This document discusses measuring the effectiveness of social media campaigns. It covers various types of metrics used to analyze performance, influence, trends, and programs. It provides examples of awareness, engagement, influence, and authority metrics. It also discusses tools for media analysis, monitoring influence, and social engagement platforms that can be used to track public dialogue and sentiment. Case studies are presented and best practices for social media analysis are discussed.

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Richard Hartman, COO
www.OhMyGov.com
HOW TO MEASURE THE
EFFECTIVENESS
OF SOCIAL MEDIA
CAMPAIGNS

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Please interrupt with questions
Performance Analysis
Influence Analysis
Types of Metrics
TOPICS COVERED
Trend Analysis
Program Analysis

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SURVEY TIME

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Data is the New Oil

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PERFORMANCE
ANALYSIS

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Social Tool Used for Business
Awareness Engagement
AuthorityInfluence
Awareness assess
reach or potential
reach of content or
brand.
Engagement
assesses influence of
content or brand.
Influence assesses
the impact of
content or brand.
Authority assesses the
opportunity to connect
with content/brand.

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Assess reach or potential reach of content/brand.
Metrics
→Fans
→Followers
→Visitors
→Unique Visitors
→Total Pageviews
→Video views
→Active users
→Total installs
AWARENESS

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Assesses impact of content/brand.
Metrics
→Tweet/RT ratio
→Twitter list citations
→Directory mentions
→News Mentions
→Social Media Mentions
→Fan/interaction
→Google Page Rank
→Alexa rank
→Growth rate
→Total Members
→Total connections
→Inbound links
→Share of voice
→Klout score
INFLUENCE

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Assesses level of interaction with content/brand.
Metrics
→Pageviews/visit
→Total Retweets
→Total Likes
→Total Comments
→Pageviews/visit
→Return visits
→Time/visit
→Active members
→Subscribers
→Public sentiment
ENGAGEMENT

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Assesses opportunity to connect with content/brand.
Metrics
→Total blog posts
→Blogs/day
→Total tweets
→Tweets/day
→FB posts
→FB posts/day
→Total web pages
→Sentiment
→Complaints posted
→Perc of comments = compl
→Click-through rate
→Brand associations
→SMO
AUTHORITY

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Measuring
Tools
Sample Comparative Analysis
VHA vs VA Social Media Presence

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“MENTAL HEALTH” PUBLIC DIALOGUE
Track reach
of key issues
& campaigns

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“MENTAL HEALTH” PUBLIC SENTIMENT
Assess public
sentiment of
key issues
Track effect
of campaign
on public
sentiment

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The EPA launched a
YouTube contest to
create pro-environmental
videos (with cash prizes
for the winner). Wanted
to crowdsource creation
of videos.
CASE STUDY

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Bloggers and Tweeters see contest as EPA
“greenwashing” propoganda to justify more
environmental regulation.

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Lessons Learned:1. Could have used social media to elicit
responses to idea prior to launching initiative
and suffering from bad PR.
2. Could have used social media research to
determine response other agencies/orgs
had with similar initiatives prior to launch.
3. Would have seen all possible reactions and
prepared their communications in advance
accordingly.

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MEDIA
ANALYSIS
PLATFORM

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Real-time monitoring of traditional and social media channels.
Monitoring
Platforms
& Services
→Track coverage of MC&FP
campaigns.
→Monitor the buzz around a
story or topic.
→Identify major purveyors of
information or misinformation.
→Find and participate in
popular online discussions
about health topics
→Track what other government
agencies are saying and posting.
MEDIAMONITORING

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Agency
Profiles
Media
Analytics

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Analyze
Trends
View news
& SM
mentions

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Side-by-side
Comparisons
Compare
Campaigns or
Divisions

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Benchmarking
vs other
agencies
ID Best
Practices

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Track what
Congress is
saying about
your org
Coming Soon:
Search the
Congressional
Record

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DIVE DEEPER INTO
Demo – Dubai

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MONITORING
INFLUENCE

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SOCIALANALYTICS
Doctors
Hospitals
Track & analyze mentions of key topics across target audiences (e.g. doctors, hospitals)
to determine your outreach influence and key message uptake.

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News Broke
on Twitter

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Osama
Dead
15
30
45
60
75
Approval Rating

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Platform helps identify influencers of social media dialogue around particular
topics. Other analyses reveal social media news drivers.
REACHINGINFLUENCERS
Find communities
Locate news
drivers
>10K Followers>10K Followers

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Locate media outlets and blogs most read by target subpopulations.
REACHINGINFLUENCERS
Age, Race,
Sex, Income
Targeting
Geographic
Targeting
CBS.Com Demographics & Web Traffic

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SOCIAL
ENGAGEMENT
PLATFORM

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CUSTOMER SERVICE
Reply right from platform
Assign actions to take to handle mentions

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Platform helps identify influencers of social media dialogue around particular
topics. Other analyses reveal social media news drivers.
IDENTIFYINFLUENCERS
Find communities
Locate news
drivers
>10K Followers>10K Followers

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“Militaryhomefront.dod.mil” PUBLIC DIALOGUE
Track reach
of key issues
& campaigns

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“Militaryhomefront.dod.mil” PUBLIC SENTIMENT
Assess public
sentiment of
key issues
Track effect
of campaign
on public
sentiment

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DIVE DEEPER INTO
Demo – Google vs Apple v

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TREND
ANALYSIS

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Peak Breakup Times
(Source: Facebook Status Updates via David McCandless)

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SOCIALANALYTICSTrack & analyze mentions of key topics by Congress. Dive deeper to uncover your
advocates and detractors.

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Analysis of Obama’s
Twitter Townhall
July 6, 2011

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Case Study - Treasury
Hot on Twitter:
@BreakingNews: US blocks $30 billion in Libya assets, the
largest freeze ever, Treasury Dept. says
RT @zacharykarabell: Treasury Dept reports that China owns
even more US debt than we thought. That's a lot of debt
http://tinyurl.com/49nxwuz #china #economy
Treasury Dept. Analysis March 1, 2011

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10/12-10/18 Social Media Analysis (N=150)
E-VERIFY PUBLIC DIALOGUE

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Twitter Used to Predict Box Office Success
Huberman, Bernardo A. Asur, Sitaram
• 2010 Study
• Rate at which messages were
produced used to accurately
predict opening weekend box-
office takings before the film had
opened.
Movie Prediction Reality
The Crazies $16.8M $16.06M
Dear John $30.7M $30.46M

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• Percent Change in
Facebook Fans by
Political Affiliation Over
Time (US House)
+61
Seats
Facebook Used to Predict 2010 Election Outcomes
Einhorn, Hartman, Nelson

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+6
Seats
Percent Change in Facebook Fans by Political Affiliation Over Time
(US Senate)

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DIVE DEEPER INTO
SOCIAL
ANALYSIS

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SOCIALANALYTICSAssess how the public or particular audiences are actively talking about important issues
in news & social media through rigorous hand-coded analysis.
Dummy Data

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SOCIALANALYTICSAssess how the public or particular audiences are actively talking about important issues
in news & social media through rigorous hand-coded analysis.
Dummy Data

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SOCIALANALYTICS
House GOP
House Dems
Track & analyze mentions of topics across target audiences to determine influence on
dialogue, message uptake, share of voice, and popular discussions.
Mentions of ‘DoD Budget’ by Congress

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Types of unique analyses OhMyGov can provide.
Analyze conversation across any group, e.g. Congress, news media, influencers,
to determine message uptake and sentiment of key issues.
Determine how topics or issues are characterized by the media and the public
to better inform outreach efforts.
Compare and statistically analyze volume of conversation around topics from
month to month to reveal effectiveness of programmatic changes.
Use data derived from social analytics to uncover unknown issues and inform
survey questions in baseline or ongoing analyses.
ANALYTICSCAPABILITIES
Track the number of negative comments posted online by region. Dive
deeper to uncover trends in complaints.

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DIVE DEEPER INTO
Hands on Analysis – 2

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PROGRAM
ASSESSMENTS

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SOCIALANALYTICSAssess how the public or particular audiences (e.g. doctors) are actively talking about
important issues in news & social media through rigorous analysis.

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VHA Facebook
Comment Analysis
=
Negative
Positive
Negative
Positive

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=
Negative
Positive
Negative
Positive
VA SENTIMENTANALYSIS

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• 17.5% of comments came
from current VA employees.
• Almost all negative.
• VA missing opportunity to
create evangelists of staff
through better internal
communications.
VA Staff
Non-VA Staff
VA Employees
Non-VA
Employees
VA SENTIMENTANALYSIS

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• Complaints were lodged
about services provide in:
1. Dallas, TX
2. Denver, CO
3. KC VAMC
4. Los Angeles, CA
5. Manchester, NH
6. West Haven, CT
7. San Diego, CA
• Compliments in service
improvements were noted in:
1. Hampton, VA
2. West Haven, CT
3. Houston, TX
4. Worcester, MA
Where will future
problems arise?
(+)(-)
VA SENTIMENTANALYSIS

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A brief overview of the working process
Best Practices
Before starting your own program,
keep these in mind:
1. Align analysis goals to strategic
plans and mission.
2. Create policies and procedures for
handling information and response
requirements.
3. Integrate analyses and reporting
into existing feedback loops, esp. for
programmatic feedback.
Choose
Platform
& Analyze
Set
Goals
Determine
Metrics &
Desired
Outcomes
ANALYSIS PROCESS

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Social Tool Used for Business
Baseline
Analysis
ACT PLA
N
CHECK D
O
Ideation
Goals, Metrics
Staff
Program
Execute
Media
Monitoring
Media
Analysis
Record &
Discuss Results
Alter
Program
ANALYSISINTEGRATION

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SUPPORTING HHS STAKEHOLDERS ON
DIGITAL
ENGAGEMENT

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Locate media outlets and blogs most read by demographics and location.
Determine whether you are reaching the right markets with your news coverage.
TARGETSUBPOPULATIONS
Age, Race,
Sex, Income
Targeting
Geographic
Targeting
CBS.Com Demographics & Web Traffic

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TRACK SPECIFIC GROUPS
Monitor conversation from
specific panels, including
military members,
military familes, Congress
or DoD.
Monitor conversation from
specific panels, including
military members,
military familes, Congress
or DoD.

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Ideas for HHS website tools for partners & stakeholders.
Inform
Track and relay feeds of news
and social media from DoD
right on the DoD website.
Allow users to browse
information by state with one
click!
News By State
Explore
Provide users with ability to
search through news and
updates posted online about
DoD programs, initiatives,
and FAQs.
DoD Search
PARTNERTOOLS
Enter terms

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Communications Formulated Without
Data is Like Flying Without a Cockpit

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Let the Data Steer Your Communications

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Data Analysis
Tools and analysts that
evaluate baseline &
changing public sentiment,
message uptake, &
program effectiveness.
Targeted Outreach Media
Monitoring
Technologies to monitor
information accuracy,
reach and impact.
Help identifying
subpopulations and key
influencers across networks.
OHMYGOVSUPPORTOPTIONS
Digital
Engagement
Applications that facilitate
information, news, and
best practices exchange.

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Contact
andrew.einhorn@ohmygov.com
richard.hartman@ohmygov.com
703-243-3461
Follow
@ohmygov
www.ohmygov.com

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Phone Email
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