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2011 ace netc_evaluating_social_media-1


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ACE/NETC 2011 Conference Presentation on Evaluating Social Media

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  • Elli,

    Thanks. Excellent comments and questions! This is a tough nut to crack, but we are working on it and will continue to keep the system informed.

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  • This looks like a good slideshow--I wish I'd heard the presentation to accompany it! I particularly appreciate the links at the end, and I intend to follow up with some of those, especially to bone up a bit more on using Google Analytics to analyze segments by source (FB, Twitter, etc).

    One thing I'd like to see more about is the next step: going beyond retweets, pageviews, visit duration, etc into outcomes and actions: To what degree do social media and digital communication tools induce actions that lead to the kinds of behavior change and impacts that our programs are developed to foster? What kinds of strategies can be used to evaluate those things? Of course surveys about information sources and perceptions of what sources are most trusted, etc can help, but I bet you have other good ideas that go beyond that, combining tools like web analytics, conversations, and ... ?

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2011 ace netc_evaluating_social_media-1

  1. 1. Challenges in Evaluating Social Media Michael Lambur, Craig Wood, Anne Adrian eXtension ACE/NETC Conference 2011
  2. 2. Social Media <ul><ul><li>Social media is a means to an end </li></ul></ul><ul><ul><li>Means = conversations and interactions--engagement </li></ul></ul><ul><ul><li>End = connecting individuals with Extension resources </li></ul></ul><ul><ul><li>Going where the people are is less work than trying to bring the people to you. Jill Heemstra, LPELC CoP </li></ul></ul>
  3. 3. Evaluating Social Media <ul><ul><li>Involvement and interaction/degree: </li></ul></ul><ul><ul><ul><li>Google Analytics: unique visits, frequency of visits, depth of visit, length of visit, time spent on site, traffic from social media </li></ul></ul></ul><ul><ul><ul><li>Twitter: Following, followers, tweets </li></ul></ul></ul><ul><ul><ul><li>Facebook: Fans, profile data, wall postings, events </li></ul></ul></ul><ul><ul><ul><li>YouTube: Views, ratings, links, audiences </li></ul></ul></ul>
  4. 4. Evaluating Social Media <ul><ul><li>Intimacy and influence/kind: </li></ul></ul><ul><ul><ul><li>Comment analysis </li></ul></ul></ul><ul><ul><ul><li>Content analysis of the “conversation” </li></ul></ul></ul><ul><ul><ul><li>Evaluative questions asked in the conversation </li></ul></ul></ul><ul><ul><ul><li>Links to online surveys/polls </li></ul></ul></ul>
  5. 5. Social Media Objectives <ul><ul><li>Identify intent </li></ul></ul><ul><ul><li>Make it specific (number, percentage, increase/decrease, and date) </li></ul></ul><ul><ul><li>Allow time for reflection and sense making </li></ul></ul>
  6. 6. Example Social Media Objectives <ul><ul><li>Increase website traffic by XX% through social media efforts by date </li></ul></ul><ul><ul><li>Increase enrollment in webinars by XX% by date </li></ul></ul><ul><ul><li>Increase number of retweets and @replies on Twitter by XX% by date </li></ul></ul><ul><ul><li>Increase likes and comments with fans on Facebook to three comments per post by date </li></ul></ul><ul><ul><li>Increase views on YouTube by XX% by date </li></ul></ul>
  7. 7. What CoPs are doing in Social Media
  8. 15. Applications for Evaluating Social Media <ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Tweetreach </li></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><ul><li>Peer Index </li></ul></ul><ul><ul><li>Lithium ScoutLabs </li></ul></ul><ul><ul><li>SAS </li></ul></ul>
  9. 16. Google Analytics - Facebook
  10. 17. Google Analytics - Twitter
  11. 18. Tweetreach Free Last 50 Tweets
  12. 19. Tweetreach $20 5 days
  13. 20. Tweetreach Monthly Subscription Captured other terms such as Smith Lever, Extension Agent, CoopExt. Between February 22 and April 3, the term CESValue on Twitter was used 1,999 times  by 688 contributors  reached 264,772 Twitter accounts.
  14. 21. Resources <ul><ul><li>Kanter, Beth. (2010). 9 ways nonprofits can excel using social media. </li></ul></ul><ul><ul><li>Kanter, Beth. (2011). 25 SMART social media objectives. </li></ul></ul><ul><ul><li>Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? </li></ul></ul>
  15. 22. Resources <ul><ul><li>Tweetreach. </li></ul></ul><ul><ul><li>Villa, J. (2009). What does engagement really mean? </li></ul></ul>