Presentation for an HP Catalyst Online Workshop on how academics can measure the outcomes of their social media efforts — and use those metrics to improve their content and scientific reputation.

1. MEasuring
Social Media

2. WHY
?
MEASURE

3. ?
WHAT TO
MEASURE

4. I’ve got more friends than you
Metrics need to be meaningful & related to your goals
Beware of vanity metrics

5. AAA Social Media
MeasuremenT Framework
- Kami Watson Huyse
Attention: Attitude: Action:
Volume of interest Sentiment and Business results,
(i.e. fans, traffic relationship to outreach effort,
and other the brand. or sustained
analytics) online presences
in social
networks online.

6. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic
Clicks
Follows
Shares*
ReTweets*
Embeds*
* Without providing your own opinion/interpretation

7. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Follows
Shares*
ReTweets*
Embeds*
* Without providing your own opinion/interpretation

8. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Follows
Do th
ey sho
Shares* w sub
stanc
e?
ReTweets*
Embeds*
* Without providing your own opinion/interpretation

9. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Follows
Do th
ey sho
Shares* w sub
stanc
e?
ReTweets*
Be w a
re of v
Embeds* anity
me trics.
* Without providing your own opinion/interpretation

10. ATTENTION
Measuring attention in an academic setting
Likes
Views/traffic Do th
ey sho
w act
Clicks ive en
gagem
ent?
Follows
Do th
ey sho
Shares* w sub
stanc
e?
ReTweets*
Be w a
re of v
Embeds* anity
me trics.
* Without providing your own opinion/interpretation

11. What Facebookdifferent metrics Values
An indication of the importance of
Σu w d }
}
e e e
weight
affinity recency

12. Weight
+ >
> >
3
f Share
General understanding - exact weights not known, may vary by person

13. + +
+
ATTITUDE
Measuring attitudes in an academic setting
Comments:
• Are they positive, negative, or neutral in tone?
• Do they convey a sense of interest in/excitement
about your project?
- -

14. AcTION
Measuring action in an academic setting
Action:
Conversations (2-way)
Blog write-ups
Speaking Invitations
Media Interviews
Collaborations

15. AcTION
Measuring action in an academic setting
Action: Result:
Conversations (2-way)
Blog write-ups
Establish thought leadership,
Speaking Invitations
academic/scientific reputation
Media Interviews
Collaborations

16. Interviews
Some examples

17. Speaking Opps
Some examples

18. Two-way conversations and continued learning
Sharing slide deck Write-up Discovery Mutual Learning

19. Blog write-ups, mentions = continued exposure/conversation

20. AAA Framework
46
140

21. How TO
?
MEASURE

22. ATTENTION
Applications for measuring attention
Likes - Facebook built-in metrics
Views/traffic - Google Analytics, Academia.edu
Clicks - Bit.ly (tweeted links)
Shares - Facebook, SlideShare, etc. built-in metrics
ReTweets - Twitter built-in metrics, HootSuite, TweetDeck
Follows - Twitter built-in metrics
Embeds - SlideShare built-in metrics

23. Measuring attention with Google Analytics:
Number of blog visits, avg. visit duration

24. Google Metrics Measuring attention: demographics

25. How to add Google Analytics to your blog: Install plugin

26. 1.
2.
3.

27. 1.
2.
How to add Google Analytics to a website: Claim it

28. Monitoring
Conversations
Know who is talking about your project
- Using GigaAlert.com

29. Type in keywords
Click go

30. Click “Feed Settings”

31. Copy
URL
into
Google
Reader

32. People sometimes
talk about your
content without
using your name or
avatar

33. People sometimes
talk about your
content without
using your name or
avatar

34. People sometimes
talk about your
content without
using your name or
avatar

35. People sometimes
talk about your
content without
using your name or
avatar
Our slides, yet no
citation
GigaAlert helps
keep tabs of that

36. RESOURCES
Click for a link to Diigo bookmarks