LibGuides: Advertising and Marketing: Social Media

Social Media Marketing Terminology

Social Media Analytics: The evaluation of data from social media sites used to make business decisions. Various metrics have emerged as standards to measure: sharing (to determine who resonant the content is), consumption (to measure how many people viewed or downloaded material), and sales (to see if any money was made from social content).

Influencer Marketing: a form of marketing that focuses specific individuals (influencers) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

Social Media Statistics, Trends, and Ads

Fanpage Karma
14-day free trial (sign-up with Facebook) allows users to analyze engagement, best times for posting, best topics, & types of posts their own pages and for competitors' pages.

In the case that a professor would like to grant students access to Fanpage Karma, Fanpage Karma will set up a coupon code that the faculty member can hand out to their students. The students have to insert the code on https://www.fanpagekarma.com/coupon.

Fanpage Karma also supports students during their bachelor and master theses. If you provide a picture of your student id and an (official) document from the university, that confirms the thesis/work, Fanpage Karma will unlock their access for the Business edition of Fanpage Karma Analytics for free.
HootSuite Free Social Tools
Hootsuite’s collection of free social media tools ranging from AI content generators to engagement rate calculators, Scroll down for Social Listening tools.
Meta Ad Library
Pinterest Trends
RivalIQ
Head to Head comparisons. See how your social metrics, hashtags, and content measure up against thousands of social profiles in your industry. 14 Day Free Trial available
TikTik Creative Center
TrueSocialMetrics
A free 30-day trial (no credit card required) gives users access to comparative analysis of conversion and engagement rates.

Secondary Social Media Statistics and Research

eMarketer
Provides data, statistics, insights, and perspectives for marketing in a digital world.
WGSN Insight
The consumer insights and trend forecasting database contains reports on niche social media trends, global influencers, and marketing strategies.
Students must create an account and re-activate their account every 90 days: click to create or re-activate account.
Locked out of your account for too many incorrect login attempts? Reset your password here.
To access WGSN Insight:
- login via the proxy and then with your WGSN username and password select the part of the site you wish to use from the top menu
Use an incognito browser to access this resource.
Statista
A resource for global market and consumer data and statistics.