Type of Outcome
- How many people are seeing your message?
- What is your reach?
- How many people responded to your message, took some type of action, or engaged in some type of interaction?
- How is your message being received by others, and should you tweak it?
- Do people care about your message?
This is a quantitative measure that builds on exposure and engagement.
- Are your social media efforts directly meeting your social media/ prevention goals and objectives (i.e., policy change, behavior change, increased awareness of prevention issues)?
- Number of Facebook fans, Facebook friends, Twitter followers, LinkedIn connections or YouTube subscribers
- Number of online newsletter subscribers
- Number of website hits
- Number of times a video is viewed
- Number of re-tweets, shares, and re-posts— and how many people each of those actions reached
- Low engagement: One-way communication, where followers, fans, or friends might simply have read the message
- Medium engagement: Two-way communication, where followers, fans, or friends responded in some way to the message (i.e., “liked”, commented, shared, @replied, or retweeted)
- High engagement: Two-way communication, where followers, fans, or friends not only responded, but also provided feedback, took action, and/or did something, and became partners with you.
- How did people respond to your message (i.e., were comments positive, neutral, or negative?
- Did your followers, fans, or friends influence take any action to influence your campaign (e.g., influence others in the community)? If so, who?
- Were there any changes in behaviors or attitudes as a result of your message?
- Did the message make your followers think about making a behavior change?
- What other sentiments did followers express in response to your message?
- Did you attain your goal— that is, did fans, followers, or friends change their behavior? If so, to what degree?
- If your fans, followers, or friends didn’t change their behavior, how might you change your message to elicit a different response?
- Tweetreach helps measure the reach and other metrics of your message(s)
- Twitalyzer reports on metrics associated with your Twitter username (aka “handle”) and messages
- Topsy monitors social networking activity
- SocialBro analyzes your Twitter community
- Vizify creates a visual synopsis of you or your organization, based on your social media profile
- Bottlenose can detect what is being said on social media about you or your organization (also known as “trending”)
- Symplur’s Healthcare Hashtag Project identifies relevant, health-related hashtags.
- Facebook Insights provides analytics for your Facebook profile.
- HowSociable assesses the presence of your organization or identify on different social networking sites (also known as “scoring”)
- Google Analytics offers a set of tools to help you analyze the websites you operate
- Other third-party platforms, such as Hootsuite , allow you to measure Web activity, as well as manage your online engagement.
- To measure changes in knowledge, satisfaction, attitudes, or behavior, you may also want to implement an online survey.