How a 70-year-old “start up” is learning to use social media effectively

Pamela Ovwigho

c4be.org | 800.759.6655

…and you can too!

Transformation Guiding Principles

Reach new audiences Leverage media & technology If you can’t measure it, it didn’t

happen

Evaluation

Not just “effective” or “not effective”

Reliable & actionable information Process & outcome

Evaluation Process

Define expected outcomes/goals of social media outreach

Decide how you will measure those outcomes

Collect data Analyze data

Source: Digital Brand Expressions, 2010; R2Integrated, 2010

Goals

Specific Measurable Guide your strategies

Goal Examples

Expanding who we reach Learning more about those we

reach Getting people engaged in the Bible Conversing with people about their

spiritual lives Getting people to come to a website

MeasurementGood news

Many tools available Much data at hand

MeasurementBad news

You’ll need to go beyond what’s at hand

Data at hand: Facebook

Change date range

Export so you can do more!

Read documentation to know what numbers mean. Come back often – things change

Google Trends

Built In Features

50,000 foot view of activity Generally which indicators are

increasing, stable, or decreasing Insufficient to measure

effectiveness

Level of Engagement & Metrics

Newsfeed impressionsLikes & comments

uncertaintycertainty

Is it real…or it is an illusion?

Example: Footnote

Digging Deeper

Looking at one time when “likes” spiked Is the same as an anecdote

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411God Footnote Hope for the Heroes MBT Powered by 4

Average Likes & Comments by Day of the Week

Practice Wisdom

Excellent content Ask questions Respond to comments and

questions b/c most will expect this “Nothing says ‘authentic Twitter

engagement’ like an automatic Facebook update tweet that gets cut off” - ThinkTraffic

Ask people to spread the word