Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and Social Media

Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA

From the web's earliest days, digital professionals have been pressed to demonstrate that their online presence was contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a web browser. A few years pass and along comes social media, connecting millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?"

Join Smithsonian's Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis, as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how the metrics served to support organizational goals, what tools proved to be most useful, and which of those tools Smithsonian favorites. Brian will present the process for using and measuring websites and social media to accomplish your unit's goals, and how social media is measured at Smithsonian. He will discuss the switch to Google's "Universal" code, share a Google Analytics custom dashboard and show case studies employing the dashboard. Effie and Erin will present case studies showing this process in action, illustrating how their approach to social media and website measurement is mapped to specific goals. Sarah will show a framework she devised to help manage and measure her social media programs.

Bibliography:
Kaushik, "The "Action Dashboard" (An Alternative To Crappy Dashboards)" (2008)
http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/

Kaushik, "Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value" (2011)
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Alpert, Cut Through the Fog: Using GA Data Grabber to Act on Google Analytics Data (2012)
http://www.slideshare.net/balpert/web-analytics-mcn2012slideshare-15180525

Alpert, Villaespesa, Original "Metrics, Metrics Everywhere" (2013)
http://www.slideshare.net/balpert/ga-and-socialmediametricsmcn2013

Alpert, "Google Analytics: MVPs and Game-Changing New Features" (2014)
http://www.slideshare.net/balpert/google-analytics-mvps-and-gamechanging-new-features