Social Media Impact Evaluation

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This presentation was created for a portion of a web conference on using social media for the Financial Security for All Community of Practice.

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  • HAD: How do online networks build/affect relationships?What value to relationships have in online networks?Common threads, shared interests, lead to reputation, trust, relationships, group forming, collaborationVia:AccessFlexibilityRelevant DiversityCollaborative Platforms
  • http://www.flickr.com/photos/jurvetson/4182789146/
  • Photo This photo belongs tocliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/Set a goal - Set a goal to give you focus and to understand whyyou’re are doing what you are doing. Take some time to explore and ponder what your goals are.Decide on goals and Think about the objectives and tactics to reach those goals - Don’t stick with easy to measure metrics—number of visitors, number of followers, etc. Objectives of being more engaging may be to engage with a new person every day or writing a great article on your blog every week. Focus on goals, over time you’ll realize benefits of staying focus. - Don’t stress if you don’t meet your goals. Athletic teams’ goals are to win each game. Every batter’s goal is to get on base. But, overall teams win for only 50 % of the time. Batters get on base less than 50% of the time. Preparing for games, playing the games, attempting to make a hit results in other benefits, contributing to game or long term strategies, learning, and adjusting. Setting goals is to keep you focused. Not to cause stress. Understand why you are using social media tools. If you do not understand why you’re using these social media tools, setting goals and appropriate expectations is going to be difficult. Ideas for this slide came from http://mashable.com/2009/07/11/social-media-goals/
  • By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/in/faves-aafromaa/Set a goal - Set a goal to give you focus and to understand whyyou’re are doing what you are doing. Take some time to explore and ponder what your goals are.Decide on goals and Think about the objectives and tactics to reach those goals - Don’t stick with easy to measure metrics—number of visitors, number of followers, etc. Objectives of being more engaging may be to engage with a new person every day or writing a great article on your blog every week. Focus on goals, over time you’ll realize benefits of staying focus. - Don’t stress if you don’t meet your goals. Athletic teams’ goals are to win each game. Every batter’s goal is to get on base. But, overall teams win for only 50 % of the time. Batters get on base less than 50% of the time. Preparing for games, playing the games, attempting to make a hit results in other benefits, contributing to game or long term strategies, learning, and adjusting. Setting goals is to keep you focused. Not to cause stress. Understand why you are using social media tools. If you do not understand why you’re using these social media tools, setting goals and appropriate expectations is going to be difficult. Ideas for this slide came from http://mashable.com/2009/07/11/social-media-goals/
  • By Pink Sherbet PhotographyD. Sharon Pruitthttp://www.flickr.com/photos/pinksherbet/233228813/
  • Work the network;Let the network filter;Learn from others;Let go of some of the control
  • Social Media Impact Evaluation

    1. 1. Social Media Impact Evaluation<br />Anne Mims Adrian<br />anne.adrian@extension.org<br />twitter.com/aafromaa<br />blog.anneadrian.com <br />Special thanks to:<br />Michael Lambur, eXtension Evaluation Specialist<br />
    2. 2. Social Media …<br />… is a means to an end.<br />Means: conversations and interactions.<br />End: connecting individuals with Extension resources.<br />
    3. 3. Social Media …<br />…. isn’t just about the numbers; <br />it’s more about perception, engagement, and emotions.<br />
    4. 4. Identify your community (some call this audience)<br />
    5. 5. Know Your Goals<br />Increase social media presence<br />Increase visits to web site<br />Engage people where they are<br />Drive conversions<br />Learn something new<br />Become an authority among authorities<br />
    6. 6. Know Your Goals<br />Become a contributing part of a community <br />Strengthen personal / professional/ organization’s reputation<br />Strengthen personal / professional/ organization’s credibility<br />Co-create<br />
    7. 7. (Kanter, 2010)<br />
    8. 8. (Kanter, 2010)<br />
    9. 9. Approaches to Engagement<br />Involvement: site visitors, time spent, pageviews, reach, frequency<br />Interaction: contributions to blogs, content creation, and uploads<br />Intimacy: consumer attitudes, perceptions, and feelings<br />Influence: likelihood consumers will recommend or advocate<br />Forrester Research (Villa, 2009)<br />
    10. 10. Approaches to Engagement<br />Kind: positively or negatively engaged<br />Degree: involved—low to high<br />Papadakis (Kaushik, 2008)<br />
    11. 11. Approaches to Engagement<br />Involvement and interaction/degree<br /> Can be monitored with analytics (quantitative or “head” data)<br />Intimacy and influence/kind<br />Need to come directly from the consumer (qualitative or “heart” data)<br />
    12. 12. Monitoring Engagement<br />Involvement and interaction/degree<br />Google Analytics: unique visits, frequency of visits, recency of visits, depth of visit, length of visit, time spent on site<br /> Twitter: following, followers, tweets, retweets<br />
    13. 13. Monitoring Engagement<br />Involvement and interaction/degree<br />Facebook: fans, profile data, wall postings, events<br /> YouTube: views, ratings, links, audiences<br />
    14. 14. Monitoring Engagement<br />Intimacy and influence/kind<br />Comment analysis<br /> Content analysis of the conversation<br /> Evaluation questions asked in the conversation<br /> Links to online surveys/polls<br />
    15. 15. Monitoring Twitter<br />Klouthttp://klout.com<br />Twitalyzerhttp://twitalyzer.com/<br />Peer Index http://www.peerindex.net/<br />TweetEffecthttp://tweeteffect.com/<br />Bit.ly* http://bit.ly<br />*Bit.ly can be used with other media<br />
    16. 16. Monitoring Twitter<br />Klouthttp://klout.com<br />
    17. 17. Monitoring Twitter<br />Twitalyzerhttp://twitalyzer.com/<br />
    18. 18. Monitoring Twitter<br />Peer Index http://www.peerindex.net/<br />
    19. 19. Monitoring Twitter<br />TweetEffecthttp://tweeteffect.com/<br />
    20. 20. Monitoring Links<br />Bit.ly<br />
    21. 21. Monitoring Facebook<br />Facebook analytics<br />Google analytics<br />Number of page likes<br />Links followed<br />Comments quality<br />Discussion changes<br />
    22. 22. Monitoring Facebook<br />
    23. 23. Monitoring Facebook<br />
    24. 24. Monitoring YouTube<br />
    25. 25. What if….<br />each of the 320 members spent 15 minutesa day contributing and/or listening online, …<br />… then 80 hours a day would be given to online work by the members.<br />
    26. 26. What if ...<br />each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed information (within context), …<br />… then 16,000 people could engage, learn, share, and contribute (within context).<br />
    27. 27. Popularity vs. influence<br />Balance scale and being effective in niches and communities where differences can be made.<br />
    28. 28. Are We Engaging for Learning?<br />Are we part of communities of learners?<br />Do we contribute and provide information?<br />Are we sense-makers?<br />Do we help solve problems?<br />Are we drivers of performance?<br />
    29. 29. References<br />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<br />Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? http://www.kaushik.net/avinash/2008/01<br />Lambur, Michael (2010). Markers for Success: Getting started with your CoP evaluation efforts, Report, December 14, 2010.<br />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<br />
    30. 30. Resources<br />CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide<br />Communicating Social Media Potential for CoPshttp://bit.ly/CoPsocialmedia<br />CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010<br />
    31. 31. Photo Credits<br />Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/ Photo<br />Conversation By cliff1066™Cliffcliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/<br />Community: University of Minnesota Master Gardeners, supplied by Karen Jeannette<br />Boys: University of Minnesota Master Gardeners, supplied by Karen Jeannette<br />
    32. 32. Photo Credits<br />Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/<br />Balance By Pink Sherbet PhotographyD. Sharon Pruitt<br />http://www.flickr.com/photos/pinksherbet/233228813/<br />
    33. 33. Questions<br />Share any final comments, thoughts, resources.<br />Thank you for your participation.<br />Anne Mims Adrian<br />anne.adrian@extension.org<br />twitter.com/aafromaa<br />blog.anneadrian.com <br />
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