Measuring	  Your	  Social	  Media	  Efforts	                                  	  	  	  	  Made	  possible	  by	  HP’s	  Offic...
What	  are	  our	  goals?	  
How	  are	  we	  doing	  so	  far?	                                           Photo	  via	  Bigstock	  
You’re	  listening.                   	                As	  of	  9/24:	  	                177	  views	  on	  YouTube	     ...
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...
AAA Social Media  MeasuremenT Framework                                         - Kami Watson Huyse     Attention:        ...
ATTENTION                Measuring attention in an academic settingLikesViews/traffic          Do th                      ...
ATTENTION                Measuring attention in an academic settingLikesViews/traffic          Do th                      ...
ATTENTION                Measuring attention in an academic settingLikesViews/traffic          Do th                      ...
ATTENTION                Measuring attention in an academic settingLikesViews/traffic          Do th                      ...
What Facebookdifferent metrics     ValuesAn indication of the importance of     Σu w d }}                  e       e      ...
Weight                +                              >                >                              >    3f   Share    Ge...
+   ++                     ATTITUDE                        Measuring attitudes in an academic setting    Comments:    • Ar...
AcTION                   Measuring action in an academic settingAction:Conversations (2-way)Blog write-upsSpeaking Invitat...
AcTION                   Measuring action in an academic settingAction:                        Result:Conversations (2-way...
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!	                        *...
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...
How TO      ?MEASURE
ATTENTION                        Applications for measuring attentionLikes - Facebook built-in metricsViews/traffic - Goog...
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 o...
RESOURCESClick for a link to Diigo bookmarks
QuesPons.        	                 Photo	  via	  Bigstock	  
There’s	  homework.	  And	  a	  campaign!	  Photo	  via	  BigStock	                                 go.nmc.org/social-­‐me...
                        	                        	   ocial	  Media	      HP	  Catalyst	  S             Campaign:	       	 ...
Stay	  Connected!	                                  	                  samantha@nmc.org	                                  ...
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HP Catalyst Online Workshop > Measuring Your Social Media Efforts

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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

  1. 1. 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  
  2. 2. What  are  our  goals?  
  3. 3. How  are  we  doing  so  far?   Photo  via  Bigstock  
  4. 4. You’re  listening.   As  of  9/24:     177  views  on  YouTube   3,409  views  on  SlideShare  
  5. 5. Remember:  there’s  help.  go.nmc.org/soc-­‐media-­‐help  
  6. 6. Dr.  Corinne  Weisgerber  &  Dr.  Shannan  Butler  
  7. 7. MEasuringSocial Media
  8. 8. WHY ?MEASURE
  9. 9. ?WHAT TOMEASURE
  10. 10. I’ve got more friends than youMetrics need to be meaningful & related to your goals Beware of vanity metrics
  11. 11. 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.
  12. 12. ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?SharesReTweetsFollowsEmbeds
  13. 13. 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
  14. 14. 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.
  15. 15. 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.
  16. 16. What Facebookdifferent metrics ValuesAn indication of the importance of Σu w d }} e e e weight affinity recency
  17. 17. Weight + > > > 3f Share General understanding - exact weights not known, may vary by person
  18. 18. + ++ 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? - -
  19. 19. AcTION Measuring action in an academic settingAction:Conversations (2-way)Blog write-upsSpeaking InvitationsMedia InterviewsCollaborations
  20. 20. AcTION Measuring action in an academic settingAction: Result:Conversations (2-way)Blog write-ups Establish thought leadership,Speaking Invitations academic/scientific reputationMedia InterviewsCollaborations
  21. 21. Interviews Some examples
  22. 22. Speaking Opps Some examples
  23. 23. Two-way conversations and continued learningSharing slide deck Write-up Discovery Mutual Learning
  24. 24. Blog write-ups, mentions = continued exposure/conversation
  25. 25. AAA Framework 46 140
  26. 26. Facebook  Insights  
  27. 27. Gender  and  Age.  
  28. 28. Countries.  
  29. 29. Who’s  Talking  About  Us?  
  30. 30. Drill  Down  to  Post  Level.  
  31. 31. 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%.  
  32. 32. TwiZer  AnalyPcs  
  33. 33. TwiZer  MenPons  
  34. 34. Keep  track  in  real-­‐Pme.   TwiZerfall.com  
  35. 35. YouTube  AnalyPcs  
  36. 36. OpPons.  
  37. 37. Demographics  &  Discovery  
  38. 38. 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.  
  39. 39. How TO ?MEASURE
  40. 40. 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
  41. 41. Measuring attention with Google Analytics: Number of blog visits, avg. visit duration
  42. 42. Google Metrics Measuring attention: demographics
  43. 43. How to add Google Analytics to your blog: Install plugin
  44. 44. 1.2.3.
  45. 45. 1.2. How to add Google Analytics to a website: Claim it
  46. 46. MonitoringConversationsKnow who is talking about your project - Using GigaAlert.com
  47. 47. Type in keywordsClick go
  48. 48. Click “Feed Settings”
  49. 49. Copy URL intoGoogleReader
  50. 50. People sometimestalk about yourcontent withoutusing your name oravatar
  51. 51. People sometimestalk about yourcontent withoutusing your name oravatar
  52. 52. People sometimestalk about yourcontent withoutusing your name oravatar
  53. 53. People sometimestalk about yourcontent withoutusing your name oravatarOur slides, yet nocitationGigaAlert helpskeep tabs of that
  54. 54. RESOURCESClick for a link to Diigo bookmarks
  55. 55. QuesPons.   Photo  via  Bigstock  
  56. 56. There’s  homework.  And  a  campaign!  Photo  via  BigStock   go.nmc.org/social-­‐media-­‐help   or  #hpcatalyst  
  57. 57.       ocial  Media   HP  Catalyst  S Campaign:    From  Facebook  to  Funding!  
  58. 58. 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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