Defining Your Success on Twitter: Ornithology 2.0

Defining your success on twitter from Jean-Paul Rains was a presentation delivered to the #PSEWEB conference in Halifax, Nova Scotia. 
With nearly all PSE institutions on Twitter, we’ve established that it is important to have a presence. That presence has differing levels of dedicated resources, different goals and varying measures of success. Like Ornithology, this presentation will cover the study of behaviours, effectiveness, and measurements of PSE Twitter presences.

Defining your success on Twitter can be difficult, even more difficult when trying to explain it to someone who is Twilliterate. If being on Twitter is merely a way for your organization to check a box, that’s fine. But, if you are interested in taking that check box and turning it into an easily attained performance measure, this presentation is for you.

Like any dedicated birdwatcher, we took a look at some of the more successful Canadian PSE Twitter accounts and aimed to find commonalities in their behaviours and how that translated to their successes.

Finally, after searching for ways to define success from # of followers, % breakdowns of interactions to 3rd party measurements, we take a look at the different ways (free!) for you to measure your success.

Look past your number of followers and turn that check box into a CEO friendly success story.

Measuring your Twitter Klout

Recently, when asked by a client how they could properly measure their success versus competitors on Twitter, I defaulted to my typical answer, but then thought it out a little more.

Initially I thought of Klout.com or Kred.com. After my cursory view of both the client and their competitor I noticed that, although the client had a much more thought out content strategy, the competitor scored higher on Klout and Kred.

After my first look, this made me think of the obvious issues that already exist in measuring Twitter success (I have reluctantly relied on these sites). Of course, they provide at least some input on the matter; they have ever improving analytics of  true reach and amplification. However I have yet to see a site be able to provide a strong measurement reflecting content effectiveness.

It is my hope that Klout, while integrated with Facebook, may be able to integrate with link shortening applications to measure engagement and click throughs on content. The actual consumption of the content can be easy to measure if you own the short links however it is quite difficult to know whether or not your RTs are being read or not. Most will contend that these will receive more RTs, however that’s likely an assumption of consumption.

No matter how you slice it, we are currently missing a big piece of the analytical pie on Twitter. The question is, which service will fill the gap first?

How effective is your Facebook page?

So you manage a page on Facebook. You have 4,000 “fans” and have spent $500 to get there. You’re thrilled management is buying in and the results are starting to show. You feel you got your money’s worth because you believe each fan is worth $3.86.

Once you have gained this mass amount of fans, what do you do with them?

You may be pressed with the feeling that you have to post each day, or that your fans are going to expect daily updates.

Realistically, the average facebook users will log in once every two days, meaning they get updates from their 130 friends and 80 pages. Unless your brand is something they want to see each time they login, you don’t need to be there every day.

A slippery slope on facebook is inundating your users with messaging. If users start to see your brand too much, and aren’t interacting with it, you won’t appear in their news feeds, due to the patented Facebook algorithm. Worse yet, users may just unsubscribe (goodbye ROI). The more interactions occur with your messages, the more likely you are to appear in a fan’s news feed.

Within your Facebook insights you have some powerful measures that can be used as Key Performance Indicators. Following these measures is actually seeing if your messaging is working. You may have 4,000 fans, but only be seen in 40 news feeds (it would be great if we had this information).

Here are some readily accessible performance indicators for your page.

  • Monthly Active Users
  • Unique Page Views (daily quotient)
  • Post Quality ( a function of interactions per post on a weekly basis)

Keep in mind that unless your page is a location where users will seek out information on a regular basis, your messages to news feeds are your only real connection to users. Grouping posts, condensing messaging as well as creating baiting posts (subject of next blog) will help with this.

What are your challenges with managing a Facebook page?

-JP