Social Media and Politics

Patrick Powers

Tonight’s Plan● Week in Review● Jason Rosenbaum, KWMU● SEO● Measuring Success● Group Work● Assignments

Week in Review

Guest Speaker

Jason RosenbaumSt. Louis Public Radio

Social Media and Search

Terms to Know

● SEO● URL● PR● SERP● H1, H2

How does it work?

Are you an authority?Are you relevant?

Authority

● Other people use links to say you are.● You’re established.● You’re consistent.● You’re old.

Relevant

● You are what you say you are.● You’re consistent.● You’re timely.

Why do we care?

59% of people using the Internet are using a search engine.

91% say they always or most of the time find the right information.

73% say the information they find is accurate and trustworthy.

66% say search engine results are fair and unbiased.

What role does social media play?

Bing

“We do look at the social authority of a user.

We look at how many people you follow, how

many follow you, and this can add a little

weight to a listing in regular search results.”

So what can we do?

Create awesome content.

Link to social accounts.

Make sharing easy.

Research keywords.

Complete your profile.

Optimize file names.

Use closed captioning.

Tweet. Tweet. Tweet.

http://evaluation.webster.edu

Measurement

Our Mission

● Identify key performance indicators.● Understand tools and metrics.● Provide clear reporting and analysis.

ROI = (Gain - Cost) / Cost

The Gain

● Build better candidate awareness.● Increase event attendance.● Increase donations.● Drive web traffic.

The Cost

Social media is only free if your time is worthless.

It starts with goals.

1. Build awareness.2. Increase engagement.3. Drive donations.

Measurable Objectives

● Reach __ people on Facebook and Twitter.● Increase total engagement by __ percent.● Drive __ new visitors to the website.● Prompt __ people to RSVP.● Get __ people to buy.

Key Performance Indicators

Reach • Impressions • Views • Friends • Subscribers • Followers • In Circles •

Likes • +1s • Comments • Shares • Retweets • Mentions • People Talking About This • Engaged Users • Virality •

Check-Ins • Visits • Pageviews • Time on Page • Bounce Rate • Conversions •

RSVPs • Inquiries • Applications • Gifts

Facebook Twitter YouTube LinkedIn

Build Awareness

Total LikesReach

ImpressionsFollowers

SubscribersUnique Views

FollowersImpressions

Increase Engagement

LikesComments

Shares

FavoritesRetweets

Replies

LikesComments

Shares

ClicksInteractions

Drive Donations

ReferralsConversions

Donations

ReferralsConversions

Donations

ReferralsConversions

Donations

ReferralsConversions

Donations

Available Tools and Metrics

1 1 2

1 2

1 2

Settings >>Twitter Ads >>Analytics

1

2

1

2

1

1 2

1 2

Third-Party Apps

The good stuff ...

2

3

In real life ...

3

Google URL

Builder

Reporting and Analysis

Disciplined Approach

Overview TrendsExpert

OpinionPlan of Action

KPI

Conclusion● Start with a snapshot.● Focus on goals.● Zero in on key initiatives.● Identify opportunities.● Don’t sugercoat the facts.● Keep is short.

Group Project

Final Project● Background● Goals● Target Audience● Current

Environment● Strategy

● Messaging● Management● Calendar● Platforms● Challenges/Risk● Project Plan

Weekly Assignment