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Evaluating Social Media: Step 9. Estimate your budget

This is not an estimation of you complete communications plan budget. That said, you should budget for evaluation within your communications plan. The authors advise that a good rule of thumb is that “the evaluation budget should be at least five to seven percent of the total budget of your communication program.” You should consider: […]

Evaluating Social Media: Step 8. Select your evaluation techniques

The authors list several evaluation tools, including interviews, focus groups, surveys, observation, quantitative data collection and analysis, and content analysis. Interviews, focus groups are pretty straightforward qualitative techniques. Surveys can be used to track qualitative, and in a lesser degree quantitative, changes over time. Observation can perhaps best be translated into the listening skill that […]

Evaluating Social Media: Step 7. Draft your measurements

You should now be clear on what your communications efforts are expected to achieve. You know your goal, objectives, audience, baseline and evaluation questions; the next step is to develop specific metrics to answer your evaluation questions. The authors introduce milestones at this point of the evaluation. If objectives are intermediate markers toward your goal, […]

Evaluating Social Media: Step 6. Pose your evaluation questions

The first question before posing your evaluation questions is: what stage is your communications effort in? The authors make a distinction between early, mid and advanced stages. Early Stage The early stage means the development or early implementation of a communications plan, where there is a degree of trial and error. The evaluation at this […]

Evaluating Social Media: Step 5. Establish your baseline

In order to evaluate your results, you have to know your starting point. You will have to compare your baseline data with the new data you are going to gather as you progress toward your goal. You need exactly the kind of baseline data that will be able to show you whether your communications are […]

Evaluating Social Media: Step 4. Identify your audience

Organizations often take the easy way out and measure what’s easy to count, such as visitor numbers for their Web sites. But those numbers won’t tell you what those visitors did with the information or content they found. According to the authors of the guide, “you’re ultimately trying to move an audience; therefore, getting feedback […]

Evaluating Social Media: Step 3. State your objectives

The communications environment is in constant flux, which means that many things might change on the way to your goal. A typical communications plan looks ahead 12-18 months, which is a much shorter time frame than the five or ten year goal. However, a five or ten year goal informs your communications plan. The plan […]

Evaluating Social Media: Step 2. Define your goal

Even if you are evaluating tactical efforts, you will still need to define your goal. You ultimately are concerned about how well your message is disseminated, or you ultimately have a Facebook presence, for a strategic, overarching goal. Furthermore, the tired “raising awareness of your organization” is not acceptable. The authors ask: “why do I […]

Evaluating Social Media: Step 1. Determine what you will evaluate

We have already determined that we’re evaluating social media efforts. But the question remains whether you are measuring a strategic initiative or a tactical effort. A strategic initiative might include aiming for behavior change (e.g. new communities to participate in classical music; one-time ticket buyers to return); a repositioning effort (e.g. going from an organization […]

Take A Friend To the Orchestra: Flip the Funnel

This week, Drew McManus’ Take A Friend To the Orchestra 2010 kicked off on his Web site Adaptistration. I was invited to write a guest contribution this year and was immediately inspired by a book I was reading: Joseph Jaffe’s Flip the Funnel: How to Use Existing Customers to Gain New Ones. So, head over […]