Measuring Your Social Media Efforts Made possible by HP’s Office of Sustainability & Social Innova;on
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Samantha Adams Becker Dr. Shannan Butler Dr. Corinne Weisgerber
What are our goals?
How are we doing so far?
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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.
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There’s homework. And a campaign!
go.nmc.org/social-‐media-‐help or #hpcatalyst
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HP Catalyst Social Media Campaign:
From Facebook to Funding!
Stay Connected!
Social Media Help Forum: go.nmc.org/soc-‐media-‐help
Sign Up for “From Facebook to Funding”:
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