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Cse2011 social mediafinal
1. Social Media Metrics
Angela Collom
Senior Public Relations Associate,
American College of Physicians
Robert Sumner
Editorial Coordinator
American Association of Clinical Chemistry
May 2, 2011
2. Social Media Metrics Learn how to effectively evaluate, measure, and
track the impact of social media outreach through
Angela Collom a blend of quantifiable and qualitative measures.
Senior Public Relations Associate Discover online resources that you can use right
American College of Physicians away to analyze:
Annals of Internal Medicine • search ranking
• website traffic
Robert Sumner
• share of voice
Editorial Coordinator
• brand mentions
Clinical Chemistry
• visibility in social networks
Chair, Social Media
Council of Science Editors • level of engagement
• online downloads
3. Social Media and Your Journal
On social networking sites
(Facebook, Twitter, Linkedin)
Blogs
Chat rooms, message
boards
Podcasts
Wikis
Multimedia sharing sites
(YouTube, Flickr)
And many more
13. Measure What Counts for You
Monitor buzz and sentiment in a meaningful
way:
Analyze comments and posts.
Note which sections of your social sites or
posts attract the most visitors.
Find out traffic patterns and usage data.
Determine how fans are linking into your
sight.
Get geographic and demographic insights
about your fans.
14. Find Traffic and Usage Data
Take advantage of site-specific measurement or analytic
tools.
Facebook analytics
YouTube video views and subscribers
LinkedIn group members and discussions
iTunes downloads
Twitter retweets
Use data to model future posts and social media activity.
15.
16.
17. Tools to Monitor Social Media
Monitor social media impact
in real time.
Graphics simplify translation.
Measure sentiment, reach,
demographics, and more.
No fee for use.
19. Tools to Analyze Blogs
BlogPulse
Blog search engine to analyze and report on daily activity in
blogosphere.
Tracks buzz, trends, blog stats, etc.
Follow conversations/discussions
Trendpedia
Search blogs
Monitor trends
Expand reach by finding out who talks about related topics
20. Track Clicks and Shares
Bit.ly
Shorten and share links
See web traffic patters
Find out where visitors are coming
from
Hootsuite.com
Manage social media activity
Shorten and track links
Analyze social media presence on
one dashboard
AddThis
22. Services to Analyze Your Interactions
Get instant insights into your social
media presence.
Generate reports quickly and
easily.
Compare snapshots in time.
Cost money.
Not always specific as you may
want to be.
24. Keys to Social Media Reporting
Always compare current results to
previous report.
Determine what’s working and what’s not
– then act on it.
Develop a custom dashboard that suits
the needs of your audience.
Analytics more important than metrics.
Request feedback.
Be flexible.
25. Case Study
Clinical
Chemistry (est. 1955)
Laboratory medicine journal
~10,000 subscribers
2009 Impact Factor: 6.263
26. Why social networking?
New distribution method for PAP papers
Transform journal into source of breaking lab
medicine news
Draw in/connect with readers
The future of content distribution
27. Early stages
Created social networking plan
Cost (FREE)
Paper distribution method
Potential content
Competition
Presented plan to Editor-in-chief, Deputy
Editors
Began posting material December 1, 2009
29. Implementation
Simultaneous launch
Twitter feed (@Clin_Chem_AACC)
Facebook fan page (facebook.com/ClinicalChemistry)
LinkedIn group (now defunct)
Utilized free Hootsuite application
Post to/monitor multiple platforms
URL shrinking/tracking
Post scheduling
30. Techniques
Post title of PAP paper with link to abstract (Clin Chem is
not an open access journal)
Post relevant material found via google reader, regular
blog searches, and twitter sources
Follow relevant sources, establish network of potential
content
Emphasize free content
31. Consistency/Voice
Consistent posting strategy
2+ posts/retweets per day
Re-posting original journal content 12 hours after
initial post
Maintain journal’s scientific integrity
Avoid controversial material/language, unless in
debate format
All material posted will be associated with your brand
32. Promoting the networks
Information included in print TOC
Links to networks on journal-related blast
emails, staff email signatures
Networks listed on journal homepage
(www.clinchem.org)
Giveaways planned
43. Advertising with Facebook
Councilof
Science Editors
Advertisement
purchased 12/10
$10 per day
spent
‘like’ numbers
went from ~200
to over 2,000
Explosion in activity
following ad purchase
44. Getting volunteers involved
Adds legitimacy to social media venture
Presentation to Associate Editors at the AACC
Annual Meeting to encourage social media use
Many had problems understanding and adopting
social media
45. “It is very easy to invent reasons for not using Facebook,
Twitter or LinkedIn, and to build a case against the social
media based on unfounded allegations,” states Peggy
McKee, who recruits laboratory personnel in the U.S.
Nevertheless, the future is not difficult to predict. The
telephone and the Internet are now taken for granted; it is
only a matter of time before the social media will also take
their rightful place in the office and the laboratory.
http://www.labmanager.com/?articles.view/articleNo/4496/article/Scientists
%20&%20the%20Social%20Media
47. Conclusions
ClinChem’s social networking venture
accounted for new traffic to the website and
established a platform for the journal in a
place it was absent from in the past.
As more readers adopt social networking
practices, consistent content will be remain
a valuable resource
Social Mention - social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. easily track and measure what people are saying about journal or any topic in real time monitors more than 100 social media properties including Twitter, FB, Youtube, Digg . .YackTrack– search for comments on your content from social sites and blogs. Another important feature of YackTrack is Chatter. Chatter gives you a keyword search for the social media sites. This allows you to see “chatter” on various sites that talk about a specific keyword. So if you are looking for mentions of Comcast, the cable company, you just enter comcast in the Chatter search box and click the “Find Chatter” button. Similar services exist, but most services are focused just on Twitter chatter. YackTrack Chatter currently supports Mixx, Identi.ca, Technorati, Google Blog Search, FriendFeed and Twitter. Again, this list should expand as the site continues to grow.
A set of Buzz-Tracking tools that are applied to blog content daily to track blog activity on key issues, people, news stories, news sources, bloggers and moreA fun look at real-world Trends as reflected through blogsDaily blog stats that measure activity in the world of blogging (number of blogs identified, new blogs created, number of blog posts analyzed)A Trend Search that allows you to create trend charts comparing buzz in the blogosphere on up to three specific topicsA Conversation Tracker that follows and captures the discussion, or conversation, that emanates and spreads from individual blogs or individual blog postsBlogger Profiles that identify top-ranked blogs and analyze their blog presence, activity and relative influence in the blogging worldSearch blogs — discover who’s discussing what, where, when and how. Trendpedia finds trends in social media. You choose the topics, enter the keywords, and click “Search Trend”.Trendpedia finds the articles online that talk about your topics. Trendpedia organizes the articles in a trendline that shows the popularity of the topic over time — you can track a topic’s trendline from three months ago up to today.Trendpedia collects posts about your topic per day. Click on the trendlines to find the articles about your topic posted on the date of choice. Watch the articles appear in the tabs below, organised according to topic and date.IDEAS FOR TRENDPEDIA USERS!Post your Trends!Click on the icons below the search box (Delicious, Digg, reddit, Facebook) to post your trendlines to your webpage and share with your friends! You can also email trends to share with friends, family, and colleagues.Expand your circle.Trendpedia is a great way to expand influence. Search for bloggers that discuss topics important to you. You can find new bloggers and exchange comments — strike up a dialogue. Find and add new sites to your blogroll, or just see what’s getting more attention in online conversation.Monitor your trends.Link a search to your site — you can visit daily and monitor which of your chosen topics are getting more buzz.