This document discusses evaluation and measurement tactics for social media use in public health. It explores various social media metrics and tools that can measure exposure, engagement, influence, and results across platforms like Facebook, Twitter, LinkedIn, and YouTube. Case studies are presented that demonstrate how organizations have used metrics and tools to evaluate success, inform improvements, and show contributions to goals. Cross-channel evaluation tools are also highlighted that can aggregate data from multiple social media channels.
In the Know II: Creating Your Social Media PlanCDC NPIN
This presentation was used in a webcast that offered public health professionals the methods to successfully create a social media plan. How do you truly connect with your target audience? Developing a plan is one of the first and most important aspects of an engagement strategy. The right plan has many facets that work together to increase the likelihood of success.
CDC NPIN In the Know: Facebook & Visual Social Media for Public HealthCDC NPIN
This is the fourth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
CDC NPIN In the Know: Google Plus & YouTube for Public HealthCDC NPIN
This is the fifth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
NPIN's In the Know: Twitter for Public Health Webcast 2013CDC NPIN
This is the first of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
In the Know 2: Whats New in Social Media? CDC NPIN
Presentation from the In the Know 2: Social Media for Public Health webcast held on March 6, 2014 by CDC NPIN staff. The webcast offered public health professionals a look at the latest features, functions, and practices on popular and emerging social media channels.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
In the Know II: Creating Your Social Media PlanCDC NPIN
This presentation was used in a webcast that offered public health professionals the methods to successfully create a social media plan. How do you truly connect with your target audience? Developing a plan is one of the first and most important aspects of an engagement strategy. The right plan has many facets that work together to increase the likelihood of success.
CDC NPIN In the Know: Facebook & Visual Social Media for Public HealthCDC NPIN
This is the fourth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
CDC NPIN In the Know: Google Plus & YouTube for Public HealthCDC NPIN
This is the fifth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
NPIN's In the Know: Twitter for Public Health Webcast 2013CDC NPIN
This is the first of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
In the Know 2: Whats New in Social Media? CDC NPIN
Presentation from the In the Know 2: Social Media for Public Health webcast held on March 6, 2014 by CDC NPIN staff. The webcast offered public health professionals a look at the latest features, functions, and practices on popular and emerging social media channels.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Example of Client's Monthly Social Media ReportLarry J Galante
This report analyzes social media performance for Habitat for Humanity International's Cars for Homes department. It covers content engagement on facebook, twitter, pinterest, and also mailchimp and the HFHI blog during the month of April 2012.
This is a well-documented summary of the type of work completed by Larry J Galante Consulting.
How to Build a Social Media Strategy... And Why!AJ Gerritson
This presentation was created to give you a basic understanding of how and why you should build a social media strategy for your organization. The information was boiled down from a much more extensive process that our agency (451 Marketing) performs for our clients over a 3-5 week engagement.
A Guide to TikTok Influencer Marketing: A Brand and Influencer PerspectiveDash Hudson
As brands start to embrace TikTok, the app is seeing ad spend grow exponentially, jumping 75x from May to November. Video is a consistent topic of discussion among marketers this year, so it’s no surprise that brands are asking more questions about best practices for the relatively new social channel. Though TikTok does have an option to boost campaigns with various types of ads, it also serves as a greater avenue for creating brand awareness and community involvement.
10+ Social Media Tips - Social Media Starts with a Content StrategyJoe Pulizzi
Presentation originally given for the Virtual MENG chapter, Joe Pulizzi discusses the most important aspect of successful social media - the content strategy. Then proceeds to give tips, tricks and insights into creating a plan that makes sense for you. Blogging, Twitter and more is covered.
You created a Facebook Page instead of a personal profile for at least one good reason: Facebook Insights is something a Page has that a profile does not. Let's learn how to read Insights and use them to your advantage, even to toot your own horn!
This social media strategy presentation will:
- Review the fundamental areas of social media
- Help you find out about the core areas of social media strategy - considering audiences, channels and tactics
- Help you learn how to prepare a social media strategy
- Discuss the most common issues and barriers to successful social media adoption
An Integrated Approach - Measuring Social Media for GovernmentHillary Hartley
Session for How to Measure Social Media in Government, May 1, 2013
http://www.aliconferences.com/conf/measure_social_media_gov0413/index.htm
With social media use on the rise in government, communication efforts require an integrated approach. Supporting marketing efforts with social media messages is a big part of this integration.
Texas.gov, one of the 29 state portals under the NICUSA umbrella, has successfully used this strategy in its efforts to increase awareness and online adoption of the driver services offered on its website. Creating and following a plan that integrates social media and measuring the results of those efforts has helped to bolster the success of an advertising campaign aimed at increasing driver license and vehicle registration renewals.
In this presentation, you will hear how Texas.gov:
- Incorporated social media into their communication efforts
- Determined what to measure to receive the most accurate ROI
- Measured the effectiveness of their social media efforts
Example of Client's Monthly Social Media ReportLarry J Galante
This report analyzes social media performance for Habitat for Humanity International's Cars for Homes department. It covers content engagement on facebook, twitter, pinterest, and also mailchimp and the HFHI blog during the month of April 2012.
This is a well-documented summary of the type of work completed by Larry J Galante Consulting.
How to Build a Social Media Strategy... And Why!AJ Gerritson
This presentation was created to give you a basic understanding of how and why you should build a social media strategy for your organization. The information was boiled down from a much more extensive process that our agency (451 Marketing) performs for our clients over a 3-5 week engagement.
A Guide to TikTok Influencer Marketing: A Brand and Influencer PerspectiveDash Hudson
As brands start to embrace TikTok, the app is seeing ad spend grow exponentially, jumping 75x from May to November. Video is a consistent topic of discussion among marketers this year, so it’s no surprise that brands are asking more questions about best practices for the relatively new social channel. Though TikTok does have an option to boost campaigns with various types of ads, it also serves as a greater avenue for creating brand awareness and community involvement.
10+ Social Media Tips - Social Media Starts with a Content StrategyJoe Pulizzi
Presentation originally given for the Virtual MENG chapter, Joe Pulizzi discusses the most important aspect of successful social media - the content strategy. Then proceeds to give tips, tricks and insights into creating a plan that makes sense for you. Blogging, Twitter and more is covered.
You created a Facebook Page instead of a personal profile for at least one good reason: Facebook Insights is something a Page has that a profile does not. Let's learn how to read Insights and use them to your advantage, even to toot your own horn!
This social media strategy presentation will:
- Review the fundamental areas of social media
- Help you find out about the core areas of social media strategy - considering audiences, channels and tactics
- Help you learn how to prepare a social media strategy
- Discuss the most common issues and barriers to successful social media adoption
An Integrated Approach - Measuring Social Media for GovernmentHillary Hartley
Session for How to Measure Social Media in Government, May 1, 2013
http://www.aliconferences.com/conf/measure_social_media_gov0413/index.htm
With social media use on the rise in government, communication efforts require an integrated approach. Supporting marketing efforts with social media messages is a big part of this integration.
Texas.gov, one of the 29 state portals under the NICUSA umbrella, has successfully used this strategy in its efforts to increase awareness and online adoption of the driver services offered on its website. Creating and following a plan that integrates social media and measuring the results of those efforts has helped to bolster the success of an advertising campaign aimed at increasing driver license and vehicle registration renewals.
In this presentation, you will hear how Texas.gov:
- Incorporated social media into their communication efforts
- Determined what to measure to receive the most accurate ROI
- Measured the effectiveness of their social media efforts
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Social Media Marketing Overview presented at the 11/18/10 Pathways to Entrepreneurial Success Forum held at Monroe Community College. Contains an overview of the top social media platforms, 5 steps to get started with social media marketing and the 4 rules you must follow.
Social Media Strategies to Click and ConnectLee Aase
Slides for my June 9, 2018 presentation at #RAREontheRoad in Houston, TX. This is the first in a series of three workshops this summer sponsored by GlobalGenes and the Every Life Foundation for Rare Diseases.
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
In the Know II: What's New In Image & Video Sharing?CDC NPIN
Presentation from the In the Know 2: Social Media for Public Health webcast held on March 19, 2014 by CDC NPIN staff. The webcast offered public health professionals a look at the latest features, functions, and practices on popular and emerging image and video social media channels.
Using What You Know about Social Media: How to Conduct a Twitter ChatCDC NPIN
This is the 1st in our newest online training opportunity for public health professionals: Using What You Know about Social Media - How to Conduct a Successful Twitter Chat!
In honor of World AIDS Day 2013 and to ensure we always remember those no longer with us, CDC NPIN is proud to host 15 sections of the Names Project AIDS Memorial Quilts. Each panel underscores commitment and effort to end this pandemic.
NPIN's In the Know: Social Media for Public Health Webcast Series PosterCDC NPIN
In the Know is a live, interactive webcast series designed to provide the latest in social media to support public health success. The first series of webcasts wrapped up in June, 2013.
CDC NPIN In the Know: Gaming & Mobile for Public Health Webcast PresentationCDC NPIN
This is the third of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
In the Know: LinkedIn & SlideShare for Public Health Webcast PresentationCDC NPIN
This is the second of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health Success
1. 1
Social Media Measurement &
Evaluation for Public Health Success
#SM4PH
Erin Edgerton Norvell, Senior Director for Communication Strategy and Digital;
Heather Cole-Lewis, PhD, MPH, Evaluation Specialist;
and Jennifer Smith, Web Content Specialist
2. Objectives
• Discuss evaluation and measurement tactics
• Explore social media metrics and tools
• Share social media success stories
• Highlight best practices
2
3. Evidenced-Based Learning
• Draw conclusions
based on data
• Assess what works
and what doesn’t
• Make improvements
to reach goals
3
4. Planning for Measurement
Define Communication Goal
Conduct Target Audience Research
Select Communication Channels
Identify Tactics, Implementation Schedule
Map Channel Metrics to Goal
4
6. Social Media Evaluation Keys
•Amount of people you reach with your message
EXPOSURE
• Amount of people who take action in response to
message
• Call to action
ENGAGEMENT
6
7. Key Aspects
Exposure (also known as reach) will differ across platforms; basic
purpose is to identify how many people had the opportunity to see
your message.
There are any tools to help with this
• number of fans, followers and subscribers
• number of people and accounts reached by those who re-
tweeted, shared or subscribed to your channel.
Think about ways to combine metrics in a way that makes the most
sense based on the goals of your evaluation/campaign.
8. Key Aspects
Engagement is one of the most important measurements.
It shows how many people cared enough about what you
shared to take some kind of action.
According to the SMM Standards Coalition
Three stages of engagement- LOW, MEDIUM & HIGH
Low: One way –audience receiving information, you pushing info
• includes # of followers, second-level followers (followers of followers),
amount of content you post
9. Key Aspects
Medium: Two way - audience responding to information
• includes follows, share messages, retweets, etc.
High: Users become partners in campaign.
• Provides insight on how to improve, or participate in campaign
• activities like posting NEW user content, contributing pictures,
blogging,
• taking some physical action; getting an HIV test and blog about
experiences
There more resources about this at SMMStandards.com or follow
conversation using #smmstandards on twitter
10. Social Media Evaluation Keys
• Organization developing standards for
social media evaluation
• www.smmstandards.com
#SMMSTANDARDS COALITION
10
11. Social Media Evaluation Keys
• Positive, neutral or negative in sentiment
INFLUENCE
• Exposure-Influence-Engagement-Action
RESULTS
11
12. Key Aspects
Influence assess whether the engagement metrics are
positive, neutral or negative in sentiment.
• Did your campaign influence positive mood toward the
campaign or did it create negative sentiments or any
backlash.
• Because this is a more subjective metric, it is something
you’ll want to manually check and not simply rely on an
automated tool to report.
13. Key Aspects
Finally for RESULTS:
• Interpret all of the previous ASPECTS- exposure, engagement,
influence.
• Determine whether you are reaching your primary goals that you
set in the beginning.
• Use information to inform the rest of the campaign.
ONE THING to note
KEY ASPECTS to social media evaluation are progressive, i.e., you
can’t have Engagement without Exposure; never get to influence
and results unless you’ve had some engagement with your target
audience.
14. Facebook Measurement
• Likes
• Reach of page and
individual posts
• People talking about
your page and content
• Friends of fans
• Geographical breakdown
• Demographics
• Page views and
unique visitors
• External referrers
What can be measured in Facebook:
14
15. Facebook Measurement
15
GOAL METRIC
Exposure
- Number of likes
- Number of page views
- Number of unique visitors
- Potential page and post reach
- Demographics & locations
Engagement
- Number of shares
- Number of clicks images/video/links
- Number of tags
- Influencers
Influence
- Qualitative assessment of tags
and comments
- Sentiment
- Changes in attitudes and/or
behavior
Results
- Define presence and impact
- Traffic driven to your site
- Contribution to overall goals
16. Facebook’s Evaluation Tool
• Likes
• Reach of page
• Reach of individual posts
• People talking about your
page and content
• Friends of fans
• Geographical breakdown
• Demographics
• Page views
• Unique visitors
• External referrers
16
Facebook Insights:
17. Facebook Case Study
• Engaged followers on Facebook with a request for
photos of cats for the “Cat Immersion Project” for their
patient, Maga.
• Followed up with a video and “thank you” message
• Tracked responses using Facebook Insights: Likes,
shares, comments and photos
17
18. FB Case Study
This project was a special surprise for Maga, who was
confined to her hospital room because of cancer and a
compromised immune system.
On July 19, they asked Facebook fans to send pictures for
the project
• 1,629 liked the post
• 1,011 commented (most included pictures in the
comments)
• 1,900 people shared
• And it reached 55,337 people
18
19. FB Case Study
On July 25, they posted a thank you message & told people to
tune in the next week to see Maga’s reaction. The post got:
• 1,028 likes
• 104 comments (+more photos)
• 124 shares
• And it reached 30,207 people
Here, we see the call to action used on Facebook resulted
in true engagement with thousands of comments and
photos that reached beyond their current followers and
received a lot of engagement, starting a true social media
dialogue. I’ll talk more about this later on as well.
19
20. Twitter Measurement
• Number of followers
• Total posts
• Hashtags
• Reach
• Key influencers
• Demographics
• Geographical location
• Who is mentioning you?
• How many times are your
posts re-tweeted?
• Who is re-tweeting your
posts?
What can be measured in Twitter:
20
21. Twitter Measurement
21
GOAL METRIC
Exposure
- Number of followers
- Number of tweets
- Number of participants for events
- Potential Reach
- Demographics & locations
Engagement
- Number of retweets
- Number of @replies
- Number of clicks images/video
- Hashtag Usage
- Influencers
Influence
- Qualitative assessment of @replies
and mentions
- Sentiment
- Changes in attitudes and/or
behavior
Results - Define presence and impact
- Traffic driven to your site
- Contribution to overall goals
23. Twitter Eval Tools
Tweetreach, Twitanalyzer & Topsy- Can
provide basic reports which have metrics
such as the number of posts, reach,
impressions, could give you a limited
transcript of posts, etc.
23
24. Twitter Case Study #1
Chicago Public Health Analyzed:
• Hashtag #UnExpected to learn the
campaign is top most retweeted
post for 2013
– Twice the normal reach
– Know that higher clicks equates to
people sharing/engaging
• Post with most reach for 2013 shared free vision exams
and glasses for students
– Fifteen times the normal reach
– Noticed retweeters had higher influence
24
25. Twitter Case Study #1
@ChiPublicHealth
- Uses free tools to monitor activity and find
-Most popular tweets
-Total mentions
-New Followers
-When people un-followed their account
25
26. Twitter Case Study #1
Chicago Public Health Uses:
Native Twitter analytics tool
SocialBro
Vizify
BottleNose
TweetReach
Symplur’s Healthcare Hashtag Project -
www.symplur.com/healthcare-hashtags
26
27. Twitter Case Study #1
A bit more about some of the measurement tools:
• SocialBro can evaluate influencers and best times to tweet
• Vizify provides the year’s most popular terms
• BottleNose shows the most popular hashtags by month. as
well as sentiment and influencers around the hashtags
• TweetReach monitor more external hashtags
• Symplur’s Healthcare Hashtag Project can help you find out
what healthcare conversations are taking place and discover
new influencers within different disciplines
27
28. Twitter Case Study #2
@CDCNPIN Jan. 2013 #NPINchat on Twitter for
Public Health:
• During the one-hour chat, there were 551 tweets, 82
retweets and 46 mentions
• NPIN posed 6 questions and got
110 direct responses
• Conservative probably reach just over
700,000 and a more liberal, potential
reach over of 7 million
• For January, 20 followers
participated in multiple chats
28
29. Twitter Case Study #2
This is just one example of metrics from the monthly, one-
hour @CDCNPIN TwitterChats.
The chats engage partners and build a community of
practice so they can draw on each other’s expertise.
The chats also give NPIN a chance to reach new engagers
and follow them to create productive, long-term
partnerships not only on Twitter but throughout the
network of public health care agencies.
29
30. LinkedIn Measurement
Pages
• Visitors by industry
• Page performance
• Total traffic
• Visitor demographics
• Followers
• Links clicked
Groups
• Membership growth
• Activity
• Number of comments
• Discussions
• Demographics
• Location
• Seniority
• Function
• Industry
What can be measured in LinkedIn:
30
31. LinkedIn Measurement
GOAL METRIC
Exposure
- Number of visitors
- Total traffic
- Number of followers
- Potential Reach
- Demographics & locations
- Number of group members
Engagement
- Number of shares
- Number of comments
- Number of group discussions
- Number of clicks images/video
- Influencers
Influence
- Qualitative assessment of
comments and group discussions
- Sentiment
Results
- Define presence and impact
- Traffic driven to your site
- Contribution to overall goals
31
32. LinkedIn Evaluation Tools
• LinkedIn Analytics
Data for company page and groups to track
insights for pages, followers and posts
• PeopleLinx
Paid tool specifically for LinkedIn offering more
detailed stats about engagement, referrals,
behavior, etc., tailored to help improve
connectivity with key accounts and influencers
32
33. LinkedIn Case Study
American Public Health Association (APHA)
• Within LinkedIn, measures:
– Followers
– Profile contacts
– Group members
– Group discussions
– Group comments
• Closely monitor activity level to react to trends
• Use demographics insights to determine tone and content
• Integrate with Google Analytics to track activity
33
34. LinkedIn Case Study
For example with Demographics
- highest audience is older and values discussions more
- second highest audience is entry-level staff who value job
opening and career opportunities.
APHA also adds insight to their metrics by tracking all the links
posted in SM with Google Analytics and Bitly, a URL shortener.
Bitly allows measurement of both external and APHA links.
Google Analytics helps track links back to the APHA site,
providing metrics like Bounce rate, Pages per visit, time on site,
% of New visits, and conversions.
34
35. LinkedIn Case Study
American Public Health Association (APHA)
Integrate with free tracking tools:
– Bitly
– Google
Analytics
35
36. LinkedIn Case Study
Bitly lesson:
• Tracking number of clicks, discovered members were
very interested in the CDC budget
• BUT, a post about NFL players in flu-prevention ads
sent before the Super Bowl generated hardly any clicks
Lesson: Members want timely content but pop culture
tie-ins just aren’t intriguing to the group. This is a good
time-saving lesson to apply so valuable staff resources
aren’t spent on developing posts that don’t engage the
audience.
36
37. LinkedIn Case Study
Two lessons from Google Analytics:
Bitly report showed a lot of click for an Infographic post.
The same traffic reviewed through Google Analytics
revealed the landing page had nearly an 80% bounce rate
and a pages per visit rate of only 1.1, even though the avg.
time on the site was 20% higher.
Lesson: The landing page needed to be optimized to
collect email addresses and promote more site
engagement. Especially because 88% of visitors were
new to the site.
37
38. LinkedIn Case Study
Next, APHA analyzed 2 posts with almost identical click
numbers - one about state public health-related ballot
initiatives and the other a recap of the State of the Union.
Deeper review in Google Analytics, showed visitors from
the state ballot post spent 85% more time on the site and
visited twice as many pages beyond the initial landing
page.
Lesson: Although APHA is a national organization,
members are still very interested in what is happening
at the local level.
38
39. YouTube Measurement
What you can measured in YouTube:
• Subscribers
• Likes and Dislikes
• Comments
• Total Views
• Minutes Watched
• Avg. Percentage Watches
• Top Content Viewed
• Geographical Location
• Viewer Demographics
– Age Range
– Gender
39
40. YouTube Measurement
GOAL METRIC
Exposure
- Number of subscribers
- Total views
- Number of followers
- Traffic sources and referrers
- Potential Reach
- Demographics & locations
- Playback location
Engagement
- Number of likes and dislikes
- Number of comments
- Total minutes watched
- Number of clicks images/video
- Influencers
- Top content viewed
Influence - Qualitative assessment of comments - Sentiment
Results - Define presence and impact
- Traffic driven to your site
- Contribution to overall goals
40
41. YouTube’s Evaluation Tools
YouTube Analytics
• Provided free with your channel
• Provides analytics your channel and videos,
including:
41
• Subscribers
• Likes and Dislikes
• Comments
• Total Views
• Minutes Watched
• Avg. Percentage
Watches
• Top Content Viewed
• Geographical Location
• Viewer Demographics
42. YouTube Case Study
Seattle Children’s Hospital:
Cat Immersion Project
‘Thank you’ Video Results:
• More than 250,000 views
• 864 likes
• 81 comments
• Story received 40 national,
tier-one media hits
42
43. YouTube Case Study
Now we can see the SCH project was a cross-channel success.
To monitor results, they used YouTube analytics and Simply
Measured. This really is a fantastic showcase of the power of
social media, the value of creating deeper stories, and what
can be accomplished when multiple channels are linked and
leveraged.
There was a high demonstrated level of engagement that went
beyond just views and included viewer interaction with story
through comments – it also led to action represented by gifts
and cards sent to Maga.
To see the video, go to the SCH You Tube channel and/or search
for “Cat Immersion Project” on YouTube.
43
44. Cross-Channel Evaluation Tools
TOOL SOCIAL MEDIA CHANNELS COST
Coremetrics Facebook, Twitter Paid Service
HootSuite
Facebook, Twitter, LinkedIn, Google+,
Foursquare, MySpace, Wordpress
Free and Paid
Services
Lithium Facebook, Twitter Paid Service
Radian6 Facebook, Twitter, YouTube Paid Service
Simply Measured
Facebook, Twitter, YouTube, Google+, Instagram,
Vine, Klout
Coming soon: Tumblr, Pinterest, LinkedIn
Paid Service
Sysomos Facebook, Twitter, YouTube
Google Analytics All channels Free
Omniture All channels Paid Service
44
45. Cross-Channel Eval Tools
• Core Metrics measures total mentions, who is mentioning you,
and the sentiment
• Hootsuite - The free version gives basic exposure metrics. The
paid version offers more custom reporting, Klout scores,
influencers mentioning your account and more than 40
exportable modules and report templates.
• Simply Measured – Has a cool Twitter follower report which
shows a complete following list and analyzes it by location,
influence, behavior, interests, etc.
- For Facebook, it is similar to Facebook Insights, but with
additional reports including a competitive analysis, content
analysis and a Fan page analysis.
45
46. Cross-Channel Eval Tools
Lithium, Radian6 and Sysomos – Give more detailed
Twitter stats in addition to the basic exposure metrics. It
tracks more of the advanced metrics like sentiment, key
influencers, Twitter handles most often mentioning you
and retweeting your posts, as well as provide a full
transcript of posts or specific chats.
- Radian6 and Sysomos note: These tools can monitor
YouTube, but don’t offer much in terms of evaluating
activity. They work based on mentions and not the
activity of your channel or videos.
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47. Cross-Channel Evaluation Tools
TOOL SOCIAL MEDIA CHANNELS COST
Coremetrics Facebook, Twitter Paid Service
HootSuite
Facebook, Twitter, LinkedIn, Google+,
Foursquare, MySpace, Wordpress
Free and Paid
Services
Lithium Facebook, Twitter Paid Service
Radian6 Facebook, Twitter, YouTube Paid Service
Simply Measured
Facebook, Twitter, YouTube, Google+, Instagram,
Vine, Klout
Coming soon: Tumblr, Pinterest, LinkedIn
Paid Service
Sysomos Facebook, Twitter, YouTube
Google Analytics All channels Free
Omniture All channels Paid Service
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48. Cross-Channel Eval Tools
Google Analytics and Omniture integrate with these social
media analytics tools to track activity leading traffic and
action on your site, including insight into if others post
links the increase traffic to your site .
• One tip for these tools: Create campaign tags for links
to your pages from digital channels. You can see:
- times those links have been clicked
- visitors actions once they arrive on your site
• This can be done without any integration with social
media monitoring tools – it’s simply link tagging to
track traffic coming through social media channels.
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49. Measuring what Matters
• Engagement
• Not just vanity metrics
• Influencers
• ‘Virality’
• Repeat engagement
• Stories
• Content distribution
• Unique relationships
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50. Measuring what Matters
Not just counting vanity metrics
• in order to gain a better understanding of your campaign
• build more complex metrics
• combine a few simple metrics of exposure and tell you more
information.
EXAMPLES
• number of active users divided by the total number of fans or
followers
• ratio of comments to the number of content posts from you
• Instead of just likes:
- frequency of likes
- or the growth of likes over a period of time.
51. Measuring what Matters
Unique relationships
• NOT interested in only Metrics.
• Remember: key to social media is building relationships.
• Instead of having a hard focus on metrics, think about what it
means to build a unique relationship with each and every one
of your followers.
• Not just the LARGE influencers. Scale content to that it’s
interesting to the range of your followers. If you work to
impress the influencers both LARGE and SMALL, the metrics
will speak for themselves.
52. Measuring what Matters
Stories
• Excellent way to understand the effectiveness of a campaign
• pay attention to the stories that you are able to tell based on
the way people have interacted with your campaign.
- STOP AND LISTEN
• Did you learn something about your brand or perception of
your brand that you didn’t know before?
• What new insights are you gaining about your target audience
as a result of social media?
53. Evaluation: Best Practices
1. Define your social media success
2. Develop measurable goals and objectives
3. Measure engagement
4. Start small
5. Learn to measure results
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54. Evaluation: Best Practices
6. Learn to measure influence
7. Use measurement to connect
8. Don’t use term “return on investment”
9. Use metrics to learn and improve
10. Use measurement to save time
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56. Acknowledgements
Presenters
Erin Edgerton Norvell & Jennifer Smith
Special Guest
Heather Cole-Lewis, PhD, MPH, Columbia University
Executive Producers
Harry Young and Melissa Beaupierre
Technical Producer/Director
James Bethea
Social Media Coordinator
Carlos Chapman II
Health Communications Support Team
Katie Mooney, Trayce Poole; Michael Fitzpatrick; Cynthia Newcomer; Valerie Watkins
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Thank you for watching
Social Media Measurement & Evaluation for Public Health Success
@CDCNPIN
www.cdcnpin.org
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