Social Media Measurement Mayo Clinic Social Media Network Makala Arce

1. Measurement
Best Practices
@MakalaArce

2. 2
Measurement Basics
In the Monitoring and Measurement Basics
course, you learned:
 Monitoring vs. measuring
 Qualitative vs. quantitative
 Native ways to find analytics on social
media platforms
 Third-party tools to help collect metrics

3. 3
Measurement Best Practices
Build a “measurement framework” to help:
• Align metrics to your goals
• Easily identify where to improve efforts
• Apply lessons learned to other initiatives
• Report out successes
• Develop an understanding of the overall
social media journey

4. 4
Measurement Framework
The standard still applies…

5. 5
Measurement Framework
Tactics to measure:
• Ad performance
• Organic post performance
• Views/impressions
Social media activity designed to
expand the breadth of your reach
(and your follower base).

6. 6
Mayo Ex: Custom Short Domain
http://www.mayoclinic.com/health/crohns-disease/DS00104
http://bit.ly/IAT9o5 mayocl.in/1X5BsE1
=64%

7. 7
Measurement Framework
Tactics to measure:
• Comments, Likes, Shares, Retweets, etc.
• Video views
• Click-throughs
Social media activity designed to
build engagement.

8. 8
Mayo Ex: Reposting Top Tweets
• Average engagements per tweet: 50
• Cream of the crop outliers
• Average engagements per reposted tweet: 166
• 116 more engagements/tweet

9. 9
Mayo Ex: Looking beneath the
metrics surface

10. 10
Mayo Ex: A/B Testing
• Teaser Text vs. Facts/Tips
311 engagements, 371 clicks153 engagements, 626 clicks

11. Social media activity designed to
have people act or do something
(aka the CTA).
11
Measurement Framework
Tactics to measure:
• Webinar attendance/registration
• Appointments scheduled
• (all financially-related metrics)

12. 12
Mayo Ex: Appointment Requests
Snapshot...

13. 13
Mayo Ex: Appointment Requests
Snapshot (Continued)
**Use of these tracking parameters is still being implemented and is not yet on all blogs, so this is not all-inclusive.

14. 14
Mayo Ex: ROI of Social Ads
for #MayoInOz
• Native CPC (Cost-per-click) Metrics
• Facebook: $1.36
• LinkedIn: $3.71
• Twitter: $1.79
• Google Analytics – via UTM Parameters –
Registration & CPR (Cost-per-registration) Metrics
• Facebook: 7; $500
• LinkedIn: 9; $250
• Twitter: 2; $725
• $880 revenue per registration; ROI = 113%

15. 15
Questions?