Measuring Social Engagement

Colleen McKenna, New Media Specialist

Loras College

AGENDA

I. Who am I?

II. Social Media Confusion

III. Focus on Strategy

IV. Measuring Social Engagement

WHO AM I?

• BA in PR and English Lit from Loras College• MA in PR and Advertising from DePaul University• Senior Account Executive at Bliss

Integrated Communication• New Media Strategist and Adjunct Prof.

of Communication at Loras College

SOCIAL MEDIA CONFUSION

SOCIAL MEDIA CONFUSION

Social is just a trend. It will pass.

We need to be on EVERY social

platform.

We have a presence, but

we’re scared of using it.

Social media is it’s own

discipline, right?

SOCIAL MEDIA CONFUSION

• Social media is not drastically different from traditional communication—it’s new tools for doing old things; people talking to people.

• “Technologies are facilitators and enablers, not an end unto themselves.”-Courtney Hunt

FOCUS ON STRATEGY

FOCUS ON STRATEGY

START HERE

NOT HERE

Business Objective

Strategies

Tactics

THE CONVERSATION PRISMBrought to you by:Brian Solis & JESS3

FOCUS ON STRATEGY

Always start with your business objectives. – A social presence is worthless unless you do

something with it.– Without objectives you’re posting just to post.

FOCUS ON STRATEGY

Always start with your business objectives. – Objectives should be Specific, Measurable,

Attainable, Realistic, Time-bound.– Objectives dictate tactics. Tactics do not dictate your

objectives.

FOCUS ON STRATEGY

Focusing on business objectives helps your social program by:

– Giving purpose to the program– Providing momentum– Involving your entire organization– Showing what is working, what is not

FOCUS ON STRATEGY

“Strategy is done ABOVE the shoulders, tactics are done BELOW the shoulders.”

-Jeremiah Owyang

MEASURING SOCIAL ENGAGEMENT

MEASURING SOCIAL ENGAGEMENT

While social can help impact several business objectives, initially it may help to narrow your focus:

– Awareness? – Sales? – Retention?

MEASURING SOCIAL ENGAGEMENT

Regularly measure social success against your business objectives with Key Performance Indicators (KPIs)

– Provides you a baseline to measure fluctuations– There is not a “one size fits all” approach

MEASURING SOCIAL ENGAGEMENT

Business Objective: Increase awareness of our Four State Flagship Rate by 15% by Q2.

Social KPIs: – # FB comments on Four State posts– # Twitter replies on Four State tweets– Facebook reach– Twitter reach– Sentiment

– Facebook shares– Twitter retweets– Number of Facebook click-throughs– Number of Twitter click-throughs– Etc.

MEASURING SOCIAL ENGAGEMENT

When you are identifying your KPIs, do not get caught up in the number of followers or the number of posts…

MEASURING SOCIAL ENGAGEMENT

…”popularity metrics” don’t have much of a bearing on business objectives.

MEASURING SOCIAL ENGAGEMENT

Conversation Rate Applause Rate Amplification Rate

• Tweet replies• Facebook post

comment• Instagram photo

comment• Pinterest pin comment

• Facebook like• Google+ plus• Twitter favorites• Instagram like

• Twitter retweet• Facebook share• Google+ re-share• Pinterest re-pin

KPIs you should be watching:

MEASURING SOCIAL ENGAGEMENT

Once you establish your KPIs, you need to figure out how you will measure them.

BUDGET VS. VALUE

MEASURING SOCIAL ENGAGEMENT

MEASURING SOCIAL ENGAGEMENT

Your social media strategy and measurement are never cemented.

As your business objectives change and new platforms and tools become available, your plan and measurement must adapt and evolve.

Q & A