Dr. Alan Roseblatt published two articles on FrogLoop.com in October 2010, which to this day remains relevant. In the first article, Measuring the Impact of Your Social Media Program, he discuss the critical assessment of Return on Investment, for both non-profits and advocacy campaigns. For social media campaigns/programs, the ability to measure your engagement can be crucial to the success of your campaign. It allows you to determine what works well and what can be altered. In Measuring Social Madia Reach, Rosenblatt looks at the audience size, hashtags, impressions, and an analysis of your followers/fans. He opens the article by discussing how influence is comprised of three main categories of metrics: reach, engagement and driving traffic to your website.
“Simply put, reach is about the size of your audience and how many people see your social advocacy messages. Reach features your largest success metric number—the number of people who see (potentially) your message. Since more people will see your social media posts than will click on any links within them, it is imperative that the posts contain your key message points. That way, just reading the posts will deliver value to your audience and to your programmatic goals,” opens Rosenblatt when discussing reach. This leads to his second article, Rules of Social Media Engagement, in which Rosenblatt discusses ways in which to track what’s trending through social media (ie. re-tweets and hashtags). He looks at top websites that offer link shorteners and the ability to track who clicks on and shares your link, such as bit.ly or hootsuite.com. By far, the largest takeaway from this duo of articles, is his Final Thoughts on Metrics of Success, “The metrics discussed here provide a good set of indicators to help you identify the general performance of your social media program. But in and of themselves, they leave out some important performance metrics. For example, you still want to know if you are improving your brand recognition and reputation, are you creating enduring memes and raising public awareness of your issues, and did the policy you pushed for pass or fail as you hoped it would. These remain important metrics, but inevitably are the most difficult to use. They are easy to measure, but attributing causality to your social media program will be as difficult as saying a commercial caused a person to buy a product. You can correlate them to each other, but assigning the causal relationship is tough”.
From these articles, we learn the importance of hashtags, where to find out what they mean, why they’re being used and how you can start trending. We also learn some metrics of measuring engagement and reach and how those figures can help drive traffic to your website. Finally, we’ve learned that the resulting affect of measuring social media performance is that these statistics generated can be used to influence those that allow the social media manager to continue engaging users for an advocacy group or non-profit, which in todays environment may carry the largest benefit due to the earned media, costing little to nothing for these groups that already have little funds to allocate to campaign advertising.
In a series of articles published by PoliticsMagazine.com and written by Professor Alan Rosenblatt Ph.D., the main focus is on The Dimensions of a Digitally Networked Campaign, followed by three supporting articles in which one dimensional, two dimensional and three dimensional digital networks can be utilized within a campaign and must be integrate together for that campaign to potentially be successful. The ability of individuals receiving and collecting messages from the campaign and how they internalize those messages is related to how they are broadcasted, transacted and discussed (or networked). Within the first dimension there is a focus on information and a campaign disseminating relevant facts and statements in a one-way communication. For campaigns, this would be the obvious first step, telling people what you’re all about or what you stand for without expecting a verbal response. In a two dimensional strategy the individual, or “voter”, as Rosenblatt references them, is given the opportunity to transact or engage in an action that would preferably benefit the campaign or cause. Finally, in the three dimensional strategy, the voters are able to discuss the cause or issue without interference or interaction of the campaign. they are interacting “off the grid”, in these cases you would hope that your initial message you disseminated in one-way communication would have a root meaning, allowing voters to spread the “gist” of your argument.
Rosenblatt’s Campaign Dimensions article series provides a framework by which a political campaign can be designed within. A campaign would realistically start with communication, rallying people to join you for a cause you can effectively articulate. In Online Politics 101, by Colin Delaney, we are introduced to a comprehensive online guide to social media and social networking, web design/layout, strategy, influence, optimization and rules for online politics. This guide is humorous and witty, allowing the reader the opportunity to image how they might utilize these suggestions without overshadowing jargon. Delaney shows how through social media tools, or online political tools, you can effectively communicate one dimensionally through your website or “hub”. In a transactional sense, he provides insight on what and what not to do in an email marketing campaign and how to manage your email list, as well as pointing out some issues to look out for or what to expect. The community aspect of Rosenblatt’s articles can be demonstrated in Online Politics 101 from a bloggers point of view or through social networking. The culmination of a informative, transactional and community oriented dimensions and spread throughout your overall strategy, which Delaney broke down for each element, within the online campaign.
In conclusion, Rosenblatt’s series on campaign dimensions set a framework for how to gain useful tactics from Online Politics 101. Looking at the tools in Delaney’s text from a dimensional angle, you see a clear path of how to logically construct a political or advocacy campaign.