hp catalyst online workshop > measuring your social media efforts

Measuring  Your  Social  Media  Efforts          Made  possible  by  HP’s  Office  of    Sustainability  &  Social  Innova;on  

Photo  via  Bigstock  

Samantha  Adams  Becker  Dr.  Shannan  Butler  Dr.  Corinne  Weisgerber  

What  are  our  goals?  

How  are  we  doing  so  far?  

Photo  via  Bigstock  

You’re  listening.  

As  of  9/24:    177  views  on  YouTube  3,409  views  on  SlideShare  

Remember:  there’s  help.  

go.nmc.org/soc-­‐media-­‐help  

Dr.  Corinne  Weisgerber  &  Dr.  Shannan  Butler  

MEasuringSocial Media

?WHYMEASURE

?WHAT TOMEASURE

I’ve got more friends than youMetrics need to be meaningful & related to your goals

Beware of vanity metrics

AAA Social Media MeasuremenT Framework

- Kami Watson Huyse

Action: Business results, outreach effort,

or sustained online presences

in social networks online.

Attention: Volume of interest

(i.e. fans, traffic and other analytics)

Attitude: Sentiment and relationship to

the brand.

Likes

Views/traffic

Clicks

Shares

ReTweets

Follows

Embeds

ATTENTIONMeasuring attention in an academic setting

Do they show active engagement?

Likes

Views/traffic

Clicks

Shares

ReTweets

Follows

Embeds

ATTENTIONMeasuring attention in an academic setting

Do they show active engagement?

Do they show substance?

Likes

Views/traffic

Clicks

Shares

ReTweets

Follows

Embeds

ATTENTIONMeasuring attention in an academic setting

Beware of vanity metrics.

Do they show active engagement?

Do they show substance?

Likes

Views/traffic

Clicks

Shares

ReTweets

Follows

Embeds

ATTENTIONMeasuring attention in an academic setting

Beware of vanity metrics.

Do they show active engagement?

Do they show substance?

Σ ue we de

affinity

weight

recency

}}What Facebook Values

An indication of the importance of different metrics

Weight

>>>Sharef

3

General understanding - exact weights not known, may vary by person

+

+

Comments:

• Are they positive, negative, or neutral in tone?

• Do they convey a sense of interest in/excitement about your project?

ATTITUDEMeasuring attitudes in an academic setting

+

-

+

- -

Conversations (2-way)

Blog write-ups

Speaking Invitations

Media Interviews

Collaborations

AcTIONMeasuring action in an academic setting

Action:

Conversations (2-way)

Blog write-ups

Speaking Invitations

Media Interviews

Collaborations

AcTIONMeasuring action in an academic setting

Action:

Establish thought leadership,

academic/scientific reputation

Result:

Inte

rvie

ws

Som

e ex

ampl

es

Spea

king

Opp

sS

ome

exam

ples

Two-way conversations and continued learning

Sharing slide deck Write-up Discovery Mutual Learning

Blog write-ups, mentions = continued exposure/conversation

140

46

AAA

Fram

ewor

k

Facebook  Insights  

Gender  and  Age.  

Countries.  

Who’s  Talking  About  Us?  

Drill  Down  to  Post  Level.  

Consider  RaPos.  

*2%  of  followers  liked  this!  

*61%  of  pages  have  a  virality  rate  of  2.5%  or  less,  according  to  EdgeRank  Checker.  The  median  rate    is  2%.  

TwiZer  AnalyPcs  

TwiZer  MenPons  

Keep  track  in  real-­‐Pme.  

TwiZerfall.com  

YouTube  AnalyPcs  

OpPons.  

Demographics  &  Discovery  

What  do  we  do  with  everything?  1.  If  there  is  a  spike  in  likes/followers/subscribers,  pinpoint  the  Pming  and  posts  that  led  to  the  increase.  Repeat.    2.  Cater  to  your  demographics.      3.  Pay  aZenPon  to  what  posts  people  are  liking/favoriPng/re-­‐tweePng,  commenPng  on,  etc.  Repeat.  

4.  Maximize  your  reach  with  a  call-­‐to-­‐acPon.  Ask  your  audiences  to  share/comment/like/re-­‐tweet.  

5.  Be  aspiraPonal.  

?How TOMEASURE

Likes - Facebook built-in metrics

Views/traffic - Google Analytics, Academia.edu

Clicks - Bit.ly (tweeted links)

Shares - Facebook, SlideShare, etc. built-in metrics

ReTweets - Twitter built-in metrics, HootSuite, TweetDeck

Follows - Twitter built-in metrics

Embeds - SlideShare built-in metrics

ATTENTIONApplications for measuring attention

Measuring attention with Google Analytics: Number of blog visits, avg. visit duration

Measuring attention: demographicsGoogle Metrics

How to add Google Analytics to your blog: Install plugin

2.

1.

3.

2.

1.

How to add Google Analytics to a website: Claim it

MonitoringConversations

Know who is talking about your project

- Using GigaAlert.com

Type in keywords

Click go

Click “Feed Settings”

Copy URL into

Google Reader

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

GigaAlert helps keep tabs of that

Our slides, yet no citation

Click for a link to Diigo bookmarks

RESOURCES

QuesPons.  

Photo  via  Bigstock  

There’s  homework.  And  a  campaign!  

go.nmc.org/social-­‐media-­‐help  or  #hpcatalyst  

Photo  via  BigStock  

HP  Catalyst  Social  Media  Campaign:  

From  Facebook  to  Funding!  

Stay  Connected!    

samantha@nmc.org    

Social  Media  Help  Forum:  go.nmc.org/soc-­‐media-­‐help  

 Sign  Up  for  “From  Facebook  to  Funding”:  

go.nmc.org/9-­‐to-­‐funding  Photo  via  Bigstock