The document discusses the importance of measuring social media metrics to assess impact and inform improvement, highlighting the distinction between vanity metrics and meaningful engagement. It emphasizes the need for clear goals, consistent measurement, and the analysis of qualitative data to extract relevant themes and narratives. Additionally, it encourages combining qualitative insights with quantitative data for a comprehensive evaluation.

1. Measuring
Social Media
Bob Bertsch – NDSU Ag Communication

2. Why measure?

3. Improvement

4. Impact

5. What’s Your
Goal?

6. Vanity Metrics
• Followers
• Number of posts
• Pageviews

7. Metrics
That
Matter

8. Facebook Reach
• Depends on NewsFeed algorithm
• Can be a vanity metric

9. Facebook Engagement
• Likes, comments and shares
• Applause, conversation and amplification

10. Social Media Metrics
• Facebook = Insights
• Twitter = http://analytics.twitter.com
• Pinterest = https://analytics.pinterest.com/
• Instagram =
http://simplymeasured.com/freebies/instag
ram-analytics

11. Evaluation Keys
• Clear purpose
• Clear goals
• Consistent metrics and measurement over
time
• Use the data to learn and improve
Sarah Baughman, Virginia Tech Research Asst. Prof. and
Military Families Learning Network project lead

12. Beyond the Numbers
You are already collecting qualitative data!

13. Analyze the Text
Discover key themes relevant to evaluation
questions.

14. Categorize the Text
Identify narratives that connect to your
evaluation questions.

15. Storytelling
Put narratives in context with quantitative
data to show a larger
picture.

16. Time & Effort