Social Media Engagement and Impact

Prof. Rosenblatts series on Frogloop are a great summation of some essential social media concepts, tools, and best practices.  Check them out here: Measuring the Impact of Your Social Media Program, and Rules of Social Media Engagement.

Here are a few important concepts, defined in brief:

Influence: the measure of strength for your social media program.  Can be broken down into three concepts:

  1. Engagement: the interaction among people
  2. Reach: the size of your audience, how many people see your social advocacy messages
  3. Driving web traffic: this is a great metric, but most people will see your messages and not click on any links.  This is why it’s important to ensure the message is conveyed -entirely- in the post itself.

Tools: the best and worst part about Twitter is that it works best when used in conjunction with multiple other tools.  Some are obvious, like to shorten and track links, but some are just as useful, but less visible.

  • Retweets: and will give you an idea of your reach via Retweets.
  • Influence: and can give you a idea of your (and your competitors, partners, etc) level of influence compared to others.
  • Audience Size: helps you analyze audience size and growth, lets you identify who among your followers are influencers.
  • Hashtags: helps to get an idea of who is using hashtags, and how frequently.
  • Impressions: tells you how many times a link appeared on someone else’s screen.

Utilize Twitter: Influence can only increase by using Twitter “correctly:” #FollowFriday participation, Retweets, hashtags, and Twitter lists should be used when appropriate.

So, with all of the great info from the Frogloop posts, I decided to research my own Twitter presence: @laurenlaughs.  My Klout score is 35, and the tool tells me that I am an explorer:

You actively engage in the social web, constantly trying out new ways to interact and network. You’re exploring the ecosystem and making it work for you. Your level of activity and engagement shows that you “get it”, we predict you’ll be moving up.

I laughed at my influential topics: David Baldacci (an author who I like, but I have probably Tweeted about like twice), Washington DC, (obviously), Fort Reno Park (I like the summer concert series there), and Facebook.  I’m a bit skeptical of the tool, as it said I was listed on 25 Twitter lists when the number is actually 37.

According to Twitalyzer, my Impact score is .6%, which places me in the 45th percentile.  I’m a Social Butterfly- someone who is active within their individual network.  They guessed that I was female, between 21 and 24, and lived in Washington, DC, all of which is correct.

Again, I laughed at the influential topics selected for me, especially since none of them overlapped with what Klout identified:

blogging clothing culture fashion geography of the united states marriage mass media Public Relations Industry

Overall, I think these tools are great for quick, topline analysis, but that nothing can beat actually familiarizing oneself with a user as a way to gauge influence.  I look forward to trying out more of these tools in the future.


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