Joy Mayer Social Media Workshop #4

Transcript

1. MEASURING THE SUCCESS
   OF SOCIAL MEDIA WORK
   joy mayer | joymayer.com | @mayerjoy
   

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2. First, let’s look outside jouranlism.
   

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3. What might journalists want to
   know about their audiences …
   In general?
   For recurring coverage?
   For specific stories?
   

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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?
   

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5. From Beth Kanter
   What makes people more
   loyal or connected to us?
   

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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.
   

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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).
   

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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.
   

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9. 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
   

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11. LET’S GET FRIENDLY WITH DATA
    

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