Advanced Social Media Measurement and Analysis

By Dominique Cosby

Katie Paine is the co-writer of our textbook in this class. Her specialty is social media measurement. She explains how communication has changed in the world. For example, there are no more boundaries with media. There is traditional media vs social, where traditional media is like TV, newspaper, and magazines while social media is like Facebook, Twitter, and Instagram. It is difficult to measure engagement with people with traditional media, but with the creation of social media it has been made much easier to measure engagement. Paine also explains that likes or followers on their own are not engagement – just because someone likes something on your page or follows you doesn’t necessarily mean you are getting the right engagement from the right crowd.

When measuring your social media you have to understand the parameters. Who is your target audience? What are your goals? How are you going to manage it? You also need to define your kickbutt index. A perfect KBI is actionable and is measurable. But the big question is: How do you find the right measurement tool for you? Well you will need three of the following types of tools to ensure your organization’s success. The first tool is a survey tool, which is used to measure what people are thinking, feeling, or perceiving. The second tool is a content analysis tool, which is used to determine what people are writing and saying about you or your organization. The third and final tool Paine mentioned is the Web and social analytics tool. The web and social analytics tool is used to determine whether people are actually getting engaged or taking action because of your efforts.


Paine photo

Paine’s textbook goes onto much more detail than I can provide in a short blog post, but I would recommend this textbook to anyone trying to learn about social media measurements.

Textbook: Measuring the Networked Nonprofit: Using Data to Change the World (Beth Kanter & Katie Paine)

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