Measuring New Media Impact & Tracking Goals Effectively
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The document discusses new ways to measure the effectiveness of new media efforts, focusing on metrics related to an audience's knowledge, visibility, engagement, influence, and actions. It emphasizes that goals should drive tactics and be measurable. Traditional metrics like money, time, and names are insufficient for new media; more useful metrics involve understanding the audience, reach, sharing, emotional connection, and real world impact. Building influence requires being useful and creating valuable, shareable content to engage audiences and drive desired outcomes. Case studies demonstrate how non-profits have built influence through strategic social media efforts.
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Measuring New Media Impact & Tracking Goals Effectively
- 1. Evaluating New Media Effectiveness What are the best ways to measure and track the impact of new media efforts? #ppcnyc Follow us: @fentonprogress @lisamwitter @johnlgordon @hughadam @mad_azn
- 3. A quick survey: Do you…
- 5. Why?
- 6. What are your goals?
- 7. Goals drive tactics
- 9. Your goals must be measurable After you set your goals you must benchmark , monitor , measure and adjust
- 10. Traditional metrics Money Time Names
- 11. You are the hero Traditional Brand Equity
- 13. New metrics: Know Action: Listening, research, monitoring Metrics: Insights that inform your messaging and social media strategy Before you start and at every stage of your communications efforts, you should know as much information about possible about your audience, the language they use and the tone of the conversation.
- 14. New metrics: See Action: Watch, Fan, Follow, Views, Subscribe Metrics: Web traffic, Facebook Fans, Twitter Followers, Video Views, RSS subscribes, email subscribes. All See metrics, like traditional impression and circulation metrics, are pure potential. See metrics are a measure of reach, but they are not a true measure of success.
- 15. New metrics: Say Action: Retweet, Like, e-Advocacy, email forward Metrics: Total RTs, Likes, emails sent, … Say metrics are a good indication of messaging success and affinity for your organization or issue. Say metrics are critical to extending your reach and influence … but they are not a truest measure of influence.
- 16. New metrics: Feel Action: Retweet w/ personalization, commenting on Facebook or blog post, personal email. Metrics: Research, read, interpret Feel metrics are a true indication of influence and affinity and a goldmine for insight on messaging development and audience identification. Feel metrics require real research and human interpretation.
- 17. New metrics: Do Action: Volunteer, Donate, Take Action, Sign up, Attend Metrics: Conversion (money, time, names) Do metrics are not the end of the line. Most of your effort should be focused on serving the Doers . Be useful, be relevant, be social
- 18. Influence Influence is the holy grail of social media. Influence determines whether people say and feel and do the things you want them to. You want to build influence with staff, members, volunteers, media and policy makers. The key to influence: BE USEFUL
- 19. They are the hero Brand Equity
- 20. Content drives influence Expertise Stories Data
- 21. AJWS: a case study
- 23. Who would you want to hang with at a party?
- 24. Listen Share Promote Create
- 25. REMIXes by other blogs Listen: Opportunity to connect issue with expertise to produce content Create/Promote: Content placed on influential food policy blog, not AJWS site Share: Over 170 Tweet, 18 blog posts by influential food policy crowd Influence: Monsanto responds
- 26. Results: Influence In the conversation: Now 94 results for “food aid + haiti + AJWS” in a Google Blog Search compared to 15 previously Reporters searching for experts on the issue now turn to AJWS AJWS has success story to share with members
- 28. Engaged in popular conversation
- 29. A Comparison Which shows influence and which shows “follow guilt?”
- 30. Listening and adding value
- 32. Final word Old school New school
Editor's Notes
- PEOPLE ARE TALKING ABOUT AJWS’S ISSUES
- WHO WOULD YOU RATHER HANG OUT WITH AT THE INTERNET PARTY?
- LISTEN to what people are talking about on blogs, social media, and Old Media SHARE interesting and useful content you find with your audiences CREATE something interesting – an opinionated blog post, video, or graphic PROMOTE content appropriately to bloggers or websites
- CALLING OUT MONSANTO: A SUCCESSFUL GIG
- Increased engagement among new audiences Civil Eats ( 20,000 uniques per month, over 8,000 Twitter Followers, 975 Facebook Fans) Food Democracy Now ( 44,400 uniques per month, over 5,600 Twitter Followers, 601 Facebook Fans)
- What make this Twitter strong? #HCR is back in the news cycle in a huge way, with House Republicans passing the repeal last week. The Commonwealth. It’s important to monitor the social media news cycle for the relevant hashtags and keywords, so that your tweet is seen by the people who care. Now #HCR is being used every 15 seconds as estimated by SocialMention.com. This is where your brand reputation, as determined by quality content, comes in. How to get them to click on your link over others… Engagement is healthy: Four mentions yesterday, Nearly every tweet yesterday received 1-3 new schools RTs.
- Let’s compare with @RWJF_PubHealth which cropped up in my research as a similar to @CommonwealthFnd Not conversating in what the audience is currently talking about: The handle leads us to believe that this feed will be about public heath. What’s the biggest thing affecting public health care right now? Health Care Reform. Looking at this feed, it looks like they’re tweeting in a vacuum. While yes, this news is important and maybe there is someone out there looking into vaccines and tobacco prevention, but it’s missing big opportunities. How does tobacco/vaccine issue play into #hcr? Not using the right hashtags: #hospitals, #health, #Indiana? And overloading. Which is easier to read? BUT, you say, look at how many followers RWJF has! Compare the ratio [Click 2 + 3] . RWJF: 3,000 Commonwealth: 500. RWJF is using a tactic that capitalizes on follow-back guilt, when you feel like you have to follow someone because they are following you. Thus the follower count does not necessarily speak to your level of influence.
- What would make this twitter stronger? Opt to be proactive: What happened with @TalinaN should be happening w/ reporters. Data, knowledge and stories are your greatest assets. Follow health reporters offer them data, encourage them to use these tools
- Facebook: 700 followers. This is strange b/c in a typical setting, Facebook followers surpass Twitter followers. Especially since more people are on Facebook. What’s wrong? Much fewer updates Interaction is minimal. Nearly all responses are likes and only 2-6 at most. Very few comments. It simply looks monotonous. No images to break up the text. Biggest problem: It’s being treated like Twitter but with more characters. Each social media platforms serves different purposes for people. The reason you log onto Facebook is not the same as why you log onto Twitter. Facebook is community-driven. It thrives on questions, dialogue building.
- Let’s take a closer look: This status update reads like it’s been pulled straight from an e-newsletter. Is there anything really calling out to me to click? Let’s talk about why no one responded to this question. Going Forward: Make landing page more dynamic: Be it setting it up where it shows other’s posts of you OR simply including more images Maybe you should re-evaluate the purpose of the page. Perhaps this could be a place for grantees to get together. Create a place to connect and share resources.