Social media metrics for health care Jennifer Schmidt March 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?