Social Media Impact Evaluation

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SOCIAL MEDIA IMPACT EVALUATION Anne Mims Adrian [email protected] twitter.com/ aafromaa blog.anneadrian.com Special thanks to: Michael Lambur, eXtension Evaluation Specialist

description

This presentation was created for a portion of a web conference on using social media for the Financial Security for All Community of Practice.

Transcript of Social Media Impact Evaluation

Page 1: Social Media Impact Evaluation

SOCIAL MEDIA IMPACT EVALUATION

Anne Mims Adrian

[email protected]

twitter.com/aafromaa

blog.anneadrian.com

Special thanks to:

Michael Lambur, eXtension Evaluation Specialist

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SOCIAL MEDIA …

… is a means to an end.

Means: conversations and interactions.

End: connecting individuals with Extension resources.

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SOCIAL MEDIA …

…. isn’t just about the numbers;

it’s more about perception, engagement, and emotions.

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Identify your community (some call this audience)

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KNOW YOUR GOALSIncrease social media presence

Increase visits to web site

Engage people where they are

Drive conversions

Learn something new

Become an authority among authorities

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KNOW YOUR GOALS

Become a contributing part of a community

Strengthen personal / professional/ organization’s reputation

Strengthen personal / professional/ organization’s credibility

Co-create

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(Kanter, 2010)

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(Kanter, 2010)

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APPROACHES TO ENGAGEMENTInvolvement: 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)

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APPROACHES TO ENGAGEMENTKind: positively or negatively engaged

Degree: involved—low to high

Papadakis (Kaushik, 2008)

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APPROACHES TO ENGAGEMENTInvolvement 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)

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MONITORING ENGAGEMENTInvolvement 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

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MONITORING ENGAGEMENTInvolvement and interaction/degree

Facebook: fans, profile data, wall postings, events

YouTube: views, ratings, links, audiences

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MONITORING ENGAGEMENT

Intimacy and influence/kind

Comment analysis

Content analysis of the conversation

Evaluation questions asked in the conversation

Links to online surveys/polls

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Monitoring Twitter

Klout http://klout.com

Twitalyzer http://twitalyzer.com/

Peer Index http://www.peerindex.net/

TweetEffect http://tweeteffect.com/

Bit.ly* http://bit.ly

*Bit.ly can be used with other media

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Monitoring Twitter

Klout http://klout.com

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Monitoring Twitter

Twitalyzer http://twitalyzer.com/

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Monitoring Twitter

Peer Index http://www.peerindex.net/

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Monitoring Twitter

TweetEffect http://tweeteffect.com/

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Monitoring Links

Bit.ly

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Monitoring Facebook

Facebook analytics

Google analytics

Number of page likes

Links followed

Comments quality

Discussion changes

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Monitoring Facebook

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Monitoring Facebook

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Monitoring YouTube

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What if….

each of the 320 members spent 15 minutes a day contributing and/or listening online, …

… then 80 hours a day would be given to online work by the members.

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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).

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Popularity vs. influence

Balance scale and being effective in niches and communities where differences can be made.

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ARE WE ENGAGING FOR LEARNING?Engage a community of learners

Contribute and provide information.

Make sense of the context.

Solve problems.

Drive of performance.

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ReferencesKanter, 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

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ResourcesCoP Evaluation Guide http://about.extension.org/wiki/Communities_of_Practice_Evaluation_Guide

Communicating Social Media Potential for CoPs http://bit.ly/CoPsocialmedia

CoP Social Media Activity 2010 http://about.extension.org/wiki/CoP_Social_Media_Activity_2010

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Photo Credits

Emotion Perception By jurvetson Steve Jurvetson http://www.flickr.com/photos/jurvetson/4182789146/ Photo

Conversation By cliff1066™Cliff cliff1066™'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

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Questions

Share any final comments, thoughts, resources.

Thank you for your participation.

Anne Mims Adrian

[email protected]

twitter.com/aafromaa

blog.anneadrian.com