|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 (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 (“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 (were comments positive, neutral, or negative?)
- Did your followers, fans, or friends influence take any action to influence your campaign (influence others in the community)? If so, whom?
- 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 from Union Metrics 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.
- Bottlenose detects 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 Page 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.