Staci Baird @girljournalist

10+ years media experience MSN E.W. Scripps Newspaper Interactive CBS Interactive SFGate San Francisco State University Stanford Engineering

Social Media Reports

Stop Tweeting and get back to work!

ROI

Return On Investment

So much data. So little time.

Who cares?
Your bosses boss Your boss You!

Start by asking questions.

Who Where What When Why How Why

The first question:

What are you doing on social media?

Some possible goals.

More page views on individual stories. Increased reach = More people visiting your site. A way to find sources, connect with your community.

The Who Questions

Who is following me and why?
New fan/follower?

Who is most engaged?

Is it your mom? Thats okay.

Influencer?
Can they help you spread the news?

The Where Questions

What social media channels are most successful for you??

The What Question

Solicited replies? You asked a question, they answered. What were the answers? Unsolicited replies? Feedback you didnt ask for. Be sure to reply, thank.

The When Question

What days are most active? What times provide the best engagement?

The How Question

Was it a Like? Was it a comment? RT? @mention?

The Why Question

Hardest to answer, most valuable to ask. Why did this person choose to interact? Ask them. Use surveys! Follow up question: How can we repeat this and/or get more people to interact like this?

Now, how do we get answers?

Real-time tracking Monitoring via alerts Examine historical data, look for trends. *Weekly, monthly, quarterly reports*

Whats really important?

Your goals!

Final lesson
Ask more questions!