Social Media Impact Evaluation

Social Media Impact Evaluation
Anne Mims Adrian
anne.adrian@extension.org
twitter.com/aafromaa
blog.anneadrian.com
Special thanks to:
Michael Lambur, eXtension Evaluation Specialist

Social Media …
… is a means to an end.
Means: conversations and interactions.
End: connecting individuals with Extension resources.

Social Media …
…. isn’t just about the numbers;
it’s more about perception, engagement, and emotions.

Identify your community (some call this audience)

Know Your Goals
Increase social media presence
Increase visits to web site
Engage people where they are
Drive conversions
Learn something new
Become an authority among authorities

Know Your Goals
Become a contributing part of a community
Strengthen personal / professional/ organization’s reputation
Strengthen personal / professional/ organization’s credibility
Co-create

(Kanter, 2010)

Approaches to Engagement
Involvement: site visitors, time spent, pageviews, reach, frequency
Interaction: contributions to blogs, content creation, and uploads
Intimacy: consumer attitudes, perceptions, and feelings
Influence: likelihood consumers will recommend or advocate
Forrester Research (Villa, 2009)

Kind: positively or negatively engaged
Degree: involved—low to high
Papadakis (Kaushik, 2008)

Involvement and interaction/degree
Can be monitored with analytics (quantitative or “head” data)
Intimacy and influence/kind
Need to come directly from the consumer (qualitative or “heart” data)

Monitoring Engagement
Google Analytics: unique visits, frequency of visits, recency of visits, depth of visit, length of visit, time spent on site
Twitter: following, followers, tweets, retweets

Facebook: fans, profile data, wall postings, events
YouTube: views, ratings, links, audiences

Intimacy and influence/kind
Comment analysis
Content analysis of the conversation
Evaluation questions asked in the conversation
Links to online surveys/polls

Monitoring Twitter
Klouthttp://klout.com
Twitalyzerhttp://twitalyzer.com/
Peer Index http://www.peerindex.net/
TweetEffecthttp://tweeteffect.com/
Bit.ly* http://bit.ly
*Bit.ly can be used with other media

Monitoring Twitter
Klouthttp://klout.com

Monitoring Twitter
Twitalyzerhttp://twitalyzer.com/

Monitoring Twitter
Peer Index http://www.peerindex.net/

Monitoring Twitter
TweetEffecthttp://tweeteffect.com/

Monitoring Links
Bit.ly

Monitoring Facebook
Facebook analytics
Google analytics
Number of page likes
Links followed
Comments quality
Discussion changes

Monitoring Facebook

Monitoring YouTube

What if….
each of the 320 members spent 15 minutesa day contributing and/or listening online, …
… then 80 hours a day would be given to online work by the members.

What if ...
each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed information (within context), …
… then 16,000 people could engage, learn, share, and contribute (within context).

Popularity vs. influence
Balance scale and being effective in niches and communities where differences can be made.

Are We Engaging for Learning?
Are we part of communities of learners?
Do we contribute and provide information?
Are we sense-makers?
Do we help solve problems?
Are we drivers of performance?

References
Kanter, Beth. (2010). 9 ways nonprofits can excel using social media. http://www.bethkanter.org/socialmedia-nonprofits-excel/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+bethblog+%28Beth%27s+Blog%29
Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? http://www.kaushik.net/avinash/2008/01
Lambur, Michael (2010). Markers for Success: Getting started with your CoP evaluation efforts, Report, December 14, 2010.
Villa, J. (2009). What does engagement really mean? http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=111974&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=jose%20villa&page_number=11

Resources
CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide
Communicating Social Media Potential for CoPshttp://bit.ly/CoPsocialmedia
CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010

Photo Credits
Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/ Photo
Conversation By cliff1066™Cliffcliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/
Community: University of Minnesota Master Gardeners, supplied by Karen Jeannette
Boys: University of Minnesota Master Gardeners, supplied by Karen Jeannette

Photo Credits
Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/
Balance By Pink Sherbet PhotographyD. Sharon Pruitt
http://www.flickr.com/photos/pinksherbet/233228813/

Questions
Share any final comments, thoughts, resources.
Thank you for your participation.
Anne Mims Adrian
anne.adrian@extension.org
twitter.com/aafromaa
blog.anneadrian.com

Social Media Impact Evaluation

by Anne Adrian on Jan 23, 2011

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Social Media Impact Evaluation — Presentation Transcript