A Reason to Share
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The document discusses using social media to engage fans in a meaningful way rather than viewing them as a source of revenue. It also discusses tracking various social media metrics like followers, engagement, shares and referrals to understand what content is popular and how social media can help achieve goals like increasing members. Numbers are used to support the human interaction on social media.
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A Reason to Share
- 1. A reason to share ONA 2011
- 2. They didn’t view their fans as walking wallets — for them, their most important task was to make sure that every fan experience was meaningful and memorable. - Louis Marino, Fast Company
- 3. You share content that is relevant to you
- 4. SMO is about creating a collaboration...
- 5. The numbers... Things KPCC tracks ... Fans/followers Engagement (likes, RTs, @s) As tracked by social software and Google Analytics # of things we post Effectiveness of social media site integration Both clicks and resulting engagement (social button clicks) share buttons text pointing toward SM social boxes Organic shares (copy/paste shares) Referrals from social sites Social Conversions People who become members from social prompts
- 6. But what do care about? Long term: Goals We track all those things but we pay attention to current goals, and social reactions play out ex. We want to increase members, we watch social conversions. Short term: What's popular Chartbeat is your friend
- 7. Use numbers to back up the human interaction.