This document provides guidance on measuring the success of a social media campaign after its launch. It begins by defining social media measurement as the objective tracking, monitoring, collection, measurement and analysis of quantitative and qualitative data generated by participants to optimize social media tools, tactics and services. Key terms are defined, such as likes, shares, clicks and followers. The benefits of social media measurement are outlined, including optimizing campaigns. Methods of measurement are described, like setting goals, choosing metrics, using monitoring tools and dashboards, and ongoing optimization. Costs, reliability and examples of success are also discussed.
“What is WeGov” - User Guide for the Phase 2 Evaluation (in English)WeGov project
The WeGov project analyzes social media like Twitter and Facebook to indirectly feed citizen opinions into policymaking. It develops tools to help policymakers analyze social networks. WeGov's analyses include topic analysis to group discussions, analysis of user influence and post popularity, and classification of user roles like "information source." The tools aim to identify influential users and popular posts for policymakers to consider in their work.
Esta fue la presentación que finalmente me sirvió de base para el taller introductorio sobre social media del 9 de mayo 2011 en Málaga. A todos los que me ayudaron a prepararla (vía twitter y Linkedin) y a los que me inocularon la pasión por los Social Media, Gracias!!!Se admiten todos los comentarios y sugerencias que queráis hacerme.
Here is the presentation that finally became the basis for the introductory workshop on social media on 9 May 2011 in Malaga. To all who helped to prepare it (also via Twitter and LinkedIn) and inoculated in me the passion for Social Media, Thanks!
All comments and suggestions are welcome!!
More info at: https://aprendoylocuento.wordpress.com/2011/05/14/taller-muy-introdutorio-sobre-social-media-9-de-mayo-en-malaga/
Prosumer: Derived from Two words Product + Consumer .
These are People who Speak about Products and business today should be aware of these people. They should be concerned when they communicate, as they can make or break Brands and hence Businesses.
Getting started with social media can help organizations disseminate information, engage stakeholders, build grassroots efforts, and advance shared goals. The document provides guidance on setting up pages or accounts on key social media platforms like Facebook, Twitter, and Pinterest. It includes step-by-step instructions on creating organization pages for Facebook and Twitter as well as screenshots and descriptions of features from different social media sites. The document aims to familiarize readers with using social media as part of their communications strategy.
The Glossary of Social Media Terms is a resource from Hot Potato Social Media. Learn about the key terms used in social media marketing - you may even learn about some new social media sites!
This document provides a presentation on using social media and alumni associations to build engaged networks with sustained connectivity. It is divided into three parts. Part one discusses setting objectives for social media use, such as building engagement, expanding reach, promoting events, generating revenue, boosting brand recognition, and raising satisfaction. Part two covers creating and collecting shareable content for social media channels, such as promoting events, sharing milestones, campus news, photos, contests, real-time conversations, faculty/administration appearances, profiling important people, and interviewing members. Part three discusses getting started with analytics by gathering benchmark data through audits, measuring key metrics, and tracking status update impressions and click stats to see what content performs best.
H. Purohit, Y. Ruan, A. Joshi, S. Parthasarathy, A. Sheth. Understanding User-Community Engagement by Multi-faceted Features: A Case Study on Twitter. in SoME 2011 (Workshop on Social Media Engagement, in conjunction with WWW 2011), March 29, 2011.
Paper: http://knoesis.org/library/resource.php?id=1095
More on Social Media @ Kno.e.sis at http://knoesis.org/research/semweb/projects/socialmedia/
“What is WeGov” - User Guide for the Phase 2 Evaluation (in English)WeGov project
The WeGov project analyzes social media like Twitter and Facebook to indirectly feed citizen opinions into policymaking. It develops tools to help policymakers analyze social networks. WeGov's analyses include topic analysis to group discussions, analysis of user influence and post popularity, and classification of user roles like "information source." The tools aim to identify influential users and popular posts for policymakers to consider in their work.
Esta fue la presentación que finalmente me sirvió de base para el taller introductorio sobre social media del 9 de mayo 2011 en Málaga. A todos los que me ayudaron a prepararla (vía twitter y Linkedin) y a los que me inocularon la pasión por los Social Media, Gracias!!!Se admiten todos los comentarios y sugerencias que queráis hacerme.
Here is the presentation that finally became the basis for the introductory workshop on social media on 9 May 2011 in Malaga. To all who helped to prepare it (also via Twitter and LinkedIn) and inoculated in me the passion for Social Media, Thanks!
All comments and suggestions are welcome!!
More info at: https://aprendoylocuento.wordpress.com/2011/05/14/taller-muy-introdutorio-sobre-social-media-9-de-mayo-en-malaga/
Prosumer: Derived from Two words Product + Consumer .
These are People who Speak about Products and business today should be aware of these people. They should be concerned when they communicate, as they can make or break Brands and hence Businesses.
Getting started with social media can help organizations disseminate information, engage stakeholders, build grassroots efforts, and advance shared goals. The document provides guidance on setting up pages or accounts on key social media platforms like Facebook, Twitter, and Pinterest. It includes step-by-step instructions on creating organization pages for Facebook and Twitter as well as screenshots and descriptions of features from different social media sites. The document aims to familiarize readers with using social media as part of their communications strategy.
The Glossary of Social Media Terms is a resource from Hot Potato Social Media. Learn about the key terms used in social media marketing - you may even learn about some new social media sites!
This document provides a presentation on using social media and alumni associations to build engaged networks with sustained connectivity. It is divided into three parts. Part one discusses setting objectives for social media use, such as building engagement, expanding reach, promoting events, generating revenue, boosting brand recognition, and raising satisfaction. Part two covers creating and collecting shareable content for social media channels, such as promoting events, sharing milestones, campus news, photos, contests, real-time conversations, faculty/administration appearances, profiling important people, and interviewing members. Part three discusses getting started with analytics by gathering benchmark data through audits, measuring key metrics, and tracking status update impressions and click stats to see what content performs best.
H. Purohit, Y. Ruan, A. Joshi, S. Parthasarathy, A. Sheth. Understanding User-Community Engagement by Multi-faceted Features: A Case Study on Twitter. in SoME 2011 (Workshop on Social Media Engagement, in conjunction with WWW 2011), March 29, 2011.
Paper: http://knoesis.org/library/resource.php?id=1095
More on Social Media @ Kno.e.sis at http://knoesis.org/research/semweb/projects/socialmedia/
- The study analyzed over 43,000 ratings of tweets collected through a website that had users rate tweets in exchange for receiving feedback on their own tweets.
- They found that 36% of rated tweets were considered worth reading, 25% were not worth reading, and 39% were neutral. This suggests that users tolerate a large amount of less desirable content in their feeds.
- Through regression analysis, they determined that tweets sharing information, asking questions of followers, and self-promotion links were most valued, while presence maintenance updates, conversations, and personal status updates were less valued.
Social media is ALL about engagement. In this webinar, we’ll take a look at Twitter, Facebook, Google Buzz, and blogs. We’ll also look at some creative engagement using Linkedin, if time permits. With deeper engagement, supporters are much more likely to take action on your behalf, share your organization’s information, donate money, and bring friends to your social spaces.
Detecting Spam Tags Against Collaborative Unfair Through Trust ModellingIOSR Journals
This document discusses methods for detecting spam tags in collaborative tagging systems through trust modeling. It classifies existing approaches into content trust modeling and user trust modeling. Content trust modeling assigns trust scores to content based on tags and users associated with it, while user trust modeling assigns trust scores to users based on their tagging behavior. The document also discusses challenges like evaluating models on multilingual data and lack of publicly available datasets for comparison. It concludes that trust modeling is important for enhancing reliability of social networks and content sharing services.
Social media can be defined as online platforms that allow for interaction and conversation between people and organizations. There are six main types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual social worlds, and virtual game worlds. Some key benefits of using social media include increased brand awareness, social interaction with customers, feedback opportunities, targeted marketing, and reduced costs. Popular social media platforms include Facebook for social networking, Twitter for microblogging, LinkedIn for professional networking, WordPress for blogging, and YouTube for video sharing. Each platform has its own terminology and features that users should understand.
The document discusses social media and provides guidance on developing a social media strategy. It outlines key elements of a strategy including objectives, audience, integration, tools and tactics, and measurement. Examples are provided for each element to illustrate how to develop an effective yet measured approach to social media use.
This document provides an overview of social media, including a brief history, definitions, and conceptual frameworks for measuring social media impact. It discusses key platforms such as Facebook, Google+, Twitter, LinkedIn, YouTube, and Instagram. Metrics for each platform are classified as very useful, useful, neutral or useless. The document also notes that return on investment is just one metric among many that can prove social media's success or failure.
Beyond Dabbling: Creating a Social Media Strategy with PurposeDance/USA
Holly Ross, Executive Director, NTEN: The Nonprofit Technology Network
We've all experimented with social media at this point, but how many of us can point to real, definable results? In this webinar, we'll address how dance organizations can stop dabbling and start using social media to help meet their communications and organizational goals. We'll identify the elements of a strong social media strategy and provide you with a framework for using it to listen, tell your stories, generate buzz and build communities.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, cubre temas históricos como descubrimientos e invenciones clave, y el lado humano de la práctica de la ingeniería.
The document discusses cyber bullying and provides guidance on how to prevent and respond to it. It defines cyber bullying as hurtful behavior through technology that occurs repeatedly. To prevent cyber bullying, students are advised to always respect others, think before sending messages, and keep passwords private. If cyber bullied, students should block the bully, save evidence, and tell teachers and parents without retaliating. The document aims to educate students on understanding technology risks and responding appropriately to cyber bullying incidents.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, cubre temas históricos como descubrimientos e invenciones clave así como el lado humano de la práctica de la ingeniería.
This document outlines the benefits of listing a property for sale with LJ Hooker real estate. It discusses how LJ Hooker will help attract buyers, properly price the property, implement targeted marketing strategies, and negotiate the best sale price. The process involves open homes, monitoring interest levels, leveraging the price, and obtaining authorization to sign a contract once the seller is happy with the offered price. The goal is to sell the property and create another satisfied client.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, explora temas como descubrimientos e invenciones e incluye una discusión sobre el lado humano de la actividad de ingeniería.
Sxsw eco 2015 addressing workforce issues in the green economy - michelson ...Joanmichelson
The document discusses workforce issues in the green economy. It notes that many federal agencies and utilities expect high turnover rates in the coming years for environmental and energy jobs. While there are currently millions of green jobs and the sector is worth trillions, recruitment and retention are challenges. The document also highlights that increasing diversity, including more women and underrepresented groups, in STEM fields could help meet workforce demand. It provides statistics on the lack of diversity currently in various industries like engineering and clean tech. Experts argue that diversity fosters innovation and better problem solving. The panel discussion will focus on these workforce issues and solutions from leaders in clean tech investing and government programs.
The document provides an introduction to key concepts related to the web including:
1. Multimedia refers to the integration of various digital elements like graphics, text, audio, video, animation through computer technology. Hyperlinks allow users to navigate between pages and provide interactivity on the web.
2. The internet refers to the worldwide network of connected hardware like computers, cables, and communication lines that allow devices to communicate. The world wide web is the software that stores and links together files through hyperlinks on web servers to form a giant "spider web".
3. A web browser interprets HTML files from web servers to display web pages on a user's computer screen. Web mastering incorporates designing, developing,
Social media for PR - Communications - Success measurementJose Sanchez
This document provides guidance on measuring the success of social media campaigns through defining goals, key metrics, tracking tools, and ongoing optimization. Key steps include choosing metrics like followers, engagement, and sharing to track awareness, participation, and advocacy; using tools to monitor metrics and populate dashboards; and analyzing outcomes to see if goals were met and how the strategy can be improved. Measuring social media performance helps ensure it effectively meets communications objectives.
Grant Matterson is an internet strategist who can be contacted via mobile phone at 0438 261 600 or by email at gmatterson.narrabeen@ljh.com.au. He offers a premiere internet strategy and can provide information about his services by contacting him at the number or email provided.
This document outlines various habits of mind including persevering to completion, managing impulsivity thoughtfully, and listening with understanding and empathy. Other habits discussed are thinking flexibly by considering alternatives, metacognition or thinking about one's thinking, striving for accuracy, questioning and problem posing to develop needed data, and applying past knowledge to new situations. The document advocates thinking and communicating with clarity, gathering data through all senses, creating and innovating, responding with wonderment and awe, taking responsible risks, finding humor, thinking interdependently, and remaining open to continuous learning.
- The study analyzed over 43,000 ratings of tweets collected through a website that had users rate tweets in exchange for receiving feedback on their own tweets.
- They found that 36% of rated tweets were considered worth reading, 25% were not worth reading, and 39% were neutral. This suggests that users tolerate a large amount of less desirable content in their feeds.
- Through regression analysis, they determined that tweets sharing information, asking questions of followers, and self-promotion links were most valued, while presence maintenance updates, conversations, and personal status updates were less valued.
Social media is ALL about engagement. In this webinar, we’ll take a look at Twitter, Facebook, Google Buzz, and blogs. We’ll also look at some creative engagement using Linkedin, if time permits. With deeper engagement, supporters are much more likely to take action on your behalf, share your organization’s information, donate money, and bring friends to your social spaces.
Detecting Spam Tags Against Collaborative Unfair Through Trust ModellingIOSR Journals
This document discusses methods for detecting spam tags in collaborative tagging systems through trust modeling. It classifies existing approaches into content trust modeling and user trust modeling. Content trust modeling assigns trust scores to content based on tags and users associated with it, while user trust modeling assigns trust scores to users based on their tagging behavior. The document also discusses challenges like evaluating models on multilingual data and lack of publicly available datasets for comparison. It concludes that trust modeling is important for enhancing reliability of social networks and content sharing services.
Social media can be defined as online platforms that allow for interaction and conversation between people and organizations. There are six main types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual social worlds, and virtual game worlds. Some key benefits of using social media include increased brand awareness, social interaction with customers, feedback opportunities, targeted marketing, and reduced costs. Popular social media platforms include Facebook for social networking, Twitter for microblogging, LinkedIn for professional networking, WordPress for blogging, and YouTube for video sharing. Each platform has its own terminology and features that users should understand.
The document discusses social media and provides guidance on developing a social media strategy. It outlines key elements of a strategy including objectives, audience, integration, tools and tactics, and measurement. Examples are provided for each element to illustrate how to develop an effective yet measured approach to social media use.
This document provides an overview of social media, including a brief history, definitions, and conceptual frameworks for measuring social media impact. It discusses key platforms such as Facebook, Google+, Twitter, LinkedIn, YouTube, and Instagram. Metrics for each platform are classified as very useful, useful, neutral or useless. The document also notes that return on investment is just one metric among many that can prove social media's success or failure.
Beyond Dabbling: Creating a Social Media Strategy with PurposeDance/USA
Holly Ross, Executive Director, NTEN: The Nonprofit Technology Network
We've all experimented with social media at this point, but how many of us can point to real, definable results? In this webinar, we'll address how dance organizations can stop dabbling and start using social media to help meet their communications and organizational goals. We'll identify the elements of a strong social media strategy and provide you with a framework for using it to listen, tell your stories, generate buzz and build communities.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, cubre temas históricos como descubrimientos e invenciones clave, y el lado humano de la práctica de la ingeniería.
The document discusses cyber bullying and provides guidance on how to prevent and respond to it. It defines cyber bullying as hurtful behavior through technology that occurs repeatedly. To prevent cyber bullying, students are advised to always respect others, think before sending messages, and keep passwords private. If cyber bullied, students should block the bully, save evidence, and tell teachers and parents without retaliating. The document aims to educate students on understanding technology risks and responding appropriately to cyber bullying incidents.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, cubre temas históricos como descubrimientos e invenciones clave así como el lado humano de la práctica de la ingeniería.
This document outlines the benefits of listing a property for sale with LJ Hooker real estate. It discusses how LJ Hooker will help attract buyers, properly price the property, implement targeted marketing strategies, and negotiate the best sale price. The process involves open homes, monitoring interest levels, leveraging the price, and obtaining authorization to sign a contract once the seller is happy with the offered price. The goal is to sell the property and create another satisfied client.
Esta unidad de competencia introduce conceptos fundamentales de la ingeniería como el desarrollo sostenible, la relación entre el hombre y la naturaleza, y la deontología profesional. Además, explora temas como descubrimientos e invenciones e incluye una discusión sobre el lado humano de la actividad de ingeniería.
Sxsw eco 2015 addressing workforce issues in the green economy - michelson ...Joanmichelson
The document discusses workforce issues in the green economy. It notes that many federal agencies and utilities expect high turnover rates in the coming years for environmental and energy jobs. While there are currently millions of green jobs and the sector is worth trillions, recruitment and retention are challenges. The document also highlights that increasing diversity, including more women and underrepresented groups, in STEM fields could help meet workforce demand. It provides statistics on the lack of diversity currently in various industries like engineering and clean tech. Experts argue that diversity fosters innovation and better problem solving. The panel discussion will focus on these workforce issues and solutions from leaders in clean tech investing and government programs.
The document provides an introduction to key concepts related to the web including:
1. Multimedia refers to the integration of various digital elements like graphics, text, audio, video, animation through computer technology. Hyperlinks allow users to navigate between pages and provide interactivity on the web.
2. The internet refers to the worldwide network of connected hardware like computers, cables, and communication lines that allow devices to communicate. The world wide web is the software that stores and links together files through hyperlinks on web servers to form a giant "spider web".
3. A web browser interprets HTML files from web servers to display web pages on a user's computer screen. Web mastering incorporates designing, developing,
Social media for PR - Communications - Success measurementJose Sanchez
This document provides guidance on measuring the success of social media campaigns through defining goals, key metrics, tracking tools, and ongoing optimization. Key steps include choosing metrics like followers, engagement, and sharing to track awareness, participation, and advocacy; using tools to monitor metrics and populate dashboards; and analyzing outcomes to see if goals were met and how the strategy can be improved. Measuring social media performance helps ensure it effectively meets communications objectives.
Grant Matterson is an internet strategist who can be contacted via mobile phone at 0438 261 600 or by email at gmatterson.narrabeen@ljh.com.au. He offers a premiere internet strategy and can provide information about his services by contacting him at the number or email provided.
This document outlines various habits of mind including persevering to completion, managing impulsivity thoughtfully, and listening with understanding and empathy. Other habits discussed are thinking flexibly by considering alternatives, metacognition or thinking about one's thinking, striving for accuracy, questioning and problem posing to develop needed data, and applying past knowledge to new situations. The document advocates thinking and communicating with clarity, gathering data through all senses, creating and innovating, responding with wonderment and awe, taking responsible risks, finding humor, thinking interdependently, and remaining open to continuous learning.
Este documento apresenta a tese de doutorado de Ruy Ferreira sobre interatividade educativa em meios digitais. A tese define interatividade educativa com base na teoria da aprendizagem significativa de Ausubel e na teoria sócio-histórica de Vygotski. A pesquisa aplicou este conceito em uma situação pedagógica usando mídia digital e analisou os resultados por meio de uma matriz SWOT para validar o modelo proposto.
This document provides an introduction to multimedia and the key concepts covered in the class, including websites, banners, posters, digital photography, flash movies and advertisements. It defines multimedia as the integration of graphics, text, audio, video, animation and interactivity using computer technology. It also distinguishes between the internet, which is the physical network of connected hardware, and the world wide web, which is the software and files stored on web servers and joined by hyperlinks. The document discusses web 2.0, how the web works, what makes it interactive through hyperlinks, what a web browser is and examples like Internet Explorer and Firefox. It includes exercises to check understanding and assignments for the class.
This document provides an overview of social media marketing objectives and activities. It discusses two types of social media conversations: directed communications like direct messages and consumption communications like reading feeds. It also describes how marketers can use social networks for branding and promotion through paid social ads, earning media by encouraging user sharing, and user-generated content campaigns. Finally, it discusses how brands can create a social media presence and engage fans on social networking sites.
2013 Johns Hopkins School of Public Health LectureDouglas Joubert
Course lecture for the Johns Hopkins School of Public Health lecture: A New View: Improving Public Health through Innovative Social and Behavioral Tools and Approaches.
This document discusses metrics and analytics for social media. It defines metrics as counting and tracking past data, while analytics look at both past and present data strategically. Examples are provided of metrics like employee attrition rates versus analytics that examine the reasons behind those rates. Key frameworks for social media measurement are outlined, like return on investment, reach, likes, and cost of ignoring opportunities. Popular social media analytics tools from Google, Facebook, and Twitter are profiled. The document also discusses network analytics and using tools like NodeXL to map relationships and influence within social networks.
This document discusses metrics and analytics for social media. It defines metrics as counting and tracking past data, while analytics look at both past and present data strategically. Examples are provided of metrics like employee attrition rates versus analytics that examine the reasons behind those rates. Key frameworks for social media measurement are outlined, including types of engagement data from platforms like Facebook, Twitter, and Google Analytics. The document also covers principles of social network analysis and tools for mapping connections between users.
This document discusses metrics and analytics for social media. It defines metrics as counting and tracking past data, while analytics look at both past and present data strategically. Examples are provided of metrics like employee attrition rates versus analytics that examine the reasons behind those rates. Key frameworks for social media measurement are outlined, including types of engagement data from platforms like Facebook, Twitter, and Google Analytics. The document also covers principles of social network analysis for mapping influence through connections on platforms.
Social media allows individuals to both consume and create content, engaging in discussions and interactions. It facilitates information sharing between users within a network. The size and engagement level of the network determines the true value of a social media platform. Popular social media sites include Facebook, which currently has the largest number of users worldwide, while blogs and applications also allow sharing content in different ways. Social media provides both power to consumers and opportunities for businesses through advertising, PR, and content distribution. Metrics for measuring social media effectiveness include unique visitors, page views, time spent, shares, and growth in users and influence over time.
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...Web2LLP
Third session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects.
Topic: Managing and measuring your social media presence
Author: Nicholas Standage (PAU Education)
Website: http://www.web2llp.eu/training/online-session-3-management-impact
This document discusses how to effectively measure the impact of social media outreach through a blend of quantitative and qualitative metrics. It provides examples of metrics to track, such as website traffic, share of voice, and level of engagement. Tools are presented for monitoring social media presence, analyzing blogs and clicks/shares, and tracking how content ranks. A case study demonstrates how the journal Clinical Chemistry has implemented social media and analyzes the results.
Enterprises have moved beyond Sharepoints and intranets; this Webcast takes a closer look at the social-networking tools that enterprises are using (Facebook, Twitter, and wikis, to name a few) to empower employees, disseminate information, and keep tabs on customer requirements and feedback. We look at how these new tools foster collaboration and create new ways to share enterprise data, allowing end users to unlock value and insights that were previously inaccessible.
Jennifer Lindsay is principal of Jennifer Lindsay Digital and is an Emmy-nominated Web strategy consultant. She has demonstrated expertise in connecting with key influencers through utilization of cutting edge social media, SEO, SEM, content strategy, Web 2.0, PR 2.0 and Internet/content management and digital methodologies for major B2B and B2C clients including Microsoft.
This document discusses social media metrics and analytics. It defines key metrics like followers, likes, and interactions that are used to measure social media performance. It also covers various tools to analyze social media data from platforms like Facebook, Twitter, YouTube and others. These tools provide insights into topics, influencers, content popularity and user engagement that can help optimize social media strategies. The document also discusses how social networks form around influencers at the center and how this affects the spread of information.
AAB Interactive Essentials: Social MediaSean Oakley
Social media refers to internet and mobile-based tools that allow people to share and discuss information. It includes activities that integrate technology, communications, and social interaction through words, pictures, videos and audio. Social media marketing involves building ways for fans and customers to promote a brand through multiple online social media venues. Effective social media use requires listening to what people say online, engaging in conversations, and tracking results through analytics to understand the impact.
How to use your social networks to create impact JD Lasica
Using social networks to create impact involves laying the groundwork by defining goals and metrics, creating production processes like an editorial calendar, capturing and sharing stories, and using your community to spread ideas. Integrating social media, email lists, events, and other efforts can help nonprofits build relationships and raise awareness for their causes in an aligned strategy. Key steps include listening to supporters, enabling conversations, finding influencers, and making participation easy through free tools and user-generated content.
Using social networks to create impact involves laying the groundwork by defining goals and metrics, creating production processes like an editorial calendar, capturing and sharing stories, and using your community to spread ideas. Integrating social media, email lists, events, and other efforts can help nonprofits build relationships and raise awareness for their causes in an aligned strategy. Key steps include listening to supporters, enabling conversations, finding influencers, and making participation easy through free tools and user-generated content.
Leveraging Social Media: Develop your personal and professional brandJames Richardson
These are slides from an online webinar held for associates of the CUNY School of Professional Studies. The purpose of the online lecture was to assist individuals and organizations struggling with adding a social media campaign to their marketing strategy.
The document discusses social media in business and provides tips for using social media effectively. It defines key terms like Web 2.0, social media, user-generated content, and social bookmarking. It also outlines trends in social media use and consumer trust, and provides best practices for social media strategies including using the POST method, optimizing content, increasing linkability, rewarding inbound links, and making tagging and bookmarking easy.
The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.
Additional Notes for "All in a Twitter" PresentationBryn Robinson
These are the notes that accompanied the slide deck on using social media to share your science. If you have any questions, please get in touch - @brynphd.
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
This document discusses various social media metrics and analytics that can be used to measure performance. It covers key terms like analytics, metrics, and ROI. It also discusses different types of social media measures like buzz, popularity, reach, interactions and sentiments. It provides details on tools like Google Analytics, Facebook Insights, and Twitter analytics that can track metrics like followers, traffic sources, reactions and influence. Network analysis is also discussed as a way to measure influence, centrality and prestige within social networks.
The social media strategy for Toyota Canada has three main goals: to establish a strong online presence, form relationships and gain trust within the community. The strategy will join existing online conversations, share stories and engage the community. The action plan includes research on community demographics, analyzing Toyota's brand and identifying influencers. A social media team will manage Facebook, Twitter, blogs and influencer relationships. Progress will be evaluated both qualitatively and quantitatively.
Similar to Social media for PR Communications - Success measurement plan (20)
Social media for PR Communications - Success measurement plan
1. Prepared by Jose Sanchez
Success Measurement process after launching a Social Media campaign
A. Previous considerations
B. What is Social Media Measurement?
C. Terms and Concepts
D. Benefits of Social Media Measurement
E. How do we measure Social Media?
E.1.Follow goals
E.2.Choose key metrics
E.3.Choose tracking and monitoring tools
E.4.Tracking and monitoring using Dashboards
E.5.Optimization
F. Costs
G. Reliability
H. Examples of success
I. Appendix
A. Previous considerations
This is the success measure and return of investment analysis (ROI) for after launching a social media
campaign. It may also serve to measure social media efforts that are not part of specific programs (i.e. A
Twitter account expand the company’s online presence).
A continuous, interactive process that ensures quantitative and qualitative success in any phase of a
campaign should also be created and applied by communications/Marketing teams.
2. Prepared by Jose Sanchez
B. What is Social Media Measurement?
As of October 2009, social media measurement is immature. It is the objective tracking, monitoring, collecting,
measurement, reporting and analysis of quantitative and qualitative data, generated by participants, to optimize the
use of social media tools, services and tactics. Social Media measurement is complementary to web analytics and
it should be done in an ongoing way and after launching a campaign.
C. Terms and concepts
Social media: Media and content designed to be distributed through social interaction. Social media supports the
human need for social communication, using web-based technologies to transform traditional media monologues
(one to many) into social media dialogues (many to many). Social media can take many different forms, including
Internet forums, blogs, wikis (Wikipedia, Wikia), podcasts, content-sharing (YouTube, SlideShare), content-
comments, email, instant messaging (MSN, Facebook Chat), social bookmarking (Digg, Del.i.cious), RSS Feeds,
virtual worlds (Second Life, SmallWorlds).
Social media metrics or indicators of participant behaviour vary with each technology. As of October 2009, these
are some of the most commonly used. Their definitions were written taking into account a wide variety of sources.
Link-back: Method for to obtain notifications when other users link to one of their documents. This enables
administrators to keep track of who is referring to their articles. The three methods (Refback, Trackback, and
Pingback) differ in how they accomplish this task.
Viral seeding: Is the viral-equivalent of media buying in mainstream advertising. In this case, much of the
placement on key websites is provided for free.
There are several primary routes in seeding. Different desired results might require different approaches.
o Natural viral seeding placement: This is placing the video into targeted and relevant blogs,
sites, aggregators, portals and social networks (i.e. Youtube, Facebook). The goal here is to
obviously get people watching. Administrator should also be part of the commenting process and
have a dialog with participants.
3. Prepared by Jose Sanchez
o Key influencer Outreach: In each area of interest, there are outspoken key influencers, who
most often run blogs. Message to them 1:1 and make them feel special, exclusive by offering a
sneak peek of the content before it hits other media. They will “break the story” and help start the
conversations.
o Media placement: This is paying for advertisement within key influencer portals, community sites,
newsletters, etc. This is more similar to a traditional media strategy but in can be more targeted
and efficient..
o Email Notification: If there is a targeted email list available, sending a relevant message is
welcomed by the recipient. It should not be considered spam.
Click-Through Rate (CTR): Click-through rate or CTR is a way of measuring the success of an online
advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web
page by the number of times the ad was delivered (impressions). For example, if a banner ad was delivered
100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR
would be 1 percent.
Page impression: A page view (PV) or page impression is a request to load a single page of an Internet
site.
User profile: Is a collection of personal data associated to a specific user. A profile refers therefore to the
explicit digital representation of a person's identity.
Network growth: Number of members or participants in a specific social media service.
Post: Entry on a bulletin board system, Internet forum or message board, blog, or other discussion forum. It
takes different names and forms depending of each technology: Tweet (Twitter), wall post (Facebook),
forum post (forums), etc.
Status update: Allows users to inform their friends of their current whereabouts, actions, or thoughts (i.e.
"Billy visited Jen," "Sam called Jen" and "Matt dated Jen").
Social Bookmarking / Link sharing: Method for Internet users to share, organize, search, and manage
bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks
that reference them.
File sharing: Practice of making files available for other users to download over the Internet and smaller
networks.
4. Prepared by Jose Sanchez
Repost: Sharing a post with their followers or other kinds or contacts. Retweet (RT) is Twitter’s name for
reposts.
Content response: Method to upload public content related to a specific previous entry (i.e. Comments,
comment replies, YouTube video responses).
Direct Message: As opposed to posts, comments, ratings or other public content entries, direct messaging
allows participants to send content in a private way. It’s a method featured on social networks such as
Facebook, Twitter, YouTube and MySpace.
Like / Favourite / Agree-Disagree: Method for internet users to express their sentiment on a specific piece
of content.
Rating: Method for internet users to evaluate a specific piece of content. It is usually expressed through
more than two choices.
Sentiment analysis: Aims to determine the attitude of a participant with respect to some topic. The key to
accurate sentiment analysis is accurate text analysis.
Online research methods: Are related to existing research methodologies but re-invent and re-imagine
them in the light of new technologies associated with the internet. Some of the most popular are:
o Interviews: Similar to face to face interviews. It mainly focuses on the conduct of one-to-one
exchanges as opposed to one-to-many exchanges (i.e. via chat technology, via email).
o Surveys: Serve to collect quantitative information about variables in a population.
o Focus groups: A moderator invites pre-screened, qualified respondents who represent the target
of interest to log on to conferencing software at a pre-arranged time and to take part in an online
focus group. Online focus groups are appropriate for research.
Tag: Non-hierarchical keyword or term assigned to a piece of information (such as an internet bookmark,
digital image or a blog entry). Tags are chosen personally by the item's creator or by its viewer, depending
on the system.
Feed aggregator views: Page views loaded through applications that aggregate syndicated web content,
such as news headlines, blog updates and podcasts in a single location for easy viewing (i.e. Google
Reader, NetVibes).
5. Prepared by Jose Sanchez
RSS: (a.k.a. "Really Simple Syndication") is a family of web feed formats used to publish frequently updated
works in a standard way, like feed aggregators. It benefits publishers by letting them syndicate content
automatically. They benefit readers who want to subscribe to timely updates from favourite websites.
Following (Twitter): Following someone on Twitter means aggregating a tweeter’s updates in your personal
timeline. Followers are people who receive tweets.
Social Mention: A way to measure every time a specific word or combination of words is used in social
media websites
Widget: Element of a graphical user interface that displays an information arrangement changeable by the
user, such as a window or a text box. The defining characteristic of a widget is to provide a single interaction
point for the direct manipulation of a given kind of data.
Badge: Small image used on websites to promote standards, products, personal views or to indicate a
specific content license that is applied to the content or design of a website.
Dashboard: A matrix that allows registering all key performance indicators data from a campaign (see
appendix 2).
D. Benefits of Social Media measurement
Just like a static website, a social media tactic is not a goal but a tool when engaging with a specific audience.
Social Media metrics are a report on your performance when engaging participants online.
For instance, Social Media measurement helps you determine how effectively you're meeting your communications
and business objectives by telling:
Who the participants are, who participates and why they do it.
What the participants interests are. What they are saying and what is their preferred method of
communication.
If they are aware, interested, engaged or if they want to collaborate with specific initiatives.
If the tactic has improved the service/product.
How the content can fill people’s needs.
6. Prepared by Jose Sanchez
In terms of promotion, Return of Investment (ROI) could be considerably higher than with traditional media. Here is
an example:
Goal: To receive 200 more calls in the company’s info-line.
Scenario A: $2,000,000 is invested on a traditional media campaign
Scenario B: $500 is invested on Facebook and Google ads
o Approximately 80% of Canadians use Facebook
o Facebook ads clients can pay per clicks - you only pay for the ad when people click on
the link
Once specific audiences are engaged, communications and marketing strategies would be more efficient and
promotion costs would be reduced in the long term.
E. How do we measure Social Media?
The success measurement strategy should be applied after social media tactics are launched for ongoing and
further optimization. Here is a list of suggested steps in a relatively intuitive process:
Follow goals: Communications/marketing team should define the objective, the kind of relationship it wants to
build with specific audiences and set clear and realistic communications goals (i.e. To raise awareness among
Toronto youth about the risks of unprotected sexual relations by 15%; To increase by 20% the website’s RSS
subscriptions).
Choose key metrics: Communications/marketing team should outline a social strategy and insight to achieve
goals. Key metrics must be identified in order to describe performance and the value derived from social media
efforts. Each social media tool offers a wide variety of metrics that reveal different participant attitudes.
Metrics can be classified into three categories that respond to different goals or stages of your objectives. The
more specific the goal is, the easier it is to measure.
Web content:
7. Prepared by Jose Sanchez
o Questions: Was the social media tactic popular among the target audience? How did they get
to the social media tool’s page?
o Metrics: web analytics, traffic, page views, unique visitors, etc.
Audience:
o Questions: Who is our audience? Is it growing? Where do they come from? How are individual
profiles? What are the larger audience trends?
o Metrics: User profiles, surveys, application forms, user I.P.
Participation metrics
o There are numerous metrics, they indicate different levels of participation and answer to
different goals. Here is a suggested list of them, ordered by levels, possible goals and
attitudes. It may change or evolve as different technologies are incorporated or abandoned.
Participation Participation Underlying Metrics
category level / goal attitude
Inactive Unaware Audience doesn’t Total potential social media
don’t know of your audience for your campaign
existence
Exposure Spectate Audience CTR generated by first generation
experiences content seeded/paid placements
created by you Unique profile and page
impressions
Web analytics
Appreciate Audience values Social bookmarking statistics
the content that you (Diggs)
create or share. Votes
Audience respects Recommends, likes
your contributions User ratings
or debates Qualitative research interviews
Dynamic Logic surveys
8. Prepared by Jose Sanchez
Brand (Ministry/Services)
mentions, public servant’s names
Repeat profile and page
impressions
Collect Audience Number of times your content is
bookmarks your favourited
content locally and Types of tags created by people
online, subscribes Number of saves to Social
to your feeds or Bookmarking sites
downloads files you RSS subscribers
share Number of file views/downloads
(Podcast, Vodcast, PDF or jpeg
views)
Number of Feed aggregator
views
Twitter followers
Engagement Active Interest Audience Fans, Friends & Follower
participates: posts numbers
Twitter replies and Positive/Sentiment tracking
talks about you, Content tone
clicks the links you Content emotions, share of voice
share, comments Daily Volume of mentions
on your website or Wall/Blog Posts
external ones, Comments
mentions you in the @replies to tweets
course their online Discussions
activity URL shortening reports
Share assets Participants share Blog reposts, ReTweets, Tumblr
your content by reposts
republishing on Links shared to social feeds
different other (Facebook, Tweeter, FriendFeed)
9. Prepared by Jose Sanchez
websites, use your Widget embeds
content and ideas Badges used on profiles
to add value to their Alexa or Technorati ratings of
network external sites featuring your
generated assets
CTR generated by shared/passed
on placements
Public dialogue We exchange Number and sentiment of
content via profiles, spontaneous public messages
websites, feeds, Official forum threads
etc. Live Discussion subsequent posts
Video Responses created
(YouTube)
Blog Post responses created
Private We exchange Direct Messages
dialogue private email, IMs, E-Mails
DMs Panel research
Surveys
Interviews
Focus groups
Customer service activities
Advocacy Participants Perception shifts
encourage following Conversion uplift
& getting involved Network growth
with you. Voluteering increase
Participants
encourage people
to buy your
products
10. Prepared by Jose Sanchez
Collaboration Investment We share wins Partnerships created
Choose tracking and monitoring tools:
Communications/marketing team may track and monitor social media campaigns in-house or an external
company could be paid to do it (See appendix 1.b.).
If done in-house, tracking and monitoring tools should receive key metrics data, it should be further
analyzed and determine if goals are being reached.
Different tools serve to measure specific metrics (appendix 1). As new tools are created, new
measurement instrument may also arise.
Tracking and monitoring using Dashboards:
Communications/marketing team may collect outgoing data can be collected using a suggested
Conversation Impact Dashboard (see appendix 3). Dashboard should include participation levels
according to goals and key metrics to measure them
It is useful to create timelines to reasonably measure the ongoing progress of the campaign.
Optimization:
Outcome analysis. A series of questions should be answered by the comm.unications/marketing team:
o What is the impact of the social media tactic? Did it add the expected value?
o Is it helping to achieve the company’s business objectives in a more efficient way?
How much did the comm.unications/marketing team invest in this tactic (staff, technology)?
How much would it have cost to achieve the same goal through other means?
o If goals have not been met, why is it? How can the strategy be improved?
Follow up and redesign strategy
F. Costs
Social media promotion is low-cost compared to traditional media
11. Prepared by Jose Sanchez
The knowledge and talent in using the free tools however is not
If the comm.unications/marketing team wants live analysis of the performance it would need to pay for the
technology, get skilled staff or train the existing one to do it
Social media is effective to reach targeted audiences. Since approximately 4 out of every 5 Ontarians use
Social Networks, the opportunities for promotion are countless and could be designed according to the
ministry’s specific strategies.
G. Reliability
Most raw data comes right from standard sources, hence it’s considered to be reliable
Tracking and monitoring tools are used by respected organizations and companies (i.e. P&G, Pepsi and
Coca-Cola, among others.)
H. Measuring success examples
Campaign results for War Child Canada1
i. Objectives: Generate awareness and engagement for War Child Canada; establish a War Child
presence in Social Media; and drive donations.
ii. Specific tactics: Viral video, campaign website, Facebook page, blogger relations, Twitter network
and newsroom.
iii. Each tactic had its own specific goals, effects and metrics
iv. Results:
o Delivered a 38% increase in donations and 300 new volunteers
o War Child’s website traffic was increased by 60%
o 17,000 blog referrals, 38 Twitter mentions that influenced over 10,000 members and 200 new
Facebook members
o War Child’s message was picked from the internet and published by Canada’s mainstream
media outlets (CBC, Toronto Star, Globe & Mail, National Post)
1
"War Child: Social Media and ROI” SlideShare. 2009. 11 Oct. 2009. http://www.slideshare.net/PRworks/war-child-ali2-for-slideshare
12. Prepared by Jose Sanchez
o Although specific investment numbers were not revealed, War Child informed that the
campaign’s costs would have been considerably higher if they had paid for media placements
I. Recommendations
The comm.unications/marketing team should turn measurement into a key part of their long term
communications strategies.
Comm.unications/marketing teams should consider the possibility of including social media success
measurement as part of its staff main duties
J. Appendix
1) Tracking and monitoring tools:
a. Free tools usually provide simple metrics data. Here are some examples for each suggested metric.
Analytics.google.com, Omniture.com (CTR, Page views, page impressions, profile
impressions, visitors location)
Delicious.com, Digg.com (social bookmarking, diggs)
Surveys widget box (Votes)
Google.com, Blogs.google.com, News.google.com, Yahoo.com, search.twitter.com (brand
mentions, locations names)
Backtweets.com (links from Twitter to your site)
Referer.com (links to your site)
Feedburner.com (RSS subscriptions, feed aggregator views)
Youtube.com/t/advertising_insight (video analytics)
Flickr.com (photo views)
Feedburner.google.com (subscribers)
Pipes.yahoo.com, NetVibes.com (Dashboards, Mashups)
Alexa.com (comparative traffic)
Commentful.blogflux.com, cocomment.com, (comments from different platforms, including
YoutTube, Flickr, Blogger and Digg)
13. Prepared by Jose Sanchez
Xinureturns.com (PageRank, Backlinks, Indexed Pages)
b. Paid tools interpret, build dashboards and sometimes provide analysis of the data. They also trytry to
measure other qualitative elements such as tone, sentiment, emotions, etc. Examples:
Diydashboard.com (Social media)
Radian6.com (social media)
BuzzLogic.com (social media)
Omniture.com (web analytics and social media: Twitter and Facebook)
2) Conversation Impact Dashboard Example
Tactic: Q&A between the company’s president and its customers
Suggested goals:
To reach 25% of target audience (Exposure)
To receive 20 questions and answer all of them in a timely manner (Public and private dialogue)
To receive positive sentiments from at least 50% of the subsequent replies (Active interest)
Metric / Goal Data Active Share Public Private dialogue
Interest assets dialogue
Total visitors
Time on site
Volume of received
questions (comments)
Volume of answered
questions (comments)
Questions tone
(comments)
14. Prepared by Jose Sanchez
Participants’ Reply
tone
Potential audience: ____________ Total participants: ____________
Participants’ characteristics: _____________________________________________________________