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.

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

2. What
are
our
goals?

3. How
are
we
doing
so
far?
Photo
via
Bigstock

4. You’re
listening.
As
of
9/24:
177
views
on
YouTube
3,409
views
on
SlideShare

5. Remember:
there’s
help.
go.nmc.org/soc-­‐media-­‐help

6. Dr.
Corinne
Weisgerber
&
Dr.
Shannan
Butler

7. MEasuring
Social Media

8. WHY
?
MEASURE

9. ?
WHAT TO
MEASURE

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.

16. What Facebookdifferent metrics Values
An indication of the importance of
Σu w d }
}
e e e
weight
affinity recency

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

21. Interviews
Some examples

22. Speaking Opps
Some examples

23. Two-way conversations and continued learning
Sharing slide deck Write-up Discovery Mutual Learning

24. Blog write-ups, mentions = continued exposure/conversation

25. AAA Framework
46
140

26. Facebook
Insights

27. Gender
and
Age.

28. Countries.

29. Who’s
Talking
About
Us?

30. Drill
Down
to
Post
Level.

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%.

32. TwiZer
AnalyPcs

33. TwiZer
MenPons

34. Keep
track
in
real-­‐Pme.
TwiZerfall.com

35. YouTube
AnalyPcs

36. OpPons.

37. Demographics
&
Discovery

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.

39. How TO
?
MEASURE

40. ATTENTION
Applications for measuring attention
Likes - Facebook built-in metrics
Views/traffic - Google Analytics, Academia.edu
Clicks - Bit.ly (tweeted links)
Shares - Facebook, SlideShare, etc. built-in metrics
ReTweets - Twitter built-in metrics, HootSuite, TweetDeck
Follows - Twitter built-in metrics
Embeds - SlideShare built-in metrics

41. Measuring attention with Google Analytics:
Number of blog visits, avg. visit duration

42. Google Metrics Measuring attention: demographics

43. How to add Google Analytics to your blog: Install plugin

44. 1.
2.
3.

45. 1.
2.
How to add Google Analytics to a website: Claim it

46. Monitoring
Conversations
Know who is talking about your project
- Using GigaAlert.com

47. Type in keywords
Click go

48. Click “Feed Settings”

49. Copy
URL
into
Google
Reader

50. People sometimes
talk about your
content without
using your name or
avatar

51. People sometimes
talk about your
content without
using your name or
avatar

52. People sometimes
talk about your
content without
using your name or
avatar

53. People sometimes
talk about your
content without
using your name or
avatar
Our slides, yet no
citation
GigaAlert helps
keep tabs of that

54. RESOURCES
Click for a link to Diigo bookmarks

55. QuesPons.
Photo
via
Bigstock

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