Evaluating Social Media

Sarah Baughman, Ph.D.Military Families InitiativeeXtension

Engage StakeholdersFocusCollect DataAnalyze & InterpretUse

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Focus Your Evaluation

Describe the programDefine Purpose

Determine use/usersEvaluation Questions

IndicatorsDesign

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Data Collection

Sentiment • Content Analysis Tools

Attitudes, Perceptions or Behavior

• Survey Research Tools

Reach, Enagement

or Action• Analytics Tools

KD Paine’s Framework

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Content Analysis Tools

•

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Survey Research Tools(Attitudes, Perceptions, or Behavior)

• Survey Monkey• InstantSurvey • Zoomerang• Google Forms

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Analytics Tools - Google Analytics

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Analytics Tools – Facebook Insights

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Other Analytics tools

• SWIX• TweetStats• Klout• Google Spreadsheet

Tool Type So What? Pros Cons

Atlas.ti Content Analysis SentimentWhat’s really happening

Deeper Understanding ExpensiveDifficult to use

Excel for Twitter

Combination Tool SentimentAnalyticsContent

FreeNice chartsVersatility

Remember to run regularly

Google Analytics

All-Purpose Goals being met?How are people interacting with my page?

FreeFairly easy to master

ChangesRequires IT support to get started

Facebook Insights

Analytics ReachEngagementAudience & Trends

FreeEasy to Master

Tendency to change

TweetReach Analytics ReachEngagement

Can be FreeGenerates nice reports

Pay to get full use Remember to run

Klout Analytics Personal level analysisInfluence

FreeSimple to use

ChangesLess credible

SWX Combination Reach Engagement and Trends across mediums

Low-CostSimple to use

Limited usefulness

Google Spreadsheet

Combination SentimentAnalyticsContent Analysis

FreeVersatile

Challenging to get started

TweetStats Analytics TimingPersonal level analysis

FreeSimple to use

Limited usefulness

What now?

Take Action on your data!

http://www.flickr.com/photos/horiavarlan/

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Contact Information

Sarah Baughman540-315-0164@programevalGplus.to/SarahBaughmanScoop it: Cooperative Extension EvaluationPinterest.com/sarahbaughman