
[ Indiscernible ] course and those are really great as well. I have taught before with Luda
metrics which is one of the ones that offers classes here in DC and I think they did a
nice job also tailoring what they do for government folks as well. So that’s another resource
John, what was the question quite>>That’s okay just want to make sure we get
to some of the other ones.>>Your answer was fantastic. Christian asked
how often would you suggest for most social media analytics reports to be sent to a team
or how often do you send them to team quick>>That’s an excellent question. On where
to try not to give too long of an answer. On a basic level credit monitoring what’s
going on keeping an eye out for things and so every week in our office we have a person
who will prepare a week to review report with high-level metrics or if we cross any punch
marks like we were 8000 followers and the cross of 10,000 followers. Or something was
really popular got a lot of my comments and shares are what’s retweeted a lot taking stock
of sort of what was important over the past week and then I do a quarterly mostly metrics
report but I also will talk about how much all different channels grew over that time
and if one channel like a Flickr China recently we’ve crossed over 900,000 views we putting
a lot of images so it’s a really well lately so I would spell — spend more time featuring
it to go than I will do something more comprehensive and complete [ Indiscernible ] on the annual
basis for God had some people tell me they’re going to use as quarterly or monthly. It really
is what makes [ Indiscernible ] for you. As I mentioned, with custom report that you can
set up and you consent to email. I have several of those that I use that email at different
intervals. I have one that goes on to a few people on our reports that emails out once
a week. I have the one on our plug-in program that will email monthly before our big meeting.
I have another one on a section of our website that we look at that we will email out quarterly.
Those just coincide with when the groups meet how often they need the information so you
can use different features going to date as much as you need it or you can set up custom
reports and have an email to you at intervals that make sense.
>>Great answer. We are almost out of time. We have maybe time for one or two questions.
When you create query parameters how does Google analytics no to recognize as a campaign
quick>>So because we are using labels that Google
analytics automatically wreck nice is that how it will know it to track as a campaign.
Set of me making up something like? my name=are that search for it I am using standard
Google analytics label so from medium stores and campaign and if you use [ Indiscernible
] convention than Google is quencher recognize what you are doing and is going to automatically
pull that data into reports about campaigns for you.
>>Got it. Last question from Michelle asked to do you ever see any discrepancies between
Google analytics in the data that you see in your other social media tools particular
related to referrals?>>I would say not really if you are using
this and you’re using the campaign tracking then Google analytics is going to capture
that data for you. We don’t use is on everything so there’s other messages we send out and
they’re not part of a campaign. We really need to track them like when we talk about
testimonies that Geo is doing or some other messages then I might not be tracking those
links there and I would rely more on the other tools to see how much the links were clicked.
If I’m using the campaign tracking information and using it for campaign then Google is going
to my best bet I would think to get the information. I haven’t seen any discrepancies.
>>I’m happy to hear that.>>It could have been especially if you are
running into sampling for example. That could be one reason that could happen. So I would
say really monitoring see what you think is going on if it may be a family issue or maybe
you weren’t using the tracking link so you just room rolling up your other source or
vice versa.>>Thank you, Sarah. Unfortunate, we are all
out of time. I want to give a huge bank for Sarah for helping out today. We will send
out a lot of resources that she mention an email that is coming out shortly about what
the survey. Sara, thank you very much.>>Thanks so much for having me and thank
you so much for your question survey.>>Goodbye, everyone. [ Event Concluded ]

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