This document discusses measuring the social success of social media in tertiary education. It recommends establishing a measurement framework that includes identifying institutional goals, aligning social media programs with those goals, establishing relevant metrics, identifying data sources, and determining how success affects metrics. Common tertiary education goals include increasing student numbers, researchers, and retention. Metrics should demonstrate impact on goals, like prospective student inquiries or engaged current students. Data sources include analytics platforms from social networks and the institution.
4. 94% of marketers expect their digital
marketing activity to be more
measurable
Econsultancy âState of Digital Marketing in Australiaâ 2013
5. 42% of marketers already incorporate
return on marketing investment into
their metrics
Econsultancy âState of Digital Marketing in Australiaâ 2013
8. Stop talking about ROI,
Start with what you know
Company goals -> Social media program -> Success
Now what are your institutions goals and how can
you achieve these through social media?
9. Most common objectives for .edu
â˘âŻ More students
â˘âŻ More researchers
â˘âŻ Improve retention
â˘âŻ Anything else?
10. âFord doesnât have a
standalone social media
strategy; we have a business
strategy supported by social
mediaâ
Scott Monty
Global digital
communications, Ford
11. Social media is a component
â˘âŻ Create a program based on the unique needs of
your organisation
â˘âŻ Build it from the ground up
â˘âŻ Customise it
13. Start with a Measurement Framework
1.⯠Identify business objectives
2.⯠Align social media program with objectives
3.⯠Establish relevant metrics
4.⯠Identify the data source
5.⯠And the affect success has on this metric
14. Objective Metric Data Source Affect on Metric
Drive student
growth
Prospective student
enquiries
Google Analytics Increase
Improve retention
Number of engaged
current students on
Facebook
Facebook Insights Increase
Improve student
satisfaction
Student centre
complaints
Call centre Decrease
15. 1. Identify business goals
â˘âŻ Make it SMART
â˘âŻ Can be financial and non-financial
16. 2. Align social media program with
objectives
â˘âŻ Tools are not your program
â˘âŻ Use platforms that help you reach your goals
17. 3. Establish relevant metrics
â˘âŻ Followers
â˘âŻ Retweets
â˘âŻ Likes
â˘âŻ Comments
â˘âŻ Shares
â˘âŻ Views
â˘âŻ Check-ins
What do they
mean?
Are they even
important?
25. 4. Identify the data source
â˘âŻ Facebook Insights
â˘âŻ Statigram
â˘âŻ Radian6
â˘âŻ Simply Measured
â˘âŻ Twiangulate
â˘âŻ Google Analytics
26. Become BFFs with Google Analytics
â˘âŻ What impact does social media have on your
primary marketing platform?
â˘âŻ What platforms do we know about and should we
know about?
â˘âŻ What is happening outside our properties and
why?
31. Recap
1.⯠Identify business objectives
2.⯠Align social media program with objectives
3.⯠Establish relevant metrics
4.⯠Identify the data source
5.⯠And the affect success has on this metric