Create and Measure Social Media Success: The Smithsonian

Collections Blog, a case study

Mid-Atlantic Regional Archivists ConferenceS.10 Social Media Sensations: Creative Possibilities for

Archives and Web 2.0May 6th, 2011

Rachael Cristine WoodyFreer|Sackler Archivist

Table of Contents• Definition of Social

Media• Goal of Social Media• Case Study Introduced• Definition of Success• What, How and Where

do you Measure• Google Analytics• Case Study Success• Conclusion

Definition

• Social Media: is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.– Wikipedia

“If it’s not on the web, it doesn’t exist.”- 50 million hits on Google for this quote

Social Media is not the goal, it’s the vehicle to reach your goal!

Goal: Exposure, Engagement, Influence, Action

Case Study: The Smithsonian Collections Blog

Platforms Mission Set Up

http://si-siris.blogspot.com/

What do you Measure?

Google Analytics Google Analytics, Twitter Trends

Google Analytics, Interactions on site

Google Analytics, Google Alerts, Twitter/Hootsuite

*Exposure, Engagement, Influence, Action

Google Analytics

Conclusion

“We don’t really measure it, it’s just another relationship building tool.”

-Zappos CEO, Tony Hsieth

Keep in Touchwoodyr@si.edu

http://www.linkedin.com/in/rachaelcristinewoody