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Social Media Measurement


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Presentation for National Extension Technology Conference on basics of social media measurement including tools and tips.

Published in: Technology, Business
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Social Media Measurement

  1. 1. Evaluating Social MediaSarah Baughman, Ph.D.Military Families InitiativeeXtension
  2. 2. Engage StakeholdersFocusCollect DataAnalyze & InterpretUse
  3. 3. Focus Your Evaluation Describe the program Define Purpose Determine use/users Evaluation Questions Indicators Design 3
  4. 4. Data CollectionKD Paine’s Framework Sentiment • Content Analysis Tools Attitudes, P erceptions • Survey Research Tools or Behavior Reach, Enagement • Analytics Tools or Action 4
  5. 5. Content Analysis Tools• 5
  6. 6. Survey Research Tools(Attitudes, Perceptions, or Behavior) • Survey Monkey • InstantSurvey • Zoomerang • Google Forms 7
  7. 7. Analytics Tools - Google Analytics 8
  8. 8. Analytics Tools – Facebook Insights 9
  9. 9. 10
  10. 10. Other Analytics tools• SWIX• TweetStats• Klout• Google Spreadsheet 11
  11. 11. Tool Type So What? Pros ConsAtlas.ti Content Analysis Sentiment Deeper Understanding Expensive What’s really happening Difficult to useExcel for Combination Tool Sentiment Free Remember to runTwitter Analytics Nice charts regularly Content VersatilityGoogle All-Purpose Goals being met? Free ChangesAnalytics How are people interacting Fairly easy to master Requires IT support to with my page? get startedFacebook Analytics Reach Free Tendency to changeInsights Engagement Easy to Master Audience & TrendsTweetReach Analytics Reach Can be Free Pay to get full use Engagement Generates nice reports Remember to runKlout Analytics Personal level analysis Free Changes Influence Simple to use Less credibleSWX Combination Reach Engagement and Low-Cost Limited usefulness Trends across mediums Simple to useGoogle Combination Sentiment Free Challenging to getSpreadsheet Analytics Versatile started Content AnalysisTweetStats Analytics Timing Free Limited usefulness Personal level analysis Simple to use
  12. 12. What now?Take Actionon yourdata!
  13. 13. Contact InformationSarah it: Cooperative Extension 14