How To Measure Social Media Success
Transcript of How To Measure Social Media Success
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“What we are doing is more lively and accessible than developing an exhibit and providing a catalog.” -Michael Edson, NY Times
“It’s not about getting more traffic, it’s about getting traffic that gives a $*!&.” – Jay Baer, Content Rules!
“We are now broadcasters of knowledge. It’s invigorating and a real collaboration.” –Michael Edson, NY Times
“Talk to anyone involved with museum technology and the conversation inevitably boils down to one universal work: engagement.” - Shelley Bernstein, NY Times
“In the end we want people to feel ownership of this museum. We want to engage with our community.” – Shelley Bernstein, NY Times
“Only the clueless are impressed by numbers.” – SEO Book
“Unless we pay attention to external factors, we my be planning for the wrong future.” –Richard Pearce-Moses, The American Archivist
“Internet users with the most influence among peers don’t just have followers, they have engaged followers.” – Evan Kraus, Social Informants
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How to Measure Social Media Success: The Smithsonian
Collections Blog, a case study
Rachael Cristine Woody, Freer|Sackler Archivist
Research in Progress Talk
March 23rd, 2011
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Preface
• Mandate to get out there, and get online! Be accessible to the users! Generate content! Be Fun! Be Exciting! Be Popular!
• Lack of guidance on the logistics: who/what/where/when/why/how?
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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
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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
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Social Media is not the goal, it’s the vehicle to reach your goal!
Goal: Exposure, Engagement, Influence, Action
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Case Study: The Smithsonian Collections Blog
Platforms
Goals
Questions
Mission
Set Up
http://si-siris.blogspot.com/
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Success
suc·cess Noun /səkses/Synonyms:noun: hit, prosperity, luck, achievement, triumph, speed,
accomplishment
• The accomplishment of an aim or purpose• The attainment of popularity or profit• A person or thing that achieves desired aims or attains
prosperity• The outcome of an undertaking, specified as achieving
or failing to achieve its aims
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What do you Measure?
Exposure, Engagement, Influence, Action
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How do you Measure?Numbers Trends Relationships Sharing
Google Analytics Google Analytics, Twitter Trends
Google Analytics, Interactions on site
Google Analytics, Google Alerts, Twitter/Hootsuite
Ernst Herzfeld’s drafting tools.
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Where and How Often do you Measure?
• Visitors: unique and loyal
• Content: popularity and diffusion
• Traffic: direct and referral
• Geography: target communities with identified interests
“Only the clueless are impressed by numbers.”- SEO Book “Social Media: the need for measurement”
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Google Analytics
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Visitors
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Content
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Traffic
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Geography
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Smithsonian Collections Blog Success?
GOALS
Exposure for collections, projects and professions
Host a place for interaction with visitors
Outreach to and beyond our existing visitors Increase SEO numbers for our collections
Provide a creative outlet for staff
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Conclusion
“We don’t really measure it, it’s just another relationship building tool.”
-Zappos CEO, Tony Hsieth
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Apple’s only Twitter account (through VP Scott Forstall), has 37,000 followers and 0 tweets. Apple’s twitter account is popular, but it’s not an effective social media endeavor because it’s not exposing, engaging, influencing or inspiring action.
Compare that to Google who has almost 3 million followers and over 2,000 tweets which provide updates on new products, related and helpful links and actively engage with user commentary.
Google is both popular and effective, and I don’t think that’s a coincidence.
Popularity v. Effectiveness