Now that you’ve completed your strategy, it’s time to take a step back and look at the big picture- A.K.A what your health organization has accomplished so far. This is called evaluation. Evaluation can be overlooked because it’s basically reiterating all that’s been said and done while cleaning up the final product to see what’s been done, what hasn’t and what needs to be touched on. Yes, it’s basically like revisiting each step and polishing it. This can be time consuming but..
Assessing means Succeeding!
Now before getting all flustered after hearing the importance of efficiency, let me break down how to evaluate and why for your organizations overall evaluation to make sure you hit all the key spots!
According to the content agency EnVeritas, it’s crucial to track your analytics to see “what is and isn’t working on your social media platforms”, otherwise it could be coming down to a waste of your organizations time that could be spending more time improving and building on the platforms that are working. Also, in what way they are working.
In the case that we’re working on here, it’s social media platforms that your organization should be focusing on. Keep in mind other businesses and organizations could be tracking the status of your social media pages as well to see what kind of process your organization is making or isn’t making…
But fear not, by being able to track your own analytics, your organization can then determine which social media channels need improvement. Are your tweets not getting enough attention? Check back to my #Tweet4Health Blogpost to make sure you’re hitting all the bases. LinkedIn page not gathering enough followers? Start sharing more content, then check back on what has been shared.
Here are some excellent sources of tracking analytics:
- Topsy (Brought to you by Apple, suggested by EnVeritas)
- GoogleAnalytics (A bit complicated in my opinion, but credible considering its from Google)
- Twitter Analytics
You might be asking yourself after reading about all these tracking gadgets that can be mind-boggling for some of us (including me).
In a post about Social media metrics, Avinash Kaushik was extremely helpful in clearing up the importance of it all by saying:
“Use data to incentivise companies to do the right thing by measuring what matters, what makes this channel so unique.”
When Evaluating Content…
Consider this: What is working in your social media content? What makes it important? I believe the answer to these questions will vary depending on your health organization, but it is necessary to know the answer nonetheless.
Say your organization thrives off communicating with audiences and/or even patients through Tweeting with hashtags and posting to Facebook. Congratulations on the posts and likes, friend requests, etc. But are you evaluating what comes from these posts?
Perhaps not, but you should be.
Are you really generating conversation in your posts, or are you just throwing out hashtags for trending purposes and sharing content related videos that aren’t your organizations own?
To go back to my girl Avinash, “post something “incredible, relevant, of value” to your audience. A.k.a, spark conversations, not just trending hashtags.
By tracking the rates of conversations and discussions initiated through posts, your organization can better grasp who your audiences are, thus creating more content that pertains to them. If they are loyal to your organization, they deserve some recognition by giving them more of what sparks their interest. Others will see the generating of conversations and sharing and will more likely give your page(s) a follow, like, share, etc. These aren’t the most important exchanges, but it’s a start that will lead to deeper connections with audiences and gain amplification to your platforms.
Once you’ve analyzed the type of movement your organization is getting, it is much easier to work around it from there, weather it be re-evaluating which channels don’t work to improve on one’s that do, or evaluate how to generate more activity and conversations on the one’s that do work. Here is an excellent infograph provided by RolandU. that follows these guidelines
Also, check out how the American Red Cross utilizes their Digital Operations Center in order to reach their audiences on a more personal level.
Evaluation can be one of the last steps taken in perfecting the message your organization chooses to promote your cause. Make sure to follow these steps and take the advice I and some of the websites I have quoted in order to start implementing changes to achieve success!