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)
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
@GamerGeekNews What insights did Noah find? 🤓
— Tableau Software (@tableau) October 18, 2018
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:
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:
If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/C9U5NOtGap
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
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
- Twitter Sentiment Analysis…
- …for Commerzbank, Deutsche Bahn, Deutsche Bank, Deutsche Telekom, Lufthansa and Sparkasse: http://bit.ly/tc17_sentiment
- …as indicator for Bitcoin performance: http://bit.ly/tc17_bitcoin
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
Step 5: Apply some Tips to Level Up
- Gather Historic Data: http://bit.ly/follower-stats
- It’s About Time: http://bit.ly/tc17_timeways
- Be Consistent
- Think About Your Words – Starting with a Call to Action (CtA) is always a good idea: http://bit.ly/tc17_cta
- Use Logical Calculations
- Design for Interactivity
- Use a Web Data Connector – Take advantage of our community: http://bit.ly/tc17_wdc
- Free Your Data: Share to decision maker, share with other people in your department or across.
- Don’t forget to localize your data:
- Spotfy example: http://bit.ly/tc17_spotify
- KPMG Automotive survey example: http://bit.ly/tc17_gaes
- Blend and Join Various Data Sources
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
- Leverage your Analytics tool chain…
- …with Tableau’s R integration: http://bit.ly/tc17_r
- …with Tableau’s Python integration: http://bit.ly/tc17_python
- Apply Text Mining: http://bit.ly/tc17_textm
- Parse messages with Regex: http://bit.ly/tc17_regex_extr
- Use your R and Python skills: http://bit.ly/tc17_r_unshort
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:
Are you interested in Social Media Analytics? Start tweeting #TC18 and join my "Rock your social media data with Tableau" sessions in New Orleans! @tableaupublic @tableau #data https://t.co/hifknvaRjO pic.twitter.com/sFDDOTmSsQ
— Alexander Loth (@xlth) October 17, 2018
[Update 25 Oct 2018]: Missed the sessions? Watch the recording online!
