2011 ace netc_evaluating_social_media-1
DESCRIPTION
ACE/NETC 2011 Conference Presentation on Evaluating Social MediaTRANSCRIPT
Challenges in Evaluating Social Media
Michael Lambur, Craig Wood, Anne AdrianeXtension
ACE/NETC Conference 2011
Social Media
• Social media is a means to an end• Means = conversations and interactions--
engagement• End = connecting individuals with
Extension resources• Going where the people are is less work
than trying to bring the people to you. Jill Heemstra, LPELC CoP
Evaluating Social Media
• Involvement and interaction/degree:o Google Analytics: unique visits, frequency of
visits, depth of visit, length of visit, time spent on site, traffic from social media
o Twitter: Following, followers, tweetso Facebook: Fans, profile data, wall postings,
eventso YouTube: Views, ratings, links, audiences
Evaluating Social Media
• Intimacy and influence/kind:o Comment analysiso Content analysis of the “conversation”o Evaluative questions asked in the
conversationo Links to online surveys/polls
Social Media Objectives
• Identify intent• Make it specific (number, percentage,
increase/decrease, and date)• Allow time for reflection and sense
making
Example Social Media Objectives
• Increase website traffic by XX% through social media efforts by date
• Increase enrollment in webinars by XX% by date• Increase number of retweets and @replies on
Twitter by XX% by date• Increase likes and comments with fans on Facebook
to three comments per post by date• Increase views on YouTube by XX% by date
What CoPs are doing in Social Media
Applications for Evaluating Social Media
• Google Analytics• Tweetreach• Klout• Peer Index• Lithium ScoutLabs• SAS
Google Analytics - Facebook
Google Analytics - Twitter
Tweetreach Free Last 50 Tweets
Tweetreach $20 5 days
Tweetreach Monthly Subscription
Captured other terms such as Smith Lever, Extension Agent, CoopExt.
Between February 22 and April 3, the term CESValue on Twitterwas used 1,999 times by 688 contributors reached 264,772 Twitter accounts.
Resources
• 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
• Kanter, Beth. (2011). 25 SMART social media objectives. http://www.bethkanter.org/25-smart/?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
Resources
• Tweetreach. http://tweetreach.com/• 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