Analysing Social Media

• Computing
• Further Education (Key Stage 5)

Analysing Social Media Usage and Interaction

Unit 3 Using Social Media in Business

Today's Learning Objectives:

1. Define the key metrics used to analyse social media usage
2. Identify patterns and trends in social media interactions
3. Examine data to make informed decisions for business strategies

Define the key metrics used to analyse social media usage

Research the term "Engagement Rate" and give a description below.

Engagement Rate

This measures how much your audience interacts with your content. It includes actions like likes, comments, shares, and clicks. A high engagement rate indicates that your content resonates well with your audience.

Research the term "Reach" and give a description below.

Reach

This refers to the number of unique individuals who have seen your content. It's a measure of how many people your content has been exposed to.

Research the term "Impressions" and give a description below.

Impressions

This is the total number of times your content is displayed, regardless of whether it was clicked or not. Impressions can be higher than reach because the same person can see your content multiple times.

Research the term "Conversion Rate" and give a description below.

Conversion Rate

This is the percentage of users who take a desired action after engaging with your content, such as making a purchase, signing up for a newsletter, or filling out a form.

Metric Definitions

• Engagement Rate: This measures how much your audience interacts with your content. It includes actions like likes, comments, shares, and clicks. A high engagement rate indicates that your content resonates well with your audience.
• Reach: This refers to the number of unique individuals who have seen your content. It's a measure of how many people your content has been exposed to.
• Impressions: This is the total number of times your content is displayed, regardless of whether it was clicked or not. Impressions can be higher than reach because the same person can see your content multiple times.
• Conversion Rate: This is the percentage of users who take a desired action after engaging with your content, such as making a purchase, signing up for a newsletter, or filling out a form. It’s a key metric for measuring the effectiveness of your marketing efforts.

Identify patterns and trends in social media interactions

Class Task

• You will be put into pairs.
• Then you will be given a dataset on a local businesses social media pages.

• In your pairs look at the different social media posts and look for patterns or trends.
• Look at the different types of content the business posts and see what interaction it gets from their followers.
• You will then share your findings with the class.

Four Corners

You will be presented with a series of questions on the screen.

There are 4 possible answers for each question.

Remember:

• Engagement Rate: interaction from the audience
• Reach: unique individuals who have seen the content
• Impressions: number of times your content is displayed
• Conversion Rate: percentage of users that take action after seeing content

Which metric measures the total number of times your content is displayed, regardless of whether it was clicked or not?

1. Impressions
2. Conversion Rate
3. Engagement Rate
4. Reach

Which metric measures how much your audience interacts with your content, including likes, comments, shares, and clicks?

1. Impressions
2. Conversion Rate
3. Engagement Rate
4. Reach

Which metric refers to the number of unique individuals who have seen your content?

1. Impressions
2. Conversion Rate
3. Engagement Rate
4. Reach

Which metric can be higher than reach because the same person can see your content multiple times?

1. Impressions
2. Conversion Rate
3. Engagement Rate
4. Reach

Which metric refers to the percentage of users who take a desired action after engaging with your content?

1. Impressions
2. Conversion Rate
3. Engagement Rate
4. Reach

Examine data to make informed decisions for business strategies

Example Strategies

• Posting more content at times when engagement is highest.

• Creating more of the type of content that has the highest reach.

• Targeting ads to demographics that show the most engagement.

Class Task

• In your pairs again.
• Look at the patterns and trends you identified for the business.
• Discuss what strategies or methods the business could use going forward to help boost their social media.

Enter your ideas here.

Example strategies could include:

• Posting more content at times when engagement is highest.
• Creating more of the type of content that has the highest reach.
• Targeting ads to demographics that show the most engagement.

Coca-Cola's "Share a Coke" campaign used data analysis to print popular names on bottles, personalising the experience and boosting sales and social media interactions.

Airbnb's "We are Here" campaign used data analysis to identify trending travel destinations and experiences, creating content that showcased unique stays and local experiences, which boosted engagement and bookings.

Today's Learning Objectives:

1. Define the key metrics used to analyse social media usage
2. Identify patterns and trends in social media interactions
3. Examine data to make informed decisions for business strategies

What was one thing you learn't from today's lesson?

What was one thing you found challenging from today's lesson?