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Social Media Management & Measurement for Faculty & Staff

This Prezi includes tips for social media management and discusses measurement of impact based on your objectives. Review at your own pace and return to Getting Started With Social Media for Faculty & Staff if needed.

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Transcript of Social Media Management & Measurement for Faculty & Staff

Social Media Management & Measurement
Questions to consider while using Twitter (and other tools to help you analyze them)
Have to manage multiple social media accounts?
Helps you manage multiple Twitter, Facebook and LinkedIn accounts. You can also use it for Google+, YouTube and many other channels.
Schedule advanced posts for multiple accounts.
Here's what a Hootsuite pre-schedule looks like:
Includes a URL shortener and many measurement tools.
Who is on your page
Returning visitors vs. new visitors
How do I manage all these social media accounts and how do I measure my success?
Tip: Comment Back To The Clusters – When you get a lot of response from followers, like during an event, don’t worry about responding to every single person. Ask yourself where your organizational voice is needed most. For example, focus on the posts that have the highest number of comments, shares, and responses.
Use the built-in analytics tools each social media channel provides to quickly find the posts with the highest engagement. Focus your blood and sweat on the users who are engaging.
How far did your tweet travel?
Which countries saw your tweet?
How many people clicked the link in your tweet?
What traffic was sent to your website?
What's happening with your tweet now?
Who unfollowed you after you tweeted?
Facebook Insights
If you work with a team of people to manage a Page, you'll want to take advantage of the admin role functionality. Each role comes with a varying number of responsibilities.
If you are using Hootsuite, you can also use it's integrated analytics tools.
Twitter Analytics
TweetReach tells you how far your tweet traveled. Copy and paste your tweet-or part of it-and do a search.
Twitter Map is a useful tool to see where in the world Twitter users retweeted or mentioned your tweet.
Bit.ly is a popular address shortener that provides statistics. Awe.sm has more advanced analytics, including integration with Google Analytics to enable conversion tracking.
If you use Google Analytics to track your website's performance, view the "social" section. Here you can see what traffic came from Twitter.
Monitter is a real-time Twitter tracking tool that displays tweets containing words you specify.
TweetEffect displays your recent tweets and shows whether you gained or lost followers around the time of the tweet
Go to the left side of the screen and select "Publisher"
Select the channel(s) for this post
Finally, click "Schedule" at the bottom right of the schedule box.
Completely fill out the About page
After writing a post like you always would with


and an


in the bottom left.
Image is uploaded
View how your scheduled post will look and edit in the Activity Log.
"Post" button will have a drop-down menu
Step 1: Select "Settings"
Step 2: Select "Page Roles" on the left to add, delete, edit administrator access
More analytics tools look like this:
LinkedIn Group Statistics
This Prezi builds on your learning from Getting Started with Social Media for Faculty & Staff (http://bit.ly/1853C5r)
It includes ways to manage the workload and discusses measurement of impact based on your objectives.
Remember your objectives?
Increase attendance at events?
Share and discuss news about your discipline?
Provide an outlet for student publication?
Develop relationships with alumni and/or donors?
Provide a model for students or using social media professionally?
Listen to and participate in conversations about your department?
Other objectives?
Remember the URL? Each time a URL is clicked on, it can be seen here. Popular tweets are clicked on more often.
How do you know that Tweet is popular?
How to schedule posts on Facebook:
How to schedule a post on Hootsuite:
Scheduling Posts
Need help managing all of these posts?
Define admin roles
Data you can view includes:
Every channel has its own tools to help you measure impact
The location of the visitors
Popular web pages vs. non-popular pages. Popularity is based on the number of visitors and the time they spent on a page.
Path users took through your website
If they're male or female
How long they're on the website for
What's been reposted
Learn what's working/what's not working
Percentage of popular posts
What browsers they're using
More clicks
Google Analytics
Learn more about Google Analytics in the
Beginner's Guide to Google Analytics:
Contact us!
Twice Annual Enewsletter
LinkedIn Community Organizations and Higher Education Partnerships group and job board
Resource Library
Addressing Your Objectives
As mentioned in Getting Started Prezi, Facebook is excellent for increasing attendance at events.
Increasing student attendance at events
Share and discuss news about your discipline
Provide an outlet for student publication
As discussed in the Getting Started Prezi, blogs are excellent for this. Use the analytics provided by your blogging software to measure popularity of student publications.
Develop relationships with alumni and/or donors
In the Getting Started Prezi, we discussed the value of LinkedIn groups for this goal. Beyond the analytics tools that LinkedIn provides, plan to use other methods to measure your efficacy. For example, keep spreadsheets documenting alumni involvement in your department and work with University Development to track the root of donations.
Provide a model for students or using social media professionally
Follow best practices and use the integrated analytics tools to track steady growth in all indicators.
Listen to and participate in conversations about my department
Again, this depends on which channel(s) you have chosen to use. Use analytics tools to determine your impact.
Other Objectives
Be sure you have a measurement plan before launching.
Visitors to your website via social media channels
Note: Probably the most important indicator - do people read what you post?
But if you don't have enough qualified followers, there won't be anyone to click your links.
Note: High clicks. likes and shares. This post ran as an ad for a week.

Facebook does not yet have a mechanism for confirming attendance, so you will need to use your best judgement in evaluating the data that is available. Available data: Number of people invited, number of people who RSVPed yes or maybe, number of people who shared the event with others, etc. If you used a Facebook ad, even more data is available.
Tip: keep your results in a spreadsheet
to compare with future events.
How you measure this will depend on which channel(s) you selected to use.
If you are using a blog that's integrated into your sonoma.edu website, use Google Analytics.
Google Analytics is also the best way to how well Google+ is working...
and to see other information about how your website is working with social media and beyond. Such as:
Track your performance per time slot in a spreadsheet to see what times perform best on which days. Also, be sure to leave at least a few hours between posts to avoid cannibalizing the reach of previous posts.
How do you know if a post is popular?
Having more likes, shares, and comments than usual is usually a good indication that the post is popular.
Managing Comments
Is there such a thing as too much engagement?
It can sometimes feel that way.
Responding to your followers in a timely manner (in social media, this is FAST!)
can make or break your social media efforts.
Hootsuite and other management tools can help measure most of these indicators, as well.
Free apps are available for your mobile device.
Put post content in the text box
Add a link. Hootsuite will shorten it.
After setting the date and time you want, click "Schedule"
Use the paperclip icon to upload images

Click the calendar icon
Remember, regardless of channel, and no matter how excellent your organization and analytics are, you will need a critical mass of the right followers in order to gain traction.
Before we get to the Management & Measurement...
Review tips for helping the right people to find you at: http://bit.ly/17gJhPR
Another reason to give at least someone else admin access: to be prepared for a worst-case scenario.
Click here
There are many tools with varying plans and costs from free to quite expensive to help you set up posts in advance to multiple channels.
These include Hootsuite, Tweetdeck, Buffer, and many others.
Hootsuite is the most popular and we will focus on it.
However, using Hootsuite or any third party application to manage Facebook is not recommended. Instead, use the scheduling service within Facebook.
As mentioned in Getting Started with Social Media for Faculty and Staff
Have other administrators
Managing Your Social Media is Ongoing
Schedule some posts in advance
Tips to Make it Easier:
Have a plan for responding to comments
Note: If you manage multiple Twitter accounts and/or multiple LinkedIn Groups, Hootsuite is almost a necessity.
The roles available to change are manager and moderator.
Facebook defines several roles: manager, content creator, moderator, advertiser and insights analyst.
Step 1: Go to your Google+ profile
Google+ has Owner and Manager roles. You can also customize roles.
Step 2: Select the page you want to manage
Step 3: Go to your Managers
When you have a management role, the default is to send you daily notifications of group activity.
You can change this in your group settings.
Type the person's name to find them.
Twitter does not have admin roles, only access and control through the account. Make sure give the account information to the people you want to help admin the page.
Automating your entire social presence isn't recommended. (You're not a robot—you're a person!) But, the ability to schedule posts can save you time, and ensure your Page is covered during traditional downtimes like evenings and weekends.
Listen to followers for feedback
Listening may take some investigating. Some of these tools may help:
Twitter Lists
Tagboard - http://tagboard.com/
Google Alerts
You can create lists that allows you to organize your favorite Twitter users into groups. You can then review tweets from just members of these lists. This helps you stay organized when are following a lot of users.
Search a hashtag and find what people are saying across multiple channels.

Currently aggregates hashtags from Facebook, Twitter, Vine, Google+, Instagram, and App.net.
Organize who you listen to in lists
Add managers by clicking here
Hyper Alerts
Hyper Alerts is a free tool to receive free email reports of posts and comments on a Facebook Page. You don’t have to be an administrator of the page to get the email alerts, and you can have as many subscriptions as you want. You can get the alerts within minutes, or a digest every hour, day, week or month.
Hyper Alerts is a free service.
Google Alerts are free and are linked through your gmail account. These tell you when things you care about are mentioned anywhere online. Set up alerts for things said about trends in your department/field or even your name.
Now that you've seen how to manage these platforms, it is important that you understand how to measure your success. Otherwise, you may discover you are putting your efforts in the wrong places, or even wasting time and energy.
If you're using ads, see the count of views that are
(your Page's fans) and paid by hovering over the "X people saw this post" link below one of your posts.
Extra Tool:
Similar to TweetEffect, This tool helps see who unfollowed you on Twitter overall.
Editorial Calendar
If you have multiple administrators, consider using Google Spreadsheets. They are easier than Excel Spreadsheets for sharing access to multiple people using multiple machines .
A simple Google Calendar or spreadsheet works well for this.
Using an editorial calendar is an important part of keeping track of your social media presence.
Helps you focus on needs of your followers
Examples of what to include in your department's Editorial Calendar
Importance of the editorial calendar
Help you create loyal followers
Help set expectations with your followers
Fuel idea generation and innovation
Drive internal teamwork
Once created, you can use it many times
Help you segment your followers across channels
Help you integrate across channels
Force you to think further than today and tomorrow
Connect with or embed in other resource kits or publications
Other supporting media (image, video, podcast)
Blog categories
Primary keywords (5-10)
Draft due date
Who you are trying to reach (primary, secondary & tertiary)
Blog post title
Social media editorial calendars create a cohesive layer to a content strategy that bridges the benefits of:

Accountability: Put it in writing where everyone can see it, touch it and live it.
Commitment: Stamp a date on it, chances are, you will get it done.
Accomplishment: Checking it off the list feels good and also ties back to accountability.
Planning: Big picture first, start at the year, month, week and day.
Creativity: Mapping out the topics first will help free up space for creativity and inspiration.
Trends: Tie in the topics with keyword research and boost the SEO strategy.
Editorial Calendar Benefits
Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
You will also need to keep track of your evergreen content. You can also use a spreadsheet to track that.
If lists are public (without a lock), you can follow others' lists and other users can follow yours.
Sample Hyper Alert email
what happened
what it says
What's the difference between organic and paid reach?
Mentions, Follows, Unfollows,
Favorites, Retweets, Replies
Track post effectiveness
Use a spreadsheet!
Free Social Media Analytics in Excel & On The Web
There are analytics you can access from Simply Measured. They have free reports for sites, including Facebook, Twitter, Instagram, Google+, and YouTube.
Learn more at http://bit.ly/18AWGmF

Sonoma State University is tagged
Editing is limited to changing the text or the schedule time.
If you want to change the picture or a link on a scheduled post, unfortunately, you have to delete the scheduled post and start over.
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