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SOCIAL MEDIA MEASUREMENT: TEACHING WITH HOOTSUITE
@kfreberg
@kfreberg
AGENDA▸ Introduction
▸ Overview of social media measurement
▸ Importance of social media measurement (challenges and benefits for educators)
▸ Overview of Hootsuite
▸ Exercises and Assignments using Hootsuite
▸ Q&As + Resources
SOCIETAL CHANGE… IS NOW UPON HIGHER EDUCATION. NEW EXPECTATIONS OF TRANSPARENCY, DIALOG AND “RETURN ON INVESTMENT” ARE CHALLENGING UNIVERSITY LEADERS TO FIND NEW WAYS OF DEMONSTRATING THEIR INSTITUTIONAL
VALUE TO THOSE OUTSIDE OF ACADEMIA, EVEN TO THOSE WHO QUESTION THE VALUE OF A COLLEGE DEGREE.
Edelman Education Report 1.14.16
@kfreberg
@kfreberg
WHAT IS SOCIAL MEDIA MEASUREMENT?The discipline that helps companies measure, assess and
explain the performance of social media initiatives in the context of specific business and communication objectives.
@kfreberg
WHY IS SOCIAL MEDIA MEASUREMENT IMPORTANT?
There is a growing need in PR, Marketing, and Communication for students to have the understanding of listening, measuring, and applying data into strategies to facilitate conversations and formulate relationships with key
audiences.
Insights could drive ‣ Better informed strategies ‣ Promote ethical and proactive social care with customers ‣ Creative ideas for content marketing strategies ‣ Prevent issues that could translate into crises ‣ Improve relationships with key audiences ‣ Engage with customers to sustain long-term relationships
CHANNEL CAPTURE LISTENING AND MONITORING CAPABILITIES
PRODUCT $$$ + DEPENDABILITY WITH SUPPORT CATEGORIZATION
RELIABLE CAPTURE THROUGH API CLEAR NAVIGATION + CONSISTENT USER INTERFACE
DOWNLOADABLE CAPABILITIES METRICS / HISTORICAL DATA / SPAM PREVENTION
TUTORIALS / CUSTOMER SUPPORT OPPORTUNITIES FOR COLLABORATION
EVALUATING TOOLS FOR MEASUREMENT FOR CLASSES
@kfreberg
UNDERSTANDING SOCIAL MEDIA MEASUREMENT
BENEFITS CHALLENGES
Insightsintoaudiences Lotsofdata+Ethical/PrivacyIssues
Real-;mefeedbackandengagement Informa;onoverload
In-depthinsightaboutbrandconversa;ons,influencers,andnetworkanalysis LackofEduca;onandTraininginPrograms
Providesdatatoprovidetoseniormanagementaboutpowerofsocialmediaandword-of-mouthconversa;onviasocial
media.
Newservices&trendsinanaly;cs
HOOTSUITE
@kfreberg
HOOTSUITE‣ Leadingsocialmediamonitoringdashboard‣ Launchedinover500+universi2esworldwide‣ Programsinclude:Videolessons,cer2fica2ons,videos,worksheets,and
applica2onsofmonitoring,listening,andrepor2ngexercises‣ Rangeofproducts‣ HootsuiteHigherEduca2onProgram‣ Podium‣ HootsuitePro/Enterprise‣ HootsuiteCampaigns[Beta]
‣ Analy;cs‣ Lessons‣ InterviewswithProfessionals‣ Prac2ceExercises‣ Opportuni2esforPersonalBranding&ClientWorkforstudents
@kfreberg
USING HOOTSUITE FOR CLASSES▸ CLASS ASSIGNMENTS
▸ Personal Branding Audit
▸ Client Proposal
▸ Live tweeting events + report analysis
▸ Case Study for Brand and/or small business
▸ PROFESSIONAL ASSIGNMENTS
▸ Internship
▸ Practicum
▸ Campaigns Class / Capstone
▸ Freelance + Consulting Opportunity
@kfreberg
MANAGING ONLINE PERSONA AUDIT ASSIGNMENT
REFLECTION PAPER FOR HOOTSUITE
@kfreberg
OTHER RESOURCES▸Hoot suite
▸Lessons, blog posts, & guides
▸Buffer
▸Best practices and resources
▸SproutSocial
▸Webinars + guides [analytics - http://ow.ly/Zzo3K]
▸RazorSocial
▸Best blog for latest tools for analytics + other social media
▸Spredfast Social Media Measurement White Paper [http://ow.ly/Zzof]
▸RazorTools [White Paper]
▸Delmondo White Paper for Snapchat Analytics
@kfreberg
OTHER RESOURCES
▸@hootsuite
▸@buffer
▸@sproutsocial
▸@spredfast
▸@delmondo
▸@chriskerns
▸@iancleary
▸@nickcicero
▸@shonaliburke
BRANDS & AGENCIES TO FOLLOW FOR UP TO DATE MEASUREMENT &
APPLIED PRACTICES FOR SOCIAL MEDIA
PROFESSIONALS TO FOLLOW ON TWITTER
DELMONDO
The State of
Nick Cicero
Fall 2015
Snapchat Analytics
DELMONDO
