Case Study for Lindsey Fair's Social Media Class

1. Metrics Maze Case Study
Kurtis Cowan
November 27th, 2012

2. Sentiment Analysis
• The ratio of mentions that are generally positive
to those that are generally negative.
Search Term Findings
#IMCSLC 21:0 was the ratio that was given by SocialMention.
The stated sentiment recorded by SocialMention is
Positive – 21
Neutral – 67
Negative – 0
These statistics are from Twitter and prove that this hashtag is talked about with little to
positive or negative discussion. What this means for the #imcslc brand is that the discussions
that include this hashtag are not hurting the brand. More positive sentiment could be reached
and boost the brand.
1:0 was the ratio that was given by SocialMention.
@IMCSLC The stated sentiment recorded by SocialMention is
Positive – 1
Neutral – 42
Negative – 0
These statistics are from Twitter and prove that this account has a positive voice when delivering
messages. What this means for the @imcslc brand is that the discussions that this account participates
in are not hurting the brand. More positive sentiment could be reached and boost the brand by
reaching into the neutral based discussion and fixing them.
IMCSLC The search term of IMCSLC has the best sentiment compared to the
hashtag and twitter account. SocialMention states that the term IMCSLC
has a25% likelihood of being mentioned in social media. The sentiment
ratio found was 32:1 which is the most realistic stat because there is a
negative mention based on this topic.

3. Influencer Analysis
• Kred is a monitoring tool that ranks a social
brand out of a possible score of 1,000 based on
the effectiveness of the out reach to the
followers.
• @IMCSLC influence is
• Kred influence rises when
Someone mentions, retweets
Or replies to your tweet.
This score out of 1,000 could easily be increased if
there was more discussion and/or retweet
worthy information.

4. Influence Screenshot
• Influence vs. Outreach (increases when @IMCSLC mentions, retweets or replies)

5. Volume Analysis
• Volume can be described as the number of posts
delivered in a specific period of time. In the
images provided the timeline is in days.
Volume for
#IMCSLC

6. Volume Analysis
• #IMCSLC continued

7. Volume Analysis
• Volume for @IMCSLC

8. Volume Analysis
@IMCSLC continued

9. Content Analysis
Content is anything that is posted on any social network to
create discussion, engage followers or just to post
opinions.
• Twitter allows pictures, links, videos and written content
to be posted and @IMCSLC makes sure to use this tool
to the maximum potential.
• Youtube is strictly a video social media tool and the IMC
brand has approached the possible opportunities but
have struggled to get the traffic that they would like to
get.
• Facebook allows pictures, links, videos and written
content to be posted and the IMC SLC page has done a
great job of using all types of content to appeal to all of
their followers.

10. Content Analysis
• Twitter

11. Content Analysis
• Youtube IMCSLC
http://www.youtube.com/user/IMCSLC

12. Content Analysis
• Facebook

13. Benchmark Analysis
• After some research I could not find any twitter
Handles or Hashtags that represent competing
programs. This leaves me to believe that they
don’t have an account and if they do they are
doing something terribly wrong if the account
can’t be found to follow.
• Comparing the two main forms of social media
for the IMC brand (Facebook & Twitter) are very
similar in volume, content and the amount of
followers/audience that they have acquired.

14. Monitoring Tools
• Social Mention
• Tweet Archivist
• Twitter Reach