MARCIA W. DISTASO, PH.D., APRASSOCIATE PROFESSOR OF PUBLIC RELATIONSPENNSYLVANIA STATE UNIVERSITY

@MDISTASO

SOCIAL MEDIA MEASUREMENT

You are competing for…

ATTENTION AND RELEVANCE

@mdistaso

“Real Interactions”

When someone engages with you

WHAT IS ENGAGEMENT?

The emotional, cognitive and behavioral connection that exists, at any point in time and over time, between two or more parties

User feelings: happy, sad, excited…

User mental states: involved, lost, concentrated…

User interactions: click, read, comment, recommend, buy…

@mdistaso

Know where people are talkingDetermine what people are sayingIdentify when people are talkingKnow why people are talkingRecognize who is talking

THE BASICS

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@mdistaso#prmeasure

What drives your work?

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FOCUS ON MOST RELEVANT

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Measure

Likes, Comments & Shares

Plus so much more…..

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ENGAGEMENT ON FACEBOOK

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Facebook Insights

KNOW WHO IS ENGAGING

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Measure

@Replies, Retweets, Mentions & Favorites

Plus so much more…..

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ENGAGEMENT IN TWITTER

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RESPONSE TIME

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Tweet Reach: Divide impressions by total followersFavorite Rate: Divide favorites by impressionsTweet Length vs. Engagement: Divide character

count by engagementHashtag Comparisons: Look at impressions &

engagement for eachDay & Time: Look at clicks, RT, & engagement

OTHER FUN CALCULATIONS

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Then, take it to the next level…

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ENGAGEMENT RATES

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Educational Promotional Entertainment Social Awareness

SHARE OF VOICE

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MARKET INSIGHTS

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Did it drive results? Opinions Attitudes Beliefs Behavior

DOES IT HAVE IMPACT & VALUE?

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2 Types of Social Media UsersEngagersWatchers

Engagement can = Success, but Silence doesn’t necessarily = Disaster

ACTIVE VS. PASSIVE ENGAGEMENT

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Don’t just simply track engagement – analyze it.No need to measure everything, so stick to your

goals and objectives.Connect what is going on around you to its

influence on your engagement figures.Quality beats quantity for almost everything.

THINGS TO REMEMBER

@mdistaso

MARCIA W. DISTASO, PH.D., APRASSOCIATE PROFESSOR OF PUBLIC RELATIONSPENNSYLVANIA STATE UNIVERSITY

@MDISTASO

QUESTIONS?