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Rupal Mehta, MPH Health Communications Specialist, CDC Injury Center Social Media for Injury and Violence Prevention Professionals December 17, 2014 Social.

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Presentation on theme: "Rupal Mehta, MPH Health Communications Specialist, CDC Injury Center Social Media for Injury and Violence Prevention Professionals December 17, 2014 Social."— Presentation transcript:

1 Rupal Mehta, MPH Health Communications Specialist, CDC Injury Center Social Media for Injury and Violence Prevention Professionals December 17, 2014 Social Media Measurement, Analysis, & Next Steps for Injury and Violence Prevention National Center for Injury Prevention and Control

2 Recap of SM for IVP webinars… What have we learned about why we should use injury and violence prevention efforts? What challenges have we addressed in getting started with a social media program? How would we create credible, actionable injury and violence prevention social media content? Who can we engage with on social media and how? Watch old presentations here:

3 Today’s agenda  Why collect social media metrics  Tying metrics to your goals  Tools for collecting metrics  Collect, store, prioritize data  Qualitative vs. Quantitative  Key Metrics (Digital strategy)  Making informed decisions  Next Steps

4 WHY COLLECT SOCIAL MEDIA METRICS

5 Why collect social media metrics?  Gauge the success of social media channels  Improve performance of messages  Save cost, effective use of staff hours  Increase agility to innovate digital programs  Review what our audience wants and responds to  Measure the impact of IVP messages in prevention  Make goal-based decisions on what constitutes success

6 Why do we need social media measurement?  Discover:  Organization’s visibility  Impact of your outreach efforts  Opportunities for engagement  Partners, competitors, influencers, advocates  Potential crises  Make informed decisions about environment and our efforts  Ensure we are going down the right path

7 Example: CDC Injury Center Social Media Metrics  In line with Federal Digital Strategy for SM Metrics*  Goals of social media program are to:  Share through engaging social content  Listen to what citizens are sharing about our topics  Engage with citizens to improve feedback/ use of services  Benefits of effective metrics program for IVP  More effective distribution of research/information  More responsive injury and violence programs  Better informed strategies and tactics  Increased use of innovative tools and services  Community of practice for feedback and support *Social Media Metrics for Federal Agencies:

8 What are we really measuring on social media?  Exposure  Visits, views, followers, fans, subscribers, brand mentions  Influence  Share of voice, sentiment, other influencers  Engagement  Clicks, ReTweets, shares, replies, messages, posts, comments  Actions  Downloads, attendees, success stories, leads  “Customer Retention”  “Sales”

9 12 months Twitter Engagement

10 TYING METRICS TO YOUR GOALS

11 Metrics from your goals  What do you want your profile to be?  How many people do you want to reach?  Who do you want to reach and/or influence?  What do you want people to do with your content?

12 Create sharable content for our partners

13 Increase engagement on posts

14 Increase influence of NCIPC on social media  Measure popularity of NCIPC accounts  Searched “cdcinjury” as a keyword Source: Sysomos MAP

15 Engagement through social media events

16 Grow engagement though social media events

17 Increase size of audience  Discover events that create growth of audience  Discover who the new audience is, and what they respond to Source: Facebook Insights

18 Increase reach on social media  Calculate reach #s per social media channels  Original vs. Exponential Reach  Do specific events/ content generate greater reach? Source: Facebook Insights

19 TOOLS FOR COLLECTING SOCIAL MEDIA METRICS

20 analytics.twitter.com – Tweet Activity Source: analytics.twitter.com

21 analytics.twitter.com - Followers Source: analytics.twitter.com

22 Facebook Insights – Page Level Data Source: Facebook Insights

23 Facebook Insights – Post Level Data Source: Facebook Insights

24 COLLECTING, STORING, PRIORITIZING DATA

25 Tips on collection, storage, prioritizing  Regular collection, limits on range of free programs  Store raw data to make own assessments  Collect monthly, quarterly,  Store annually for comparison  Focus on assessment/ reporting based on metrics goals and staff/ time limitations

26 QUALITATIVE VS. QUANTITATIVE ANALYSIS OF SOCIAL MEDIA

27 Qualitative (subjective) data collection  Conversations  Relationships built  Sentiment  Influence  Images/ Evidence  Quality of comments  Recommendations  Invitations  Success Stories

28 Quantitative (objective) data collection  Reach  Engagement  Growth  Click-throughs  Downloads  Timing  Demographics Source: Twitonomy.com Source: TwitterCounter.com

29 STARTING OFF WITH SOME KEY MEASUREMENTS

30 Key metrics to collect  Breadth: What brings in our audiences and who are they?  How much has our audience grown?  Who are our followers & what do they want?  What is our exponential reach of our content?  Engagement: What does each community value?  How do they respond to our content?  What kinds of content do they respond to the most?  Depth: What does it take for them to take further action?  What do our followers do outside of social media?

31 Collecting Baseline Social Media Data  Facebook Tools  Facebook Twitter Breadth Page Likes, Reach Engagement Likes, Comments, Shares Depth Click-throughs of coded URLs Breadth Followers, Reach Engagement Mentions, Direct ReTweets, Favorites Depth Click-throughs of coded URLs

32 MAKING INFORMED DECISIONS

33 Use metrics to make strategic decisions  Set new social media and metrics goals & objectives  Increasing response frequency/ reduce clearance time  Adjust to more conversational tone  Create opportunities for conversations through specialized events  Focus efforts during time of increased national attention

34 Use metrics information on audience  ID primary & secondary audiences  Personalize key messages to followers  Go to where your audience is, when they are there  Create engaging content,visuals  Figure out what they are going to do with the content  Measure the growth/ change of your audience based on your targeted outreach

35 When is the best time to reach them?  Estimate of when followers are online Source: Sysomos.com

36 VetoViolence Facebook Insights – Demographics

37 Using metrics to make content decisions  Create ongoing, engaging content  Focus and dedicate resources to use images and infographics in content  Create content that helps build a community, highlighting partners and leaders in the field  Create crowdsourced content through coordinated events

38 VetoViolence Metrics, by type of Facebook content CDC VetoViolence Facebook Insights

39

40 NEXT STEPS…

41 …for metrics  Annually update goals & objectives  Continue collecting data, compare it to baseline  Expand scope of data collected  Report to invested parties  Research who our audience is and what they want  Find opportunities for engagement  Develop listening program  Conduct influencer/ partnership assessment  Adjust course as needed!

42 … for you  Get started in social media to your comfort level  Participate in your organization’s social media process  Follow your IVP partners/ professionals in the field  Follow/ use professional events’ hashtags  Learn how you can benefit from tying your social media presence your prevention  Assess your social media persona before reaching out to a professional audience

43 Homework – Social Media next steps For BeginnersFor Experienced Users Discover what organizational goals could be enhanced by social media metrics and listening program. Begin monitoring your own breadth, depth, engagement statistics and develop a baseline for measurement.

44 Resources  Digital Gov: Digital Metrics Guidance and Best Practices metrics-guidance-and-best-practices/ metrics-guidance-and-best-practices/  Social Media Metrics for Federal Agencies: metrics-for-federal-agencies/ metrics-for-federal-agencies/

45 For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone, CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. Questions? Rupal Mehta National Center for Injury Prevention and Control Place Descriptor Here


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