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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.

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
  • Transcript

    • 1. 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
    • 2. Social Media …
      … is a means to an end.
      Means: conversations and interactions.
      End: connecting individuals with Extension resources.
    • 3. Social Media …
      …. isn’t just about the numbers;
      it’s more about perception, engagement, and emotions.
    • 4. Identify your community (some call this audience)
    • 5. 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
    • 6. Know Your Goals
      Become a contributing part of a community
      Strengthen personal / professional/ organization’s reputation
      Strengthen personal / professional/ organization’s credibility
      Co-create
    • 7. (Kanter, 2010)
    • 8. (Kanter, 2010)
    • 9. 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)
    • 10. Approaches to Engagement
      Kind: positively or negatively engaged
      Degree: involved—low to high
      Papadakis (Kaushik, 2008)
    • 11. Approaches to Engagement
      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)
    • 12. Monitoring Engagement
      Involvement and interaction/degree
      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
    • 13. Monitoring Engagement
      Involvement and interaction/degree
      Facebook: fans, profile data, wall postings, events
      YouTube: views, ratings, links, audiences
    • 14. Monitoring Engagement
      Intimacy and influence/kind
      Comment analysis
      Content analysis of the conversation
      Evaluation questions asked in the conversation
      Links to online surveys/polls
    • 15. 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
    • 16. Monitoring Twitter
      Klouthttp://klout.com
    • 17. Monitoring Twitter
      Twitalyzerhttp://twitalyzer.com/
    • 18. Monitoring Twitter
      Peer Index http://www.peerindex.net/
    • 19. Monitoring Twitter
      TweetEffecthttp://tweeteffect.com/
    • 20. Monitoring Links
      Bit.ly
    • 21. Monitoring Facebook
      Facebook analytics
      Google analytics
      Number of page likes
      Links followed
      Comments quality
      Discussion changes
    • 22. Monitoring Facebook
    • 23. Monitoring Facebook
    • 24. Monitoring YouTube
    • 25. 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.
    • 26. 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).
    • 27. Popularity vs. influence
      Balance scale and being effective in niches and communities where differences can be made.
    • 28. 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?
    • 29. 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
    • 30. 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
    • 31. 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
    • 32. 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/
    • 33. 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

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