Written By: Allison Ewing, co-strategy director
Everyone wants success, but how do you measure success. A campaign or an event can seem successful on the outside but could be a fundraising bust and vice versa. This is why evaluations are necessary. Evaluating helps when gauging what is working for the campaign versus what should be eliminated from the campaign.
Evaluating is a continual process that starts before the campaign even does, continues on during and afterwards. It is important to create a baseline either by giving a preliminary survey or setting goals.
Forbes lists 4 (mostly) free tools to help analyze data for evaluations:
Google analytics helps by showing their subscribers: demographics of users, daily visits to the website, how the website users were directed to the website and other valuable pieces of information. Google analytics helps to track the behavior of the user which is valuable in evaluating.
Klout helps to measure the influence your online data is creating. It gives information on topics such as, how many people your brand is influencing. Klout also offers a social media map to show activity over the past 90 days. This is helpful to see when your audience was most receptive to content that was posted. Klout is helpful to get people to act and to tract these user’s interaction with the client.
WildFire offers a free social media monitoring that helps with comparing the number of likes, check-ins and followers from page to page. This website is helpful when comparing your brand to that of your competitors.
My Top Tweet does exactly what it sounds like it would, it ranks the top 10 most shared tweets. This site also tells the amount of times these top tweets were retweeted.
Forbes also featured Hootsuite as an extra evaluation application in the article. HootSuite is an analytic tool that offers a free dashboard to make managing social media activity easier. On the dashboard you can manage different accounts all in the same place while also receiving analytical information.
MailChimp helps with tracking performance rates of mass emails sent out. It tells the average open rates, click rates and it monitor trends to see who has revieved the email, who didn’t and why they can also view who has unsubscribed from the service.
Surveys are good to use when first beginning and finishing a campaign. Surveys assess: awareness, attitudes and perception to the campaign. It is important to send a follow up survey to compare the final numbers to the beginning numbers.
Evaluating is important to showing the success or failure in different areas of a campaign. They help with showing the big picture to the client as well as creating better events in the future based off of past data. While Evaluating is not the most fun aspect of a public relations professional it shows how much of an impact we make for companies.
As a new public relations firm, Spark PR realizes that we may not have all the answers to our clients problems, but we do have the tools and resources to work as a team and solve these concerns to the best of our ability. For examples of Spark PR’s work, please follow The ALS Association Louisiana-Mississipi Chapter. Be sure and buy your tickets for ALS’s Red White and Sneaux Gala today.
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Allison Ewing, co-strategy director
The Muse. August 22, 2012. 4 Ways to Measure Your Social Media Success. Forbes. Retrieved from: http://www.forbes.com/sites/dailymuse/2012/08/22/4-ways-to-measure-your-social-media-success/#a76835b310bc.