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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

Social Media Impact Evaluation Social Media Impact Evaluation Presentation Transcript

  • 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)
  • (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)
  • Approaches to Engagement
    Kind: positively or negatively engaged
    Degree: involved—low to high
    Papadakis (Kaushik, 2008)
  • 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)
  • 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
  • Monitoring Engagement
    Involvement and interaction/degree
    Facebook: fans, profile data, wall postings, events
    YouTube: views, ratings, links, audiences
  • Monitoring Engagement
    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 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