Social media metrics for health care

Jennifer SchmidtMarch 3, 2011

What are metrics? Measurements. Which metrics you choose will depend

on your goal. New online markets. Requires Analytics Definition and redefinition of ROI

Return on Investment Return on Engagement Return on Involvement

Using social media metrics

*Source: Mzinga Babson 2009 Social Software Survey

Using social media metrics

*Source: Mzinga Babson 2009 Social Software Survey

Types of metrics

Social media leads Engagement duration Bounce rate Membership and active network size Activity ratio Conversions Brand mentions and sentiment Loyalty Virality Blog Interaction

Why is health care different

Though the goal is different, the same rules apply

Population size Impact of information Personal nature

So which metrics do I use?

Brand mentions and sentiment

Activity ratio

Engagement duration Loyalty

Now what? How to analyze all those things

Services:

Google Analytics

Hootsuite Analytics

Now what? How to analyze all those things, DIY edition

Klout

Page views

Followers/Friends/Fans/Likes

Moving Forward

Redefining ROI Developing new metrics

BUT

Will influence translate into action?

Develop a message, create an audience, analyze, adjust, and engage