Social Media Impact Evaluation
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This presentation was created for a portion of a web conference on using social media for the Financial Security for All Community of Practice.
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Social Media Impact Evaluation
- 1. Social Media Impact Evaluation Anne Mims Adrian anne.adrian@extension.org twitter.com/aafromaa blog.anneadrian.com Special thanks to: Michael Lambur, eXtension Evaluation Specialist
- 2. Social Media … … is a means to an end. Means: conversations and interactions. End: connecting individuals with Extension resources.
- 3. Social Media … …. isn’t just about the numbers; it’s more about perception, engagement, and emotions.
- 4. Identify your community (some call this audience)
- 5. Know Your Goals Increase social media presence Increase visits to web site Engage people where they are Drive conversions Learn something new Become an authority among authorities
- 6. Know Your Goals Become a contributing part of a community Strengthen personal / professional/ organization’s reputation Strengthen personal / professional/ organization’s credibility Co-create
- 9. Approaches to Engagement Involvement: site visitors, time spent, pageviews, reach, frequency Interaction: contributions to blogs, content creation, and uploads Intimacy: consumer attitudes, perceptions, and feelings Influence: likelihood consumers will recommend or advocate Forrester Research (Villa, 2009)
- 10. Approaches to Engagement Kind: positively or negatively engaged Degree: involved—low to high Papadakis (Kaushik, 2008)
- 11. Approaches to Engagement Involvement and interaction/degree Can be monitored with analytics (quantitative or “head” data) Intimacy and influence/kind Need to come directly from the consumer (qualitative or “heart” data)
- 12. Monitoring Engagement Involvement and interaction/degree Google Analytics: unique visits, frequency of visits, recency of visits, depth of visit, length of visit, time spent on site Twitter: following, followers, tweets, retweets
- 13. Monitoring Engagement Involvement and interaction/degree Facebook: fans, profile data, wall postings, events YouTube: views, ratings, links, audiences
- 14. Monitoring Engagement Intimacy and influence/kind Comment analysis Content analysis of the conversation Evaluation questions asked in the conversation Links to online surveys/polls
- 15. Monitoring Twitter Klouthttp://klout.com Twitalyzerhttp://twitalyzer.com/ Peer Index http://www.peerindex.net/ TweetEffecthttp://tweeteffect.com/ Bit.ly* http://bit.ly *Bit.ly can be used with other media
- 18. Monitoring Twitter Peer Index http://www.peerindex.net/
- 21. Monitoring Facebook Facebook analytics Google analytics Number of page likes Links followed Comments quality Discussion changes
- 25. What if…. each of the 320 members spent 15 minutesa day contributing and/or listening online, … … then 80 hours a day would be given to online work by the members.
- 26. What if ... each of 320 members followed and/or were followed by 50 people who cared about the topic and/or needed information (within context), … … then 16,000 people could engage, learn, share, and contribute (within context).
- 27. Popularity vs. influence Balance scale and being effective in niches and communities where differences can be made.
- 28. Are We Engaging for Learning? Engage a community of learners Contribute and provide information. Make sense of the context. Solve problems. Drive of performance.
- 29. References Kanter, Beth. (2010). 9 ways nonprofits can excel using social media. http://www.bethkanter.org/socialmedia-nonprofits-excel/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+bethblog+%28Beth%27s+Blog%29 Kaushik, A. (2008). Measuring online engagement: What role does web analytics play? http://www.kaushik.net/avinash/2008/01 Lambur, Michael (2010). Markers for Success: Getting started with your CoP evaluation efforts, Report, December 14, 2010. Villa, J. (2009). What does engagement really mean? http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=111974&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=jose%20villa&page_number=11
- 30. Resources CoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide Communicating Social Media Potential for CoPshttp://bit.ly/CoPsocialmedia CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010
- 31. Photo Credits Emotion Perception By jurvetsonSteve Jurvetsonhttp://www.flickr.com/photos/jurvetson/4182789146/ Photo Conversation By cliff1066™Cliffcliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/ Community: University of Minnesota Master Gardeners, supplied by Karen Jeannette Boys: University of Minnesota Master Gardeners, supplied by Karen Jeannette
- 32. Photo Credits Goals By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/ Balance By Pink Sherbet PhotographyD. Sharon Pruitt http://www.flickr.com/photos/pinksherbet/233228813/
- 33. Questions Share any final comments, thoughts, resources. Thank you for your participation. Anne Mims Adrian anne.adrian@extension.org twitter.com/aafromaa blog.anneadrian.com
Notas do Editor
- HAD: How do online networks build/affect relationships?What value to relationships have in online networks?Common threads, shared interests, lead to reputation, trust, relationships, group forming, collaborationVia:AccessFlexibilityRelevant DiversityCollaborative Platforms
- http://www.flickr.com/photos/jurvetson/4182789146/
- Photo This photo belongs tocliff1066™'s photostream (24,013)http://www.flickr.com/photos/nostri-imago/2866399803/Set a goal - Set a goal to give you focus and to understand whyyou’re are doing what you are doing. Take some time to explore and ponder what your goals are.Decide on goals and Think about the objectives and tactics to reach those goals - Don’t stick with easy to measure metrics—number of visitors, number of followers, etc. Objectives of being more engaging may be to engage with a new person every day or writing a great article on your blog every week. Focus on goals, over time you’ll realize benefits of staying focus. - Don’t stress if you don’t meet your goals. Athletic teams’ goals are to win each game. Every batter’s goal is to get on base. But, overall teams win for only 50 % of the time. Batters get on base less than 50% of the time. Preparing for games, playing the games, attempting to make a hit results in other benefits, contributing to game or long term strategies, learning, and adjusting. Setting goals is to keep you focused. Not to cause stress. Understand why you are using social media tools. If you do not understand why you’re using these social media tools, setting goals and appropriate expectations is going to be difficult. Ideas for this slide came from http://mashable.com/2009/07/11/social-media-goals/
- By mikebairdMike Bairdhttp://www.flickr.com/photos/mikebaird/2202456345/in/faves-aafromaa/Set a goal - Set a goal to give you focus and to understand whyyou’re are doing what you are doing. Take some time to explore and ponder what your goals are.Decide on goals and Think about the objectives and tactics to reach those goals - Don’t stick with easy to measure metrics—number of visitors, number of followers, etc. Objectives of being more engaging may be to engage with a new person every day or writing a great article on your blog every week. Focus on goals, over time you’ll realize benefits of staying focus. - Don’t stress if you don’t meet your goals. Athletic teams’ goals are to win each game. Every batter’s goal is to get on base. But, overall teams win for only 50 % of the time. Batters get on base less than 50% of the time. Preparing for games, playing the games, attempting to make a hit results in other benefits, contributing to game or long term strategies, learning, and adjusting. Setting goals is to keep you focused. Not to cause stress. Understand why you are using social media tools. If you do not understand why you’re using these social media tools, setting goals and appropriate expectations is going to be difficult. Ideas for this slide came from http://mashable.com/2009/07/11/social-media-goals/
- By Pink Sherbet PhotographyD. Sharon Pruitthttp://www.flickr.com/photos/pinksherbet/233228813/
- Work the network;Let the network filter;Learn from others;Let go of some of the control