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Objection:You can’t measure
social media, so how will we
know if it’s worth the time/
money/effort/angst?
Monday, September 23, 13
The Trinity of Measurement
Interest
Attitudes
Action
Monday, September 23, 13
Measuring Interest
- Web traffic
- Page views
- Click-thrus
- Blog or other mentions
- Number of shares
- Downloads
- Followers on Twitter
- Friends on Facebook
Monday, September 23, 13
Measuring Attitudes
- Tonality of comments and posts
- Inclusion of key messages in content
- Share of conversation
- Measure of relationships
- “Likes” via Facebook
Monday, September 23, 13
Measuring Actions
- Interactions
- Revenue raised
- Participation
- Intent to register/enroll/commit
- Subscribers
Monday, September 23, 13
Define the “R”
• What return is expected?
• If you are celebrating
complete 100% success
a year from now, what is
different about the
organization?
Monday, September 23, 13
Definethe“I”
Monday, September 23, 13
What is the investment?
Definethe“I”
Monday, September 23, 13
What is the investment?
• Personnel
Definethe“I”
Monday, September 23, 13
What is the investment?
• Personnel
• Outsourcing
Definethe“I”
Monday, September 23, 13
What is the investment?
• Personnel
• Outsourcing
• Senior staff time
Definethe“I”
Monday, September 23, 13
What is the investment?
• Personnel
• Outsourcing
• Senior staff time
• Opportunity cost
Definethe“I”
Monday, September 23, 13
Monday, September 23, 13

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Measurement basics

  • 1. Objection:You can’t measure social media, so how will we know if it’s worth the time/ money/effort/angst? Monday, September 23, 13
  • 2. The Trinity of Measurement Interest Attitudes Action Monday, September 23, 13
  • 3. Measuring Interest - Web traffic - Page views - Click-thrus - Blog or other mentions - Number of shares - Downloads - Followers on Twitter - Friends on Facebook Monday, September 23, 13
  • 4. Measuring Attitudes - Tonality of comments and posts - Inclusion of key messages in content - Share of conversation - Measure of relationships - “Likes” via Facebook Monday, September 23, 13
  • 5. Measuring Actions - Interactions - Revenue raised - Participation - Intent to register/enroll/commit - Subscribers Monday, September 23, 13
  • 6. Define the “R” • What return is expected? • If you are celebrating complete 100% success a year from now, what is different about the organization? Monday, September 23, 13
  • 8. What is the investment? Definethe“I” Monday, September 23, 13
  • 9. What is the investment? • Personnel Definethe“I” Monday, September 23, 13
  • 10. What is the investment? • Personnel • Outsourcing Definethe“I” Monday, September 23, 13
  • 11. What is the investment? • Personnel • Outsourcing • Senior staff time Definethe“I” Monday, September 23, 13
  • 12. What is the investment? • Personnel • Outsourcing • Senior staff time • Opportunity cost Definethe“I” Monday, September 23, 13