This document discusses various methods and metrics for evaluating the effectiveness of social media outreach activities. It outlines 12 specific metrics that can be used, such as the increase in followers, clicks on unique links, retweets and shares, viewer counts for videos and blog posts, and influence metric tools. The document also provides tips for creating engaging graphics and using tools like Canva, Piktochart, and Bitmojis to enhance social media posts.

1. A Dozen Evaluation Methods and
Metrics for Social Media Outreach
Dr. Barbara O’Neill, CFP®
Rutgers Cooperative Extension

2. Social Media is Very Powerful!

3. Social Media Advantages
• It’s free!
• Timely dissemination of information in real time
• Expanded outreach vs. other teaching methods
• Access to diverse audiences (e.g., followers of
followers)
• Professional development and outreach tool

4. Advantages for Business Owners
• It’s free
• Ongoing visibility
• Graphics and photos engage viewers 3x more
• Ability to hold “flash sales”
• Publicity for public events
• Enables positive (and negative) word of mouth
• Fosters communication

5. One More Thing… It’s Where People
Go for Information and Support
 Blogs
 Twitter chats
 Facebook pages for
programs and
events
 YouTube videos
 Podcasts

6. To Put Things in Perspective

7. Very Cost Effective
• How else could you reach thousands of people
with a minimal amount of work?
• Significant multiplier effects from message sharing

8. Key Outcome:
Engagement With Audience
• Likes
• Shares
• Clicks
• Comments
• Retweets and Quote Tweets
• Direct messages (DMs)
Tweets with images get 3x more engagement!

9. But How Do You Evaluate Social
Media Outreach Activities?
For reports to administrators
and funders and promotion
and tenure dossiers

10. 1. Increase in Friends and Followers
State the increase in both numerical and
percentage terms:
“In 2018, the number of followers for [name of
social media account] grew from 1,000 to 1,500, a
50% increase”

11. 2. Clicks on Unique Links

12. 3. Number of Retweets and Shares
Can tally manually from twitter notifications or
purchase a service such as Sprout Social:
https://sproutsocial.com/pricing/

13. 4. Comments and Direct Messages
Save responses that indicate…
• Information was helpful, relevant, and/or timely
• Someone acted upon (or planned to act upon) info
• Info will be shared
• Positive comments

14. 5. Viewer Counts: Blog Posts and
YouTube Videos

15. 6. Embedded Survey Link Findings

16. 7. Increase in Website Traffic From
Social Media Links
• Increased attendance at events
• Increased product sales (promo codes)
• Increased positive word of mouth
• Increased number of web site views
• Viewers staying longer on web site

17. 8. Influence Metric Tools
• Report increases in influence rating over time
• Klout scores are no longer available
• Kred is a good substitute: https://home.kred/tw/

18. 9. Online and Offline Information
Requests and Interviews
• Ongoing social media presence confers “expert” status
• Be sure to share the results via social media

19. 10. “Before and After” Social
Media Advertising Results
• Promote social media posts to maximize reach
– Boost Facebook posts
– Use Twitter ads
• Launch campaigns and tailor ads for program goals

20. 11. TweetReach and HashTracking
to Track Hashtag Use

21. 12. Archive Links Into a Story and
Track Impact on the Link
• Storify is no longer available
• A good substitute is Wakelet
• Good for conference and Twitter chat summaries

22. How to Make Attention-Getting
Graphics
• Canva
• Paint (Windows)
• Piktochart (infographics)
• Hand-drawn sketches
• Grayed out photos with textbox language
• PowerPoint slides (save as jpeg graphics)

23. How to Make Attention-Getting
Graphics
• Stock images
• Personal photos
• Screen shots of customer’s photos
• PicCollage
• GIFs
• Boomerang
• Bitmojis

24. How to Make Bitmojis
• Install the bitmoji app on your cell phone (e.g., Playstore)
• Open the bitmoji app
• Enter a birth month/date/year on the rotating dials
• Add your name, e-mail address, and a password
• Click on the female or the male character
• Take a selfie by placing your face in the circle
• Pick out skin color, hair, clothing, glasses, hats, etc.
• Save your bitmoji avatar when it looks like you
• Send messages with your bitmoji using Facebook or Twitter
• E-mail various bitmojis to yourself via G-mail to save them