Social Media Analytics

Social Media Analytics w Sprout Social

• Group Report
• Engagement Report
• Team Report
• Facebook Ads and Pages Report
• Twitter Profiles Report
• Trends Report
• Twitter Comparison
• Google Analytics Report
• Sent Messages Report
• Report Customization & Branding

Group Report

The Group Report provides a high level overview and aggregated analytics that showcase your group’s overall social performance and health. View Facebook, Twitter, and Google Analytics data that is customizable and exportable by date range and profile.

 

Group Stats

New Twitter Followers: The total number of Twitter followers that you received during the reporting time period (does not take into account unfollows).

New Facebook Fans: The number of new Facebook users that have liked your Page during the specified date range.

Incoming Messages: The number of @replies, @mentions, quoted retweets, Twitter DMs, and Facebook stories created for the specified date range.

Sent messages: Includes number of tweets sent and Facebook posts published (Twitter DM’s and Facebook comments are excluded)

Interactions: The number of Twitter mentions, Retweets and Facebook stories created for the profiles connected to this Group.

Unique Users: The number of people who interacted with the Twitter profiles or Facebook Pages in this Group.

Impressions: Combined number of potential users that saw any content associated with the Twitter & Facebook profiles connected to this Group.

Twitter Stats

Follower Demographics

By Age Range: We use a mix of 3rd party tools to connect the dots between a Twitter user and their age range.
By Gender: Gender breakdowns are calculated using a name-based algorithm applied to your Twitter following.

Twitter Stats

New Followers: The total number of new followers over the specified date range of your report.

Link Clicks: The number of clicks on your bit.ly link or links that were shortened with Sprout Social’s link shortener. Please note: We cannot track links that were shortened with other tools.

Mentions: @replies or @mentions of the Twitter profiles connected to this group over the duration of the report.

Retweets: The number of times you were retweeted (native retweets + quoted retweets) during the specified date range.

Outbound Tweet Content

Plain Text: Tweets sent during the specified date range that did not include a link or a photo.

Links to Pages: Tweets sent during the specified date range that included your own bit.ly link or links that were shortened with Sprout Social’s link shortener. Please note: We cannot track links that were shortened with other tools.

Photo Links: Tweets sent during the specified date range that have photos uploaded from Sprout Social.

 

Facebook Stats

New Fans: The number of new Facebook users that have liked your Page over the duration of your report.

‘Unliked’ Your Page The number of Facebook Ads users that have unliked your Page over the duration of your report.

Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with your Page in their News Feed or Ticker or by visits to your Page directly.

Users: The number of unique users (fans or non fans) that have seen an any content associated with your page.

Impressions Breakdown

Fan: The number of impressions generated by the people that have liked your page.

User Post: The number of impressions generated from user posts to your wall.

Page Post: The number of impressions generated from likes, shares, and comments on your page posts.

Mention: The number of impressions generated by people who have tagged your Facebook page in a post or comment.

Organic: The number of times any content from your Page is displayed in the News Feeds or Ticker of Facebook users in addition to direct visits to your Page.

Viral: The number of impressions generated from a story published about your Page (aka from a Page Post, User Post, Mention or Fan as described under Impression Breakdown).

Paid: The number of impressions generated from a Sponsored Story or Ad pointing to your Page.

Impressions by Day: We calculate how a page’s impressions distribute across days of the week. When you hover over each bar, we also include the total and average impression count for that day.

Impressions by Age & Gender: Impressions of your Facebook Page broken out by age and gender demographics. Note: Hover over the bars to see the number of impressions generated by that group over the duration of your report.

Impressions by Location: Impressions of your Facebook Page broken down by city and by country.

 

Google Analytics

Web Traffic: The number of visits to your site during the selected time period as reported by Google.

Social Traffic: The top referral sites where people are clicking on a link to your website.

Twitter Posts: The number of tweets that contain a full or shortened link to your website. These tweets are displayed in the “All Post” filter, sorted by accounts with the highest follower count.

Web Mentions: Any articles or blogs we have found online that contain a link to your site.

Top Social Referrers: The top three tweets (ordered by number of followers of the account) that mentioned your URL.

For more information on Google Analytics, Retargeting/Remarketing or to get Google Adwords Help read our Google Adwords Guides.

 

Engagement Report

Take your social engagement to the next level by using the Engagement Report. This report helps you measure team engagement efforts happening around messaging in the Smart Inbox. Analyze your response metrics to better understand and gauge your responsiveness to messages that likely warrant a response from your brand. Customize the Engagement Report to view the engagement for a specific social channel over a certain time period.

Note: The Engagement Report is available with Premium plans and above.

1. Sprout Social calculates your Percentile Ranking by comparing your Response Rate and Response Time metrics for the selected period against the latest data that we have on profiles similar to yours. This provides your business with a relative estimate of how well you respond to messages compared to other brands with a similar number of Estimated Inbound messages.
2. Sprout looks for words like who, what, when, where, why, and other “question” indicators to identify which messages appear to warrant a response—your Estimated Inbound count. The Engagement Report also tracks Replies Sent to those messages to give you an indication of how responsive your team is.
3. Inbound vs. Repliesis the number of replies sent compared to the number of estimated inbound messages for the selected date range.
4. Average Daily Response Rates and Times are shown by day and overall for the selected date range.
5. The Time Distribution shows the percentages of messages responded to within specific time periods.
6. Response Rate and Time are also broken out by day of the week and by hour.

 

Note: In order for us to provide the average response rate for your incoming messages,all private messages (direct messages for Twitter, private messages for Facebook)must be responded to using the Sprout Social platform. If you respond to those types of messages outside of Sprout, they will not be accounted for in the Engagement Report. Responding to regular @mentions and wall posts in native Twitter and Facebook platforms does still count for the Engagement Report.

Team Report

Check out the Team Report to understand your team’s activity and performance around tasking and collaborative publishing.

Sprout provides publishing, response, and task metrics at the individual user/team member level for a customizable date range. This report can be exported in CSV format.

Publishing

The Publishing section includes team members within your group that are posting content and replying to messages. You’ll also get a snapshot of each team member’s daily average number of messages sent.

Note: Inactive users are not shown on the report.Sprout Tip

Reference the Non-Sprout data to see how many posts are happening outside of Sprout Social and hold your team accountable for using the application. For example, your team member may go directly to Facebook to create a post, which doesn’t allow Sprout to attribute the post to a specific user.

Tasks

The Task section of the Team Report shows the number of items assigned and completed by team member and surfaces other performance metrics generated during the lifecycle of a task.

1. Report Date Ranges:The Task Report provides metrics for tasks assigned for all the profiles you have setup in all of your groups. The metrics are based on tasks that were assigned within the reporting date range.
2. Assigned:Number of tasks assigned to a team member within the selected date range. Reassigned tasks increase the task count.
3. Completed Tasks:Number of tasks assigned to a team member within the selected date range that are now listed as complete. Reassigning a task to another user counts as completing the task for this report.
4. First Touch:The amount of time between when a task is assigned and when a reply is sent to the tasked message. The reply must occur after the task is assigned to be tracked in this report.
5. Active Task Time:The cumulative time that a task is open. This metric gives insight into how long a task remains open when it is assigned.
6. Task Resolution:The elapsed time between when a task is first assigned to a user to the final time it is marked as complete. This metric tracks total resolution time from first open to final close.
7. Completion Ratio:The ratio of assigned tasks within the reporting time range that are now marked completed.

Facebook Pages Report

Sprout’s Facebook Page Report helps you understand your audience and how they interact with your content. Use this information to analyze your audience and build a publishing and engagement strategy that speaks to your brand’s demographics and drives performance.

1. Select a profile from the dropdown to display analytics for that specific Facebook page.
2. Customize the report date range on the top navigation bar. Export Data in PDF or CSV format.

Note: Facebook Insights provides page level data with a 48-72 hour delay and can only provide data for pages with 30+ fans.

3. Page level data at the top of the report includes

• Total Likes
• People Talking About This
• New Fans
• ‘Unliked’ Your Page

 

Page Impressions

Impressions & Unique Users

Impressions represents the total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with your Page in their News Feed or Ticker or by visits to your Page directly.

Users: The number of unique users (fans or non fans) that have seen an any content associated with your page (generated an impression).

 

5.  Impression Breakdown

View Facebook impression data broken down by type of impression.

Fan: The number of impressions generated by the people that have liked your page.

User Post: The number of impressions generated from user posts to your wall.

Page Post: The number of impressions generated from likes, shares, and comments on your Page posts.

Mention: The number of impressions generated by people who have tagged your Facebook page in a post or comment.

Organic: The number of times your posts were seen in News Feeds or Tickers or on visits to your Page. These impressions can be Fans or non-Fans.

Viral: The number of impressions generated from a story published about your Page (aka from a Page Post, User Post, Mention or Fan as described under Impression Breakdown).

Paid: The number of impressions generated from a Sponsored Story or Ad pointing to your Page.

Note: Facebook provides many different impression types to help businesses understand how people are potentially viewing their content. Some of the types include or are an aggregate of several other types.

For example: Viral impressions include: Page Post, User Post, Mention or Fan generated impressions.

7. Impressions by Day

Scroll over each day to view both the total and average page impressions for that day.

8. Impressions By Age & Gender

View a breakdown of age and gender of Facebook users (fans and non fans) that could have potentially seen content associated with your Page in their News Feed or Ticker or by visiting your Page directly. This is based on the data that people enter in their Facebook profile.

9. Impressions By Location

Unique Impressions of your Facebook Page broken down by city and by country.

Note: This demographic data is for people creating impressions rather than your fan base.

 

Sharing

10. Stories

Stories Created: A story on Facebook is created when a user likes your Page, posts to your Page’s Wall, answers a Question you posted, RSVP’s to one of your events, mentions your Page, phototags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts.

Users: The number of people that created stories about your page over the duration of your report.

11. Share Type

This chart shows the ways in which users are creating stories about your Page over the duration of your report.

Fan: The number of people that have liked your page.

Page Post: The number of people that have commented on a page post.

User Post: The number of people who have posted to your wall.

Mention: The number of people who have tagged your Facebook page in a post or comment.

 

12. Sharing By Day of Week

We calculate a page’s by day totals and averages, which are available on hover.

13. Sharing By Age & Gender

The age and gender of the people sharing your posts.

14. Shares By Location

The number of People ‘Talking About the Page’ (see definition below) by user country and by user language.

Note: There must be 30 sharing interactions per day on your page for Facebook to provide Sprout Social with Age, Gender, and Location demographics. This demographic data is for people creating stories rather than your fan base.

 

Your Content

15. By Story Type

A breakdown of your content by type: Photo, Link, Status, or Video.

16. Content Performance

Total

Total Reach: The sum of each post’s reach

Total People Talking About This: The sum of each post’s “talking about this” number

Total Engagement %: Add each post’s engaged number / Total Reach * 100

Average Per Post

Average Reach: Total Reach / Number Of Posts

Average People Talking About This: Total People Talking About This / Number Of Posts

Average Engagement %: Add each post’s engaged percentage / Number Of Posts * 100

 

17. Content Breakdown

Date: The date that your post was published.

Reach: The number of unique people who saw any content about that post. This will include both fans and nonfans.

Engaged Users: The number of people who clicked anywhere in your post without generating a story plus the number of unique people who created a story about your Page post.

Note: Facebook calculates engaged users as those who have clicked on or around the post. Our numbers generally appear higher because we add on the number of people talking about the post (liking, sharing, commenting).

Talking About This: The number of people who have created a story from this post. Stories are created when someone likes, comments on or shares your post, answers a question you posted or responds to an event.

Likes: The number of people who liked this post.

Comments: The number of people that commented on your post.

Shares: The number of people that shared your post.

Engagement: Engagement is a ratio of engaged users to reach. As an example, a post with 4 engaged users and 173 reach should yield 2.31% engagement.

Note: In the Sent Messages CSV report for Facebook, “negative feedback” refers to the number of times a post was hidden, marked as spam, or your page was unfollowed after posting certain content. The negative feedback number represents the total number of any of those actions that have been taken for each post.

Twitter Profiles Report

Sprout’s Twitter Profiles Report helps you understand your audience and how they interact with your content. Use this information to analyze your audience and build a publishing and engagement strategy that speaks to your brand’s demographics and drives performance.

1. General Stats

Total Followers: The total number of Twitter followers on your account to date.

Connections Made: The NET number of new people you have connected with on Twitter over the duration of your report (Your new followers less any unfollows plus the number of contacts you have started following).

New Followers: The total number of followers you have received in the given time period (does not include the number of unfollows).

You Followed: The number of people you follow at the beginning of the report subtracted from the number of people you followed on the last day of your report.

Messages Received: This includes @mentions sent to your account and DMs Received.

Messages Sent: This number includes Twitter @mentions and @replies sent (DM’s are excluded).

 

Key Indicators

2. My Social Scores

Engagement: Your engagement score indicates how well you are communicating with your audience. We use an algorithm measuring the number of @replies or @mentions you’ve sent in relation to status updates (basically a percentage of @replies out of all of your sent tweets). This helps to see the conversation you are having with your Twitter followers.

Influence: This score is an indicator of your growth and interest level among your audience. These numbers are commonly low but increasing them over time will result in greater brand awareness and enthusiasm for your business.

3. Tweeting Behavior

Conversation vs Updates: Tweets that are tracked as a “conversation” are ones you send as an @reply to another Twitter handle, whereas “updates” are tweets that you send out to your entire audience.

New Contacts vs Existing: When you send a reply to a Twitter user for the first time we count that as a new contact. Existing contacts are Twitter users that you have previously engaged with that you you have contacted again during your specified date range.

 

Follower Demographics

Learn more about your audience to shape your messaging & campaigns.

4. By Age Range: We use a mix of 3rd party tools to connect the dots between a Twitter user and their age range.
5. By Gender: Gender breakdowns are calculated using a name-based algorithm applied to your Twitter following.

 

Publishing

Measure the performance of your outbound content.

6. Daily Engagement

Mentions: The number of times your handle was mentioned over the date range of your report.

Retweets: The number of times you were retweeted over the date range of your report.

7. Outbound Tweet Content

Plain Text: Tweets that you sent out that did not include a link or a photo during the specified date range.

Links to Pages: These are Tweets that have bit.ly links (other links do not count) during the specified date range.

Photo Links: The number of tweets that contain a ‘pic.twitter.com’ link.

Retweets: The number of times you were retweeted during the specified date range.

Trends Report

The Twitter Trends Report shows the hashtags & topics that are trending across the mentions and replies for your connected profile(s). It also shows the people and brands that are most frequently talking about and mentioned with your business.

Note: Retweets mentioning your handle are NOT calculated in this report, only @mentions and replies.

1. Select a profile from the dropdown to display analytics for that specific Twitter handle.
2. Choose the date range for the report. Month to date and monthly reports are available for Trends.

Note: Month to date reports are updated daily and are current to the previous day. Monthly reports are generated on the first day of each subsequent month.

3. Topics Frequently Mentioned displays the topics and associated words mentioned with your Twitter handle. Scroll over a Topic to view the associated words and counts for each.

 

 

4. Hashtags Frequently Mentioned shows the hashtags and associated words mentioned with your Twitter handle. Scroll over a Hashtag to view the associated words and counts for each.
5. Click on a Topic or Hashtag to view all of the messages associated with the term.
6. Topics & Hashtags Frequently Mentioned, By Day

Choose from the different topics and hashtags mentioned with your handle to view the correlation of those terms in the graph.

7. People and Brands Frequently Talking About your Handle

View all of the people mentioning your handle on Twitter.

8. People and Brands Frequently Mentioned with your Handle

View all of the people or brands mentioned with your handle on Twitter.

 

Sprout Tip

Use the Trends report to successfully manage conversations around your brand on Twitter. Some examples of how to take advantage of this report:

• Monitor the topics for any product issues, and customize the chart to see how the topic has been mentioned throughout the month.
• View mentions with your brand and a hashtag that you created for a marketing campaign.
• See conversations around a new product that you released or an event you are hosting.
• Analyze topics and hashtags to gauge sentiment around your brand.
• Identify Brand Keywords to monitor in the Inbox based on trending topics or hashtags with your brand.
• View who you’re being mentioned with and identify new competitors to monitor in the Inbox.
• See the people talking about you the most on Twitter and potentially engage and build a relationship with them.

Note: Trends Report is available with Premium plans and above.

Twitter Comparison

See how you stack up against the competition with the Twitter Comparison Report.

1. Click the dropdown and+New Report to add a new report. Or, select an already existing comparison report from the dropdown.
2. Choose the date range for the report.
3. Exportthe comparison report data in PDF or CSV format.
4. Evaluate your engagement and influence scores to quickly gauge how well you’re interacting with your audience compared to the competition.

Engagement: Your engagement score indicates how well you are communicating with your audience. We use an algorithm measuring the number of @replies or @mentions you’ve sent in relation to status updates (basically a percentage of @replies out of all of your sent tweets). This helps to see the conversation you are having with your Twitter followers.

Influence: This score is an indicator of your growth and interest level among your audience. These numbers are commonly low but increasing them over time will result in greater brand awareness and enthusiasm for your business.

 

5. Followers Gained: View gained and total Follower counts for each Twitter handle over the selected time period for the report.
6. Mentions: View mentions for each Twitter handle over the selected time period for the report.
7. Deletethe current comparison report.

Google Analytics Report

General Stats

1. View the correlation between your increased website traffic and the number of times your site is included in a tweet or third party article and blog.

Drive Website Traffic: The number of visits to your site during that time period as reported by Google.

Twitter mentions: The number of tweets that contain a link (full or shortened) to your website. These tweets are displayed in the All Post filter, starting with the tweets from people with the highest number of followers.

Note: This is not including Twitter @mentions of your brand, but rather tweets with links to your site.

Articles and blogs: Any articles or blogs we have found online that contain a link to your site.

Note: Google Analytics data in Sprout Social will be available for the previous 30 days with a 24 hour delay. The Google Analytics report is available with Premium plans and above.

 

Social Traffic Sources

2. The top referral sites where people are clicking on a link to your website.

Others: Other relevant, social networks that link to your site such as LinkedIn, Foursquare, Gowalla, Digg, Stumbleupon, Delicious, Orkut etc.

Q&A sites: Sites such as Quora, Answers.com, Stack overflow and others like them.

 

Filters

3. All messages that reference your site, sorted by sender’s follower count.

All Posts: All tweets that have a link to your site (shortened or unshortened).

My Posts: Anything you send out from Twitter that includes your URL.

Web: News articles and blogs that mention your URL directly.

Note: If you can get web traffic to your website with recordable numbers and the Social Traffic Sources box on the lower right contains information, it means that your Google Analytics profile is connected properly. The space beneath the graph shows any tweets that contain a link to your website.

If you see the following message: “Sorry, it doesn’t appear we’ve got any data for you just yet. Check back soon”, that means that we have not yet found any tweets with a link to your website. If you start sending out tweets with that link, we should find those and show you them under the My Posts section. If anyone else sends a tweet with your URL, you will see those tweets in the All Posts section. And any articles and blogs that contain a link to your site will be listed under the Web section.