Social Media: Am I Doing it Right?

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- "Success" in social media
- Tracking and measuring
- Audience engagement as metric of success
- Maximizing audience engagement
From: 2009 Association of Zoos & Aquariums conference.
Posted by: Rebecca Whitham, Woodland Park Zoo, Seattle, Washington.

Published in: Business, Technology
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Social Media: Am I Doing it Right?

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  2. Social Media: Am I doing it right? Association of Zoos & Aquariums Annual Conference | Portland, Oregon | September 2009
  3. Let’s talk about… 1. What it means to be successful with social media 2. How we can track and measure social media 3. How our audiences engage with social media 4. What we can do today to maximize audience engagement with our social media
  4. Redefining success from web 1.0
  5. What is success? How do I define success in social media? Mission Communications Plan Social Media Goals Make it measurable
  6. Example: WPZ social media goals Measure what matters to you
  7. Core elements of success <ul><li>ENGAGEMENT </li></ul><ul><li>“ Our audience is engaged” </li></ul><ul><li>Metrics (Quantitative): </li></ul><ul><li># of comments </li></ul><ul><li>Video ratings </li></ul><ul><li># of retweets / shares / likes </li></ul><ul><li>Metrics (Qualitative): </li></ul><ul><li>Tone of comments </li></ul><ul><li>Perception of brand </li></ul><ul><li>REACH </li></ul><ul><li>“ We have an audience” </li></ul><ul><li>Metrics: </li></ul><ul><li>Page views </li></ul><ul><li># of subscribers </li></ul><ul><li># of fans </li></ul>
  8. Do I have reach and engagement? Listen Measure Learn Adapt
  9. Listening and tracking http://www.google.com/alerts http://search.twitter.com
  10. Listening and tracking http://www.socialmention.com/
  11. Measuring reach and engagement http://www.sensidea.com/socialseek/ Paid services Radian6: http://www.radian6.com PR Newswire: Social Media Metrics http://www.prnewswire.com/ Free services
  12. Facebook Page Insights ENGAGEMENT REACH
  13. www.klout.net
  14. Sentiment tracking www.twendz.com
  15. Link clicks and shares REACH ENGAGEMENT
  16. So how do I get more reach and engagement? Photo by Dennis Conner
  17. Understand your audience Photo by Ryan Hawk
  18. Types of social media users Social media Spectator Joiner Creator Collector Critic Inactive
  19. Creator I see what you’re doing & I want to do it too
  20. Critic I see what you’re doing & I want you to know what I think of it
  21. Collector I see what you’re doing & I want to influence its output
  22. Joiner I see what you’re doing & I want to be associated with it
  23. Spectator I see what you’re doing
  24. Inactive Did you say something?
  25. Profile your audience United States internet users http://www.forrester.com/Groundswell/profile_tool.html
  26. Barriers to audience engagement <ul><li>Mostly spectators </li></ul><ul><li>Time </li></ul><ul><li>Tech limitations </li></ul>Photo by Ryan Hawk
  27. Incentives for engagement <ul><li>Relationship building </li></ul><ul><li>Benefits and exclusive value </li></ul><ul><li>Influence </li></ul>
  28. Can’t FAIL tips for engagement <ul><li>Know your audience: use profile tool </li></ul><ul><li>Recognize barriers and incentives </li></ul><ul><li>Provide ways to engage at all active levels </li></ul><ul><li>Example: Facebook fan page </li></ul><ul><li> Creators – add photos to your fan album </li></ul><ul><li> Critics – “like” a post </li></ul><ul><li> Collectors – tag photos </li></ul><ul><li> Joiners – become a fan </li></ul><ul><li> Spectators – page viewable without an account </li></ul><ul><li>Put out irresistible content </li></ul><ul><li>Model engagement you want to see </li></ul><ul><li>Keep it real </li></ul><ul><li>Listen, measure, learn, adapt. Repeat. </li></ul>
  29. rebecca.whitham@zoo.org | @WPZRebecca | @woodlandparkzoo

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