1. Is your social media having the impact that you want? Bari Weinhausen, Profile Marketing Research, Inc. Dr. Shelley Robertson, Robertson Consulting Group, Inc.

2. Agenda  Welcome and Introductions  What is the desired impact of your social media strategy?  What are some methods for measuring the impact of social media strategies?  What are some ways to use the feedback?  Q&A

3. Welcome!  Using the flip charts, please put a sticker next to each question that you can answer.

4. What is the desired impact of your social media strategies?  Why is this so important?  Helps you define and select relevant target groups  Helps define and select the relevant channel  For fine tuning your message  Basically, to save time and money and be effective  Constructs: knowledge, attitude, behavior, influence, resources

5. Defining Impact: an Example  Target audience: high school students  Desired end result: high school students do not believe that “everyone” drinks  Channel: In-depth interviews

6. Exercise  In teams of 4, begin a flip chart with the following:  Target audience (parents, students, decision-makers, etc.).  Desired end result: knowledge, attitude, behavior, influence, resources  Channel

7. Methods for measuring impact  Designs: pre/post and time series  Methods:  Interviews and focus groups  Surveys, either primary or secondary  Other secondary data  Key word alerts, tracking, and reporting  Google analytics (formative)

8. Exercise  Identify appropriate measurement method(s) for your target audience, desired impact, and channel

9. So, now what?  What will you do with this information?

10. Q&A