Now that you have great content that your users are sharing, it is time to have a look at how your employee advocacy program is doing, results wise! On the Analytics tab, you will find the Overview of your results. Find out how many posts you have created, and how many shares, clicks, reactions, reach and finally EEMV your employees generated.
Tip: Next to each statistic there is a "?" which you can click to get more information on the specific measurement.
- you can choose the desired time range which you want to analyze, by simply using the time range selector on the upper right corner of any Analytics page. Choosing a timeframe will also directly impact all the analytics export reports.
- In addition you can apply the following filters
Below the timeline is a section with key employee advocacy metrics. These metrics are:
- Posts: The number of posts published within the chosen time range.
- Shares: The number of times the posts are shared to social media via Smarp.
- Unique Clicks: When someone clicks a post link that has been shared to social media via Smarp. Clicks are measured and updated on Smarp in real time.
- Direct Clicks: The number of people who have clicked on a Direct Link generated in Smarp. For example, if a Direct Link is shared by an employee in his own WhatsApp application, the clicks on that link are grouped under Direct Clicks.
- Reach: The number of unique shares multiplied by, correspondingly, the number of users’ social media account's followers/friends/connections within selected date range.
- Reactions: The number of likes, comments and re-shares from employees’ networks. Reactions are not measured in real time. Unlike clicks, it can take up to 72 hours for our service to retrieve engagement statistics from social media.
- EEMV (Estimated Earned Media Value): Value of the clicks your posts have generated by multiplying the amount of clicks by the price of Cost-Per-click (CPC) advertising on the matching social media networks.
"User Engagement" gives you a summary of your user engagement level. The circle on the left shows you the total amount of users; while the one on the right the percentage of users who have been engaging with Smarp during the chosen time frame.
Networks Activity Breakdown
This section dissects the overall activities based on individual networks. You can see how many shares, clicks, reactions you have been able to generate in different networks. Two of the most important figures here are the Clicks / Share and Reactions / Share ratios, which will present how the content is perceived differently by the networks.
Network Activity Breakdown is a great way to benchmark network performance on a high level. Let's use Clicks / Share as an example: if your LinkedIn’s Clicks / Share ratio is much higher than other networks', you can make an assumption that your content shared to LinkedIn is something that works really well in the professional settings. If, for instance, the amount of shares to Facebook is much lower than in LinkedIn and Twitter, it might indicate that the content is too professional to be shared on Facebook, which is a relatively personal network.
Estimated Earned Media Value (EEMV)
The EEMV section will describe where your earned media value on Smarp comes from. The calculation here uses average, public Cost-Per-click (CPC) values reported by different networks. EEMV gives you an estimation the monetary value of traffic attributed to Smarp.
As an illustration, say you received 901 clicks from Facebook,
And the average CPC on Facebook is $0.58/click, the EEMV is then $0.58*901=$522.58.
In addition, you can tell from above that content has been shared 72 times to Facebook, hence, EEMV per share here is $522.58/72=$7.26.
Since the Cost-Per-click value may vary between different companies and countries, you can also calculate your Estimated Earned Media Value by using your own Cost-Per-click values.. Using the numbers above:
“My actual CPC value in Facebook is 0,80$. Through Smarp, we have generated 901 clicks when sharing to Facebook. My Earned Media Value from Smarp/Facebook is: $0,80 x 750 = $720.8”.
Potential ReachThis graph illustrated the number of unique shares multiplied by the number of users’ social media account's followers/friends/connections within selected date range. You can easily see that which networks gives you the biggest coverage / visibility. There are two factors that will affect the reach in different networks: the amount of shares to these networks and the size of your employees’ networks. Even if your employees have extensive networks on Facebook, but they don’t feel comfortable sharing company-related content there, the reach will not be as broad as you would thought.
It is also possible to Export Statistics from Smarp, if you like to crunch numbers or want to use the statistics for other purposes.. This is available in Posts and Users sections (but not in the Overview section).
The main difference between the Post analytics export and User analytics export is that the former is categorized based on post (i.e., each row entry is a post), whereas the latter on users (i.e., each column entry is a user).
Post analytics export
User analytics export
When you export the data to Excel (.csv), in order to make the data easier to approach, choose the first column of the sheet (column A). After this go to Data → Text to Columns → Choose “Delimited” and click Next → Choose “Comma” and click Finish. Now you have all the data in order for further modification.