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CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health Success


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This is the sixth part of interactive webcasts in this round of the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.

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CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health Success

  1. 1. 1Social Media Measurement &Evaluation for Public Health Success#SM4PHErin Edgerton Norvell, Senior Director for Communication Strategy and Digital;Heather Cole-Lewis, PhD, MPH, Evaluation Specialist;and Jennifer Smith, Web Content Specialist
  2. 2. Objectives• Discuss evaluation and measurement tactics• Explore social media metrics and tools• Share social media success stories• Highlight best practices2
  3. 3. Evidenced-Based Learning• Draw conclusionsbased on data• Assess what worksand what doesn’t• Make improvementsto reach goals3
  4. 4. Planning for MeasurementDefine Communication GoalConduct Target Audience ResearchSelect Communication ChannelsIdentify Tactics, Implementation ScheduleMap Channel Metrics to Goal4
  6. 6. Social Media Evaluation Keys•Amount of people you reach with your messageEXPOSURE• Amount of people who take action in response tomessage• Call to actionENGAGEMENT6
  7. 7. Key AspectsExposure (also known as reach) will differ across platforms; basicpurpose is to identify how many people had the opportunity to seeyour message.There are any tools to help with this• number of fans, followers and subscribers• number of people and accounts reached by those who re-tweeted, shared or subscribed to your channel.Think about ways to combine metrics in a way that makes the mostsense based on the goals of your evaluation/campaign.
  8. 8. Key AspectsEngagement is one of the most important measurements.It shows how many people cared enough about what youshared to take some kind of action.According to the SMM Standards CoalitionThree stages of engagement- LOW, MEDIUM & HIGHLow: One way –audience receiving information, you pushing info• includes # of followers, second-level followers (followers of followers),amount of content you post
  9. 9. Key AspectsMedium: Two way - audience responding to information• includes follows, share messages, retweets, etc.High: Users become partners in campaign.• Provides insight on how to improve, or participate in campaign• activities like posting NEW user content, contributing pictures,blogging,• taking some physical action; getting an HIV test and blog aboutexperiencesThere more resources about this at or followconversation using #smmstandards on twitter
  10. 10. Social Media Evaluation Keys• Organization developing standards forsocial media evaluation• COALITION10
  11. 11. Social Media Evaluation Keys• Positive, neutral or negative in sentimentINFLUENCE• Exposure-Influence-Engagement-ActionRESULTS11
  12. 12. Key AspectsInfluence assess whether the engagement metrics arepositive, neutral or negative in sentiment.• Did your campaign influence positive mood toward thecampaign or did it create negative sentiments or anybacklash.• Because this is a more subjective metric, it is somethingyou’ll want to manually check and not simply rely on anautomated tool to report.
  13. 13. Key AspectsFinally for RESULTS:• Interpret all of the previous ASPECTS- exposure, engagement,influence.• Determine whether you are reaching your primary goals that youset in the beginning.• Use information to inform the rest of the campaign.ONE THING to noteKEY ASPECTS to social media evaluation are progressive, i.e., youcan’t have Engagement without Exposure; never get to influenceand results unless you’ve had some engagement with your targetaudience.
  14. 14. Facebook Measurement• Likes• Reach of page andindividual posts• People talking aboutyour page and content• Friends of fans• Geographical breakdown• Demographics• Page views andunique visitors• External referrersWhat can be measured in Facebook:14
  15. 15. Facebook Measurement15GOAL METRICExposure- Number of likes- Number of page views- Number of unique visitors- Potential page and post reach- Demographics & locationsEngagement- Number of shares- Number of clicks images/video/links- Number of tags- InfluencersInfluence- Qualitative assessment of tagsand comments- Sentiment- Changes in attitudes and/orbehaviorResults- Define presence and impact- Traffic driven to your site- Contribution to overall goals
  16. 16. Facebook’s Evaluation Tool• Likes• Reach of page• Reach of individual posts• People talking about yourpage and content• Friends of fans• Geographical breakdown• Demographics• Page views• Unique visitors• External referrers16Facebook Insights:
  17. 17. Facebook Case Study• Engaged followers on Facebook with a request forphotos of cats for the “Cat Immersion Project” for theirpatient, Maga.• Followed up with a video and “thank you” message• Tracked responses using Facebook Insights: Likes,shares, comments and photos17
  18. 18. FB Case StudyThis project was a special surprise for Maga, who wasconfined to her hospital room because of cancer and acompromised immune system.On July 19, they asked Facebook fans to send pictures forthe project• 1,629 liked the post• 1,011 commented (most included pictures in thecomments)• 1,900 people shared• And it reached 55,337 people18
  19. 19. FB Case StudyOn July 25, they posted a thank you message & told people totune in the next week to see Maga’s reaction. The post got:• 1,028 likes• 104 comments (+more photos)• 124 shares• And it reached 30,207 peopleHere, we see the call to action used on Facebook resultedin true engagement with thousands of comments andphotos that reached beyond their current followers andreceived a lot of engagement, starting a true social mediadialogue. I’ll talk more about this later on as well.19
  20. 20. Twitter Measurement• Number of followers• Total posts• Hashtags• Reach• Key influencers• Demographics• Geographical location• Who is mentioning you?• How many times are yourposts re-tweeted?• Who is re-tweeting yourposts?What can be measured in Twitter:20
  21. 21. Twitter Measurement21GOAL METRICExposure- Number of followers- Number of tweets- Number of participants for events- Potential Reach- Demographics & locationsEngagement- Number of retweets- Number of @replies- Number of clicks images/video- Hashtag Usage- InfluencersInfluence- Qualitative assessment of @repliesand mentions- Sentiment- Changes in attitudes and/orbehaviorResults - Define presence and impact- Traffic driven to your site- Contribution to overall goals
  22. 22. Twitter Evaluation ToolsBasic Reporting Tools with free offerings:• Tweetreach• Twitalyzer• Topsy22
  23. 23. Twitter Eval ToolsTweetreach, Twitanalyzer & Topsy- Canprovide basic reports which have metricssuch as the number of posts, reach,impressions, could give you a limitedtranscript of posts, etc.23
  24. 24. Twitter Case Study #1Chicago Public Health Analyzed:• Hashtag #UnExpected to learn thecampaign is top most retweetedpost for 2013– Twice the normal reach– Know that higher clicks equates topeople sharing/engaging• Post with most reach for 2013 shared free vision examsand glasses for students– Fifteen times the normal reach– Noticed retweeters had higher influence24
  25. 25. Twitter Case Study #1@ChiPublicHealth- Uses free tools to monitor activity and find-Most popular tweets-Total mentions-New Followers-When people un-followed their account25
  26. 26. Twitter Case Study #1Chicago Public Health Uses: Native Twitter analytics tool SocialBro Vizify BottleNose TweetReach Symplur’s Healthcare Hashtag Project
  27. 27. Twitter Case Study #1A bit more about some of the measurement tools:• SocialBro can evaluate influencers and best times to tweet• Vizify provides the year’s most popular terms• BottleNose shows the most popular hashtags by month. aswell as sentiment and influencers around the hashtags• TweetReach monitor more external hashtags• Symplur’s Healthcare Hashtag Project can help you find outwhat healthcare conversations are taking place and discovernew influencers within different disciplines27
  28. 28. Twitter Case Study #2@CDCNPIN Jan. 2013 #NPINchat on Twitter forPublic Health:• During the one-hour chat, there were 551 tweets, 82retweets and 46 mentions• NPIN posed 6 questions and got110 direct responses• Conservative probably reach just over700,000 and a more liberal, potentialreach over of 7 million• For January, 20 followersparticipated in multiple chats28
  29. 29. Twitter Case Study #2This is just one example of metrics from the monthly, one-hour @CDCNPIN TwitterChats.The chats engage partners and build a community ofpractice so they can draw on each other’s expertise.The chats also give NPIN a chance to reach new engagersand follow them to create productive, long-termpartnerships not only on Twitter but throughout thenetwork of public health care agencies.29
  30. 30. LinkedIn MeasurementPages• Visitors by industry• Page performance• Total traffic• Visitor demographics• Followers• Links clickedGroups• Membership growth• Activity• Number of comments• Discussions• Demographics• Location• Seniority• Function• IndustryWhat can be measured in LinkedIn:30
  31. 31. LinkedIn MeasurementGOAL METRICExposure- Number of visitors- Total traffic- Number of followers- Potential Reach- Demographics & locations- Number of group membersEngagement- Number of shares- Number of comments- Number of group discussions- Number of clicks images/video- InfluencersInfluence- Qualitative assessment ofcomments and group discussions- SentimentResults- Define presence and impact- Traffic driven to your site- Contribution to overall goals31
  32. 32. LinkedIn Evaluation Tools• LinkedIn Analytics Data for company page and groups to trackinsights for pages, followers and posts• PeopleLinx Paid tool specifically for LinkedIn offering moredetailed stats about engagement, referrals,behavior, etc., tailored to help improveconnectivity with key accounts and influencers32
  33. 33. LinkedIn Case StudyAmerican Public Health Association (APHA)• Within LinkedIn, measures:– Followers– Profile contacts– Group members– Group discussions– Group comments• Closely monitor activity level to react to trends• Use demographics insights to determine tone and content• Integrate with Google Analytics to track activity33
  34. 34. LinkedIn Case StudyFor example with Demographics- highest audience is older and values discussions more- second highest audience is entry-level staff who value jobopening and career opportunities.APHA also adds insight to their metrics by tracking all the linksposted in SM with Google Analytics and Bitly, a URL shortener.Bitly allows measurement of both external and APHA links.Google Analytics helps track links back to the APHA site,providing metrics like Bounce rate, Pages per visit, time on site,% of New visits, and conversions.34
  35. 35. LinkedIn Case StudyAmerican Public Health Association (APHA)Integrate with free tracking tools:– Bitly– GoogleAnalytics35
  36. 36. LinkedIn Case StudyBitly lesson:• Tracking number of clicks, discovered members werevery interested in the CDC budget• BUT, a post about NFL players in flu-prevention adssent before the Super Bowl generated hardly any clicksLesson: Members want timely content but pop culturetie-ins just aren’t intriguing to the group. This is a goodtime-saving lesson to apply so valuable staff resourcesaren’t spent on developing posts that don’t engage theaudience.36
  37. 37. LinkedIn Case StudyTwo lessons from Google Analytics:Bitly report showed a lot of click for an Infographic post.The same traffic reviewed through Google Analyticsrevealed the landing page had nearly an 80% bounce rateand a pages per visit rate of only 1.1, even though the avg.time on the site was 20% higher.Lesson: The landing page needed to be optimized tocollect email addresses and promote more siteengagement. Especially because 88% of visitors werenew to the site.37
  38. 38. LinkedIn Case StudyNext, APHA analyzed 2 posts with almost identical clicknumbers - one about state public health-related ballotinitiatives and the other a recap of the State of the Union.Deeper review in Google Analytics, showed visitors fromthe state ballot post spent 85% more time on the site andvisited twice as many pages beyond the initial landingpage.Lesson: Although APHA is a national organization,members are still very interested in what is happeningat the local level.38
  39. 39. YouTube MeasurementWhat you can measured in YouTube:• Subscribers• Likes and Dislikes• Comments• Total Views• Minutes Watched• Avg. Percentage Watches• Top Content Viewed• Geographical Location• Viewer Demographics– Age Range– Gender39
  40. 40. YouTube MeasurementGOAL METRICExposure- Number of subscribers- Total views- Number of followers- Traffic sources and referrers- Potential Reach- Demographics & locations- Playback locationEngagement- Number of likes and dislikes- Number of comments- Total minutes watched- Number of clicks images/video- Influencers- Top content viewedInfluence - Qualitative assessment of comments - SentimentResults - Define presence and impact- Traffic driven to your site- Contribution to overall goals40
  41. 41. YouTube’s Evaluation ToolsYouTube Analytics• Provided free with your channel• Provides analytics your channel and videos,including:41• Subscribers• Likes and Dislikes• Comments• Total Views• Minutes Watched• Avg. PercentageWatches• Top Content Viewed• Geographical Location• Viewer Demographics
  42. 42. YouTube Case StudySeattle Children’s Hospital:Cat Immersion Project‘Thank you’ Video Results:• More than 250,000 views• 864 likes• 81 comments• Story received 40 national,tier-one media hits42
  43. 43. YouTube Case StudyNow we can see the SCH project was a cross-channel success.To monitor results, they used YouTube analytics and SimplyMeasured. This really is a fantastic showcase of the power ofsocial media, the value of creating deeper stories, and whatcan be accomplished when multiple channels are linked andleveraged.There was a high demonstrated level of engagement that wentbeyond just views and included viewer interaction with storythrough comments – it also led to action represented by giftsand cards sent to Maga.To see the video, go to the SCH You Tube channel and/or searchfor “Cat Immersion Project” on YouTube.43
  44. 44. Cross-Channel Evaluation ToolsTOOL SOCIAL MEDIA CHANNELS COSTCoremetrics Facebook, Twitter Paid ServiceHootSuiteFacebook, Twitter, LinkedIn, Google+,Foursquare, MySpace, WordpressFree and PaidServicesLithium Facebook, Twitter Paid ServiceRadian6 Facebook, Twitter, YouTube Paid ServiceSimply MeasuredFacebook, Twitter, YouTube, Google+, Instagram,Vine, KloutComing soon: Tumblr, Pinterest, LinkedInPaid ServiceSysomos Facebook, Twitter, YouTubeGoogle Analytics All channels FreeOmniture All channels Paid Service44
  45. 45. Cross-Channel Eval Tools• Core Metrics measures total mentions, who is mentioning you,and the sentiment• Hootsuite - The free version gives basic exposure metrics. Thepaid version offers more custom reporting, Klout scores,influencers mentioning your account and more than 40exportable modules and report templates.• Simply Measured – Has a cool Twitter follower report whichshows a complete following list and analyzes it by location,influence, behavior, interests, etc.- For Facebook, it is similar to Facebook Insights, but withadditional reports including a competitive analysis, contentanalysis and a Fan page analysis.45
  46. 46. Cross-Channel Eval ToolsLithium, Radian6 and Sysomos – Give more detailedTwitter stats in addition to the basic exposure metrics. Ittracks more of the advanced metrics like sentiment, keyinfluencers, Twitter handles most often mentioning youand retweeting your posts, as well as provide a fulltranscript of posts or specific chats.- Radian6 and Sysomos note: These tools can monitorYouTube, but don’t offer much in terms of evaluatingactivity. They work based on mentions and not theactivity of your channel or videos.46
  47. 47. Cross-Channel Evaluation ToolsTOOL SOCIAL MEDIA CHANNELS COSTCoremetrics Facebook, Twitter Paid ServiceHootSuiteFacebook, Twitter, LinkedIn, Google+,Foursquare, MySpace, WordpressFree and PaidServicesLithium Facebook, Twitter Paid ServiceRadian6 Facebook, Twitter, YouTube Paid ServiceSimply MeasuredFacebook, Twitter, YouTube, Google+, Instagram,Vine, KloutComing soon: Tumblr, Pinterest, LinkedInPaid ServiceSysomos Facebook, Twitter, YouTubeGoogle Analytics All channels FreeOmniture All channels Paid Service47
  48. 48. Cross-Channel Eval ToolsGoogle Analytics and Omniture integrate with these socialmedia analytics tools to track activity leading traffic andaction on your site, including insight into if others postlinks the increase traffic to your site .• One tip for these tools: Create campaign tags for linksto your pages from digital channels. You can see:- times those links have been clicked- visitors actions once they arrive on your site• This can be done without any integration with socialmedia monitoring tools – it’s simply link tagging totrack traffic coming through social media channels.48
  49. 49. Measuring what Matters• Engagement• Not just vanity metrics• Influencers• ‘Virality’• Repeat engagement• Stories• Content distribution• Unique relationships49
  50. 50. Measuring what MattersNot just counting vanity metrics• in order to gain a better understanding of your campaign• build more complex metrics• combine a few simple metrics of exposure and tell you moreinformation.EXAMPLES• number of active users divided by the total number of fans orfollowers• ratio of comments to the number of content posts from you• Instead of just likes:- frequency of likes- or the growth of likes over a period of time.
  51. 51. Measuring what MattersUnique relationships• NOT interested in only Metrics.• Remember: key to social media is building relationships.• Instead of having a hard focus on metrics, think about what itmeans to build a unique relationship with each and every oneof your followers.• Not just the LARGE influencers. Scale content to that it’sinteresting to the range of your followers. If you work toimpress the influencers both LARGE and SMALL, the metricswill speak for themselves.
  52. 52. Measuring what MattersStories• Excellent way to understand the effectiveness of a campaign• pay attention to the stories that you are able to tell based onthe way people have interacted with your campaign.- STOP AND LISTEN• Did you learn something about your brand or perception ofyour brand that you didn’t know before?• What new insights are you gaining about your target audienceas a result of social media?
  53. 53. Evaluation: Best Practices1. Define your social media success2. Develop measurable goals and objectives3. Measure engagement4. Start small5. Learn to measure results53
  54. 54. Evaluation: Best Practices6. Learn to measure influence7. Use measurement to connect8. Don’t use term “return on investment”9. Use metrics to learn and improve10. Use measurement to save time54
  55. 55. 55PlanningImplementationMetricsCollectionAnalysisInformationSharingEvaluation Cycle
  56. 56. AcknowledgementsPresentersErin Edgerton Norvell & Jennifer SmithSpecial GuestHeather Cole-Lewis, PhD, MPH, Columbia UniversityExecutive ProducersHarry Young and Melissa BeaupierreTechnical Producer/DirectorJames BetheaSocial Media CoordinatorCarlos Chapman IIHealth Communications Support TeamKatie Mooney, Trayce Poole; Michael Fitzpatrick; Cynthia Newcomer; Valerie Watkins56
  57. 57. 57Thank you for watchingSocial Media Measurement & Evaluation for Public Health