HP Catalyst Online Workshop > Measuring Your Social Media Efforts
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HP Catalyst Online Workshop > Measuring Your Social Media Efforts

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How am I doing? ...

How am I doing?

That is a critical question to ask yourself as you grow your social media presence. When you’re putting content out there, it’s important to constantly evaluate your impact. You set out in the social media world with goals; let’s make sure you’re accomplishing them.

Can success really be measured in likes, +1’s, and re-tweets?

There’s more to the story. Your goals are unique to your project… and the ways you assess your progress should be, too.

In the first HP Catalyst Online Workshop, we covered “Social Media Basics for Educators” and explored how to build a solid social media identity to boost project visibility. In this second online workshop, we’ll help you measure the outcomes of your social media efforts — and use those metrics to improve your content and image. After all, social media stats aren’t just for marketing gurus. You too can use them to get a better grip on your audience and to continue expanding your project’s community.

Here’s just a taste of some of the material we’ll discuss:

Creating your own standards of assessment

Defining “ROI” in the social media world

Understanding Facebook Insights

Analyzing Twitter mentions and interactions

Making use of YouTube analytics

Connecting analytics across all social media platforms

Applying what you’ve learned from social media analytics

We’re fortunate to have some amazing guest speakers who are social media and PR savants! Let’s meet them…

Dr. Corinne Weisgerber
Corinne Weisgerber, Ph.D., is a social media professor and Internet researcher at St. Edward’s University in Austin, Texas where she teaches classes on social and interactive media, interpersonal communication and public relations. Corinne became interested in computer-mediated communication in the early days of the Internet and has been studying the impact of new communication technologies on our relationships, identities, and ways of seeing the world since the beginning of her doctoral studies at the Pennsylvania State University. Much of her latest research has focused on new media, pedagogy, and the impact of social media on independent learning and Professional development. Her research has been published in academic journals, book chapters, and various online forums. An educator first and foremost, Corinne also developed one of the first social media for public relations classes – a course which explores emerging social media technologies and studies their application in contemporary PR practice and which she has been teaching since 2007.

Dr. Shannan Butler
Shannan H. Butler, Ph.D., is an assistant professor of communication at St. Edward’s University in Austin, Texas. Shannan conducts research in the area of visual communication, new media, pedagogy and rhetorical criticism of visual media. He was invited to present his work on visualization at the New Media Consortium’s 2010 Horizon Report general meeting.

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HP Catalyst Online Workshop > Measuring Your Social Media Efforts HP Catalyst Online Workshop > Measuring Your Social Media Efforts Presentation Transcript

  • Measuring  Your  Social  Media  Eﬀorts          Made  possible  by  HP’s  Oﬃce  of     Sustainability  &  Social  Innova;on  Samantha  Adams  Becker  Dr.  Shannan  Butler  Dr.  Corinne  Weisgerber   Photo  via  Bigstock  
  • What  are  our  goals?  
  • How  are  we  doing  so  far?   Photo  via  Bigstock  
  • You’re  listening.   As  of  9/24:     177  views  on  YouTube   3,409  views  on  SlideShare  
  • Remember:  there’s  help.  go.nmc.org/soc-­‐media-­‐help  
  • Dr.  Corinne  Weisgerber  &  Dr.  Shannan  Butler  
  • MEasuringSocial Media
  • WHY ?MEASURE
  • ?WHAT TOMEASURE
  • I’ve got more friends than youMetrics need to be meaningful & related to your goals Beware of vanity metrics
  • AAA Social Media MeasuremenT Framework - Kami Watson Huyse Attention: Attitude: Action:Volume of interest Sentiment and Business results, (i.e. fans, traffic relationship to outreach effort, and other the brand. or sustained analytics) online presences in social networks online.
  • ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?SharesReTweetsFollowsEmbeds
  • ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Shares Do th ey shoReTweets w sub stanc e?FollowsEmbeds
  • ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Shares Do th ey shoReTweets w sub stanc e?Follows Be w a re of vEmbeds anity me trics.
  • ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Shares Do th ey shoReTweets w sub stanc e?Follows Be w a re of vEmbeds anity me trics.
  • What Facebookdifferent metrics ValuesAn indication of the importance of Σu w d }} e e e weight affinity recency
  • Weight + > > > 3f Share General understanding - exact weights not known, may vary by person
  • + ++ ATTITUDE Measuring attitudes in an academic setting Comments: • Are they positive, negative, or neutral in tone? • Do they convey a sense of interest in/excitement about your project? - -
  • AcTION Measuring action in an academic settingAction:Conversations (2-way)Blog write-upsSpeaking InvitationsMedia InterviewsCollaborations
  • AcTION Measuring action in an academic settingAction: Result:Conversations (2-way)Blog write-ups Establish thought leadership,Speaking Invitations academic/scientific reputationMedia InterviewsCollaborations
  • Interviews Some examples
  • Speaking Opps Some examples
  • Two-way conversations and continued learningSharing slide deck Write-up Discovery Mutual Learning
  • Blog write-ups, mentions = continued exposure/conversation
  • AAA Framework 46 140
  • Facebook  Insights  
  • Gender  and  Age.  
  • Countries.  
  • Who’s  Talking  About  Us?  
  • Drill  Down  to  Post  Level.  
  • Consider  RaPos.  *2%  of  followers  liked  this!   *61%  of  pages  have  a  virality  rate  of  2.5%   or  less,  according  to  EdgeRank  Checker.   The  median  rate    is  2%.  
  • TwiZer  AnalyPcs  
  • TwiZer  MenPons  
  • Keep  track  in  real-­‐Pme.   TwiZerfall.com  
  • YouTube  AnalyPcs  
  • OpPons.  
  • Demographics  &  Discovery  
  • What  do  we  do  with  everything?  1.  If  there  is  a  spike  in  likes/followers/subscribers,  pinpoint  the  Pming  and  posts  that  led  to  the  increase.  Repeat.    2.  Cater  to  your  demographics.      3.  Pay  aZenPon  to  what  posts  people  are  liking/favoriPng/re-­‐tweePng,  commenPng  on,  etc.  Repeat.  4.  Maximize  your  reach  with  a  call-­‐to-­‐acPon.  Ask  your  audiences  to  share/comment/like/re-­‐tweet.  5.  Be  aspiraPonal.  
  • How TO ?MEASURE
  • ATTENTION Applications for measuring attentionLikes - Facebook built-in metricsViews/traffic - Google Analytics, Academia.eduClicks - Bit.ly (tweeted links)Shares - Facebook, SlideShare, etc. built-in metricsReTweets - Twitter built-in metrics, HootSuite, TweetDeckFollows - Twitter built-in metricsEmbeds - SlideShare built-in metrics
  • Measuring attention with Google Analytics: Number of blog visits, avg. visit duration
  • Google Metrics Measuring attention: demographics
  • How to add Google Analytics to your blog: Install plugin
  • 1.2.3.
  • 1.2. How to add Google Analytics to a website: Claim it
  • MonitoringConversationsKnow who is talking about your project - Using GigaAlert.com
  • Type in keywordsClick go
  • Click “Feed Settings”
  • Copy URL intoGoogleReader
  • People sometimestalk about yourcontent withoutusing your name oravatar
  • People sometimestalk about yourcontent withoutusing your name oravatar
  • People sometimestalk about yourcontent withoutusing your name oravatar
  • People sometimestalk about yourcontent withoutusing your name oravatarOur slides, yet nocitationGigaAlert helpskeep tabs of that
  • RESOURCESClick for a link to Diigo bookmarks
  • QuesPons.   Photo  via  Bigstock  
  • There’s  homework.  And  a  campaign!  Photo  via  BigStock   go.nmc.org/social-­‐media-­‐help   or  #hpcatalyst  
  •       ocial  Media   HP  Catalyst  S Campaign:    From  Facebook  to  Funding!  
  • Stay  Connected!     samantha@nmc.org     Social  Media  Help  Forum:   go.nmc.org/soc-­‐media-­‐help    Sign  Up  for  “From  Facebook  to  Funding”:   go.nmc.org/9-­‐to-­‐funding   Photo  via  Bigstock  
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