How to measure and compare social media?

While monitoring owned social media channels on the one hand, it is also useful to watch competitors’ online performance.  Eventually there is a need to collect comparable datasets from various social media platforms and summarize the contents for further evaluation.

 

Network insights and metrics

Network insights provide ways to measure the structure as well as the volume of activity in social media, while network metrics are powerful key performance indicators (KPIs) to compare any two or more Twitter accounts (or Facebook fan pages).  The NodeXL Pro Excel-plugin imports social media datasets and automatically analyzes and visualizes the data using social network, content, sentiment and time series analysis.  The result is an overview of all the important aspects of a social media content collection.  A detailed content summary along with a social network map that reveal the key groups, people, and top content related to a search term.  A network view of social media reveals the clusters, groups, and neighborhoods present in content streams, highlighting the most frequent hashtags, URLs, words and word pairs embedded in messages in each area of the conversation.

Improve your social media strategy

NodeXL Pro helps to analyze content strategies of your competitors and apply the results to your own content development process.  Social media performance can be improved by applying network methods and insights.  Content can be created for different market segments identified by social network cluster analysis. Network analysis can also identify the most central influencers for any topic, guiding scare relationship resources to the most central voices.  Network insights can better target specialized marketing campaigns and recommend adjustments in content, timing and frequency of posts and tweets.