marcia w. distaso, ph.d., apr associate professor of public relations pennsylvania state social...
DESCRIPTION
“Real Interactions” When someone engages with you WHAT IS ENGAGEMENT? The emotional, cognitive and behavioral connection that exists, at any point in time and over time, between two or more parties User feelings: happy, sad, excited… User mental states: involved, lost, concentrated… User interactions: click, read, comment, recommend,TRANSCRIPT
MARCIA W. DISTASO, PH.D., APRASSOCIATE PROFESSOR OF PUBLIC RELATIONSPENNSYLVANIA STATE UNIVERSITY
@MDISTASO
SOCIAL MEDIA MEASUREMENT
You are competing for…
ATTENTION AND RELEVANCE
@mdistaso
“Real Interactions”
When someone engages with you
WHAT IS ENGAGEMENT?
The emotional, cognitive and behavioral connection that exists, at any point in time and over time, between two or more parties
User feelings: happy, sad, excited…
User mental states: involved, lost, concentrated…
User interactions: click, read, comment, recommend, buy…
@mdistaso
Know where people are talkingDetermine what people are sayingIdentify when people are talkingKnow why people are talkingRecognize who is talking
THE BASICS
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@mdistaso#prmeasure
What drives your work?
@mdistaso
FOCUS ON MOST RELEVANT
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Measure
Likes, Comments & Shares
Plus so much more…..
@mdistaso
ENGAGEMENT ON FACEBOOK
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Facebook Insights
KNOW WHO IS ENGAGING
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Measure
@Replies, Retweets, Mentions & Favorites
Plus so much more…..
@mdistaso
ENGAGEMENT IN TWITTER
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RESPONSE TIME
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Tweet Reach: Divide impressions by total followersFavorite Rate: Divide favorites by impressionsTweet Length vs. Engagement: Divide character
count by engagementHashtag Comparisons: Look at impressions &
engagement for eachDay & Time: Look at clicks, RT, & engagement
OTHER FUN CALCULATIONS
@mdistaso#prmeasure
Then, take it to the next level…
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ENGAGEMENT RATES
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Educational Promotional Entertainment Social Awareness
SHARE OF VOICE
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MARKET INSIGHTS
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Did it drive results? Opinions Attitudes Beliefs Behavior
DOES IT HAVE IMPACT & VALUE?
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2 Types of Social Media UsersEngagersWatchers
Engagement can = Success, but Silence doesn’t necessarily = Disaster
ACTIVE VS. PASSIVE ENGAGEMENT
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Don’t just simply track engagement – analyze it.No need to measure everything, so stick to your
goals and objectives.Connect what is going on around you to its
influence on your engagement figures.Quality beats quantity for almost everything.
THINGS TO REMEMBER
@mdistaso
MARCIA W. DISTASO, PH.D., APRASSOCIATE PROFESSOR OF PUBLIC RELATIONSPENNSYLVANIA STATE UNIVERSITY
@MDISTASO
QUESTIONS?