This presentation was created for a portion of a web conference on using social media for the Financial Security for All Community of Practice.

1. Social Media Impact Evaluation Anne Mims Adrian anne.adrian@extension.org twitter.com/aafromaa blog.anneadrian.com Special thanks to: Michael Lambur, eXtension Evaluation Specialist

2. Social Media … … is a means to an end. Means: conversations and interactions. End: connecting individuals with Extension resources.

3. Social Media … …. isn’t just about the numbers; it’s more about perception, engagement, and emotions.

4. Identify your community (some call this audience)

5. Know Your Goals Increase social media presence Increase visits to web site Engage people where they are Drive conversions Learn something new Become an authority among authorities

6. Know Your Goals Become a contributing part of a community Strengthen personal / professional/ organization’s reputation Strengthen personal / professional/ organization’s credibility Co-create

7. (Kanter, 2010)

8. (Kanter, 2010)

9. Approaches to Engagement Involvement: site visitors, time spent, pageviews, reach, frequency Interaction: contributions to blogs, content creation, and uploads Intimacy: consumer attitudes, perceptions, and feelings Influence: likelihood consumers will recommend or advocate Forrester Research (Villa, 2009)

10. Approaches to Engagement Kind: positively or negatively engaged Degree: involved—low to high Papadakis (Kaushik, 2008)

11. Approaches to Engagement Involvement and interaction/degree Can be monitored with analytics (quantitative or “head” data) Intimacy and influence/kind Need to come directly from the consumer (qualitative or “heart” data)

12. Monitoring Engagement Involvement and interaction/degree Google Analytics: unique visits, frequency of visits, recency of visits, depth of visit, length of visit, time spent on site Twitter: following, followers, tweets, retweets

13. Monitoring Engagement Involvement and interaction/degree Facebook: fans, profile data, wall postings, events YouTube: views, ratings, links, audiences

14. Monitoring Engagement Intimacy and influence/kind Comment analysis Content analysis of the conversation Evaluation questions asked in the conversation Links to online surveys/polls

15. Monitoring Twitter Klouthttp://klout.com Twitalyzerhttp://twitalyzer.com/ Peer Index http://www.peerindex.net/ TweetEffecthttp://tweeteffect.com/ Bit.ly* http://bit.ly *Bit.ly can be used with other media

16. Monitoring Twitter Klouthttp://klout.com

17. Monitoring Twitter Twitalyzerhttp://twitalyzer.com/

18. Monitoring Twitter Peer Index http://www.peerindex.net/

19. Monitoring Twitter TweetEffecthttp://tweeteffect.com/

20. Monitoring Links Bit.ly

21. Monitoring Facebook Facebook analytics Google analytics Number of page likes Links followed Comments quality Discussion changes

22. Monitoring Facebook

23. Monitoring Facebook

24. Monitoring YouTube

25. What if…. each of the 320 members spent 15 minutesa day contributing and/or listening online, … … then 80 hours a day would be given to online work by the members.

26. What if ... each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed information (within context), … … then 16,000 people could engage, learn, share, and contribute (within context).

27. Popularity vs. influence Balance scale and being effective in niches and communities where differences can be made.

28. Are We Engaging for Learning? Engage a community of learners Contribute and provide information. Make sense of the context. Solve problems. Drive of performance.

29. References Kanter, Beth. (2010). 9 ways nonprofits can excel using social media. http://www.bethkanter.org/socialmedia-nonprofits-excel/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+bethblog+%28Beth%27s+Blog%29 Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? http://www.kaushik.net/avinash/2008/01 Lambur, Michael (2010). Markers for Success: Getting started with your CoP evaluation efforts, Report, December 14, 2010. Villa, J. (2009). What does engagement really mean? http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=111974&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=jose%20villa&page_number=11

30. Resources CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide Communicating Social Media Potential for CoPshttp://bit.ly/CoPsocialmedia CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010

31. Photo Credits Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/ Photo Conversation By cliff1066™Cliffcliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/ Community: University of Minnesota Master Gardeners, supplied by Karen Jeannette Boys: University of Minnesota Master Gardeners, supplied by Karen Jeannette

32. Photo Credits Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/ Balance By Pink Sherbet PhotographyD. Sharon Pruitt http://www.flickr.com/photos/pinksherbet/233228813/

33. Questions Share any final comments, thoughts, resources. Thank you for your participation. Anne Mims Adrian anne.adrian@extension.org twitter.com/aafromaa blog.anneadrian.com