In Chapter 10 of "Social Media for Strategic Communication," Karen Freburg writes about the importance of measurement and evaluation in social media. This chapter gets into the numbers and math behind a strategic plan. According to The International Association for Measurement and Evaluation of Communication, there is a framework to follow in social media.
One of those areas is outcomes. Outcomes show how well the audience receives the messages. There are ways outcomes can change people's views, attitudes or behaviors. Outcomes effect the content and messages from the audience. Outcomes include reaction, feedback, coverage, actions and advocacy. There are three different types of outcomes to measure:
1. Cognitive outcomes are measured if the audience is able to comprehend what you were trying to say in the message. It explains the knowledge and information being presented and evaluated by the people seeing the content.
Metrics to cognitive outcomes:
- comments
- questions
- response time
2. Attitudinal outcomes are measured by the responses of the audience's feelings, perceptions and attitudes. Think about a time when you saw a post and had an emotional connection to the story, this is an example of attitudinal.
Metrics to attitudinal outcomes:
- personalized messages in response to content
- sentiment and tone of shares and comments
- reactions
3. Conative outcomes are measured by the behaviors exhibited by audience members after seeing a post on a social platform. This outcome shows a direct action taken based on the message shown to an audience member.
Metrics to conative outcomes:
- sign-ups
- ambassador, endorsements and influencers
- website traffic
When you put cognitive, attitudinal and conative together, a company is able to formulate a smart and strategic social media measurement plan to add to their campaign or program.
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