1. MARCIA W. DISTASO, PH.D., APR ASSOCIATE PROFESSOR OF PUBLIC RELATIONS PENNSYLVANIA STATE UNIVERSITY @MDISTASO SOCIAL MEDIA MEASUREMENT

2. You are competing for… ATTENTION AND RELEVANCE @mdistaso

3. “Real Interactions” When someone engages with you WHAT IS ENGAGEMENT? The emotional, cognitive and behavioral connection that exists, at any point in time and over time, between two or more parties User feelings: happy, sad, excited… User mental states: involved, lost, concentrated… User interactions: click, read, comment, recommend, buy… @mdistaso

4.  Know where people are talking  Determine what people are saying  Identify when people are talking  Know why people are talking  Recognize who is talking THE BASICS @mdistaso

5. #prmeasure What drives your work? @mdistaso

6. FOCUS ON MOST RELEVANT @mdistaso

7. Measure Likes, Comments & Shares Plus so much more….. @mdistaso

8. ENGAGEMENT ON FACEBOOK @mdistaso Facebook Insights

9. KNOW WHO IS ENGAGING @mdistaso

10. Measure @Replies, Retweets, Mentions & Favorites Plus so much more….. @mdistaso

11. ENGAGEMENT IN TWITTER @mdistaso

12. RESPONSE TIME @mdistaso

13.  Tweet Reach: Divide impressions by total followers  Favorite Rate: Divide favorites by impressions  Tweet Length vs. Engagement: Divide character count by engagement  Hashtag Comparisons: Look at impressions & engagement for each  Day & Time: Look at clicks, RT, & engagement OTHER FUN CALCULATIONS @mdistaso#prmeasure

14. Then, take it to the next level… @mdistaso

15. ENGAGEMENT RATES @mdistaso EducationalPromotional EntertainmentSocial Awareness

16. SHARE OF VOICE @mdistaso

17. MARKET INSIGHTS @mdistaso

19.  Did it drive results?  Opinions  Attitudes  Beliefs  Behavior DOES IT HAVE IMPACT & VALUE? @mdistaso

20. 2 Types of Social Media Users  Engagers  Watchers Engagement can = Success, but Silence doesn’t necessarily = Disaster ACTIVE VS. PASSIVE ENGAGEMENT @mdistaso

21.  Don’t just simply track engagement – analyze it.  No need to measure everything, so stick to your goals and objectives.  Connect what is going on around you to its influence on your engagement figures.  Quality beats quantity for almost everything. THINGS TO REMEMBER @mdistaso

22. MARCIA W. DISTASO, PH.D., APR ASSOCIATE PROFESSOR OF PUBLIC RELATIONS PENNSYLVANIA STATE UNIVERSITY @MDISTASO QUESTIONS?