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Published byMagdalen Conley Modified over 8 years ago
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Is your social media having the impact that you want? Bari Weinhausen, Profile Marketing Research, Inc. Dr. Shelley Robertson, Robertson Consulting Group, Inc.
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Agenda Welcome and Introductions What is the desired impact of your social media strategy? What are some methods for measuring the impact of social media strategies? What are some ways to use the feedback? Q&A
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Welcome! Using the flip charts, please put a sticker next to each question that you can answer.
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What is the desired impact of your social media strategies? Why is this so important? Helps you define and select relevant target groups Helps define and select the relevant channel For fine tuning your message Basically, to save time and money and be effective Constructs: knowledge, attitude, behavior, influence, resources
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Defining Impact: an Example Target audience: high school students Desired end result: high school students do not believe that “everyone” drinks Channel: In-depth interviews
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Exercise In teams of 4, begin a flip chart with the following: Target audience (parents, students, decision-makers, etc.). Desired end result: knowledge, attitude, behavior, influence, resources Channel
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Methods for measuring impact Designs: pre/post and time series Methods: Interviews and focus groups Surveys, either primary or secondary Other secondary data Key word alerts, tracking, and reporting Google analytics (formative)
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Exercise Identify appropriate measurement method(s) for your target audience, desired impact, and channel
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So, now what? What will you do with this information?
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Q&A
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