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Intro: My name is Stacy Theobald, and I work on the Social and Digital Innovation Team as a Coordinator. My main job is to post content on our social media channels along with the day to day monitoring of comments on all our social platforms.
# of comments each day upon arrival
-Platforms include-FB/TW, Google+, LinkedIn, Instagram, YouTube and Pinterest -I do the comment monitoring Mon – Fri during the work day and then we have implemented a team of staff from our Communications division to help us with monitoring comments in the evenings Mon – Fri with primarily Facebook, this is to help try to prevent or stay on top of any issue, suicide threat, etc. And then another group of staff that rotate on weekend monitoring. -*=Periodic
-Mention diagnosis and suicide ones
Sports Med & Transplant FB, CV TW
Consultations for other specialty areas that can create/obtain enough content for their audience as well as have a person to monitor/respond to comments.
Highlight transparency approach (leaving negative comments up unless attacking individual or swearing) Delete ads
Collaborating with our Issues Management team regarding any upcoming items that may appear in the news or on social platforms. Prepare messaging responses. Over 7.8 thousand comments to monitor.
Word cloud, Volume trend, Volume by source, Topic cluster *those available via public API
custom short domain <$100/yr? bit.ly end-to-end branding - maybe $600/mo.?
Comparing 1 mo. prior to 1 mo. after
Out of all our Facebook posts in all of 2015-2016, this post ranked 406th best in engagements, but 6th best in clicks! Over 27,000 people clicked on the link! The morale of this story isn’t that more people have fingernail concerns than you would think, but rather, that looking at engagements isn’t enough. Don’t forget about the clicks. We need to look at our objectives. If our objectives are website visits, then this was an immensely successful post.
Out of all our Facebook posts in 2016, this post took 823rd best in engagements, but 14th best in clicks! Over 15,000 people clicked on the link, but only about 600 engaged publicly. Contrary to what the engagements may suggest, I would argue this post was still very successful.
Results were different for 2nd #MayoInOz year of ads, but the lesson of needing to measure end-to-end remains the same!
Comment monitoring is:
• Listening to conversations on your social channels
• Reviewing incoming comments, replies and private
messages on all platforms
• 24/7* monitoring – day, evening, weekend
How do we do it?
• We use Sprinklr as our Social Media Management
• Allows us to monitor multiple platforms in one system
• Used across all sites, departments and specialty
areas for consistency and governance
• Provides enhanced security, individual permissions
and approval workflows
• Allows us to create standard template replies
• Align metrics to your goals
• Identify where to improve efforts
• Apply findings to other initiatives
• Report out successes
• Develop an understanding of the social media
The standard still applies...
Tactics to measure:
• Ad performance
• Organic post performance
Come, check it out!
Social media activity designed to
expand your reach (and follower base).
Mayo Ex: Custom Short Domain
• Comments, Likes, Reactions, Shares, Retweets
• Video views
• Tactics: A/B Testing, ...
Social media activity
designed to build engagement.
Mayo Ex: Reposting Top Tweets – Q1, 17
• Average engagements per initial proactive tweet: 51
• Cream of the crop outliers
• Average engagements per reposted proactive tweet: 141 (90 more)
Blue = Initial Tweets
Red = Reposted Tweets
Mayo Ex: Looking beneath the metrics
Mayo Ex: Text Variations
• Teaser Text vs. Facts/Tips
311 engagements, 371 clicks153 engagements, 626 clicks
Mayo Ex: Best Performing Post Types
• We want to publish more videos on both Twitter and Facebook.
• If we publish a post with a link, the article’s auto-generated
thumbnail performs best on Facebook and an image file upload on
Account Post Type Total Engagements
Average Per Post
Facebook Video 1.9K
Twitter Video 91
Social media activity designed to have
people act or do something (aka the CTA).
Tactics to measure:
• Appointments scheduled
• (all financially-related metrics)