Visualizing social metrics should craft a narrative. This narrative gets formed when you juxtapose metrics and create relationships over time.

1. VISUALIZING SOCIAL IMPACT
PAUL LANDON

2. OUR FIRST
SOCIAL POSTS
(Total ‘Likes’ received: Unknown)

3. HOW WE USED TO ‘MEASURE’ SOCIAL IMPACT
VISUALIZING SOCIAL IMPACT 3
100+ LIKES...
WINNING!

4. HOW WE USED TO ‘MEASURE’ SOCIAL IMPACT
VISUALIZING SOCIAL IMPACT 4
100+ LIKES...
WINNING!
FIRE #HASHTAG, BRO...
WE’RE TRENDING!

5. HOW WE USED TO ‘MEASURE’ SOCIAL IMPACT
VISUALIZING SOCIAL IMPACT 5
100+ LIKES...
WINNING!
FIRE #HASHTAG, BRO...
WE’RE TRENDING!
DOES THIS FILTER
MAKE ME LOOK TAN?

6. Acquisition provides a snapshot of
where users come from, what they
do once they see your post and if
they provide a conversion (liking,
commenting, favoriting, retweeting,
sharing, etc) by channel. These
metrics lend insights into the strength
of social campaigns, and the fluidity of
channels pointing towards your social
media.
ACQUISITION
6VISUALIZING SOCIAL IMPACT
HOW WE MEASURE SOCIAL IMPACT NOW

7. Reach is another quantitative metric,
and is defined as the number of people
who received impressions of a Social
post. Basically, the breadth or expanse
of how far your post traveled. Usually
this is expressed on a per-post basis
as a percentage of your available
audience that had an impression of
that post.
Acquisition provides a snapshot of
where users come from, what they
do once they see your post and if
they provide a conversion (liking,
commenting, favoriting, retweeting,
sharing, etc) by channel. These
metrics lend insights into the strength
of social campaigns, and the fluidity of
channels pointing towards your social
media.
ACQUISITION REACH
7VISUALIZING SOCIAL IMPACT
HOW WE MEASURE SOCIAL IMPACT NOW
+

8. Reach is another quantitative metric,
and is defined as the number of people
who received impressions of a Social
post. Basically, the breadth or expanse
of how far your post traveled. Usually
this is expressed on a per-post basis
as a percentage of your available
audience that had an impression of
that post.
Acquisition provides a snapshot of
where users come from, what they
do once they see your post and if
they provide a conversion (liking,
commenting, favoriting, retweeting,
sharing, etc) by channel. These
metrics lend insights into the strength
of social campaigns, and the fluidity of
channels pointing towards your social
media.
Engagement refers to the actions
visitors to your social media perform
with regards to that post (liking,
commenting, favoriting, retweeting,
sharing, etc). Basically, this measures
how active your audience is in
interacting with your social media, and
is expressed as a quantitative metric.
ACQUISITION REACH ENGAGEMENT
8VISUALIZING SOCIAL IMPACT
HOW WE MEASURE SOCIAL IMPACT NOW
++

9. Reach is another quantitative metric,
and is defined as the number of people
who received impressions of a Social
post. Basically, the breadth or expanse
of how far your post traveled. Usually
this is expressed on a per-post basis
as a percentage of your available
audience that had an impression of
that post.
Acquisition provides a snapshot of
where users come from, what they
do once they see your post and if
they provide a conversion (liking,
commenting, favoriting, retweeting,
sharing, etc) by channel. These
metrics lend insights into the strength
of social campaigns, and the fluidity of
channels pointing towards your social
media.
Engagement refers to the actions
visitors to your social media perform
with regards to that post (liking,
commenting, favoriting, retweeting,
sharing, etc). Basically, this measures
how active your audience is in
interacting with your social media, and
is expressed as a quantitative metric.
Understanding how people feel has
become prolific within social media
analytics tools. By text crawling posts,
these tools are, at the very least, able
to assign a positive (+), neutral (/),
or negative (-) sentiment around the
subject parameters that the post is
being anaylzed through. Visualizing
qualitative emotions next to
quantative metrics allows for stronger
correlations, and deeper understanding
of overall Social Channel health.
ACQUISITION REACH ENGAGEMENT SENTIMENT
9VISUALIZING SOCIAL IMPACT
HOW WE MEASURE SOCIAL IMPACT NOW
++ +

10. How we visualize these metrics should
CRAFT A NARRATIVE.

11. ...FASTER THAN
GEORGE R.R. MARTIN
WRITES HIS NOVELS
(5 GoT novels in 24 years... 2 left)

12. This narrative gets formed when you
JUXTAPOSE METRICS and create
RELATIONSHIPS over time.

13. STRATEGIES FOR VISUALIZING SOCIAL
VISUALIZING SOCIAL IMPACT 13
UNDERSTAND
METRICS,
DEFINE KPIs
Understanding the metrics that can
be correlated requires an intimate
development knowledge of each social
channel’s API. In our own work, we’ve
experienced headache with making the
disparate channel’s APIs play nicely
together, version control and changes
each API makes, and normalizing the
nomenclature each platform boasts
to juxtapose metrics usefully. Key
Performance Indicators help evaluate
the performative success of our social
media visualization strategy.

14. STRATEGIES FOR VISUALIZING SOCIAL
VISUALIZING SOCIAL IMPACT 14
UNDERSTAND
METRICS,
DEFINE KPIs
EMPLOY
MEASUREMENT
STRATEGY
Once KPIs are formalized, a strategy
should be crafted to measure and
analyze the performance towards
those goals. This strategy should be
a living plan, and should always strive
to be optimized for continued future
growth as an insightful and actionable
lens for understanding social health.
Understanding the metrics that can
be correlated requires an intimate
development knowledge of each social
channel’s API. In our own work, we’ve
experienced headache with making the
disparate channel’s APIs play nicely
together, version control and changes
each API makes, and normalizing the
nomenclature each platform boasts
to juxtapose metrics usefully. Key
Performance Indicators help evaluate
the performative success of our social
media visualization strategy.

15. STRATEGIES FOR VISUALIZING SOCIAL
VISUALIZING SOCIAL IMPACT 15
UNDERSTAND
METRICS,
DEFINE KPIs
EMPLOY
MEASUREMENT
STRATEGY
SET VISUAL
HIERARCHY
Once KPIs are formalized, a strategy
should be crafted to measure and
analyze the performance towards
those goals. This strategy should be
a living plan, and should always strive
to be optimized for continued future
growth as an insightful and actionable
lens for understanding social health.
Understanding the metrics that can
be correlated requires an intimate
development knowledge of each social
channel’s API. In our own work, we’ve
experienced headache with making the
disparate channel’s APIs play nicely
together, version control and changes
each API makes, and normalizing the
nomenclature each platform boasts
to juxtapose metrics usefully. Key
Performance Indicators help evaluate
the performative success of our social
media visualization strategy.
Visual hierarchy refers to the
arrangement or presentation of
elements in a way that implies
importance. In other words, visual
hierarchy influences the order in
which the human eye perceives what it
sees, thus dictating the cognitive load
required to understand the metrics
and the actionable efficiency for the
narrative presented.

16. STRATEGIES FOR VISUALIZING SOCIAL
VISUALIZING SOCIAL IMPACT 16
UNDERSTAND
METRICS,
DEFINE KPIs
EMPLOY
MEASUREMENT
STRATEGY
SET VISUAL
HIERARCHY
UTILIZE
INFOGRAPHIC
DESIGN
Once KPIs are formalized, a strategy
should be crafted to measure and
analyze the performance towards
those goals. This strategy should be
a living plan, and should always strive
to be optimized for continued future
growth as an insightful and actionable
lens for understanding social health.
Understanding the metrics that can
be correlated requires an intimate
development knowledge of each social
channel’s API. In our own work, we’ve
experienced headache with making the
disparate channel’s APIs play nicely
together, version control and changes
each API makes, and normalizing the
nomenclature each platform boasts
to juxtapose metrics usefully. Key
Performance Indicators help evaluate
the performative success of our social
media visualization strategy.
Visual hierarchy refers to the
arrangement or presentation of
elements in a way that implies
importance. In other words, visual
hierarchy influences the order in
which the human eye perceives what it
sees, thus dictating the cognitive load
required to understand the metrics
and the actionable efficiency for the
narrative presented.
Every picture tells a story, as they
say, but sometimes it takes a clever
combination of words and graphs to
tell a story quickly, concisely and such
that it provides actionable insights to
the user. Using a strong infographic
design toolkit synthesizes the data
collected, and crafts a narrative that is
easily digestable.

17. VISUALIZING SOCIAL IMPACT 17
DRAW!

18. WHERE WE’RE
GOING, WE
DON’T NEED ROADS

19. VISUALIZING SOCIAL IMPACT 19
A MORE HOLISTIC APPROACH
DIGITAL + PHYSICAL
Social media buffs have spent years touting that they have insights into a consumer’s
brain based on their understanding of their audience’s social behavior. We beleive
that this is only half of the story. The collection of Physical attributes like dwell, gaze,
pathing, traffic, purchase history, repeat visits, and phsyical and emotional responses
(blink rate, microexpressions, etc) coupled with this understanding of Social seems
the way forward. By blending verifiable social, physical, and emotional data with
creative excellence, we can create a deeper connection with people through more
personalized, immersive experiences.

20. THREE SOCIAL DASHBOARDS

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29. THANKS!