1.
Social Media Measurement – Best Practices
Claudia Bohn, Methodist Health System
Sarah Lake, Emspace Group
Jared Troutman, Universal Information Services

2.
Why Measure Social?
• Unparalleled access to consumer data
• Insight into specific audience
segments (i.e. millennials,
industry, media, etc.)
• less intrusive
• Measures performance of company
as a whole
• See what parts of strategy are
lacking, make changes – “If we fall behind
next year, we’ll do things differently. If we see a
certain message falling behind, we can remedy that.”

3.
The 4 Social Media Measurement Must-haves
• Set objectives - goals
• Reliable Monitoring/Coding
• “Right Metrics”
• Transparent and Consistent Methodology
2,500
2,000
1,500
1,000
500
-
Media Impact by Platform
Twitter Instagram Facebook YouTube

4.
Goal-Setting: what’s the
objective?
18
16
14
12
8
6
4
2
0
10
Facebook
Twitter
Blogs
Number of Messages
Platform
Rare opportunity to examine Creighton's Future
Will enhance visibility of the University, improve recruiting
Big East will receive boost from CU, Butler, Xavier
Acting in best interest of athletes, alumni and fans
Will preserve and enhance Big East's tradition
Realize realignment decisions driven by football
Creates long-term stability for members; greater control
Conference strengthened by rivalries in Northeast, Midwest
Creighton's participation in MVC has been very good
Opportunity for increased ticket sales, boosters, corporate
sponsorships
Men's basketball will remain nationally competitive
Fans will enjoy Georgetown, Marquette et al at CenturyLink
Improve ability to recruit, retain and graduate student-athletes
Creighton will make an announcement soon
Creighton's move will benefit the city of Omaha
Rumors/Speculation of the move
• How are messages resonating?
• What messages do you want to
• track?
• What organic messages exist?

5.
Reliable Monitoring/Coding
• Humans Vs. Machines
• Automation good for monitoring, data-mining;
not so much for analysis (Start up story)
• Example: Creighton
“…over six million forms of communication."

6.
AVEs
Right Metrics
• No industry consensus, but general agreement
exists (AMEC, Barcelona Principles).
• No “one size fits all” solution (Creighton)
• No AVEs; impressions frowned upon (Vanity metrics)
• Quality of Voice, not Share of Voice
(tone, message penetration, etc.)

7.
Transparent and Consistent Methodology
• Google TV realized trend
lines similar to the
competitive set.
Partnership and Voice
Control coverage climbed
steadily during Q2.
Analysis should be transparent and accurate and replicated in the same fashion –
no “Secret Sauce.”
Jeff Richardson, VP Communications at VantageScore Solutions: “Very busy
executives ultimately want to see one number, which is a challenge as media is
amorphous and fragmented. The Impact Score allows us to get close to that
metric that someone running a business is used to seeing, like sales growth.”

8.
To recap:
• Know objectives
• Reliable coding
• Right Metrics
• Transparent Methodology

9.
Methodist Health System
PR Overview
• Universal Services: tracking, reporting and clipping services
o Evolution to better leverage the tools of Universal Services
o Adjusted parameters and key words
• Key drivers realigned with strategic initiatives
• Measurement to support and show alignment with strategic initiatives
@MethodistHealth

10.
Methodist Health System
PR Overview
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
2013
2012
@MethodistHealth

11.
Where to invest resources in social channels?
• Facebook
o Consumer-focused
• Twitter
o Healthcare industry engagement
o Media engagement
o Consumer engagement
@MethodistHealth

12.
@MethodistHealth
• August 2012 - 752 Twitter followers
Top interests of followers include:
51% “Health news and general info”
47% “Health, mind and body”
46% “Business and news”
39% “Politics and current events”
34% “Biotech and biomedical”
• September 2014 - 1,648 Twitter followers
Most unique interests of followers include:
34% “Biotech and biomedical”
24% “Alternative care”
20% “Pharmacy”
11% “Elder care”
7% “Cosmetic Surgery”
41% of followers are within the Omaha market
@MethodistHealth

13.
@MethodistHealth
Healthcare industry engagement
@MethodistHealth

14.
@MethodistHealth
Media engagement
@MethodistHealth

15.
@MethodistHealth
Consumer engagement
@MethodistHealth

16.
Positioning your industry experts
Goal: To increase awareness, in the month of April, around sexual
assault services provided by Methodist
Strategy: Develop and execute an online forum utilizing Twitter (i.e. Twitter chat)
Evolution from 2013 to 2014:
• Leverage existing relationships established for the 2013 Twitter chat
• Incorporate additional event/media partners
• Moderated discussion format
• Utilize a broad-reaching hashtag (#SexualAssualt)
• Move Twitter chat to an earlier day within Sexual Assault Awareness Month
@MethodistHealth

17.
Ex: Positioning your industry experts
@MethodistHealth

18.
Ex: Positioning your industry experts
Target: women ages 18 to 24 Target: women ages 18 to 24
2013 Twitter Chat Results
Hashtag #BeAwareOutThere
Participants 28
Tweets 50
Estimated reach 12,229
Impressions 81,426
2014 Twitter Chat Results
Hashtag #SexualAssault
Participants 13
Tweets 434
Estimated reach 30,183
Impressions 428,321
@MethodistHealth

19.
Summary
• Recognizing the benefits of social media as it relates to PR
• Researching and implementing new tools for measurement of social media
• Benefit of integrating social media strategies into PR communication efforts
@MethodistHealth