Introduce yourself. Ask who is on social media? Do they measure social media use? How?Social is weird because it has so many variables. Once you put some thing out there, you have no control over it. Between RTs, likes, favorites and screen shots, it is hard to measure how far your posts are really going. NP and YB and even online sites have a way to be measured. Sales, critiques, competitions, but there are no sales, there is no Best of Show award for social media use. So how do you measure it, and why should you measure it. This is what we will talk about today. Hopefully you will learn some tools to help you along that route.
So here is what we will go over today:Setting goals – If you don’t have a purpose for social media then you are not going maximize results. It is not something you can just do with out any thought. When you are planning your newspaper or yearbook, you don’t just put random words on paper. Hopefully you have a goal for thos publications. And then you have a game plan to get that done. Same rules apply for social media. You gotta have a goal, and then you have to figure out how are you going to get there. Then, how do you do that? How do you know what Is working and what is not? Then you actually have to look at what the data tells you and reevaluate. Then start the process over. Social media is a 24/7 job.
So let’s talk goal first. Just like in anything, if you don’t have a goal, then you have no direction. You will just be a wonderer in the world of social media. You don’t want to turn into white noise with your audience. So what is a good goal. Just having followers of page likes doesn’t mean you are having an impact. You guys know that. Social media should be treated like any other publication you are producing.
So here are some examples of what your goal may look like.
Once you have your goals, they have to be measured some way. There are a lot of tools out there to help you with that. They will give you a lot of information that will help you hone in on your audience. It is kind of like spying on your audience. Totally not creepy.
Some things you may learn
Purple dot represents number of postsTotal reach and how many people are talking about it.
What type of posts got the most attentionVirality shows what is more likely to be shared. It may depend what is more vaulable to you and your goal as to what is more important, like, share, or comment. For us we like to drive traffic to our site, so the share would probably be most important to us. – or if you are trying to expand your audience, but if your gaol is more to have conversations then comments may be more important.
So Tweriod is really great to learn what time frames people you follow are moreliekly to engage with you and see posts on social media. Use this to figure out when it is best to tweet.
Tweetreach is a cool tool to see how far your tweets are going. You may hve 500 follwers, but your reach may not be that much, or maybe it is crazy. You can search a username or a hashtag. I searcher #hsjSF last night, however when I checked this morning the reach was over 400,000It also gives you time line.
I like how it shows the top people. Obviously those are people who are invented in your brand or organization, so it is important to keep them coming back. You can see what kind of posts got the most attention.
Instagram has become pretty popular. So you can even measure that. Black represents when you post and gray is when your community engages.
It also shows you the most liked photos, so you can determine what is going to get the most attentiong It also shows you growth history of engagemest. The pie chart shows you have many non followers engaged with the photo. So if you goal is to expand into new audiences, this will help show you that reach. Pretty cool.
Short links. When people are clicking from, what platform they are using.
It makes no sense to use these tools and then not actually think about what they are telling you. Disect the info and use it to your advantage.
It means nothing if you don’t follow through. Remember social media is ever evolving. As more platforms roll out and more die, it is important to use them effectively if you are going to be there. I think we are in version 67 of how we do social media. And that is ok. If you are not changing and growing what you do, then you are doing it wrong.
If you got anything out of this, I hope it is these four things. Thank you so much. Always feel free to email me or tweet at me if you need anything or have any questions.
Measure social media impact using analytics
More than a number
your social media impact
So you are on social media.
1. Set goals and objectives
2. Use tools to gather data
3. Use what you learn to increase impact
• Social media impact is more than number of followers.
• Should align with your publication goals.
Build relationships with readers
Expand readership to new audiences
Have more conversations with readers
Drive traffic to your website
Look at built in insight tools
Find third party tools to help
Pay attention to tags in posts
Use custom short links
What can you
Who is visiting your site
When they are looking posts
What time they are looking
What social media platform they are using
Use data to increase
What did you learn about your audience?
What times were links most likely clicked on?
What types of posts generated the most clicks?
What platform is more widely used?
How did expectations compare to reality?
Designate someone to gather information on social media impact.
Create monthly reports.
Break down the information – What does it say about your audience?
Compare to expectations.
What opportunities can you build off of?
Measure using tools
Learn from the data