Social Media is rooted not only in art and culture, but science as well.

Measurement & Evaluation

• Global social media analytics increasing due to growing focus on competitive intelligence & user engagement

• Social media involves math, stats, and numbers

• Used for forecasting and reporting past events (Think accounting!)

Data - points of info that are collected through use of various tools & programs

• Tells a story how audiences reacted to the data

Data Questions

• Did the content resonate with them?

• Did key messages motivate them to take action like we hoped them to?

• What actions were taken as a result of the content, messages, and strategies in the brand campaign?

• Did the influencers and creators we partnered with make the impact we expected?

• How much media and audience exposure did get from our special events?

• Who started the conversation and influenced the narrative in this crisis or situation?

• How many leads and sales did we accumulate in response to what we did?

• How many people signed up to our webinar with leading thought leaders?

• Did we acheive our goals for this campaign?

Insights - what connects the relevant information (data) to tell the story on what data are saying

• They show the “why” factor of analysis by pointing out key learning objects that need to be shared with others on what happened and where we need to go in the future

• They show the why so that businesses and influencers can interpret and understand what happened and what they can do next

• Knowing the financial impact of social media

• Knowing about metrics:

  • Surface-level metrics

  • Attitudinal and behavioral metrics

    • Drive actions & relationships

Measurement strategy - collecting and analyzing data, discovering insights, and telling a story as to what happened and what to do in the future

Understanding the social media measurement and evaluation

• M&E: the key to determining whether or not we were successful:

• in accomplishing goals (long term and short term),

• engaging audiences,

• providing value (emotionally, financially, and socially)

  • Apple iPhone (social mobility and capital, aesthetically pleasing, one of the most valuable technology brands to date in terms of investments)

Social Media Metrica:

• Engagement

  • likes, comments, retweets

  • post engagement rate

  • account mentions

• Awareness

  • Impressions - how many times a post shows up in someone’s TL

  • Reach - potential unique viewers a post could have

• Share of Voice

  • share of voice - percentage of brand’s voice compared to others online on a given topic

• Referrals and Conversions

  • Referral - how a user lands on the website (social —> broken down by network)

  • Conversions - when someone purchases something from your site (visiting your social media site and purchased something in that same visit

• Customer Care

  • Response Time: how fast team members on customer/social care respond to your messages

  • Response rate: how many messages team and social team mmbrs address in a period of time (hour/day/week)

  • Response Tone and sentiment: What was the overall emotion and tone of the response from audience mmbrs to the social team

AMEC Components

• Objectives

  • Communication

  • Media

  • Business

    • strategic planning stage after research, communication audit, situational analysis

  • Goals you want to accomplish with the campaign following the SMART requirements

    • Specific, measureable, achievable, realistic, and time-specific
      

• Inputs

  • Situational

  • Audience

    • Understanding the core group of ppl in a social media campaign and identifying the current situation and landscape

  • Who is target audience, what is current situation, what resources are avaliable to understand them
    

• Activities

  • Specific strategies and tactics to be implemented in the campaign

    • Specific social media updates, assets, tools used to create & spread content

  • What content & messages will you be creating and sharing to the audience

• Outputs

  • Measuring impact of social media content

    • Metrics designed for specific channels, platforms, and objectives

    • Content (updates, stories, videos) that measures impact of pieces of content

  • How did ppl respond to the content on every platform?

• Outtakes

  • effects of content and messages from audiences

    • reactions

    • feedback

    • coverage

    • recall

  • What reactions & behaviors occured as a result of the messages, content, and actions taken on social media?

  • How did they respond to the updates?

  • How likely were they to recall your content with others? (partnership?

• Outcomes

  • “ “

    • Reactions

    • Sentiment

    • Engagement

    • Feedback

    • Coverage

    • Actions taken

    • Increased advocacy

  • How well did audiences receive your messages?

  • Did you change their views or attitudes?

• Impact

  • how business objectives are measured and the contribution of social media

    • reputation measures

    • attitude and policy changes

    • brand community

    • advocacy

  • How has the firm, client, or individual been influened or change thru the campaign?

Clearly state what they did in relation to their goals, provide evidence that their efforts were successful, and provide guidance on what helped and what needs to improve

Need to know how much you want to increase by to have actionable variables to present

• Hard numbers that illustrate growth, impact, and results from social media for PR, mktg, reputation, and sales

Measurement strategy - collecting and analyzing data, discovering insights, and telling a story as to what happened and what to do in the future

Traditional Methods:

• Focus groups

• Surveys

• Interviews

New tools

• FB, TikTok, Instagram, YT, LinkedIn analytics

• Third Party Tools (Salesforce, Klear)

Channel Analytics - show content on the designated platform, what worked, what didn’t, and the data & insights on how to improve.

Other Key Components

• Location of Source

• Network (How connected are they, are they influencers?)

• Content and context (what situations are they engaged with the content)

• Consistency (what extent are they engaged with the content)

Importance of Having a Measurement Strategy

• Informed abt key audiences throughout the social media program and campaign journey

• Effectively executive and create impactful content

• Align content, stories, and other social media updates to be executed at the “right” time, place, platform

• Identify with key audiences, influencers, microinfluencers, and discover new audiences to create relationships with

• Note what tools work in collecting and providing insights (and which don’t)

• Identify both opportunities and warning signs for client & campaign intiatives

• Determine the health and well-being of comm mmbrs and dynamics of the relationship they have with a brand

Evaluating Social Media Activities:

• Better understanding of how social media channels benefit your brand and client

• Seeing loyalty to your brand and company

• See overall performance of the content with/without paid support

  • Organic v. sponsored posts

• Noting the place of social media channels within the comm you are engaged w/ but how the content spreads and is received by others

• Discover which content worked well for you

• Forecast and evaluate risks the company may face in future, prepare for said risks

• Determine missed opportunities, gaps, or lessons for the future

Outcomes

• Three Areas:

  • Cognitive

    • If people could comprehend your message and the message behind the message

  • Includes:

    • Inquiries, comments, questions, frequency of comments , response time to inquiries, and looking at where and when ppl are coming to your site for what info

  • Attitudinal

    • The response to the content and the audiences’ feelings, perceptions, attitudes

      • Negative/Positive, overall sentiment

    • Includes: personalized messages, sentiment and tone of shares, comments, and word of mouth, reactions

  • Conative

    • Behaviors exhibited by audience members after seeing a post on social media

      • strong call-to-action statement allows members of audience to understand and know what they need to do

        • Conversions

      • Creating new relationship, sale, or action

    • Includes: Specific actions and behaviors taken, advocacy efforts, ambassador endorsements, and influencer endorsements, sign ups, response time, consumption of content , actions taken due to the content , website and microsite traffic and analytics

Calendar

• A guide for when certain posts, intiatives, pieces of content, strategies and tactics, and research and evaluation need to happen

• Timing affects not only resources but also placements of key messages

• What associated tactics and ideas will be implemented during the campaign?

Tips:

• Invest in tools to help create calendars

• Work with content team to have a content library ready for posts and updates for the year

• Outline clear tasks and deadlines

• Outline timing for research and evaluation

• Decide what ur calendar needs to track

• Have protocols in place in case the calendar needs to be adjusted

Budget

• social media is not free, numbers are your friend

  • Pay-to-play model

• Smaller budger than other areas (accounting, finance, supply&op)

• Bottom Line

Areas to Invest in Your Budget

• tools

  • content creation, content monitoring, social media measurement, staff time

  • Canva, Adobe Spark

• people

  • Best professionals

  • range of skills, experiences, and perspectives to the table

  • What roles, duties, responsibilites, what qualifications

• Consulting fees

  • Resources for focused projects

  • Seeking help from experts in specializations

    • videography, crisis communications, ideation, augmented reality/virtual reality storytelling

• Research

  • USE BOTH METHODS:
    Traditional (focus groups, copy testing, interviews, surveys)

  • social media methods (listening, monitoring, reporting tools)

    • Comprehensive, full view

• Social media education

  • books, webinars, trainings, certifications

    • Microsoft, hootsuite, LinkedIn Learning, HubSpot

• Contingency Plans

  • Backuplans for when things go wrong

  • Crisis management

• Promotion and sponsored content

  • Boost or pay for content to appear on someone’s timeline to get it noticedd

    • sponsored twts, stories, and updates

    • Tailor the ads and posts

    • Setting up ads on the various channels to drive traffics, interactions, followers, and even leads is an important element in which to invest

Metrics to Consider for Budgets on Social Media

• cost per action (CPA) - aligns more w/ conative outcomes b/c it focuses on initiating a certain action

• cost per conversion - (CPC) - focuses on the # of conversions made in a campaign

• cost per engagement - focuses on how much people reacted to the content provided for an entire campaign

  • CPA is not

• cost per click - how much you pay until someone clicks on your ad

  • 7-15 cents cost per click

    • SPENDING those cents for someone

• click through rates - the rate at which conversions are measured from clicking on the ad, adding the product/service, and actually buying the product?

  • how many people are clicking through the ad

Class Notes

UTM

/ UTM - Source = “youtube”;

utm - referral = “tiktok”

• Can tie these to different campaigns

• Urchin Tracking Module

  • Snippet of text added to the end of a URL to track metrics and performance of a specific digital mktg campaign

    • Contains: campaign, source, medium, content, term

Mktg collateral

• Ebooks

• White papers

• Newsletters

• Testimonials

• Email blast

• Text blast

Traffic Attributions

• Insights - telling a story ‘

Impact

• Pzifer and AstroZeneca

• AI and Research on pharmacuetical

• Can persuade gov’t, persons / public abt it

New Social Media Campaigns

• We need two posts a week?

  • What is the purpose of it and what will we be posting about now?

How do I know that the ad worked?

• Looking at the numbers of conversions and referrals

  • Excels

  • Tableu

  • Power BI

  • Salesforce

  • Qlik

Social media mktg often has no line item on the financial statements (grouped w mktg expense)

Convincing coroporate management to hire social media managers as a line item

Gary Vaynerchuk - Organic growth: YouTube videos about wine

WHY do brands make certifications?

• Need more people to be aware about our products

• Marketing v. Engineering and Education and Engineering

• ACME employers

touchpoints

• FOX NEWS

  • Pitch of Bakery

  • NBC Interview

• Seeding

  • having access to sites and mediums to post and reach people

Trust Logos:

• A line up of customers that you’ve worked with

Why do the articles and customer testimonials matter?

• It provides the evidence of the work they do and proves that their funding is not to waste.

• It builds a trustworthy relationship

• To add their brand of excellence

• Their story adds to the total scientific and academic conversation

• Saving 10 years in a petri dish to 10 minutes in a computer

• Overnight “remedies” can be stopped

  • Regeneron