Measuring the Impact of Social Media
Last week the Robert Wood Johnson Foundation invited a diverse group of foundation staff, evaluation professionals and social media experts to talk about measurement and evaluation of social media. You can get a feel for some of the topics and ideas that were shared by reading the Twitter activity captured by the hashtag #SM_RE. RWJF has also captured and organized the material related to this meeting on its website.I found the meeting quite productive and helpful for those of us who think about evaluating our communications efforts and putting those evaluations in the context of our broader organizational goals. And although this subject might appear to be a bit too “in the weeds” for those who aren’t engaged in the evaluation of communications efforts, I would like to share some of the more interesting points that came up at the meeting.
A primary goal for the meeting was to identify how best to measure social media indicators for a common set of outcomes identified by the participants. The common outcomes were:
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