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Shared this presentation with Angela Collom of ACP back in 2011
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Social Media MetricsAngela Collom
Senior Public Relations Associate,American College of Physicians
Robert SumnerEditorial Coordinator
American Association of Clinical Chemistry
May 2, 2011
Social Media Metrics Learn how to effectively evaluate, measure, and track the impact of social media outreach through a blend of quantifiable and qualitative measures. Discover online resources that you can use right away to analyze:
•search ranking•website traffic•share of voice•brand mentions•visibility in social networks•level of engagement•online downloads
Angela CollomSenior Public Relations AssociateAmerican College of PhysiciansAnnals of Internal Medicine
Robert SumnerEditorial CoordinatorClinical ChemistryChair, Social Media Council of Science Editors
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
How Does Your Strategy Measure Up?
For Some, Social Media Success is Evident
For the Rest of Us . . .
What gets measured, gets improved.
Getting Started Define your social
media goals Set a benchmark Know your
audience
Getting Started
What will you measure?Qualitative data Quantitative data
How often will you report?
What tools will you use?
Social Media is About Relationships
How Do You Measure Relationships?
Media (social or traditional)
Audience Results
Not everything that counts can be measured. Not everything that can be measured counts.
- - Albert Einstein
Metrics
Analytics
Roadmap
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.
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.
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.
Tools to Monitor Social Media
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
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
Find Out How You Rank
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.
Analyze Your Interactions
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.
Case Study Clinical Chemistry (est.
1955) Laboratory medicine
journal ~10,000 subscribers
2009 Impact Factor: 6.263
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
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
Initial concerns Negative feedback? Adequate interest?
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
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
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
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
Metrics Follower/Like numbers
670 Twitter followers* 737 Facebook Likes*
Modest Numbers?
*as of 4/28/11
Is the strategy working?
Numbers consistently growing
Few ‘unfollows’
Gauging progress
Hootsuite analytics
Track shortened URLs
Facebook is generating the
most activity
30+ clicks on April 19th
Tracking popular posts
Free content generates most activity
Where is interest in your material coming from? Global presence?
Regional demographics
Where are your Twitter followers from?
Tweetpivot http://tweetpivot.com
Create custom table based on users’ location data
Where are your Facebook fans from? Facebook Insights
Free Comprehensive
Most Clin Chem facebook fans are from outside of the U.S.
Retweets Are your
tweets re-tweeted?
Crowdbooster Private
account re-tweets shown
“Impressions” field
https://crowdbooster.com/
Enhancing participation
Asking questions
Working with
readers
Advertising with Facebook Council of
Science Editors Advertisemen
t purchased 12/10
$10 per day spent
‘like’ numbers went from ~200 to over 2,000
Explosion in activity following ad purchase
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
“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
Feedback has been positive
Conclusions Clin Chem’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
Follow us!/Like us! @Clin_Chem_AACC Facebook.com/ClinicalChemistry @CSEditors Facebook.com/
CouncilofScienceEditors