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Social media metrics for health care

Social media metrics for health care. Jennifer Schmidt March 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

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Social media metrics for health care

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  1. Social media metrics for health care Jennifer Schmidt March 3, 2011

  2. 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

  3. Using social media metrics *Source: Mzinga Babson 2009 Social Software Survey

  4. Using social media metrics *Source: Mzinga Babson 2009 Social Software Survey

  5. 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

  6. Why is health care different Though the goal is different, the same rules apply Population size Impact of information Personal nature

  7. So which metrics do I use? • Brand mentions and sentiment • Activity ratio • Engagement duration • Loyalty

  8. Now what? How to analyze all those things • Services: • Google Analytics • Hootsuite Analytics

  9. Now what? How to analyze all those things, DIY edition • Klout • Page views • Followers/Friends/Fans/Likes

  10. Moving Forward • Redefining ROI • Developing new metrics BUT • Will influence translate into action? Develop a message, create an audience, analyze, adjust, and engage

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