Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media Impact Evaluation<br />Anne Mims Adrian<br />anne.adrian@extension.org<br />twitter.com/aafromaa<br />blog.an...
Social Media …<br />… is a means to an end.<br />Means: 	conversations and interactions.<br />End:      	connecting indivi...
Social Media …<br />…. isn’t just about the numbers; <br />it’s more about perception, engagement, and emotions.<br />
Identify your community (some call this audience)<br />
Know Your Goals<br />Increase social media presence<br />Increase visits to web site<br />Engage people where they are<br ...
Know Your Goals<br />Become a contributing part of a community <br />Strengthen personal / professional/ organization’s re...
(Kanter, 2010)<br />
(Kanter, 2010)<br />
Approaches to Engagement<br />Involvement: 	site visitors, time spent, pageviews, reach, frequency<br />Interaction: 	cont...
Approaches to Engagement<br />Kind: 	positively or negatively engaged<br />Degree: 	involved—low to high<br />Papadakis (K...
Approaches to Engagement<br />Involvement and interaction/degree<br />	Can be monitored with analytics (quantitative or “h...
Monitoring Engagement<br />Involvement and interaction/degree<br />Google Analytics: unique visits, frequency of visits, r...
Monitoring Engagement<br />Involvement and interaction/degree<br />Facebook: fans, profile data, wall postings, events<br ...
Monitoring Engagement<br />Intimacy and influence/kind<br />Comment analysis<br />	Content analysis of the conversation<br...
Monitoring Twitter<br />Klouthttp://klout.com<br />Twitalyzerhttp://twitalyzer.com/<br />Peer Index http://www.peerindex.n...
Monitoring Twitter<br />Klouthttp://klout.com<br />
Monitoring Twitter<br />Twitalyzerhttp://twitalyzer.com/<br />
Monitoring Twitter<br />Peer Index http://www.peerindex.net/<br />
Monitoring Twitter<br />TweetEffecthttp://tweeteffect.com/<br />
Monitoring Links<br />Bit.ly<br />
Monitoring Facebook<br />Facebook analytics<br />Google analytics<br />Number of page likes<br />Links followed<br />Comme...
Monitoring Facebook<br />
Monitoring Facebook<br />
Monitoring YouTube<br />
What if….<br />each of the 320 members spent 15 minutesa day contributing and/or listening online, …<br />… then 80 hours ...
What if ...<br />each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed in...
Popularity vs. influence<br />Balance scale and being effective in niches and communities where differences can be made.<b...
Are We Engaging for Learning?<br />Are we part of communities of learners?<br />Do we contribute and provide information?<...
References<br />Kanter, Beth. (2010).  9 ways nonprofits can excel using social media. http://www.bethkanter.org/socialmed...
Resources<br />CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide<br />Communic...
Photo Credits<br />Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/  Photo...
Photo Credits<br />Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/<br />Balance By Pink She...
Questions<br />Share any final comments, thoughts, resources.<br />Thank you for your participation.<br />Anne Mims Adrian...
Upcoming SlideShare
Loading in …5
×

Social Media Impact Evaluation

2,270 views

Published on

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

Published in: Education, Technology
  • Be the first to comment

Social Media Impact Evaluation

  1. 1. Social Media Impact Evaluation<br />Anne Mims Adrian<br />anne.adrian@extension.org<br />twitter.com/aafromaa<br />blog.anneadrian.com <br />Special thanks to:<br />Michael Lambur, eXtension Evaluation Specialist<br />
  2. 2. Social Media …<br />… is a means to an end.<br />Means: conversations and interactions.<br />End: connecting individuals with Extension resources.<br />
  3. 3. Social Media …<br />…. isn’t just about the numbers; <br />it’s more about perception, engagement, and emotions.<br />
  4. 4. Identify your community (some call this audience)<br />
  5. 5. Know Your Goals<br />Increase social media presence<br />Increase visits to web site<br />Engage people where they are<br />Drive conversions<br />Learn something new<br />Become an authority among authorities<br />
  6. 6. Know Your Goals<br />Become a contributing part of a community <br />Strengthen personal / professional/ organization’s reputation<br />Strengthen personal / professional/ organization’s credibility<br />Co-create<br />
  7. 7. (Kanter, 2010)<br />
  8. 8. (Kanter, 2010)<br />
  9. 9. Approaches to Engagement<br />Involvement: site visitors, time spent, pageviews, reach, frequency<br />Interaction: contributions to blogs, content creation, and uploads<br />Intimacy: consumer attitudes, perceptions, and feelings<br />Influence: likelihood consumers will recommend or advocate<br />Forrester Research (Villa, 2009)<br />
  10. 10. Approaches to Engagement<br />Kind: positively or negatively engaged<br />Degree: involved—low to high<br />Papadakis (Kaushik, 2008)<br />
  11. 11. Approaches to Engagement<br />Involvement and interaction/degree<br /> Can be monitored with analytics (quantitative or “head” data)<br />Intimacy and influence/kind<br />Need to come directly from the consumer (qualitative or “heart” data)<br />
  12. 12. Monitoring Engagement<br />Involvement and interaction/degree<br />Google Analytics: unique visits, frequency of visits, recency of visits, depth of visit, length of visit, time spent on site<br /> Twitter: following, followers, tweets, retweets<br />
  13. 13. Monitoring Engagement<br />Involvement and interaction/degree<br />Facebook: fans, profile data, wall postings, events<br /> YouTube: views, ratings, links, audiences<br />
  14. 14. Monitoring Engagement<br />Intimacy and influence/kind<br />Comment analysis<br /> Content analysis of the conversation<br /> Evaluation questions asked in the conversation<br /> Links to online surveys/polls<br />
  15. 15. Monitoring Twitter<br />Klouthttp://klout.com<br />Twitalyzerhttp://twitalyzer.com/<br />Peer Index http://www.peerindex.net/<br />TweetEffecthttp://tweeteffect.com/<br />Bit.ly* http://bit.ly<br />*Bit.ly can be used with other media<br />
  16. 16. Monitoring Twitter<br />Klouthttp://klout.com<br />
  17. 17. Monitoring Twitter<br />Twitalyzerhttp://twitalyzer.com/<br />
  18. 18. Monitoring Twitter<br />Peer Index http://www.peerindex.net/<br />
  19. 19. Monitoring Twitter<br />TweetEffecthttp://tweeteffect.com/<br />
  20. 20. Monitoring Links<br />Bit.ly<br />
  21. 21. Monitoring Facebook<br />Facebook analytics<br />Google analytics<br />Number of page likes<br />Links followed<br />Comments quality<br />Discussion changes<br />
  22. 22. Monitoring Facebook<br />
  23. 23. Monitoring Facebook<br />
  24. 24. Monitoring YouTube<br />
  25. 25. What if….<br />each of the 320 members spent 15 minutesa day contributing and/or listening online, …<br />… then 80 hours a day would be given to online work by the members.<br />
  26. 26. What if ...<br />each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed information (within context), …<br />… then 16,000 people could engage, learn, share, and contribute (within context).<br />
  27. 27. Popularity vs. influence<br />Balance scale and being effective in niches and communities where differences can be made.<br />
  28. 28. Are We Engaging for Learning?<br />Are we part of communities of learners?<br />Do we contribute and provide information?<br />Are we sense-makers?<br />Do we help solve problems?<br />Are we drivers of performance?<br />
  29. 29. References<br />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<br />Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? http://www.kaushik.net/avinash/2008/01<br />Lambur, Michael (2010). Markers for Success: Getting started with your CoP evaluation efforts, Report, December 14, 2010.<br />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<br />
  30. 30. Resources<br />CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide<br />Communicating Social Media Potential for CoPshttp://bit.ly/CoPsocialmedia<br />CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010<br />
  31. 31. Photo Credits<br />Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/ Photo<br />Conversation By cliff1066™Cliffcliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/<br />Community: University of Minnesota Master Gardeners, supplied by Karen Jeannette<br />Boys: University of Minnesota Master Gardeners, supplied by Karen Jeannette<br />
  32. 32. Photo Credits<br />Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/<br />Balance By Pink Sherbet PhotographyD. Sharon Pruitt<br />http://www.flickr.com/photos/pinksherbet/233228813/<br />
  33. 33. Questions<br />Share any final comments, thoughts, resources.<br />Thank you for your participation.<br />Anne Mims Adrian<br />anne.adrian@extension.org<br />twitter.com/aafromaa<br />blog.anneadrian.com <br />

×