Social Media MetricsAngela Collom

Senior Public Relations Associate,American College of Physicians

Robert SumnerEditorial Coordinator

American Association of Clinical Chemistry

May 2, 2011

Social Media Metrics Learn how to effectively evaluate, measure, and track the impact of social media outreach through a blend of quantifiable and qualitative measures. Discover online resources that you can use right away to analyze:

•search ranking•website traffic•share of voice•brand mentions•visibility in social networks•level of engagement•online downloads

Angela CollomSenior Public Relations AssociateAmerican College of PhysiciansAnnals of Internal Medicine

Robert SumnerEditorial CoordinatorClinical ChemistryChair, Social Media Council of Science Editors

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

How Does Your Strategy Measure Up?

For Some, Social Media Success is Evident

For the Rest of Us . . .

What gets measured, gets improved.

Getting Started Define your social

media goals Set a benchmark Know your

audience

Getting Started

What will you measure?Qualitative data Quantitative data

How often will you report?

What tools will you use?

Social Media is About Relationships

How Do You Measure Relationships?

Media (social or traditional)

Audience Results

Not everything that counts can be measured. Not everything that can be measured counts.

- - Albert Einstein

Metrics

Analytics

Roadmap

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.

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.

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.

Tools to Monitor Social Media

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

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

Find Out How You Rank

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.

Analyze Your Interactions

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.

Case Study Clinical Chemistry (est.

1955) Laboratory medicine

journal ~10,000 subscribers

2009 Impact Factor: 6.263

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

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

Initial concerns Negative feedback? Adequate interest?

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

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

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

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

Metrics Follower/Like numbers

670 Twitter followers* 737 Facebook Likes*

Modest Numbers?

*as of 4/28/11

Is the strategy working?

Numbers consistently growing

Few ‘unfollows’

Gauging progress

Hootsuite analytics

Track shortened URLs

Facebook is generating the

most activity

30+ clicks on April 19th

Tracking popular posts

Free content generates most activity

Where is interest in your material coming from? Global presence?

Regional demographics

Where are your Twitter followers from?

Tweetpivot http://tweetpivot.com

Create custom table based on users’ location data

Where are your Facebook fans from? Facebook Insights

Free Comprehensive

Most Clin Chem facebook fans are from outside of the U.S.

Retweets Are your

tweets re-tweeted?

Crowdbooster Private

account re-tweets shown

“Impressions” field

https://crowdbooster.com/

Enhancing participation

Asking questions

Working with

readers

Advertising with Facebook Council of

Science Editors Advertisemen

t purchased 12/10

$10 per day spent

‘like’ numbers went from ~200 to over 2,000

Explosion in activity following ad purchase

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

“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

Feedback has been positive

Conclusions Clin Chem’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

Follow us!/Like us! @Clin_Chem_AACC Facebook.com/ClinicalChemistry @CSEditors Facebook.com/

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