Measuring Impact and Reach of Engagement in Social Media Campaigns

Alan Rosenblatt provides details on how ways to accurately measure the impact of your social media campaign as well as the major rules to follow when engaging with others via social media tools, particular Twitter. As social media is paramount for advocacy campaigns to grow and become successful, these two articles shed light on the best practices for organizations to reach their ROI.

How Far are You Reaching?

In the first article, Rosenblatt defines reach as, “the size of your audience and how many people see your social advocacy messages. Reach features your largest success metric number—the number of people who see (potentially) your message.” Simply put, who’s getting your message and how. Per Rosenblatt, there are four simple means you can use to meausre how far your messaging is going:

1. Audience Size: This is probably the most obvious of the ways to see how far your advocacy program’s reach is. By seeing how many people have began to follow your Twitter handle, how many people “liked” your campaign’s Facebook page, and even how many people have joined your website’s email database, you can get a sense of whether or not you are reaching your campaign’s online potential.

2. Hashtags: Hashtags — for those who don’t know — are a way for Twitter users to create searches amongst the cacophany of conversations happening in the Twitter sphere. When someone posts their tweet, they add a “#” and term. For instance, “#equality” is what many Twitter users use as a hashtag when talking about the gay marriage debate. Then, when you are in Twitter you can click on the “#equality” and Twitter will then pull up all the Tweets that have the same hashtag. This is an excellent way to see if others are picking up on your campaign.

3. Impressions: You can use tools like Backtype.com to see how many times someone has tweeted your campaign’s website’s URL. This is huge as it lets you know whether or not you are promoting your site appropriately. One may also want to consult Google Analytics as well (if you are unfamiliar with this, definitely check it out!).

4. Analyzing Your Followers: This could be the most arduous but at the same time important measure of reach you could do. Typically we just pull the trigger on as many social media tools as possible and hope the shrapnel will hit the most important influencers out there. But you have to be willing to take the time and analyze all the impressions and comments to really see who has said what. By doing so, you can identify key players in the conversation and then strategize how to target subgroups appropriately.

 

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About digipolitics

Just your average Johns Hopkins University grad student learning how to leverage the online arena to engage potential advocates for issue advocacy campaigns.
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