Objection: You can’t measure social media, so how will we know if it’s worth the time/

money/effort/angst?

Monday, September 23, 13

The Trinity of Measurement

InterestAttitudes

ActionMonday, September 23, 13

Measuring Interest

- Web traffic - Page views- Click-thrus

- Blog or other mentions - Number of shares

- Downloads - Followers on Twitter - Friends on Facebook

Monday, September 23, 13

Measuring Attitudes

- Tonality of comments and posts - Inclusion of key messages in content

- Share of conversation- Measure of relationships

- “Likes” via Facebook

Monday, September 23, 13

Measuring Actions - Interactions

- Revenue raised - Participation

- Intent to register/enroll/commit - Subscribers

Monday, September 23, 13

Define the “R”

• What return is expected? • If you are celebrating

complete 100% success a year from now, what is different about the organization?

Monday, September 23, 13

Defi

ne th

e “I

”

Monday, September 23, 13

What is the investment? D

efine

the

“I”

Monday, September 23, 13

What is the investment?

• Personnel

Defi

ne th

e “I

”

Monday, September 23, 13

What is the investment?

• Personnel

• Outsourcing

Defi

ne th

e “I

”

Monday, September 23, 13

What is the investment?

• Personnel

• Outsourcing

• Senior staff time

Defi

ne th

e “I

”

Monday, September 23, 13

What is the investment?

• Personnel

• Outsourcing

• Senior staff time

• Opportunity costDefi

ne th

e “I

”

Monday, September 23, 13

Monday, September 23, 13