Presenter

Presentation Notes

“I would like to know about best ways to measure… what’s important to measure… how it can be used for metrics to our bosses and to the public… how those measurements can help us improve our use of social media.”  Is it possible to measure other social media providers?  I measure Twitter and Facebook, but what about Instagram, LinkedIn etc. or are they all measured the same?  

Chief Engineer Applied Mathematician Data Scientist 22 Years of Media Measurement

About Debi

Media Measurement History

Print/TV/Radio Online News Bloggers Social

Media

1990’s Late 1990’s 2000’s 2010’s

Next Big Thing: Mobile Citizen Journalism

Media Changes

Social Media is here to stay…

So what?

Boss

Why is this valuable?

Social Media is useful for…

So what?

Boss

Fine. Do it.

How do we know if it “works?”

We measure it…

Metrics Analytics Insights

Every Post Has 2 Metrics

###? %?

So what?

Boss

600 people saw it? 8

acted on it? Am I suppose to be happy about that?

If I could analyze 1 thing, what would it be?

• Set goals – what do you want to achieve?

• Measure progress

• Predict performance (outcomes)

Performance

Analyze 1 thing: Performance

Good

Analyze SMFR Performance

Good

Hmmm… that was better...

Boss

What’s so special about those posts?

Was it posts from a certain day?

Was it posts at a certain time?

Incidents Honors/Heroes Training/Skills Memorials Community Relations Preparedness Safety Education Jobs

Was it posts with a certain topic?

1st Half – High Performers After 38 years of serving our community as

a firefighter/paramedic Ken Rubin answered his last call at Station 44 in Parker today! We wish him a wonderful retirement!

Eric Hurst took some great photos at a house fire we helped extinguish in Littleton today. Everyone got out safe.

Chief Dan Qualman answered his final call at South Metro Fire Rescue Headquarters today. We wish him all the best in retirement!

Honors, Video

Incidents Photos

Honors Video

2nd Half – High Performers With heavy hearts, we say goodbye to

Bob Marlin. We at South Metro were privileged to call you a colleague, a coworker and a friend. You will be missed more than we can say.

Congratulations South Metro Paramedics …they got to meet the patient they helped save, definitely the best part!

At least 60 firefighters from South Metro, Littleton and Denver worked to extinguish a townhome fire

Memorial Video

Honors Incidents Photo

Incidents Video

Insights = Improvements

• What needs to

change?

New Goal? Safety and Education Posts Need to be Top Performers • Rise to > 10% Engagement by end of 2016

Example: Engagement without Impressions

Reached only 419 people, but 23% answered.

Question may be too broad?

Example: Impressions without Engagement

Reached 11,603 people, but less than 7% clicked commented or shared.

Visually uninteresting?

Step 1: Set Your Goals for Using Social Media.

Social Media is a Persona – what’s yours?

An irreverent brand… SlimJim 4 Million Impressions Best performing post for a snack brand. Content matches the audience that is there.

Performance improves when the persona is right for the audience.

Measurement Standards

1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where

Possible 4. Media Measurement Requires Quantity and Quality

A. Impressions, Aggregation B. Ratings, Perceptions, Intention, Engagement C. Categories, Themes

5. Ad Value Equivalencies are not the Value of Public Relations 6. New Media Types (Social Media, Mobile Media) Can and Should be

Measured 7. Transparency and The Ability to Replicate are Paramount to Sound

Measurement A. Technology B. Mathematics

Barcelona Declaration Of 7 Key Measurement Principles