Social media metrics for health care

Jennifer SchmidtMarch 3, 2011

What are metrics?

Measurements.

Which metrics you choose will depend on your goal.

New online markets.

Requires Analytics

Definition and redefinition of ROI Return on Investment Return on Engagement Return on Involvement

Using social media metrics

*Source: Mzinga Babson 2009 Social Software Survey

Using social media metrics

*Source: Mzinga Babson 2009 Social Software Survey

Types of metrics

Social media leads

Engagement duration

Bounce rate

Membership and active network size

Activity ratio

Conversions

Brand mentions and sentiment

Loyalty

Virality

Blog Interaction

Why is health care different

Though the goal is different, the same rules apply

Population size

Impact of information

Personal nature

So which metrics do I use?

Brand mentions and sentiment

Activity ratio

Engagement duration

Loyalty

Now what? How to analyze all those things

Services:

Google Analytics

Hootsuite Analytics

Now what? How to analyze all those things, DIY edition

Klout

Page views

Followers/Friends/Fans/Likes

Moving Forward

Redefining ROI

Developing new metrics

BUT

Will influence translate into action?

Develop a message, create an audience, analyze, adjust, and engage