Grab Those Metrics!

Happy Friday #J445! Congrats on making it through week 2 of the new semester.

I’m guessing many of you will be working in a variety of social media platforms over the course of your semester-long internship. If you have not already done so, one of the things you must do ASAP is grab your baseline social media metrics.

What does this mean?

Before you embark on your social media efforts you need to understand where your internship social media platforms stand at the start of the internship. For example,

  • How many Twitter, Pinterest, YouTube, Instagram or Facebook followers does your organization have today?
  • How active are the sites?
  • What were the most successful engagement posts or tools used in the fall? Why were they successful?
  • What does customer engagement mean to your supervisor and the organization you are interning for?
  • How is engagement tracked and measured by your supervisor?
  • How is success defined and measured in the social media spaces your organization occupies?
  • How are you going to move the social dial in a positive way via your internship tasks?

Why do I need to do it?

As a communications professional, you’re expected to get RESULTS. It’s not enough to just push a message out to your audience via a social platform. You must engage your audience, measure the impact of your communication effort, track what is working and what isn’t, modify your communication strategy to focus on what works, and MEASURE the impact of your efforts.

In your resume, LinkedIn profile and in job interviews, you want to talk intelligently about the messages you helped craft in your internship, but also the impact those messages had on your audience. You want to be able to quantify the number of customers that engaged with your organization due to your efforts.

How can I learn more?

There are a lot of resources online to understand social media metrics. Two of my favorite resources are:

  1. Social Media Today
  2. Katie Paine’s Measure What Matters, and you can check out her website.

We’ll talk more about this throughout the semester. Bring your questions to class Monday.


About debrajchico

I teach public relations for Chico State's Department of Journalism & Public Relations. Over the 20+ years of my career I've worked in high-tech agency, governmental and nonprofit PR. I teach courses in entrepreneurial journalism, writing and publication design, PR strategy, advise our student-managed PR agency, and oversee our internship program.

Posted on January 31, 2014, in J398 Social Media Strategy and tagged , . Bookmark the permalink. Leave a comment.

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