Measuring the impact of social engagement

14th September 2017

Author
The Digital Co Masters in Digital

Measuring the Impact of Social Engagement


Continued growth in active social media usage has forced organisations to adopt new ways to reach their audiences. For public sector organisations in particular, social media has proved as much a challenge as an opportunity.

So how do organisations engage with ‘the public at large’ and how do they measure what works and what doesn’t?

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Measuring the Impact of Social Engagement


In today's digital world conversations are being had, decisions made and opinions are being formed online. Because of this government agencies, politicians, the media and the public are all becoming more adept at actively participating in conversations via social channels.

Whether your goal is building campaign and cause awareness or crisis communications and response management, getting the right message to the right people in a timely manner is key.

But how do you know if you are getting it right?



It’s all about identifying key audiences

The problem with engaging ‘the public at large’ is that one size does not fit all. What can ring true for one person may not resonate at all with another. This is as true for health services and government agencies as it is for water and utility companies.

Public sector organisations must spend as much, if not more time, understanding who their customers are. Can they be segmented by socio-demographic factors, by geography, by common behaviours or by common values, desires or beliefs? It is an understanding of the latter that can support a social media campaign that truly resonates with the public in a more human way.



Choose your segmentation and engagement metrics

Identifying these key audiences early on, and the metrics that define them, can help us measure success. Segmenting audiences and setting clear goals can help us determine what success should look like.

Once you’ve determined your key segments it’s important to understand how we can recognise and record them. What metrics can we use that will allow us to understand who has seen or responded to particular messaging or incentives? What tools will help us to record and evaluate social engagement per audience segment?

Rather than solely focussing on the success of an awareness campaign, it is as important to understand in which regions or within which demographics a campaign has failed. Understanding what doesn’t work is often as important as understanding what does work so future campaigns can be better targeted.



Join us at Holyrood Events

There’s a lot more to mastering social engagement than creating audience segments and establishing engagement metrics so The Digital Co have joined forces with Holyrood Events to create a day-long training and networking event to help businesses and public sector organisations improve their online engagement.

“We’re thrilled to be hosting this training event,” said Sarah Jackson, Head of Events at Holyrood.
“Now, more than ever, it’s important that digital engagement is cost-effective – being able to measure your impact is an essential skill.”

Join our social guru Simon Heyes and the team at Holyrood on 26th October 2017 in Edinburgh to learn more about measuring the performance and impact of social campaigns.

Sign up here to make sure you get your space.

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