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#TC18 Sessions: Rock your Social Media Data with Tableau

My TC18 sessions in New Orleans: "Rock your Social Media Data with Tableau"
My TC18 sessions in New Orleans: “Rock your Social Media Data with Tableau”

Anyone can analyze basic social media data in a few steps. But once you’ve started diving into social analytics, how do you bring it to the next level? This session will cover strategies for scaling a social data program. You’ll learn skills such as how to directly connect to your social media data with a Web Data Connector, considerations for building scalable data sources, and tips for using metadata and calculations for more sophisticated analysis.

First session: Tues, 23 Oct,  12:30-1:30 (Location: MCCNO – L3 – 333)

Second session: Wed, 24 Oct, 10:15-11:15 (Location: MCCNO – L3 – 346)

Twitter Analysis #TC18 Dashboard featured as Tableau Public Viz of the Day
Twitter Analysis #TC18 Dashboard featured as Tableau Public Viz of the Day

Here are some key takeaways and links (i.e. additional resources) featured during my TC18 sessions to help you formulate your social media data program in order to build a stronger presence and retrieve powerful insights:

Prolog: Introducing data artist Noah

Step 1: Understand How to Succeed with Social Media

Apple has officially joined Instagram on 7th August 2017. This isn’t your average corporate account as the company doesn’t want to showcase its own products. Instead, Apple is going to share photos shot with an iPhone:

The Customer-Centric Data Strategy

Apple’s Instagram account is more an extension of the “Shot on iPhone” billboard ad campaign.

And there are plenty takeaways for every business:

  • Wrap your data around your customers, in order to create business value
  • Interact with your customer in a natural way
  • Understand your customer and customer behaviour better by analyzing social media data

Step 2: Define Your Social Objectives and KPIs

A previous record-holding tweet: In 2014, actor and talk show host Ellen DeGeneres took a selfie with a gaggle of celebrities while hosting the Oscars. That photo has 3.44 million retweets at the time of writing:

Social Objectives:

  • Define specific KPIs for social media platforms
  • KPI objectives need to be measurable
  • Metrics should be in line with the business goals

Step 3: Assemble Your KPIs

Brand Awareness and Reputation

Step 4: Connect Your Social Media with Tableau

Option 1 – Directly from the platform: Get data directly from Facebook, Twitter, YouTube, and more

Option 2 – Via web automation: Use a service like IFTTT to store data on Google Sheets

Option 3 – Via web data connector: Use Tableau’s web data connector, e.g. the Twitter Web Data Connector by Alex Ross (a.k.a. Tableau Junkie) -> http://bit.ly/tc18_twitter

Option 4 – Code your own solution: Use an API provided by the platform -> http://bit.ly/tc17_r_fetch

Option 5 – Via a third party platform: Get data from an integrated social media platform, such as Talkwalker -> http://bit.ly/tc17_talkwalker

Talkwalker - Via a Third Party Platform

Step 5: Apply some Tips to Level Up

Gather Historic Data

Step 6: Explore Social Media Listening

Social listening means that you look beyond your own content. E.g. Talkwalker offers AI for image recognition and ggregation for online/offline media: http://bit.ly/tc17_talkwalker

Step 7: Leverage Your Analytics Tool Chain

Use Your R and Python Skills

Demo/Tutorial: Let’s See this in Tableau!

How to analyse Social Media traffic with Google Analytics in Tableau (YouTube):

How to analyse Social Media data from Twitter in Tableau (YouTube):

Slide Set

The slides presented at Tableau Conference are also available on SlideShare.

Are you on Social Media?

Feel free to retweet/share:

[Update 25 Oct 2018]: Missed the sessions? Watch the recording online!