How am I doing?
That is a critical question to ask yourself as you grow your social media presence. When you’re putting content out there, it’s important to constantly evaluate your impact. You set out in the social media world with goals; let’s make sure you’re accomplishing them.
Can success really be measured in likes, +1’s, and re-tweets?
There’s more to the story. Your goals are unique to your project… and the ways you assess your progress should be, too.
In the first HP Catalyst Online Workshop, we covered “Social Media Basics for Educators” and explored how to build a solid social media identity to boost project visibility. In this second online workshop, we’ll help you measure the outcomes of your social media efforts — and use those metrics to improve your content and image. After all, social media stats aren’t just for marketing gurus. You too can use them to get a better grip on your audience and to continue expanding your project’s community.
Here’s just a taste of some of the material we’ll discuss:
Creating your own standards of assessment
Defining “ROI” in the social media world
Understanding Facebook Insights
Analyzing Twitter mentions and interactions
Making use of YouTube analytics
Connecting analytics across all social media platforms
Applying what you’ve learned from social media analytics
We’re fortunate to have some amazing guest speakers who are social media and PR savants! Let’s meet them…
Dr. Corinne Weisgerber
Corinne Weisgerber, Ph.D., is a social media professor and Internet researcher at St. Edward’s University in Austin, Texas where she teaches classes on social and interactive media, interpersonal communication and public relations. Corinne became interested in computer-mediated communication in the early days of the Internet and has been studying the impact of new communication technologies on our relationships, identities, and ways of seeing the world since the beginning of her doctoral studies at the Pennsylvania State University. Much of her latest research has focused on new media, pedagogy, and the impact of social media on independent learning and Professional development. Her research has been published in academic journals, book chapters, and various online forums. An educator first and foremost, Corinne also developed one of the first social media for public relations classes – a course which explores emerging social media technologies and studies their application in contemporary PR practice and which she has been teaching since 2007.
Dr. Shannan Butler
Shannan H. Butler, Ph.D., is an assistant professor of communication at St. Edward’s University in Austin, Texas. Shannan conducts research in the area of visual communication, new media, pedagogy and rhetorical criticism of visual media. He was invited to present his work on visualization at the New Media Consortium’s 2010 Horizon Report general meeting.
Mattingly "AI & Prompt Design" - Introduction to Machine Learning"
HP Catalyst Online Workshop > Measuring Your Social Media Efforts
1. Measuring
Your
Social
Media
Efforts
Made
possible
by
HP’s
Office
of
Sustainability
&
Social
Innova;on
Samantha
Adams
Becker
Dr.
Shannan
Butler
Dr.
Corinne
Weisgerber
Photo
via
Bigstock
10. I’ve got more friends than you
Metrics need to be meaningful & related to your goals
Beware of vanity metrics
11. AAA Social Media
MeasuremenT Framework
- Kami Watson Huyse
Attention: Attitude: Action:
Volume of interest Sentiment and Business results,
(i.e. fans, traffic relationship to outreach effort,
and other the brand. or sustained
analytics) online presences
in social
networks online.
12. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Shares
ReTweets
Follows
Embeds
13. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Shares
Do th
ey sho
ReTweets w sub
stanc
e?
Follows
Embeds
14. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Shares
Do th
ey sho
ReTweets w sub
stanc
e?
Follows
Be w a
re of v
Embeds anity
me trics.
15. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Shares
Do th
ey sho
ReTweets w sub
stanc
e?
Follows
Be w a
re of v
Embeds anity
me trics.
17. Weight
+ >
> >
3
f Share
General understanding - exact weights not known, may vary by person
18. + +
+
ATTITUDE
Measuring attitudes in an academic setting
Comments:
• Are they positive, negative, or neutral in tone?
• Do they convey a sense of interest in/excitement
about your project?
- -
19. AcTION
Measuring action in an academic setting
Action:
Conversations (2-way)
Blog write-ups
Speaking Invitations
Media Interviews
Collaborations
20. AcTION
Measuring action in an academic setting
Action: Result:
Conversations (2-way)
Blog write-ups
Establish thought leadership,
Speaking Invitations
academic/scientific reputation
Media Interviews
Collaborations
31. 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%.
38. 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.
56. There’s
homework.
And
a
campaign!
Photo
via
BigStock
go.nmc.org/social-‐media-‐help
or
#hpcatalyst
57.
ocial
Media
HP
Catalyst
S
Campaign:
From
Facebook
to
Funding!
58. 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