With a continuously evolving and expanding landscape, we often see professionals (or even entire organizations) completely overwhelmed and intimidated by social media. Want to know a secret? The truth is that social media is not drastically different from traditional communication approaches--the tools are just changing. This session breaks down the barrier of social media and focuses your efforts back onto strategy and measurement where they belong. After all, how will you know if your efforts are successful if you never measure anything? For more information on the Loras College 2014 Business Analytics Symposium, the Loras College MBA in Business Analytics or the Loras College Business Analytics Certificate visit www.loras.edu/mba or www.loras.edu/bigdata.

1. Measuring Social Engagement
Colleen McKenna, New Media Specialist
Loras College

2. AGENDA
I. Who am I?
II. Social Media Confusion
III. Focus on Strategy
IV. Measuring Social Engagement

3. 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

4. SOCIAL MEDIA CONFUSION

5. 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?

6. 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

7. FOCUS ON STRATEGY

8. FOCUS ON STRATEGY
START HERE
NOT HERE
Business Objective
Strategies
Tactics

9. THE CONVERSATION PRISM
Brought to you by:
Brian Solis & JESS3

10. 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.

11. 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.

12. 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

13. FOCUS ON STRATEGY
―Strategy is done ABOVE the
shoulders, tactics are done BELOW the
shoulders.‖
-Jeremiah Owyang

14. MEASURING SOCIAL ENGAGEMENT

15. MEASURING SOCIAL ENGAGEMENT
While social can help impact several business
objectives, initially it may help to narrow your
focus:
– Awareness?
– Sales?
– Retention?

16. 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

17. 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.

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

19. MEASURING SOCIAL ENGAGEMENT
…‖popularity metrics‖ don’t have much of a
bearing on business objectives.

20. 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:

21. MEASURING SOCIAL ENGAGEMENT
Once you establish your KPIs, you need to
figure out how you will measure them.
BUDGET VS. VALUE

22. MEASURING SOCIAL ENGAGEMENT

23. 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.

24. Q & A