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Monday, October 18, 2021    11:45 a.m.–12:30 p.m. PDT

Using Metrics to Build Support and Advocate for Social Media Resources

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When budget season comes around, we often see social media getting the smallest slice of the marketing pie. A single billboard may gain more funds than the entire social media budget. Nevertheless, your highly targeted social media campaigns show exactly how many people were sent to the website, how users engaged with the school, or the precise number of leads gained. And while it can be frustrating to see these successes juxtaposed to the often ambiguous or inflated metrics associated with traditional media, there are actions you can take to create internal advocates to help support and elevate your social media efforts.

This presentation will focus on two elements of social media: metrics (how you measure social media success) and translation (how you express this in terms others will understand).

  • The metrics portion will show you how to identify key metrics, how to strategize your efforts towards increasing them, and how to engage in ongoing tracking and optimization
  • The translation portion will review tactics on how to present these metrics to internal audiences who may not be well versed in digital marketing. The goal is to express your social media success in ways that allow others to speak clearly and effectively on your behalf

 

Josef Bookert
Digital and Social Media Strategist
Yale Medicine

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