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 …
Read moreEvaluating Social Media: Step 8. Select your evaluation techniques
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 …
Read moreEvaluating Social Media: Step 7. Draft your measurements
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 …
Read moreEvaluating Social Media: Step 6. Pose your evaluation questions
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 …
Read moreEvaluating Social Media: Step 5. Establish your baseline
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 …
Read moreEvaluating Social Media: Step 4. Identify your audience
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 …
Read moreEvaluating Social Media: Step 3. State your objectives
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 …
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 …
The March/April issue of Symphony Magazine takes a look at social media and how orchestras around the country are using it. I was flattered to be contacted due to the Orchestras and …
Read moreA response to Symphony Magazine’s article on social media
I started my third course in the Integrated Marketing Certificate program today with Doug Dome’s “Managing Integrated Marketing Communications.” Coincidentally, I went on a field trip to Doug’s company Dome Communications somewhere …
Read moreA quick note on marketing course: digital natives, creativity