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Create And Measure Social Media Success


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Presented at the Mid-Atlantic Regional Archives Conference, May 2011. Please contact me via Linkedin with any questions or for my full set of slide notes.

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Create And Measure Social Media Success

  1. 1. Create and Measure Social Media Success: The Smithsonian Collections Blog, a case study Mid-Atlantic Regional Archivists Conference S.10 Social Media Sensations: Creative Possibilities for Archives and Web 2.0 May 6 th , 2011 Rachael Cristine Woody Freer|Sackler Archivist
  2. 2. Table of Contents <ul><li>Definition of Social Media </li></ul><ul><li>Goal of Social Media </li></ul><ul><li>Case Study Introduced </li></ul><ul><li>Definition of Success </li></ul><ul><li>What, How and Where do you Measure </li></ul><ul><li>Google Analytics </li></ul><ul><li>Case Study Success </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Definition <ul><li>Social Media: is the process of improving the visibility of a website or a web page in search engines via the &quot;natural&quot; or un-paid (&quot;organic&quot; or &quot;algorithmic&quot;) search results using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>“ If it’s not on the web, it doesn’t exist.” </li></ul><ul><li>- 50 million hits on Google for this quote </li></ul>
  4. 4. Social Media is not the goal, it’s the vehicle to reach your goal! Goal: Exposure, Engagement, Influence, Action
  5. 5. Case Study: The Smithsonian Collections Blog <ul><li>Platforms </li></ul><ul><li>Mission </li></ul><ul><li>Set Up </li></ul>
  6. 6. What do you Measure? <ul><li>*Exposure, Engagement, Influence, Action </li></ul>Google Analytics Google Analytics, Twitter Trends Google Analytics, Interactions on site Google Analytics, Google Alerts, Twitter/Hootsuite
  7. 7. Google Analytics
  8. 8. Conclusion “ We don’t really measure it, it’s just another relationship building tool.” -Zappos CEO, Tony Hsieth Keep in Touch [email_address]