Social Media:Nuts and Bolts of

Management & Measurement

Cara Posey@caraposey linkedin.com/in/caraposey

Are you wondering:

•How do I manage my social media program on a daily basis?

•What tools do I need to keep things simple?

•Why is measurement important for the growth of your program?

•What should I measure and how often?

@caraposey@GroundWorkgroup

You are in the right place.

•Today, we’re going to cover:▫Why management and measurement are

vital▫Tools and methods to make management

easier▫How social media dashboards help▫Guidelines for measurement▫Recommendations on great books and

resources@caraposey@GroundWorkgroup

Who am I?

•Cara Posey is the Marketing & Communications Director at Baesman.

•She has managed marketing, communications, and social media for organizations ranging from state government, software startups, international companies, and local corporations.

@caraposey@GroundWorkgroup

Who am I?

•An early social media adopter, Cara helped organize the first tweetup in the Columbus area.

•Cara is most well known for bringing social media to Ohio State Government, allowing agencies to engage with citizens online for the first time.

@caraposey@GroundWorkgroup

Management and measurement are vital

The big failures in measurement lie in the failure to set proper, research-based objectives to begin with.

-Robert Austin

Measure what matters in social & PR to get buy-in at the executive level to widen the budget for those activities. Basically, measure to show worth and necessity. Measure beyond standard ROI.

-Jennifer Toso@caraposey@GroundWorkgroup

Management and measurement are vital•Influence = The power or ability to affect

someone’s actions•Engagement= Some action beyond zero•Advocacy = Engagement driven by an

agenda•Sentiment = Contextual expression of

opinion•ROI = Return on Investment. End of

discussion. @caraposey@GroundWorkgroup

Tools & methods for easier management1. Define your goal(s). What outcomes is

this strategy or tactic going to achieve? What are your measurable objectives?

2. Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal?

3. Define your benchmarks. Who or what are you going to compare your results to?

@caraposey@GroundWorkgroup

Tools & methods for easier management4. Define your metrics. What are the

indicators to judge your progress?5. Select your data collection tool(s). 6. Analyze your data, turn it into action,

measure again

@caraposey@GroundWorkgroup

Tools & methods for easier management•If you want to measure messaging,

positioning, themes, sentiment: Content analysis

•If you want to measure awareness, perception, relationships, preference: Survey research

•If you want to measure engagement, action, purchase: Web analytics

•If you want predictions and correlations, you need two out of three

@caraposey@GroundWorkgroup

Tools & methods for easier management

Source: K.D. Paine

How social media dashboards help

@caraposey@GroundWorkgroup

How social media dashboards help

@caraposey@GroundWorkgroup

Guidelines for measurement

•Look for failures first•Check to see what the competition is

doing •Then look for exceptional success•Compare to last month, last quarter, 13-

month average•Figure out what worked and what didn’t

work•Move resources from what isn’t working

to what is working@caraposey@GroundWorkgroup

Recommendations on great resources

www.themeasurementstandard.com

@caraposey@GroundWorkgroup

Thank You!

Cara Posey@caraposey

linkedin.com/in/caraposey