Cse2011 social mediafinal
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Shared this presentation with Angela Collom of ACP back in 2011
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Cse2011 social mediafinal
- 1. Social Media Metrics Angela Collom Senior Public Relations Associate, American College of Physicians Robert Sumner Editorial Coordinator American Association of Clinical Chemistry May 2, 2011
- 2. Social Media Metrics Learn how to effectively evaluate, measure, and track the impact of social media outreach through Angela Collom a blend of quantifiable and qualitative measures. Senior Public Relations Associate Discover online resources that you can use right American College of Physicians away to analyze: Annals of Internal Medicine • search ranking • website traffic Robert Sumner • share of voice Editorial Coordinator • brand mentions Clinical Chemistry • visibility in social networks Chair, Social Media Council of Science Editors • level of engagement • online downloads
- 3. Social Media and Your Journal On social networking sites (Facebook, Twitter, Linkedin) Blogs Chat rooms, message boards Podcasts Wikis Multimedia sharing sites (YouTube, Flickr) And many more
- 4. How Does Your Strategy Measure Up?
- 5. For Some, Social Media Success is Evident
- 6. For the Rest of Us . . . What gets measured, gets improved.
- 7. Getting Started Define your social media goals Set a benchmark Know your audience
- 8. Getting Started What will you measure? Qualitative data Quantitative data How often will you report? What tools will you use?
- 9. Social Media is About Relationships
- 10. How Do You Measure Relationships? Media (social or Audience Results traditional)
- 11. Not everything that counts can be measured. Not everything that can be measured counts. - - Albert Einstein
- 12. Roadmap Analytics Metrics
- 13. Measure What Counts for You Monitor buzz and sentiment in a meaningful way: Analyze comments and posts. Note which sections of your social sites or posts attract the most visitors. Find out traffic patterns and usage data. Determine how fans are linking into your sight. Get geographic and demographic insights about your fans.
- 14. Find Traffic and Usage Data Take advantage of site-specific measurement or analytic tools. Facebook analytics YouTube video views and subscribers LinkedIn group members and discussions iTunes downloads Twitter retweets Use data to model future posts and social media activity.
- 17. Tools to Monitor Social Media Monitor social media impact in real time. Graphics simplify translation. Measure sentiment, reach, demographics, and more. No fee for use.
- 18. Tools to Monitor Social Media
- 19. Tools to Analyze Blogs BlogPulse Blog search engine to analyze and report on daily activity in blogosphere. Tracks buzz, trends, blog stats, etc. Follow conversations/discussions Trendpedia Search blogs Monitor trends Expand reach by finding out who talks about related topics
- 20. Track Clicks and Shares Bit.ly Shorten and share links See web traffic patters Find out where visitors are coming from Hootsuite.com Manage social media activity Shorten and track links Analyze social media presence on one dashboard AddThis
- 21. Find Out How You Rank
- 22. Services to Analyze Your Interactions Get instant insights into your social media presence. Generate reports quickly and easily. Compare snapshots in time. Cost money. Not always specific as you may want to be.
- 24. Keys to Social Media Reporting Always compare current results to previous report. Determine what’s working and what’s not – then act on it. Develop a custom dashboard that suits the needs of your audience. Analytics more important than metrics. Request feedback. Be flexible.
- 25. Case Study Clinical Chemistry (est. 1955) Laboratory medicine journal ~10,000 subscribers 2009 Impact Factor: 6.263
- 26. Why social networking? New distribution method for PAP papers Transform journal into source of breaking lab medicine news Draw in/connect with readers The future of content distribution
- 27. Early stages Created social networking plan Cost (FREE) Paper distribution method Potential content Competition Presented plan to Editor-in-chief, Deputy Editors Began posting material December 1, 2009
- 28. Initial concerns Negativefeedback? Adequate interest?
- 29. Implementation Simultaneous launch Twitter feed (@Clin_Chem_AACC) Facebook fan page (facebook.com/ClinicalChemistry) LinkedIn group (now defunct) Utilized free Hootsuite application Post to/monitor multiple platforms URL shrinking/tracking Post scheduling
- 30. Techniques Post title of PAP paper with link to abstract (Clin Chem is not an open access journal) Post relevant material found via google reader, regular blog searches, and twitter sources Follow relevant sources, establish network of potential content Emphasize free content
- 31. Consistency/Voice Consistent posting strategy 2+ posts/retweets per day Re-posting original journal content 12 hours after initial post Maintain journal’s scientific integrity Avoid controversial material/language, unless in debate format All material posted will be associated with your brand
- 32. Promoting the networks Information included in print TOC Links to networks on journal-related blast emails, staff email signatures Networks listed on journal homepage (www.clinchem.org) Giveaways planned
- 33. Metrics Follower/Like numbers 670 Twitter followers* 737 Facebook Likes* Modest Numbers? *as of 4/28/11
- 34. Is the strategy working? Numbers consistently growing Few ‘unfollows’
- 35. 30+ clicks on April Gauging progress 19th Hootsuite analytics Track shortened URLs Facebook is generating the most activity
- 36. Tracking popular posts Free content generates most activity
- 37. Regional demographics Whereis interest in your material coming from? Global presence?
- 38. Where are your Twitter followers from? Tweetpivot http://tweetpivot.com Create custom table based on users’ location data
- 39. Where are your Facebook fans from? Facebook Insights Free Comprehensive Most Clin Chem facebook fans are from outside of the U.S.
- 40. Retweets Are your tweets re-tweeted? Crowdbooster Private account re-tweets shown “Impressions” field https://crowdbooster.com/
- 41. Enhancing participation Asking questions
- 42. Working with readers
- 43. Advertising with Facebook Councilof Science Editors Advertisement purchased 12/10 $10 per day spent ‘like’ numbers went from ~200 to over 2,000 Explosion in activity following ad purchase
- 44. Getting volunteers involved Adds legitimacy to social media venture Presentation to Associate Editors at the AACC Annual Meeting to encourage social media use Many had problems understanding and adopting social media
- 45. “It is very easy to invent reasons for not using Facebook, Twitter or LinkedIn, and to build a case against the social media based on unfounded allegations,” states Peggy McKee, who recruits laboratory personnel in the U.S. Nevertheless, the future is not difficult to predict. The telephone and the Internet are now taken for granted; it is only a matter of time before the social media will also take their rightful place in the office and the laboratory. http://www.labmanager.com/?articles.view/articleNo/4496/article/Scientists %20&%20the%20Social%20Media
- 46. Feedback has been positive
- 47. Conclusions ClinChem’s social networking venture accounted for new traffic to the website and established a platform for the journal in a place it was absent from in the past. As more readers adopt social networking practices, consistent content will be remain a valuable resource
- 48. Follow us!/Like us! @Clin_Chem_AACC Facebook.com/ClinicalChemistry @CSEditors Facebook.com/CouncilofScienceEditors
Notes de l'éditeur
- Social Mention - social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. easily track and measure what people are saying about journal or any topic in real time monitors more than 100 social media properties including Twitter, FB, Youtube, Digg . .YackTrack– search for comments on your content from social sites and blogs. Another important feature of YackTrack is Chatter. Chatter gives you a keyword search for the social media sites. This allows you to see “chatter” on various sites that talk about a specific keyword. So if you are looking for mentions of Comcast, the cable company, you just enter comcast in the Chatter search box and click the “Find Chatter” button. Similar services exist, but most services are focused just on Twitter chatter. YackTrack Chatter currently supports Mixx, Identi.ca, Technorati, Google Blog Search, FriendFeed and Twitter. Again, this list should expand as the site continues to grow.
- A set of Buzz-Tracking tools that are applied to blog content daily to track blog activity on key issues, people, news stories, news sources, bloggers and moreA fun look at real-world Trends as reflected through blogsDaily blog stats that measure activity in the world of blogging (number of blogs identified, new blogs created, number of blog posts analyzed)A Trend Search that allows you to create trend charts comparing buzz in the blogosphere on up to three specific topicsA Conversation Tracker that follows and captures the discussion, or conversation, that emanates and spreads from individual blogs or individual blog postsBlogger Profiles that identify top-ranked blogs and analyze their blog presence, activity and relative influence in the blogging worldSearch blogs — discover who’s discussing what, where, when and how. Trendpedia finds trends in social media. You choose the topics, enter the keywords, and click “Search Trend”.Trendpedia finds the articles online that talk about your topics. Trendpedia organizes the articles in a trendline that shows the popularity of the topic over time — you can track a topic’s trendline from three months ago up to today.Trendpedia collects posts about your topic per day. Click on the trendlines to find the articles about your topic posted on the date of choice. Watch the articles appear in the tabs below, organised according to topic and date.IDEAS FOR TRENDPEDIA USERS!Post your Trends!Click on the icons below the search box (Delicious, Digg, reddit, Facebook) to post your trendlines to your webpage and share with your friends! You can also email trends to share with friends, family, and colleagues.Expand your circle.Trendpedia is a great way to expand influence. Search for bloggers that discuss topics important to you. You can find new bloggers and exchange comments — strike up a dialogue. Find and add new sites to your blogroll, or just see what’s getting more attention in online conversation.Monitor your trends.Link a search to your site — you can visit daily and monitor which of your chosen topics are getting more buzz.