04/27/09 Beth Kanter's session
social media metrics- mapping social media
success stories, specialized listening
check out David Armano- his blog
Listen, Learn & Adapt: Insight must happen before investment, track & reap insight
use monitoring tools, RSS, etc.
value- know what people think of and expect of your org
feed hashtag rss to your reader, keywords, etc. real-time search is awesome!
do folks share with others? "not rocket science, just practice."
they create a digest of information for their org & chapters, contact experts about relevant information
Amy uses a delicious account & tags relevant searched articles with key words- helpful to program people
google alerts with keywords, keeps an internal page with those searches in rss
media citation reports- clippings, digests
how much time listening?
2-3 hrs AM concentrated listening, then constant background monitoring
even small npo's should have a half-time person who spends 1/2 of their time just listening/monitoring (10 hrs)
15-20 hrs for a largely online org (concentrated)
Amy uses netvibes- engagejoe- feed digest- ning for dummies- workflow
If you don't try, fail, you don't learn. think like a rocket scientist, document your learnings, sift through qualitative data like an anthropologist.
document on the fly
test & tweak
pick the right metrics
look at what others are doing
*Pick the right social media metric
page views are dead- (HITS- how idiots track success)
engagement metrics: critic, recreating, commenting, connecting, clicking
The Social Organization- Rachel Happe- good resource for lists of social media metrics collecting data with purpose is important, tracking takes time
some folks keep a spreadsheet of data
Yammer- twitter for groups, rather than sharing with one, sharing with many
Amy uses (to share) delicious- send tags to each other, tag "to amy"
story time- using the right metrics to track:
important to measure based on a goal. offer real-time info to the public during a disaster. are people getting info they need? not about $ raised.
-checking for retweets
-ask people to use hashtags, spread stories, engage folks, track mentions & hashtags using hashtags.org
Laura Lee Dooley? sp?
url shorteners for metrics?
gradient6, pretty graphics, but manual research is best
boardtracker, icerocket, twitter search, technorati
web stats, FB stats (handmade)
more resources- wearemedia.org, beths blog (listening techniques)
look for ideas that pop up from your peeps, and find the right internal channels to hear about what you are listening to
internal resistance to new tools takes patience, persistence, education
good to ask- how many hours per week do you spend listening? Is this a part of your social media plan?
ladder of engagement- number of views & engagement
what are people really engaging in? what are they clicking on? when they click, make sure there is really good engagement, fun & reward on the other end of that click- tighten it up, and revisit it periodically
offline data? how to report offline influences, events, components. wildlife has an offline component for everything, and there are mobile components as well, look for blogs that report on related offline events and things
(most stated: tweak constantly!)
Beth recommends- carrie lewis- go friend on FB
of course, be nimble, fail formally, then document that- what worked, what didn't?
you can use APIs very well to integrate to your own sites, campaigns, events
don't keep doing what worked over and over, forever, always evolve, be committed to innovation
explore multiple channels for people to engage & don't think something doesn't work ever just because it wasn't the biggest draw for one instance
although, streamlining your channels can also streamline your investment of time- it's all about finding a balance
LinkedIn turned out to be a time waster for one group, so they dropped it. always tweak your program
"you can't be satisfied, ever!"
there is no secret sauce here either. no one plan fits everyone, duh
Robin from Oregon trail chapter of Red Cross is a great person to watch and learn from
everything can be scaled for global and/or geographically-based groups
if you have internal resistance, find ways around it, but don't try to force people to use tools when it doesn't feel natural for them.
bell curve of adoption in technology is a good thing to be sensitive to. Beth has been writing about it a lot on her blog.
Beth's blog: http://beth.typepad.com/
Rachel Happe: http://www.thesocialorganization.com/
Amy Sample Ward's blog/her notes from this session: http://www.amysampleward.org/2009/04/27/live-blogging-09ntc-mapping-your-social-media-strategy/
Twitter real time search results for #09ntc: http://search.twitter.com/search?q=%2309ntc