Social Media Measurement Master Class
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Transcript of Social Media Measurement Master Class
Social Media Marketing & Measurement
Master Class
Why Measure?
“The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach ”
James E. Grunig, Professor Emeritus, University of Maryland
“If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous,capricious, motivated by innumerable conflicting interests, and conflicting desires.”
Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
2
Conquering your fears
3
Communications then and now
Traditional role of Marketing & Communications
21st Century Role of PR
The new metrics
1. The Red Cross reduces costs and improves effectiveness with Twitter2. ImmunizeBC measures success in terms of vaccines given, awareness AND traffic 3. The Dept of Defense considers Twittering and other forms of social media critical to
national security4. BestBuy measures 85% lower turnover as a result of its Blue Shirt community5. State Farm uses an internal blog to measurably improve morale6. ASPCA and MADD correlates increases in exposure to on-line traffic, donations and
increased membership with its social media efforts. 7. By crowdsourcing improvements to its Intranet, a Texas hospital doubled employee
satisfaction 8. On Twitter, for free, a start up company got 100 great marketing ideas, women raised
over $6000 in a day and a wooden toy maker in NH got a nationwide contract 9. IBM receives more leads, sales and exposure from a $500 podcast than it does from an
ad10.HSUS generated $650,000 in new donations from an on-line photo contest on Flickr11.NWF increased wildlife spotting as well as members with its Twitter account 12. A worldwide Twestival generated hundreds of thousands of dollars for Clean Water
Page 5
A measurement timeline
The changing “Holy Grail” of measurement
Engagement
On your property
?
With your b
rand?
Relationsh
ips
With w
hat audience
?
Must be co
mpetitive?
ROI
AVE does not e
qual
ROI
ROI =Desir
ed Return
minus Investm
ent
7
Scariest data yet!
22% of Enterprises surveyed by Forester don’t measure social media
But 6% have spent over $1 million on it
Of the networks created, 35% have fewer than 100 members
Less than 1 in 4 break the 1000 mark
The measurement fork in the road Marketing/leads/sales
Reputation/relationships
To fix this Or get to this
Goals drive metrics, metrics drive results
10
Goal
Metrics
Changing reputation via metrics
2 4 4 4 2 26 5
2 4 2 2 22
8 85 9 9
9
24
16
27
10
20
15
4
2 13
2
4
30
5
2
12
16
17
0
10
20
30
40
50
60
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007 2008
Positive
Neutral
Negative
Mentions
Tone of Conversation over time
Negative coverage over time
Correlation exists between traffic to the ASPCA web site and the organization’s overall media
exposure
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Web
Sit
e Vi
sito
rs
Expo
sure
Overall Exposure
Web Traffic
Tying activity to development/marketing goals
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Exposure
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Donations
Overall exposure
Online donations
14
What do you need to measure?Outputs?
• Did you get the coverage you wanted?
• Did you produce the promised materials on time and on budget?
Outtakes?
• Did your target audience see the messages?
• Did they believe the messages?
Outcomes?
• Did audience behavior change?
• Did the right people show up?
• Did your relationship change?
• Did sales increase?
Goals, Actions and Metrics Goal Action Output Metric Outtake
MetricOutcome Metric
Increased on-line reservations
Revamp website
Amount of content on web site
% perceiving state as a destination
% increase in web traffic and reservations
#1site for visitors to NH
Increase staffing and resources for communications
Increased exposure of “visit NH” message
Increased perception of NH as an an extreme destination
% increase in agreement with the statement
Website is preferred site for information
Add content, features to web site, keep up to date
% increase in traffic
% agreeing with the statement
# 1 rankings, and time spent on site
The 7 steps to Social Media
1. Define the “R” – Define the expected results?
2. Define the “I” -- What’s the investment?
3. Understand your audiences and what motivates them
4. Define the metrics (what you want to become)
5. Determine what you are benchmarking against
6. Pick a tool and undertake research7. Analyze results and glean insight, take
action, measure again
Step 1: Define the “R”
What return is expected?
What were you hired to do?
If you are celebrating complete 100% success a year from now, what is different about the organization?
If your department was eliminated, what would be different?
18
Step 2: Define the “I”
What is the investment? • Personnel• Agency compensation• Senior Staff time• Opportunity cost
19
Step 3: Define your audiences and how you impact them
You audience is never “anyone with a pulse” Compare results between constituencies List every stakeholder
• Where do they go for information?• What’s important to them?• What is the benefit of having a good
relationship with that stakeholder group?
Understand your role in getting the audience to do what you want it to do• Raise awareness• Increase preference• Increase engagement
20
Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measure
Cost savingsEfficiency
• Cost per message communicated
• Cost per new lead/customer acquired
Productivity: • Increase in employee
engagement/morale• Lower turnover/recruitment
costsEngagement:
• Ratio of posts to comments• % of repeat visitors• % of 5+min visitors• % of registrations
Trust:• Improvement in relationship
/reputation scores with customers and communities (Loyalty/Retention)
Thought leadership: • Share of quotes• Share of opportunities
Message penetration• Positioning on key issues• Improvement in
favorable/unfavorable ratio• Improvement in Optimal
Content Score (OCS)
What makes a perfect communications KPI?
Gets you where you want to go (achieves corporate goals)
Is actionable by individuals as well as departments
Continuously improves your processes
Is there when you need it
Why an Optimal Content Score?
You decide what’s important:
• Benchmark against peers and/or competitors
• Track activities against OCS over time
Positive: Mentions of the brandKey messagesPositioningVisibility
Negative OmittedNegative toneNo key message
23
How to calculate Optimal ContentQuality score +1 0 -1
Score Score ScoreTonality Positive 3 Neutral 0 Negative -3
Positioning Contains 2 Doesn't contain 0
Positions the competition favorably or positions Sargento negatively -2
Messaging Contains 3 partially contains 0
Does not contain or miscommunicates key message (neg mess) -1
Quotes Contains 1 Does not contain -1Competitive mention
Does not mention Competition 1
Competition mentioned prominently -3
Total Score 10 0 -10
Visibility Score+1 0 -1
Score Score Score
Brand Photo Contains 3 Doesn't contain 0Contains competitive photo -5
Dominance Focal point 3 Not a focal point -1Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2Target publication Top Tier 2 2nd tier 0 Not on target list -2
Total Score 10 0 -10
Optimal Content Score
Emerging benchmarks• Engaged = 3-13 comments per post• Hyper-engaged = 15-35 comments per post• After 3 days most comments are done, 14
days max• Social Bookmarking momentum = 1
submitted item every other day• Message should be communicated in 2 out of
5 blogsPast PerformanceThink 3
• Peer• Underdog nipping at your heels• Stretch goal
Whatever keeps the Board or C-suite up at night
Step 5: Define your benchmarks
25
Overview of Key Metrics
Bookmark.
Ext. BlogsInst. Blogs
YouTube MSM
SOV 2% — 8% 9% 11% 7%
Popularity230
bkmks500/mo. — 20 links
150k views
—
Engagement
59 cmts 1 day 13 cmts 2-12 cmts 2 cmts —
% Positive 20% 32% 54% 50% 15% 15%
% Negative
0% 0% 4% 0% 1% 2%
Strat. Mess.
40%† 18%† 42% 42%† 18% 38%
Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.Actions attributed to individuals were responsible for most content, except on YouTube.
† Small base size. Findings are directional only.
Top 5 Subjects of discussion in each channel
Rank Order
Facebook YouTube Social Bookmarking
External Blogs
Institutional Blogs
1 Campus Life
Events Courses Faculty Campus Life
2 Sports Campus Life
Projects, Non-Research
Research, Physical Sciences
Events
3 Technology
Faculty Research, Physical Sciences
Institution Overall
Institution Overall
4 Product Services
Courses Events Expert Commentary
Institution Sub-Groups
5 Events Institution Overall
Faculty Events Admissions
Few subjects appear across all forms of social media, so tailor outreach accordingly
First: find out what already exists• Web analytics• Customer Satisfaction data• Customer loyalty data
Second: Decide what research is needed to give you the information you need: • Message content analysis• Employee surveys
Step 5: Conduct research (if necessary)
28
Step5: Selecting a measurement tool based on your KPIs
Objective Metric Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s of clickthrus or downloads
Clicktrax, Web trends, WebSide Story
Increase awareness/preference % of audience preferring your brand to the competition
Survey Monkey, Zoomerang,
Engage marketplace Conversation index greater than .8Rankings
Type pad, Technorati
Communicate messages % of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages
Media content analysis –Dashboards
% aware of or believing in key message
Survey Monkey, Zoomerang,Vizu
29
Your tool box needs: 1.A content source:
• Google News/Google Blogs• Technorati, Ice Rocket, Sphere• Cyberalert, CustomScoop, e-
Watch• Radian 6, Techrigy, Visible
Technologies• RSS feeds• Twitter Search • eNR, Meltwater• Survey Monkey/Zoomerang
30
Your tool box also needs to include: 2. A way to analyze that content
Automated vs. Manual Census vs random
sampleThe 80/20 rule –
Measure what matters because 20% of the content influences 80% of the decisions
Dashboards aggregate data
Tools:•Net promoter score•Hubspot Grader•Xinureturns•Twinfluence•SPSS•Excel•Crimson Hexagon•www.tealium.com
31
Standard classifications of discussion
• Acknowledging receipt of information
• Advertising something• Answering a question• Asking a question• Augmenting a previous
post• Calling for action• Disclosing personal
information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up
• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position
For all institutions, most postings were simply making an observation or distributing media.
Page 33
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6
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1
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15
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6
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787
3
2
203
12
12
46
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3
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35
3
17
2
8
9
1
1
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Conversation Types
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
44.2%
6.5%
30.9%
49.5%
100.0%
100.0%
100.0%
1.6%
53.9%
100.0%
26.9%
23.1%
10.8%
38.7%
72.7%
10.9%
15.5%
46.1%
66.6%
27.3%
35.1%
39.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Engagement by Conversation Type - Institutional Blogs
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
cx
Standard classifications of videos
AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture
MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log
Your tool box also needs to include: 3. A way to measure
engagementThe conversation index=• Ratio of posts to comments Relationship studiesThe engagement index
35
Share of conversation vs share of engagement
Page 36
2
2
1
2
1
6
5
3
1
1
1
1
1
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1
1
1
1
2
2
2
1
2
1
2
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4
2
1
4
2
1
1
4
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6
7
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2
2
2
1
3
2
3
1
0 2 4 6 8 10 12 14 16 18 20
Faculty
Students
Research, Physical Sciences
Courses
Research, Earth Sciences
Projects, Non - Research
Financials
Alumni Topics
Research, Life Sciences
Staff
Admissions
Legal News
Other
Research, Agriculture
Policies
Institution, Overall
Campus Life
Research, Social Sciences
Share of Subject
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
15.3%
68.7%
100.0%
4.4%
33.3%
96.8%
28.6%
34.9%
12.5%
43.3%
28.6%
13.0%
38.3%
100.0%
23.6%
66.7%
6.3%
28.6%
20.8%
2.3%
95.6%
33.2%
5.8%
28.6%
100.0%
86.8%
13.0%
31.0%
22.1%
3.2%
71.4%
43.5%
18.8%
94.2%
56.7%
14.2%
13.2%
53.2%
28.4%
21.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Admissions
Alumni Topics
Campus Life
Community Relations
Courses
Events
Faculty
Financials
Institution, Overall
Inventions
Legal News
Other
Partnerships
Policies
Projects, Non - Research
Research, Agriculture
Research, Earth Sciences
Research, Life Sciences
Research, Other
Research, Physical Sciences
Research, Social Sciences
Staff
Students
Share of Engagement by Subject - ,External Blogs
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
The vast majority of discussion in external blogs is neutral.
Page 37
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14
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1
4
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5
10
15
20
25
30
University of Michigan Purdue University Penn State Michigan State Arizona State
Share of Tone
Negative
Neutral
Positive
71%
3%
29%
94%
83%
42%
58%
6%
14%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Arizona State Michigan State Penn State Purdue University University of Michigan
Share of Engagement by Tone - External Blogs
Negative
Neutral
Positive
A Proposed Engagement Index
ClickthruDonations/
ordersSignups
Time on siteRepeat visits
Forwards/links
/comments
RelationshipsTone/content
of conversationMembership
An engagement index?
Output Outtake Outcome
+ +
10 numbers your web analytics guru should give you every month*1. % increase or decrease in unique visits 2. Change in page rank - i.e. a list of the top ten most
popular areas and how it has changed in the last week 3. How many sessions on our blog or web site represent
more than 5 page views 4. In the past month, what % of all sessions represent
more than 5 page views 5. % of sessions that are greater than 5 minutes in
duration 6. % of visitors that come back for more than 5 sessions 7. % of sessions that arrive at your site from a Google
search, or a direct link from your web site or other site that is related to your brand
8. % of visitors that become a subscriber 9. % of visitors that download something from the site 10. % of visitors that provide an email address
* Courtesy of Eric Peterson39
Aspects of relationships
Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship
40
Components of a Relationship Index
Control mutuality • In dealing with people like me, this organization has a tendency to throw its
weight around. (Reversed)• This organization really listens to what people like me have to say.
Trust• This organization can be relied on to keep its promises.• This organization has the ability to accomplish what it says it will do.
Satisfaction• Generally speaking, I am pleased with the relationship this organization has
established with people like me.• Most people enjoy dealing with this organization.
Commitment• There is a long-lasting bond between this organization and people like me.• Compared to other organizations, I value my relationship with this
organization moreExchange relationship
• Even though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.
• This organization will compromise with people like me when it knows that it will gain something.
• This organization takes care of people who are likely to reward the organization.
Communal relationship• This organization is very concerned about the welfare of people like me.• I I think that this organization succeeds by stepping on other people.
(Reversed)
41
How to implement relationship metrics
Step 1: Conduct a benchmark relationship study
Step 2: Implement PR programStep 3: Conduct a follow up relationship
studyStep 4: Look at what’s changed
Research without insight is just trivia Look for failures firstCheck to see what the competition is
doing Then look for exceptional successCompare to last month, last quarter, last
yearFigure out what worked and what didn’t
work
Step 7: Analysis
43
Best Practices:
Correlations to bottom-line impact• Donations• Memberships• Sign-ups• Leads
Using SMM for planning• Define the time frame,
market/topic you want to study
• Use Google News, Technorati or Radian6 to identify the conversations around the topic
• Analyze the conversations for type, tone and positioning
• Look at share of positioning, tone or conversation
Benchmarking against your peers• Looking at what the best
do• Setting goals accordingly• Use data to persuade
recalcitrant spokespeople
Social Media in Crisis• Listen instantly to a wide
range of influencers• Identify weaknesses in
communications, customer service, or in the product
Improve your reputation• Listen first, then respond• Stop doing stupid things
Case Study: Consumer Package Goods
Page 45
Case Study: Engagement vs mentions
Users were positively engaged with advertisements
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
Share of Engagement by Tone for March 2009
Negative Neutral Positive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
March 2009 Share of Tone by Company
Negative Neutral Positive
Competitor 1- Client Competitor 2
Competitor 1 Client Competitor 2
By percentage, individuals were more engaged with Client subjects than competitors
47
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Share of Engagement by SubjectGeorgia-Pacific Kimberly-Clark Weyerhaeuser
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Discussion by Subject
Georgia-Pacific Kimberly-Clark Weyerhaeuser
(Engagement is the average number of comments per post made to a blog)
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
Household product discussion jumped from discussion of a Greenpeace report on toilet tissue
0
20
40
60
80
100
120
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
4 272 8 4 5 7 6 7 4 53
33 4 3 1 3
65
10
11
22
9
2918
8 9
2524
40
57
45
11
12
8
5
115
56
8
4543
2524
64
37
2762
37
33
45 53
55
4
2
2
5
2
3
2
22
5
Me
nti
on
s
Discussion by Subject Over Time
Away from Home Products
Building Products
Company Activities
Environmental Issues/Sustainability/Global WarmingHousehold Products
Legal Issues
Management/Employees/Unions
Office Products
Packaging (Color Box)
Discussion of virgin vs. recycled fiber in tissue
49
0
10
20
30
40
50
60
70
80
Blogs youtube Twitter
13
2 2
42
7 9
22
163
Me
nti
on
s
Company Mentions by SourceMarch 2009
Georgia-Pacific
Kimberly-Clark
Weyerhaeuser
Beyond the layoffs, blogs also discussed WY’s decision to close the popular bonsai tree display at its corporate HQ, formerly open to the public.
Client
Competitor 1
Competitor 2
Union activity and environmental concerns drove negative discussion
Four mill closings and other layoffs drove WY’s negative discussion.
3 31
6 6
3
8 7 6 5
8
5
1
2 24
11 1115
12
8
2
19
8 13
6
4 3 2
7
4
6
7
5
6
3
2
3
0
5
10
15
20
25
30
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
Me
nti
on
s
Share of Negative Discussion Over Time
Georgia-Pacific
Kimberly-Clark
Weyerhaeuser
Client
Competitor 1
Competitor 2
Case Study: Establishing benchmarks at Georgia Tech
Quantity and quality of discussion of Georgia Tech and four peer institutions across relevant user-generated media (UGM) channels in order to:
• Establish performance benchmarks• Observe user habits to inform UGM strategies• Understand the influence of traditional media on
UGM channels• Provide support for funding of UGM programs
Case Study: Georgia Tech
Influence of traditional media
On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites.
Links to its newsroom accounted for 26% of links to mit.edu on blogs.
On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles.
One third of content on social news sites was from traditional media sources.
Twice as many hard news stories were posted to social news sites as features.
BBC Boston Globe CNET CNN
EurekAlert! Google News Los Angeles Times The New York Times
Pittsburgh Post-Gazette San Francisco Chronicle Washington Post
Selected Traditional Media Outlets Among Popular Sources of Content
Focus on Facebook
Less than one percent of users used network-level discussion features.
By September, discussion hosted by freshman groups decreased 99%.
Almost 1/3 of content posted to profiles was related to a home institution.
22% of Facebook discussion was related to the asking and answering of questions, second only to advertising (30%).
56% of questions went unanswered, but most were not related to the institution.
High school students accounted for 8% of all questions. Almost all of their queries were answered.
Where people get the content they share on Facebook
Sources of content Genre of content
Facebook Recommendations
• Limit engagement with Facebook to contact with group officers
• Do NOT participate in discussions on the network wall or discussion board
• Provide administrators of freshman groups with links to online resources no later than April
• Consider using Facebook to create with other specific audiences like parents, graduating seniors and campus leaders
• Do not consider Facebook an appropriate vehicle for research discussions
Understanding brand ownership of online video content
N=2,555,691
Peer Organizations
4.33%
Your Organization0.18% Other
Organizations8.65%
Individual Users86.84%
Use ownership to signal brand participation
Provide alerts for possible brand management issues
YouTube Recommendations
• Use YouTube as a vehicle for strategic message communication
• Tailor materials related to high profile competitions
• Prepare media infrastructure for increased emphasis on online video
• Encourage faculty members to be subjects of videos
Focus on Social Bookmarking
• In the event of a crisis, expect seeding from local papers
• Thursday & Friday saw the greatest number of seeds.
• GIT’s status as a technical institution is an asset in the social bookmarking environment
• Few strategic messages appeared in social bookmarking sites
External Blog Recommendations
• Consider external blogs an opportunity for third-party endorsements
• Treat influential external bloggers as you would industry analysts or key reporters
• Focus efforts on blogs written by more than one person, particularly in engineering and special focus areas
• Avoid local mainstream media blogs
• Focus on top-tier media outlets as key sources of content for bloggers
• Include blogger-friendly features in the FT online newsroom – particularly video
• In a crisis, expect bloggers to collect background from personal web pages, user profiles and/or project sites
Focus on Institutional Blogs
• Departments generated the most number of blog postings/ inbound links among peer institutions
• Most blogs are written by individuals
• The location of links played the largest role in driving comments
• Technology drove the largest number of posts, but personal life drove comments
• Most posts consisted of making an observation, most comments asked questions
• Photographs were most frequently used multimedia content
• Institutional bloggers were significantly more likely to be positive toward their home institutions than mainstream journalists
• Currently enrolled students wrote one in five comments
Recommendations for Institutional Blogs • Recruit faculty to blog
• Guide message communications
• Tailor institutional blogs to the audiences looking for more in-depth information
• Encourage bloggers to be opinionated
• Mix in personal subjects
• Leave frequency of posting up to the discretionof the blogger
• Remove abandoned blogs
• Unify blogs with easy-to-find thematic lists of bloggers
• Make it easy to share content from your institutional blogs – ie. lots of music and visuals -
Selected “Safe Bets” for UGM OutreachSafe Bets:
somewhat frequent subjects that result in desirable, engaging discussion-