Social Media Measurement – Best Practices

Claudia Bohn, Methodist Health SystemSarah Lake, Emspace GroupJared Troutman, Universal Information Services

Why Measure Social?• Unparalleled access to consumer data

• Insight into specific audience segments (i.e. millennials, industry, media, etc.)

• less intrusive• Measures performance of company

as a whole• See what parts of strategy are

lacking, make changes – “If we fall behind next year, we’ll do things differently. If we see a certain message falling behind, we can remedy that.”

The 4 Social Media Measurement Must-haves• Set objectives - goals• Reliable Monitoring/Coding• “Right Metrics” • Transparent and Consistent Methodology

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Twitter Instagram Facebook YouTube

Media Impact by Platform

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Blogs

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Rare opportunity to examine Creighton's Future

Will enhance visibility of the University, improve recruiting

Big East will receive boost from CU, Butler, Xavier

Acting in best interest of athletes, alumni and fans

Will preserve and enhance Big East's tradition

Realize realignment decisions driven by football

Creates long-term stability for members; greater control

Conference strengthened by rivalries in Northeast, Midwest

Creighton's participation in MVC has been very good

Opportunity for increased ticket sales, boosters, corporatesponsorshipsMen's basketball will remain nationally competitive

Fans will enjoy Georgetown, Marquette et al at CenturyLink

Improve ability to recruit, retain and graduate student-athletes

Creighton will make an announcement soon

Creighton's move will benefit the city of Omaha

Rumors/Speculation of the move

• How are messages resonating?• What messages do you want to • track?• What organic messages exist?

Goal-Setting: what’s the objective?

Reliable Monitoring/Coding• Humans Vs. Machines• Automation good for monitoring, data-mining;

not so much for analysis (Start up story)• Example: Creighton

“…over six million forms of communication."

AVEsRight Metrics• No industry consensus, but general agreement

exists (AMEC, Barcelona Principles). • No “one size fits all” solution (Creighton)• No AVEs; impressions frowned upon (Vanity metrics)• Quality of Voice, not Share of Voice

(tone, message penetration, etc.)

Transparent and Consistent Methodology

• Google TV realized trend

lines similar to the

competitive set.

Partnership and Voice

Control coverage climbed

steadily during Q2.

Analysis should be transparent and accurate and replicated in the same fashion –no “Secret Sauce.”

Jeff Richardson, VP Communications at VantageScore Solutions: “Very busy executives ultimately want to see one number, which is a challenge as media is amorphous and fragmented. The Impact Score allows us to get close to that metric that someone running a business is used to seeing, like sales growth.”

To recap:

• Know objectives• Reliable coding• Right Metrics• Transparent Methodology

Methodist Health System PR Overview

• Universal Services: tracking, reporting and clipping services

o Evolution to better leverage the tools of Universal Services

o Adjusted parameters and key words

• Key drivers realigned with strategic initiatives

• Measurement to support and show alignment with strategic initiatives

@MethodistHealth

Methodist Health System PR Overview

00.10.20.30.40.50.60.70.8

2013

2012

@MethodistHealth

Where to invest resources in social channels?

• Facebook

o Consumer-focused

• Twitter

o Healthcare industry engagement

o Media engagement

o Consumer engagement

@MethodistHealth

@MethodistHealth

• August 2012 - 752 Twitter followers

Top interests of followers include:

51% “Health news and general info”

47% “Health, mind and body”

46% “Business and news”

39% “Politics and current events”

34% “Biotech and biomedical”

• September 2014 - 1,648 Twitter followers

Most unique interests of followers include:

34% “Biotech and biomedical”

24% “Alternative care”

20% “Pharmacy”

11% “Elder care”

7% “Cosmetic Surgery”

41% of followers are within the Omaha market

@MethodistHealth

Healthcare industry engagement

@MethodistHealth

@MethodistHealth

Media engagement

@MethodistHealth

@MethodistHealth

Consumer engagement

@MethodistHealth

@MethodistHealth

Positioning your industry experts

Goal: To increase awareness, in the month of April, around sexual assault services provided by Methodist

Strategy: Develop and execute an online forum utilizing Twitter (i.e. Twitter chat)

Evolution from 2013 to 2014:

• Leverage existing relationships established for the 2013 Twitter chat

• Incorporate additional event/media partners

• Moderated discussion format

• Utilize a broad-reaching hashtag (#SexualAssualt)

• Move Twitter chat to an earlier day within Sexual Assault Awareness Month

@MethodistHealth

Ex: Positioning your industry experts

@MethodistHealth

Ex: Positioning your industry experts

2013 Twitter Chat ResultsHashtag #BeAwareOutThereParticipants 28

Tweets 50Estimated reach 12,229

Impressions 81,426

2014 Twitter Chat ResultsHashtag #SexualAssaultParticipants 13

Tweets 434Estimated reach 30,183

Impressions 428,321

Target: women ages 18 to 24 Target: women ages 18 to 24

@MethodistHealth

Summary

• Recognizing the benefits of social media as it relates to PR

• Researching and implementing new tools for measurement of social media

• Benefit of integrating social media strategies into PR communication efforts

@MethodistHealth