The document provides guidance on evaluating social media by outlining key steps including engaging stakeholders, focusing the evaluation, collecting and analyzing data, and using results. It discusses frameworks for data collection and various tools for content analysis, surveys, and analytics on platforms like Google, Facebook, Twitter, Pinterest, and others. Recommendations are made to take action based on data analysis and contact information is provided for further resources.

1. Evaluating Social Media
Sarah Baughman, Ph.D.
eXtension

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4. Evaluation Basics
Engage Stakeholders
Focus the evaluation
Collect your data
Analyze & Interpret
Use your results
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5. Focus Your Evaluation
Describe the program
Define Purpose
Determine use/users
Evaluation Questions
Indicators
Design
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6. Data Collection
KD Paine’s Framework
Sentiment • Content Analysis Tools
Attitudes, Perceptions
• Survey Research Tools
or Behavior
Reach, Enagement or
• Analytics Tools
Action
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7. Content Analysis Tools
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9. Survey Research Tools
(Attitudes, Perceptions, or Behavior)
• Survey Monkey
• InstantSurvey
• Zoomerang
• Google Forms
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10. Analytics Tools - Google Analytics
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11. Analytics Tools – Facebook Insights
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13. Analyzing Pinterest - PinME
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14. Other Analytics tools
• SWIX
• TweetStats
• Klout or Kred
• Google Spreadsheet
• Pinterest tools emerging (PinMe, Pinnerly)
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15. Tool Type So What? Pros Cons
Atlas.ti Content Analysis Sentiment Deeper Understanding Expensive
What’s really happening Difficult to use
Excel for Combination Tool Sentiment Free Remember to run
Twitter Analytics Nice charts regularly
Content Versatility
Google All-Purpose Goals being met? Free Changes
Analytics How are people interacting Fairly easy to master Requires IT support to
with my page? get started
Facebook Analytics Reach Free Tendency to change
Insights Engagement Easy to Master
Audience & Trends
TweetReach Analytics Reach Can be Free Pay to get full use
Engagement Generates nice reports Remember to run
Klout Analytics Personal level analysis Free Changes
Influence Simple to use Less credible
SWX Combination Reach Engagement and Low-Cost Limited usefulness
Trends across mediums Simple to use
Google Combination Sentiment Free Challenging to get
Spreadsheet Analytics Versatile started
Content Analysis
PinMe Analytics Reach Free Limited usefulness
Simple to use

16. What now?
Take Action
on your
data!
http://www.flickr.com/photos/horiavarlan/

17. Contact Information
Sarah Baughman
540-315-0164
@programeval
Gplus.to/SarahBaughman
Scoop it: Cooperative Extension Evaluation
Pinterest.com/sarahbaughman
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