Evaluation and intelligence
Following up on and developing our social media work requires continuous evaluation. Evaluating is important to get a picture of what works. It can also give you valuable information about whether the target group has changed or the channel itself has evolved.
Most social media provide their own statistics tools to collect data and analyse how the work through the channel is going, which can be a good basis for your own evaluation work. Together with this quantitative information, you should base your evaluation on the goals that were set up when creating the channel or content/ad campaign, and ask yourself the following questions:
- Are you reaching your target group? Are they interacting with the content in the way that you wanted? If not, can you change or repackage the content to make it relevant and generate interest? If not, are you in the right channel?
- What type of post or format receives the most relevant comments and discussions?
- Which posts lead to questions? Which videos are watched the longest?
- What material is distributed and shared?
- Analyse the content of your channel from a qualitative perspective. Who posts comments on your blog? What other blogs are driving traffic to your blog? How can you utilise this? Who follows you on Twitter? Who re-tweets your material? How can you utilise this? Who is discussing your posts on Facebook? How can you utilise this?
Certain goals may require traditional survey methods, such as interviews, focus groups, questionnaires or reputation surveys. For example, it might be about finding out how a particular message was perceived or what the target group thinks about specific content or activities.
If the goal is to drive traffic to a website, you should connect to Google Analytics and see where the visitors come from and how they behave on the site. To link Google Analytics to your website or blog within Lund University, contact Servicedesk at servicedesk [at] lu [dot] se or telephone +46 46 222 90 00.
For a more accurate tracking of which post, campaign or ad your visitors come from, use Google’s Campaign URL Builder. This free tool can help you generate a unique URL for your website, which you can then use in the posts you want to be able to track more specifically in Google Analytics.
Wider society – how to stay informed
By staying updated on current events and topics, you can receive input to your own content, while constantly learning something new and receiving tips on how to integrate social media into your communication work. There are many good tools to follow the topics that interest you and to hear what is said about your organisation, your research area, the news we write about, etc.
Lund University has an agreement with Retriever for monitoring traditional media (in print and digital format, including broadcast media) and social media. If you want to set up monitoring of your organisation or subscribe to the University's overall monitoring, contact Corporate Communications via email press [at] kommunikation [dot] lu [dot] se
Media and reputation analysis
The University has a framework agreement with Kantar Sifo for services in media and reputation analysis. Through the framework agreement, Kantar Sifo is directly engaged without the need for any competitive procurement process.
- Via Google Alerts you can follow keywords and receive an email report when a certain word is used online, free of charge:
Go to Google Alerts and set up your own monitoring
- Keep track of topics that are trending on, e.g. Twitter and Instagram by following hashtags.
The easiest way to stay updated on the development of a specific channel, regarding algorithms and other changes, is to regularly check the channel’s own newsroom or equivalent:
Read more on the ‘Tips on the different channels’ page
Please contact your nearest communications officer to discuss whether and, if so, how you could use social media in your activities.
For questions regarding the content on these pages, contact:
anna_v [dot] johnsson [at] kommunikation [dot] lu [dot] se
+46 46 222 70 21