Evaluating yoursocialmediaprogram
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The document discusses establishing goals, determining metrics, measurement, and evaluation for social media programs. It outlines establishing messaging, advocacy, and action goals. Metrics include basic volume metrics like shares, likes, comments, and links. More advanced metrics examine frequency, sentiment, influence, and reach. Measurement involves tracking basic volume metrics over time and across platforms. Evaluation includes analyzing metrics qualitatively, avoiding negative sentiment counts, and determining influence. Reporting recommendations include visualizations, telling stories, and explaining conclusions and lessons learned from the data.
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Evaluating yoursocialmediaprogram
- 1. Evaluating & Measuring Your Social Media Program @SmithErinC in/ErinChristySmith
- 2. Overview 1. Establishing goals 2. Determining metrics 3. Measurement 4. Evaluation 5. Resources
- 4. Establishing Goals Messaging
- 5. Establishing Goals Messaging Drive Action
- 6. Establishing Goals Advocacy
- 7. 2. Determining Metrics
- 8. Determining Metrics Messaging Drive Action Volume: The number of mentions of your brand across all social media channels. How many times are your messages, URLs, leadership, and campaigns commented on, shared and tweeted about? Frequency: The pace of references to your brand. Does activity occur around specific events such as conferences and hill days, or do you have a steadier, more consistent following. Sentiment: The tone of reactions to your brand. Is the conversation positive, negative, or neutral? Is it changing over time? Does it vary by issue? Influence: The potential impact of the individuals and groups driving the conversation. Who are they and what level of real sway does their perspective have on their communities? Are you followed by Advocacy disconnected individuals or associated advocates? Reach: The penetration of your engagement efforts into your target audiences and influencer groups. Is your organization being talked about by the right people? Are your messages being seen and read?
- 11. Basic: Volume
- 12. Basic: Volume
- 13. Basic: Volume Shares Likes Comments
- 14. Basic: Volume
- 15. Basic: Volume Links- are people actually reading the content you are sharing?
- 16. Basic: Volume Quick Tip: A bit.ly URL followed by # reveals the analytics
- 18. Basic: Volume
- 19. Basic: Volume What can you learn? - What sources are best for promoting certain kinds of content - Are there platforms that are wrong for your organization? - Where you should potentially invest part of your ad budget
- 24. Intermediate: Sentiment • Qualitative, not quantitative • Avoid looking at metrics about the number of negative comments per month • Instead: – What was the result of the comment? – Did your community come to your defense? – Did they use your messaging to do it?
- 25. Intermediate: Sentiment • Need a human determination, not a tool’s
- 31. Advanced: Reach Reach: The Percentage of people who saw any content about your page for each age and gender bracket based on information people supply in their timeline.
- 32. Advanced: Reach Organic: The number of people who saw your content on the news feed, in ticker, or on your page. Viral: The number of people who saw a story about your page published by a friend. Frequency: Number of people who saw your content by number times they saw content.
- 33. Advanced: Reach
- 34. 4. Evaluation
- 35. Analysis
- 36. Analysis
- 37. Analysis
- 38. Analysis
- 39. Reporting • What should you be reporting? – Growth – Successes – Lessons learned
- 40. Reporting • How should you report it? – Visually – Tell a story
- 41. Reporting • Use Facebook Charts • Use Google Analytics charts (if applicable) • BUT – Explain what is being shown – Explain why its important – Explain what conclusions can be drawn
- 42. Reporting Tools such as MentionMapp will provide interactive charts that visualize the people and hashtags mentioned in recent tweets
- 43. Reporting Tools such as MyTweetCloud will create a visual representation of an accouts twitter tags.
- 44. Reporting Consider an infographic with multiple data points included.
- 45. Reporting So what? • Why measure, what are you learning? – Be an early detector of trends – Peer benchmarking – Competitor intel to inform your strategy – Better understand your audience – Determine where your audience wants to find you – Where to invest resources
- 46. Reporting Final tip: When creating a report, remember how easy it is to share it. Every report you put out should tell the story you would want top leadership at your organization reading.
- 47. Thank you! If you have any questions, please feel free to connect! Erin Smith Adfero Group esmith@adfero.com 202-333-4444 @SmithErinC