How a 70-year-old “start up” is learning to use social media effectively
Pamela Ovwigho
c4be.org | 800.759.6655
…and you can too!
Transformation Guiding Principles
Reach new audiences Leverage media & technology If you can’t measure it, it didn’t
happen
Evaluation
Not just “effective” or “not effective”
Reliable & actionable information Process & outcome
Evaluation Process
Define expected outcomes/goals of social media outreach
Decide how you will measure those outcomes
Collect data Analyze data
Source: Digital Brand Expressions, 2010; R2Integrated, 2010
Goals
Specific Measurable Guide your strategies
Goal Examples
Expanding who we reach Learning more about those we
reach Getting people engaged in the Bible Conversing with people about their
spiritual lives Getting people to come to a website
MeasurementGood news
Many tools available Much data at hand
MeasurementBad news
You’ll need to go beyond what’s at hand
Data at hand: Facebook
Change date range
Export so you can do more!
Read documentation to know what numbers mean. Come back often – things change
Google Trends
Built In Features
50,000 foot view of activity Generally which indicators are
increasing, stable, or decreasing Insufficient to measure
effectiveness
Level of Engagement & Metrics
Newsfeed impressionsLikes & comments
uncertaintycertainty
Is it real…or it is an illusion?
Example: Footnote
Digging Deeper
Looking at one time when “likes” spiked Is the same as an anecdote
0
2
4
6
8
10
12
Sunday
Monday
Tuesday
Wednes
day
Thursday
Friday
Saturd
ay
To
tal
Lik
es &
Co
mm
en
ts
411God Footnote Hope for the Heroes MBT Powered by 4
Average Likes & Comments by Day of the Week
Practice Wisdom
Excellent content Ask questions Respond to comments and
questions b/c most will expect this “Nothing says ‘authentic Twitter
engagement’ like an automatic Facebook update tweet that gets cut off” - ThinkTraffic
Ask people to spread the word