This document discusses how organizations can effectively measure their social media outreach. It recommends defining expected outcomes and goals, deciding how to measure those outcomes, collecting relevant data, and analyzing the data. Some examples of measurable goals include expanding audiences, learning more about existing audiences, engaging people in discussions, and driving traffic to websites. The document also discusses tools available for measurement and different levels of engagement that can be measured, like impressions, likes, comments, and traffic spikes. It emphasizes the importance of going beyond basic built-in analytics to get reliable and actionable information.

1. How a 70-year-old “start up” is learning to use social media effectively Pamela Ovwigho c4be.org | 800.759.6655 … and you can too!

5. Source: Digital Brand Expressions, 2010; R2Integrated, 2010

10. Data at hand: Facebook

12. Change date range Export so you can do more! Read documentation to know what numbers mean. Come back often – things change

13. Google Trends

16. Level of Engagement & Metrics Newsfeed impressions Likes & comments uncertainty certainty

17. Is it real…or it is an illusion?

18. Example: Footnote

21. Average Likes & Comments by Day of the Week