Measuring the success of social media / Joy Mayer

Transcript

1. MEASURING THE SUCCESS OF JOURNALISM joy mayer | joymayer.com | @mayerjoy
2. First, let’s look outside jouranlism.
3. What might journalists want to know about their audiences … In general? For recurring coverage? For specific stories?
4. When you ask what “works” on social, what do you mean? • What drives click thrus? • What drives likes/favorites? • What drives shares/RTs? • What drives conversation among users? • What drives conversation with our brand? • What affects reach? • What affects follower count?
5. From Beth Kanter What makes people more loyal or connected to us?
6. Primary goal is often audience size. • On Facebook: • Impressions are the number of times a post is displayed in a feed, regardless of engagement. • Reach is the number of people who received the impression. • WE ARE NOT IN DIRECT CONTROL OF THIS. • On Twitter, impressions are the number of times a tweet is served to a timeline or search result.
7. How about engagement? • On Facebook, that’s a combination of likes/reactions, comments and shares. It’s a major factor in how many people Facebook’s algorithm shows your posts to. • On Twitter, engagement is the number of times a user interacted with a tweet (clicked a link or anywhere in the tweet, retweeted, replied, followed).
8. Then, click thrus. • On Facebook, that’s clicks on a URL (no matter where it is in the post). Clicks (not just visible engagement) also help determine how Facebook’s algorithm values your content. • On Twitter, that’s clicks on a URL or Twitter card.
9. Key goal: tell the story of your social activity • Help your organization understand what matters. • Make decisions based on what you learn. • “The ROI of analytics work that doesn’t lead to action is zero.” — Dana Chinn, USC
10. There’s a tension between content views on the social platform and content views on your dotcom. •Consumption of social content •Audience growth and audience insights •Social engagement •VERSUS •More complete content •Value to advertisers