Socialbakers Analytics

User Guide
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Getting Started 3
Multiplatform Dashboard 3
Pages/Profiles/Channels Overview 5
Comparative Analytics & Benchmarking 13
Visualization of data 20
Analyzing Facebook 21
Facebook Insights 32
Analyzing Twitter 45
Analyzing YouTube 53
Analyzing VK 57
Analyzing Instagram 60
Content Newsfeed 67
Reporting 71
Settings section 73
Numbers & Time 74
General settings 75
User Rights Management 77
LinkedIN and G+ 81
Social Visits 82

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Getting Started
Welcome to Socialbakers Analytics!

Log in at http://analytics.socialbakers.com/ via your Facebook Profile, Twitter profile or email address and
password and let’s get started!

Activate all three ways of logging in by going to Settings and picking Users, and then selecting a particular
user profile.

Then click on Manage Your Socialbakers Account and connect your Facebook Profile, Twitter Profile or email
address.

Multiplatform Dashboard
The first thing you will see when you log in will be the multiplatform dashboard. Here you can see how the social
media performance of your monitored Pages is evolving on each platform in a single cross-platform view.
You can see what’s going on with KPIs, like best post types, top performing posts on Facebook, along with
the evolution of interactions, fan bases, fan posts and questions and average response times and rates
– all at the same time and across all platforms.

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1 Standard and Labeled view

Using the standard view, you can look at the summary metrics across platforms for all of your monitored pages,
profiles and channels, or for the pages with a label only. Having two views gives you the option between looking
at the general picture, or at a targeted, important subgroup of your choice!

2 Set the time range

for which you’d like to see data at the top of the page.

3 Export
To get the data in a report (either PDF, PNG or XLS), click the export button at the top of the page. You can also
set up the platform to send you automated reports periodically.

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Pages / Profiles / Channels Overview

The navigation bar on the left hand side lists all of the platforms which are covered in Socialbakers Analytics.
Click on any one to get to the Pages / Profiles / Channels Overview – an overview of the monitored pages
for a particular social media platform and the basic metrics for the Pages you monitor.

1 Adding a New Page

2 Delete Pages
3 Customize the Metrics
4 Organize the Pages with Labels
5 Select between Standard and Labeled views
6 Set the Time Range
7 Compare the Pages
8 Sort and order the Pages by particular metrics
9 Search

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1 Adding a New Page

To monitor new Pages, simply click the green button at the top of the page.

To add a Page simply paste the URL or type in the name of a social media profile (1). While you are
typing in the name, our intelligent auto-complete function will recommend a list of matching Pages.
For all suggested Pages, you’ll see the number of the profile’s fans, subscribers, or followers.

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1 2

You can add multiple Pages at once also by pasting their URLs from the clipboard and you can set
a default timezone (2).

You can also add Pages by simply importing the profiles that you have bookmarked on socialbakers.com
(3) and see all of the profiles which you administer and that are linked to the Facebook account, under
which you are logged in (4).

While adding a Page you can also apply labels and set the timezone for Facebook Pages (5).
You can easily delete a page you added by mistake (6).

To finally confirm the selection of Pages that you want to add, click the ‘Add’ button (7).

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2 Delete Pages
Delete your Pages by simply selecting one or more profiles and clicking on Delete button. Contact your
Account owner or our Support at [email protected] and request more Delete credits

3 Customize the metrics

The Pages will be displayed with tab sets of metrics. These are basically groupings of four metrics which
are shown together. You can select the order and which metrics are grouped together by clicking the
button at the end of the metrics line.

Once you click on this button,

the next menu will appear.

Here you can choose which metrics are grouped into tab sets and and the order in which the tab sets are in.
You can choose from Socialbakers and Facebook Insights metrics at the right hand side of the menu.
To be able to add Facebook Insights metrics please make sure to activate Facebook Insights integration
for the pages you administer.

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4 Organize the Pages with Labels

Socialbakers has a custom labelling system that allows users to tag the monitored pages using your
own labels. You can create any label you want – “Airlines”, “Auto Manufacturers”, “Restaurant Chains”,
etc. – and then choose any Page you’d like the label to apply to.

Go to the Pages Overview, select the Page you’d like a label to apply to, and click on Label at the top
of the page.

What’ s the value?

This allows you not only to better organize the Pages you monitor but also to create micro segments
of monitored Pages, for example for specific competitors, whom you can group by location, industry,
product category or for your own Pages.

This feature is helpful:

a) when filtering data in the multiplatform dashboard and the platform specific dashboards.

b) or in benchmarking, as the 1:1 benchmarking possibilities include Page to Label, Benchmark to Label
and Label to Label comparisons. In the multi-comparisons you can also compare up to 10 custom labels.
Using custom labels gives you the power to make competitive analysis with targeted groups of your
competitors. This way the analyses are tailored maximally to your needs.

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5 Select between Standard and Labeled view

Here you can either view all the Pages, Profiles or Channels you monitor or you can select to view only
the Pages with certain labels you have created.

Click on the Filter By button at the top of the page. The drop down menu will show you the Labels which
you’ve already created. Click on the Label by which you would like to filter and and then the Apply button.

Labeled view

Use the labelled view to see the data and groups of Pages by particular Labels you’ve created.

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6 Review your labels

See the list of your labels with number of pages, channels and profiles using the particular label. Convert
any of your labels to Global and benefit from this label being visible to your colleagues.

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7 Setting the Time Range

You can set the time range for which you see data within Socialbakers Analytics in every section.
Click on the drop down menu at the top of the page to pick a suggested range, like here:

Click on custom time range to choose your own range.

You can set the custom time range or see data for the last 7, 30 and 90 days. The history of data depends
on your purchased package: it can be either 30 or 90 days. If you would like to access historical data
beyond 90 days, please contact us at [email protected] and provide your data request.

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8 Compare the Pages

Select two or more Pages, Profiles or Channels and then click the Compare button at the top
navigation menu.

9 Sort and order the Pages by particular metrics

You can sort your pages by the desired metric. All you need to do is to click on the Sort by button,
select the metric of your choice and choose between the ascending or descending order.

10 Search
Search the pages by typing their name in the Search box at the top of your Dashboard.

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Comparative Analytics & Benchmarking

Why is it important?
To fully understand your social media metrics it is essential to benchmark your performance against others.
This can be your competitors, any others competing for the attention of your audience, or your industry as a whole.

Without the competitive analysis you are unable to objectively evaluate your performance and know where you are
on a spectrum with your competitors. On top of this, it is crucial to be able to optimize, and therefore continually
improve your performance over time.

Benchmarking is not only the best practice for measuring performance, it’s one of the most powerful features
in Socialbakers Analytics.

What kind of comparisons can I make?

There are two major types of competitive analysis in Socialbakers Analytics: 1:1 comparisons and multi-page
comparisons.

1:1 Comparisons
The head-to-head (or 1:1) comparison allows you to compare

a) a Page to another Page

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b) a Page to a Label
to see the performance against the targeted micro-segment of selected competitors, which you tagged using
your own label.

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c) or a Page to a Benchmark
In Socialbakers Analytics you can find a broad scope of various benchmarks created by specific industries
and across geographies.

d) It is also possible to compare Benchmark to Benchmark, Benchmark to Label and Label to Label.

Why use benchmarks?

Marketers can immediately act on these insights, understand how their KPIs are performing – or outperforming
– relative to the industry average. Any comparison with a Benchmark is available only for Facebook Pages, though.

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Multi-Comparisons
The other type is the multi-comparison which lets you compare the performance of up to 10 different profiles
or labels - custom groupings against our full set of advanced metrics – simultaneously.

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The central benefit of this feature: you can have a quick competitive overview of your most important KPIs and
several of the most important Pages side by side and in one place. You can see what Pages are performing best,
which are lackluster, and which Pages are performing over or below the average for a selected group of Pages.
Those KPIs are grouped into 4 key areas

Fans Overview Post Overview Engagement Socially Devoted

How do I create a comparison?

There are three ways you can create comparisons in Socialbakers Analytics.

1) you can select Pages / Profiles / Channels and then click the compare button at the top of the page.

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2) The second way is to choose a Page, Profile or Channel and then click the Compare button at the top right
corner of the page. Here you can choose whether to compare to another Page, Label or Benchmark
of your choosing.

Save it for later!

You don’t need to set up a comparison every time you login. After you select what you want to compare, save
the comparison for later, and you will save yourself valuable time.

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3) All of your saved comparisons are kept in one easy-to-find place. Just select Comparison from the vertical
navigation menu at the left hand side of the page. Here you can create a new comparison (the third way
of creating comparisons) or select a saved comparison.

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Visualization of data
After selecting the comparison, you can access different categories of metrics - Fans, Content, Engagement,
Socially Devoted.
The metrics are presented in the form of charts, which you can switch between an evolution column-chart (below),
and a distribution pie-chart (1), where you can see a metric broken down into components by percentages.
For example, you could see the breakdown of Interactions into Likes, Comments, and Shares.For the metrics,
which can be broken down into components, like interactions, the number of posts, responded vs. unresponded
fan questions and others, evolution charts are also available in the form
of stacked column charts (2).

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The platform allows you to look at the data visualized and aggregated for particular time periods, per hour, day,
day of the week, week, or month (3). Below these graphs you will see the maximum, minimum and average
of the metric for the chosen time aggregation (4).
This will help you easily spot averages, peak times for Interactions, posted questions by users, and other metrics,
and their evolution over time – month by month or week by week. These are especially useful while running
comparisons, because you can see where a page is excelling or under-performing.Finally each graph is
downloadable (5).

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Analyzing

with
Socialbakers Analitycs

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Select Facebook from the vertical navigation bar

on the left hand side of the page and the Page
you want to have a closer look at. The menu will
give you these categories.

Overview
visualizations for overviews of all other sections, like Fans,
Content, Engagement and Socially Devoted.

Fans
fan growth and fan distributions.

Content
admin and fan posts and the sources from which they were
posted.

Engagement
how many interactions a Page has had over the selected time
range and when fans are most actively engaging
with content.

Socially Devoted
how many questions were responded to vs. left unresponded
to and the response times.

Facebook Insights
metrics from Facebook Insights.

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Fans & Fan Growth

Use this section to understand how your fanbase has grown over the selected time range, where your fans come
from, and to see when a Page has spikes in user growth.

Total Fans
The total number of a page’s fans.

Distribution of Fans
Distribution of fans in different countries. With the metric Distribution of Fans, you can easily find out from which
countries your audience is from and which markets are experiencing the greatest fan increase. This should
help you to decide how to tailor posts and the time of posting so that the majority of your fans find your content
engaging.

Growth of Total Fans

This graph shows the increase or decrease in fans by day, day of the week, week or month, during
a selected time range. In a stacked column chart are displayed the top five countries fans are from.

Analyzing Posted Content

This section will show you what type of content a Page posts and when (over the selected time range), the amount
of Fan Posts on a Page’s wall and the sources from which both the admins and the fans post.

Number of Page Posts with Post Types - Distribution

The number of posts made by the Page’s administrators. Offers data about the count and share
of the particular post types - links, statuses, photos, or videos.

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Number of Page Posts with Post Types - Evolution

The number of posts made by the page’s administrators. The graph is in the form of a stacked column chart
with individual post types. Offers data about the number of posted links, statuses, photos, or videos.

Number of Fan Posts

The number of fan posts a page received.

Page Post Sources

This graph shows the different applications the profile used to post and the number of times those particular
applications were used.

Fan Post Sources

The sources from which the fans make their posts.

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This section ends with the content newsfeed, which allows you to filter out the page and fan posts, or only page posts,
or only fan posts.

Engagement
Use this section to see how many interactions a Page has had over the selected time range, which content types
are the most engaging, during which days and times of day users are most active,
and more.

Number of Interactions per 1000 Fans

Every post has the metric Number of interactions per 1000 fans that identifies how engaging the post is.
It is the sum of interactions (likes, comments, and shares) divided by the number of fans a page has on the day
of the post and multiplied by 1000. The daily, weekly and monthly values for this metric are then calculated
as the sum of this metric for all posts made on a particular day, during a particular week or month.

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Likes + Comments + Shares

Number of Interactions on the date of the post
per 1000 Fans
= x 1 000
Number of Fans
on the date of the post

Below is a visualization of this metric by day over a 30-day period. You can also see the 7-Day and 30-Day Moving
Average for the metric merged into the same graph. This allows you to see days when the Page’s performance
is below or above average for this metric.

7-Day Moving Average and 30-Day Moving Average

Shows the ’Number of Interactions per 1000 Fans’ averages for a 7 or 30 day time range. It is calculated by summing
up all daily values for the ’Number of Interactions per 1000 Fans’ in the last 7 or 30 day period. Days with a zero
value for the ’Number of Interactions per 1000 Fans’ are excluded.The moving averages are a great way to see
the evolution of the metrics’ trends.

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Most Engaging Post Types

This shows the average interactions per 1000 fans by post type (Status, Link, Photo and Video) during a selected
time range.

Number of Interactions By Posts - Evolution

The number of interactions (likes, comments, shares) by day of the week, day, week and month. The interactions
are shown on the day the post they relate to was published.

Number of Interactions By Posts - Distribution

The distribution of interactions (likes, comments, shares) during a selected time range.

User Activity
This graph shows the total number of all user posts (user posts and comments) by day of the week and also
by hour of the day during a selected time range.

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Socially Devoted
This section will show you how Socially Devoted your monitored Pages are: how quickly a Page responded to user
posts, how many posts or questions were responded to or left without a response.

Response Rate for User Questions / Response Rate for User Posts
This graph shows the percentage and the number of user questions the monitored page responded to versus didn’t
respond to. A user question is a user post on the company’s page or a user post mentioning the company’s
Facebook page that contains a question mark in one of several possible languages (English, Armenian, Arabic,
Japanese, and others). User questions that were either marked as spam, hidden, or deleted by the admin are
not included.

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Responded vs. Unresponded User Questions / Responded vs. Unresponded User Posts
This graph shows the daily, the day of the week, weekly or monthly number of responded and unresponded
questions/posts and the response rates. A user question is a user post on the company’s page or a user post
mentioning the company’s Facebook page that contains a question mark in one of several possible languages
(English, Armenian, Arabic, Japanese, and others). User questions that were either marked
as spam, hidden, or deleted by the admin are not included.

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Response Time Segments for User Questions / Response Time Segments for User Posts
This graph shows a breakdown of the time it took the monitored page to respond to a user question/post during
a selected time range. This graph shows the relative distribution of page responses to user questions/posts
according to the time needed for the page to reply. The following time intervals are used: under 10 minutes,
10-30 minutes, 30–60 minutes, 60–120 minutes, 2 hours - 5 hours, 5-12 hours, 12-24 hours, 24-48 hours, 48-72
hours, or more than 72 hours. A user question is a user post on the company’s page or a user post mentioning the
company’s Facebook page that contains a question mark in one of several possible languages (English, Armenian,
Arabic, Japanese, and others). User questions that were either marked as spam, hidden, or deleted by the admin
are not included.

Response Time for User Questions / Response Time for User Posts
This graph shows the average response time for user questions/posts by hour of the day, day, week and day
of the week. The response time is fixed to the day of the original question/post. A user question is a user post
on the company’s page or a user post mentioning the company’s Facebook page that contains a question mark
in one of several possible languages (English, Armenian, Arabic, Japanese, and others). User questions that were
either marked as spam, hidden, or deleted by the admin are not included.

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Filter between Responded / Unresponded User Posts and Questions

and see what Posts and Questions wait to be answered

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Analyzing

Insights

with
Socialbakers Analitycs

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Facebook Insights bring the page administrators valuable perspective on the performance of the Pages they manage.
Socialbakers Analytics allows integration of the Insights data to offer greater detail of Page analysis for the Pages
you admin.This can be done easily. Select the page you administer and monitor in Socialbakers Analytics and

a) either click on the section Insights and click on Enable Insights

b) or in each section there is a possibility to click on the link Enable Facebook Insights next to the icon

If you have trouble with these steps, don’t hesitate to contact our support team at [email protected].

Once you click on Enable Insights, they should be fully operational within Socialbakers Analytics. On the left hand
menu, Facebook Insights has the following categories: Likes, Reach, Visits, and People. After clicking on the ‘Posts’
tab, you will see Facebook Insights metrics for each post.

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Likes
In this section, you can find the following metrics

Total Page Likes

The total number of people who have liked your Page

Net Growth
(Organic Likes + Paid Likes) - Unlikes

Where Your Page Likes Come From

The number of people who liked your Page, broken down by the most common places where they can like your
Page. In the pie chart, after clicking on the section ‘Other’, you will see a new pie chart with the distribution
of sources that are included in the category ‘Other’

The common sources of page likes are

External Connect
People who liked your Page from an external site using a Facebook social plugin (your website, blog etc.)

Fan context story

People who like your page through the hover over context part that pops up when their friend mentions the page.

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Mobile ads
People who clicked ‘Like’ on an Ad or Sponsored Story pointing to your Page from a mobile device

Page browser
People who liked your Page using Facebook’s Page Browser

Page profile
People who liked your Page on the Page itself

Page suggestion
People who liked your Page through an invite from an admin

Timeline
People who liked your Page from the Likes section of their own Timeline or someone else’s

Ads
People who clicked ‘Like’ on an Ad or Sponsored Story pointing to your Page

Registration
People you added to your Page as admins

Mobile
People who liked your Page from a mobile device

Wizard suggestion
People who liked your Page in the New User Wizard when registering for Facebook

Profile connect
People who liked your Page on the Page itself or in a News Feed or ticker story

Recommended pages
People who liked your Page from a Recommended Pages unit on the right column of Facebook

Favorites
Other Pages that have liked your Page

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Api
People who liked your Page through an app developed by a third party

Hovercard
People who liked your Page from the popup window they get when they hover over a link that leads
to your Page

Search
People who liked your Page from their search results

Ticker
People who liked your Page from a story they saw about it in ticker like-story a story they saw about
a friend liking it

Feed Chaining
People who liked your page, after they interact with the public content in the news feed. For example after liking
the page there is displayed a feed with recommended related pages that users can like.

Other possible sources

Reminder Box Recommendation, Like Story, Timeline Collection, Sponsored Story, Mobile Page Browser,
Mobile Page Suggestions On Liking, Needy Page Suggestion Megaphone, Reminder Box Invite, Photo Snowlift,
Unconnected Story

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Reach
Engaged Users
The number of people who engaged with your Page. Engagement includes any click or story created. It includes
liking, commenting, sharing the content and also stories that weren’t the result of a click on your content – Liking
your page, any User post that tags/mentions your Page and was not written on your Timeline, Checking executed
via mobile device without navigating to your Page, and Liking your Page from a user-generated story – not from
your Page or Page content.

Total Page Impressions

The number of impressions seen of any content associated with your Page Organic Page Impressions
- The number of times your posts were seen in News Feed or Ticker or on visits to your Page. These impressions
can be Fans or non-Fans

Paid Page Impressions

The number of impressions of a Sponsored Story or Ad pointing to your Page Total Page Reach - The number
of people who have seen any content associated with your Page

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Organic Page Reach

The number of people who visited your Page, or saw your Page or one of its posts in News Feed or Ticker.
These impressions can be Fans or non-Fans

Paid Page Reach

The number of people who saw a sponsored story or Ad about your Page

Frequency of Page or Post Reach

The number of people your Page or your Page posts reached broken down by how many times people saw
any content about your Page or Page post

Total Post Impressions

The number of impressions that came from all of your posts

Total Post Reach

The number of people who saw any of your Page posts

Likes, Comments, Shares

The number of times people liked, shared, and commented the posts

Page Negative Feedback

The number of times people took a negative action. There are following types of negative actions – unliking
the page, hiding all posts from the page, hiding a post or reporting the post as spam, and x button clicks

Page Positive Feedback

The number of comments, likes or shares generated by users while interacting with your page

Page Consumptions (Total) and Page Consumer (Unique)

The total number of clicks and the unique number of people that clicked on any piece of your content (whether
the click generates a story or not). Stories generated without clicking on Page content (e.g. liking the Page
on Timeline) are not included

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Post Consumptions
The number of clicks on your posts, by type. The clicks can be from following sources: Link clicks, Photo views,
Video plays, or Other. Clicks generating stories (including Likes, Comments and Shares) are included under
“Other Clicks”

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Visits
Page & Tabs Views
Tabs on your Page that were viewed by users on your Page. The Tabs can be Timeline, Info, Photos, Events,
or Others.

External Referrers
Top referring external domains sending traffic to your Page. After clicking on the “Show 5 More “ button, you will
see more sources that are included in the category ‘Other’.

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People
Fans & Engaged & Reached by Country
Aggregated Facebook location data, sorted by country, about the people who like, have been reached, or engaged
with your Page

Fans & Engaged & Reached by City

Aggregated Facebook location data, sorted by city about the people who like, have been reached, or engaged
with your Page

Fans & Engaged & Reached by Language

Aggregated Facebook location data, sorted by language about the people who like, have been reached, or engaged
with your Page

Fans & Engaged & Reached by Demography

Fan data by age and gender who like, have been reached, or engaged with your Page

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Fans & Reached by Demography

Evolution of the growth of Fans and Reached, based on the age and gender information they provide in their user
profiles

Evolution of Fans & Engaged & Reached by Demography

Evolution of Fans & Engaged & Reached on the age information they provide in their user profiles

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Useful tips

You can download every metric in form of an image

The majority of metrics can be displayed in the form of the evolution or distribution.
Distribution is displayed in the form of a pie chart.

Some of these metrics are in real-time and updated every 15 minutes.

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You can easily check the trends for the metrics from the section - Reach from last Day, 7 Days, 28 days.
This is not possible in Facebook Insights.

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Analyzing

with
Socialbakers Analitycs

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Select Twitter from the vertical navigation bar

on the left hand side of the page and the Profile
you want to have a closer look at. The menu will
give you these categories.

Overview
visualizations for overviews of all other sections, like Followers,
Content, Engagement and Socially Devoted.

Followers
follower and following growth and distributions.

Content
Profile posts, Tweet sources and the Content Newsfeed.

Engagement
how many Interactions a Profile has had over the selected time
range and when fans are most actively engaging with content.

Socially Devoted
how many questions were responded to vs. left unresponded
to and the response times.

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Followers
In this section you will see data on your Followers and Following: how many total Fans a Profile has, how that
number has grown, the amount of public lists a Profile is included in and more.

Total Followers
The total number of followers on the last day of a selected time range.

Growth of Total Followers

This graph shows the increase or decrease in followers by the day, the day of the week, the week or the month,
during a selected time range.

Total Following
The total number of users the profile is following on the last day of a selected time range. Growth of Total
Following: This graph shows the increase (or decrease) in the number of users a profile is following by the day,
the day of the week ,the week or the month, during a selected time range.

Total Listed
The total number of public lists the profile is a member of during a selected time range.

Growth of Total Listed

This graph shows the increase (or decrease) in the number of public lists the profile is a member of by the day,
the day of the week, the week or the month, during a selected time range.

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Content
This section shows you data on the content posted: number of Tweets, Tweet sources and Profile activities.

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Number of Profile Tweets

This graph shows the total number of tweets made by the profile daily, on each day of the week, by hour of the day,
weekly, or monthly, during a selected time range.

Profile Tweet Sources

This graph shows the different applications the profile used to post a tweet and the number of times those
applications were used.

Number of Profile Activities - Evolution

This graph shows the total number of profile activities (Retweets - Replies - Other Mentions) that the profile made
daily, on each day of the week, by hour of the day, weekly or monthly during a selected time range.

Number of Profile Activities - Distribution

The distribution of profile activities (Retweets - Replies - Other Mentions) during a selected time range.

This section ends with the content newsfeed, which allows you to filter the feed by tweets, or only retweets or mentions.

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Engagement
Here you will see information about engagement of Followers, calculated by the metrics Number of Interactions
(total interactions), Number of Interactions per 1000 fans, user activity and others.

Number of Interactions - Evolution By Tweets

The number of all interactions (replies, retweets, favorites) by day of the week, day, week and month.
The interactions are shown for the time of the tweet.

Number of Interactions - Distribution By Tweets

The distribution of followers’ interactions (replies, retweets, favorites) during a selected time range.

Number of Interactions - Distribution By Tweets

Every tweet has a metric Number of interactions per 1000 followers that identifies how engaging the tweet is.
It is the sum of interactions (replies, retweets, favorites) divided by the number of followers a page had at the time
of the tweet, and multiplied by 1000. The daily, weekly and monthly values for this metric are then calculated
as the sum of all values for this metric for all posts made on a particular day, during a particular week or month.

Replies + Retweets + Favorites

Number of Interactions on the date of the tweet
per 1000 Followers
= x 1 000
Number of Fans
on the date of the post

Number of Interactions per 1000 Followers per Period

Calculated as the sum of all daily numbers for the number of interactions (replies, retweets, favorites)
per 1 000 fans during the selected time range.

7-Day Moving Average and 30-Day Moving Average

Shows the ’Number of Interactions per 1000 Followers’ averages for a 7 or 30 day time range. It is calculated
by summing up all daily values for the ’Number of Interactions per 1000 Followers’ in the last 7 or 30 day period.
Days with a zero value for the ’Number of Interactions per 1000 Followers’ are excluded.The moving averages
are a great way to see the evolution of the metrics’ trends.

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Number of Mentions
This graph shows the total number of mentions the profile received daily, on each day of the week, by hour
of the day, weekly or monthly during a selected time range.

User Activity
This graph shows the total number of user mentions by day of the week and also by hour of the day during
a selected time range.

Socially Devoted
This section will show you how Socially Devoted your monitored Profiles are: how quickly a Profile responded
to user posts, how many posts or questions were responded to or left without a response.

Response Rate for User Questions / Response Rate for User Mentions
This graph shows the percentage and the number of user questions/user mentions the monitored profile
responded to versus the percentage and the number of user questions/mentions that did not receive a response
during the selected time range. A user question is identified when a mention contains a question mark in one
of several possible languages (English, Armenian, Arabic, Japanese, and others). A mention is a tweet containing
another user’s Twitter username, preceded by the “”@”” symbol. How do I become a user?@Socialbakers,’ would
be considered a mention and a question, as well.

Responded vs. Unresponded User Questions / Responded vs. Unresponded User Tweets
This graph shows the daily, by the day of the week, weekly or monthly number of responded and unresponded
questions/mentions and the response rates. A user question is identified when a mention contains a question
mark in one of several possible languages (English, Armenian, Arabic, Japanese, and others). A mention
is a tweet containing another user’s Twitter username, preceded by the “”@”” symbol. How do I become a user?
@Socialbakers,’ would be considered a mention and a question, as well.

Response Time Segments for User Questions / Response Time Segments

for User Mentions
This graph shows a breakdown of the time it took the monitored profile to respond to a user question/mention during
a selected time range. This graph shows the relative distribution of page responses to user questions/mentions
according to the time needed for the page to reply. The following time intervals are used: under 10 minutes,
10-30 minutes, 30–60 minutes, 60–120 minutes, 2 hours - 5 hours, 5-12 hours, 12-24 hours, 24-48 hours,
48-72 hours, or more than 72 hours. A user question is identified when a mention contains a question mark in one
of several possible languages (English, Armenian, Arabic, Japanese, and others). A mention is a tweet containing
another user’s Twitter username, preceded by the “”@”” symbol. How do I become a user?@Socialbakers,’ would
be considered a mention and a question, as well.

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Response Time for User Questions / Response Time for User Mentions
This graph shows the average response time for user questions/mentions by hour of the day, day, week, day
of the week and month. A user question is identified when a mention contains a question mark in one of several
possible languages (English, Armenian, Arabic, Japanese, and others). A mention is a tweet containing another
user’s Twitter username, preceded by the “”@”” symbol. How do I become a user?@Socialbakers,’ would be
considered a mention and a question, as well.

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Analyzing

with
Socialbakers Analitycs

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Select YouTube from the vertical navigation bar

on the left hand side of the page and the Channel
you want to have a closer look at. Here you can see
the overview of all of the Channels you monitor with
customizable tab sets. For a more in-depth look
at a Channel, select one. The menu will give you these
categories.

Overview
visualizations for overviews of all other sections
(Subscribers, Content, Engagement).

Subscribers
subscriber growth.

Content
total number of videos and a content newsfeed.

Engagement
how many Interactions a Channel has had over the selected time
range and the total number of views of the videos.

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Subscribers
Here you will find data on the Subscribers of a Channel and the growth of Subscribers over the selected time range.

Total Subscribers
The total number of a channel’s subscribers.

Growth of Total Subscribers

This graph shows the increase or decrease in the total number of subscribers to the channel by day/day
of the week/week or month during a selected time range.

Content
This section shows information on how many videos a Channel posted.

Total Videos
This graph shows the total number of videos a channel has day by day during a selected time range.

Number of Videos
The number of videos uploaded by the channel per day/week or month during a selected time range.

Engagement
Here is data for the engagement of a Channel’s Subscribers, video views, the Number of Interactions
per 1000 Subscribers and the total Number of Interactions, and more.

Number of Interactions per 1000 Subscribers

Every video has a metric Number of interactions per 1000 subscribers that identifies how engaging the video is.
It is the sum of interactions (likes, comments, dislikes) divided by the number of subscribers and multiplied by 1000.
The daily, weekly and monthly values for this metric are then calculated as the sum of these metrics for all posts
made on a particular day, during a particular week or month.

Likes + Dislikes + Comments

Number of Interactions on the date of the Interaction
per 1000 Subscribers
= x 1 000
Number of Subscribes
on the date of the interaction

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Total Uploaded Video Views

This graph shows the total number of Video Views a channel has on a given day during a selected time range.

Number of Interactions
The number of interactions (comments, likes, dislikes) by day of the week, day, week and month. The interactions
are calculated on the day, when the interaction was made by the user.

Number of Views
This graph shows the absolute daily, weekly, monthly or by the day of the week - the number of Video Views during
a selected time range with the 5 most viewed videos in the stacked column chart.

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Analyzing

with
Socialbakers Analitycs

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Select VK from the vertical navigation bar on the right

hand side of the page and the Page you want to have
a closer look at. The menu will give you these
categories.

Overview
visualizations for overviews of all other sections, like Fans,
Content, Engagement and Socially Devoted.

Fans
fan growth and fan distributions.

Content
admin and fan posts and the sources from which they were posted.

Engagement
how many interactions a Page has had over the selected time
range and when fans are most actively engaging with content.

Socially Devoted
how many questions were responded to vs. left unresponded
to and the response times.

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For explanation of individual metrics, please check the Analyzing Facebook section, as the calculation
of the metrics is the same. The difference is only in in the Content section. Instead of Post Sources, VK shows
the Distribution of Attachments.

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Analyzing

with
Socialbakers Analitycs

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Select Instagram from the vertical navigation bar

on the left hand side of the page and the Page
you want to have a closer look at. The menu will
give you these categories

Overview
visualizations for overviews of all other sections, like Followers,
Content and Engagement.

Followers
followers growth and followers distributions.

Content
admin posts and Photo and Video filters distribution.

Engagement
how many interactions a Profile has had over the selected
time range.

Profile Settings
labels and color settings.

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Followers
In this section you will see data on your Followers and Following: how many total Followers a Profile has, how that
number has grown and more.

Total Followers
The total number of followers on the last day of a selected time range.

Growth of Total Followers

This graph shows the increase or decrease in followers during a selected time range. The data is aggregated
and can be visualized per day, day of the week, week, or month during a selected time range.

Growth of Total Followers

This graph shows the increase or decrease in followers during a selected time range. The data is aggregated
and can be visualized per day, day of the week, week, or month during a selected time range.

Total Following
The total number of users the profile is following on the last day of a selected time range.

Growth of Total Following

This graph shows the increase (or decrease) in the number of users a profile is following during a selected time
range. The data is aggregated and can be visualized per day, day of the week, week, or month during a selected
time range.

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Content
This section shows you data on the content posted: number of Posts, Post Types and Post Types distribution.

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Number of Profile Posts with Post Types

The number of posts made by the page’s administrators, broken down by post types during a selected time range.

Distribution of Photo Filters

Shows the distribution of Photo filters of published Posts during selected period.

Distribution of Video Filters

Shows the distribution of Video filters of published Posts during selected period.

This section ends with the content newsfeed, which allows you to filter the feed by Photo or Video.

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Engagement
Here you will see information about engagement of Followers, calculated by the metrics Number of Interactions
(total interactions), Number of Interactions per 1000 followers, Most Engaging Photo Filters and Most Engaging
Video Filters.

Number of Interactions per 1000 Followers

Every post has a metric Number of interactions per 1000 followers that identifies how engaging the post is.
It is the sum of interactions (likes and comments) divided by the number of followers a profile had at the time
of the post, and multiplied by 1000. The daily, weekly and monthly values for this metric are then calculated
as the sum of all values for this metric for all posts made on a particular day, during a particular week or month.

Number of Interactions - Evolution By Posts

The number of interactions (likes and comments) during a selected time range. The interactions are shown
on the day the post they relate to was published.

Number of Interactions - Distribution By Posts

The distribution of interactions (likes and comments) during a selected time range.

Most Engaging Photo Filters

This shows the average interactions per 1000 followers by photo filter during a selected time range.

Most Engaging Video Filters

This shows the average interactions per 1000 followers by video filter during a selected time range.

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Profile Settings
In this section you will be able to create and apply Labels to a Profile and change Profile color.

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Content Newsfeed
In each platform-specific section, you can see a newsfeed of all the posts for the monitored pages for that platform.

1 4 2

3 5

You can filter the posts by post-type (1) or by date, likes, comments, shares and the number of interactions per 1000
fans, in descending or ascending order (2).

Another useful feature in the Content Newsfeed is assigning labels to posts. (3) You can create your own labels,
either by strategy, post sentiment or any other label of your choosing.

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You can filter posts by Page labels. (4)

Click on the Show Details button (5)

at the bottom of any post to see a breakdown
of engagement for that post. You can see
also comments (Facebook) or replies (Twitter)
related to the post.

You can see how the number and distribution

of Interactions are evolving in real-time
(for Facebook and Twitter) – from the publication
of the post in the first 3 days or lifetime
Interactions (from the date and the time
of publishing until the current date and time).

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You will also see these Facebook Insights metrics for the pages you administer

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Reach
Paid and Organic - The number of people who saw any of your Page posts.

Unique Reach Engagement

calculated by dividing unique consumption (people who interacted with or just clicked on your post) by reach
(the number of people who saw your post).

Engaged Users
The number of people who engaged with your Page. Engagement includes any click or story created. It includes
liking, commenting, sharing the content and also stories that weren’t the result of a click on your content - Liking
your page, any User post that tags/mentions your Page and was not posted on your Timeline, a Checkin executed
via a mobile device without navigating to your Page, and Liking your Page from a user-generated story – not from
your Page or Page content.

Negative Feedback
includes unliking, hiding a post, unliking page or reporting the post as a spam.

Lifetime Post Stories

broken down into Total Likes, Total Comments, Total Shares – including those from shared posts.

Post Consumers
The number of unique users who clicked on your post.

Post Clicks
broken down into Photo Views, Link Clicks, Other Clicks.

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Reporting
You’ve gathered your metrics and insights, now you need to show your analysis to your colleagues and co-workers.
Socialbakers Analytics has several capabilities for creating, storing and automating reports.

Exports in every section

To create a report, use the Export button, which you will see at the top of the page, either in the multiplatform
dashboard or in the analysis of a particular Page, Profile or Channel.

Then choose the format you’d like to receive the report in and input an email address you’d like the report
to be sent to.

The reports are available for these sections: Overview, Fans, Content, Engagement, Socially Devoted, Multi
Comparison and Facebook Insights.

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Save time with automated reports

If you tick the “I want to receive this export on a regular basis” box, you will see the next menu.

Pick how frequently and on which day the report will be sent
and create your report.

How do I access past reports? Use the Archive!

Your past reports will be saved in the Archive, which you can access by clicking the Reports button just right
of the Monitor New Page button.

Reports Help

You can switch the view between your past reports and the automated reports. Sort by date and name and filter
by platform or type of report.

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Settings section
The settings section is available after clicking on the tab in the right corner. Here you can review the usage of your
package - the available number of users and social media profiles. You can log out here. You can set the number
and time format, create and admin the users and teams and switch between accounts, if you are a user of more
than one account.

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Numbers & Time

Get to this section by selecting it from the Settings drop down menu right next to your account name.

After you’ve clicked on it you will be taken to the next page. Customize how the data you see looks according
to your preferred format.

You can customize the Number Format

and the Time & Date Format

To confirm the settings, click the Save button.

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General settings
Edit your account, profile and change details about you from the General settings section.

My profile
Use this option to change your details, like name or contact email - address. Click on Edit my profile and update your
changes.

Confirm your settings by clicking on Save button.

Decide which from our functions available from our General settings help your team to optimize their workflow.

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For explanation of individual metrics, please check the Analyzing Facebook section, as the calculation
of the metrics is the same. The difference is only in in the Content section. Instead of Post Sources, VK shows
the Distribution of Attachments.

Globally define and set the order of metrics displayed on the Profiles overview in the form of tabsets by enabling
(1). Limit access of private Facebook Insights metrics to page administrators only (2). Organize Users by enabling
and creating Teams (3). Save your preferences by clicking on Save button.

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User Rights Management

You can manage user rights in the settings section, in the dropdown menu at the top of the page.
Click on Users and you will be taken to the page below.

Here an admin will be able to add and delete new Users and edit their permissions. Users will have the role that
admins assign to them.

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There are two types of roles: User and Administrator.

An administrator automatically has the right to assign permissions to other users. Users will have
the capacity that admins assign to them.

1 Managing profiles
a) Adding New Profiles
a user can add social media profiles. Without this permission, a user can monitor only the profiles that are
assigned to them.

b) Deleting Profiles
the user can delete social media profiles.

2 Global labels
In the new Socialbakers Analytics, there are now two kinds of labels – global and private. Use Global label,
assign it to a profile, and benefit from the profile being labeled as such across the whole account. If you assign
profiles to particular users and teams, they will automatically see those profiles labelled with this global label.

Editing global labels is accessible only for Administrators and Users with the Permission to Edit Global Labels

a) Editing global labels

If a user has the permission to edit global labels, they can create, rename and delete the global labels. The change
will be reflected across all the users under this account. If a user does not have this permission they can can only
edit private labels.

b) Assigning global labels

The permission to assign global labels to particular profiles. If a user does so, the label will be assigned
automatically to the particular profile across all the users under the account. If a user does not have this
permission they can only assign them own private labels.

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3 Global tabsets
Only admins and users with this permissions can Globally define and set the order of metrics displayed
on the Profiles overview in the form of tabsets.

4 Editing general settings

Users with this permission can activate Global tabsets, Private Insights metrics and Teams for the whole account.

5 Editing other Users and Teams

a) Editing Other Users
create and edit users, assign Pages, give permissions to other users.

b) Edit Teams
create, rename, delete teams and assign the team members and monitored profiles for them

Teams
You can create also Teams and define the team members. The Admin and Users with the Edit Other Users
permission will be able to assign the monitored pages to particular users. The other option is to create the teams
and assign the pages to them. This option will be available to Admins and Users with Edit Teams permission.

After clicking on the section Teams, you will see the overview of all teams that you have within the account.

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After clicking on Create New Team you can assign the Name and Team Members.

After clicking on a particular team you can see the overview of team-members and the profiles that are accessible
to this team. You can easily add and delete both the team members and the profiles accessible to the team.
A user creating the team can choose only from the profiles they has access to.

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LinkedIN and G+
By clicking on the icon of LinkedIN or G+, you will be redirected to a landing page where you can access
the application for monitoring these 2 platforms. You just need to add the company social profiles you desire.
After that, you will be able to receive visually appealing PowerPoint reports with powerful social media metrics.

If you are interested in accessing either of these applications, please contact your account
manager or [email protected].

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Social Visits
Social Visits Social Visits is an add-on tool to Socialbakers Analytics that monitors the correlation between
website traffic and social media interactions on Twitter and Facebook. The tool helps you to see how your social
media performance affects the number of visits to your website from Facebook and Twitter, and therefore helps
you to better optimize your social media activities.

Click on the Social Visits tab. Once in the tool, connect to your Google account.

After you’re connected, you can add your Facebook and/or Twitter accounts as well.
Your accounts will be authorized and added. Up to three graphs will be available, depending
on whether you’ve connected to Facebook, Twitter, or both. At the top of the dashboard, click
on the Social Visits tab. Once in the tool, connect to your Google account.

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Note – Facebook & Twitter visits are calculated by the number of times a user visits a website via one of these
social networks.

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We hope you find

the Socialbakers Analytics
User Guide useful.

You can reach our support team at

[email protected]

Learn more at
analytics.socialbakers.com

Contact us for more information

[email protected]

Smarter Social Marketing www.socialbakers.com