Sheet 1 is the dashboard itself, with instructions. Macro and Micro Conversions! This is where I need your help.
The tool is therefore not suited for populations with average levels of cycling of about 1. Social media is evolving at an incredible pace. So aim for a higher Conversation Rate. The HEAT tool is composed of 5 main steps: The other two metrics are missing, but it is a start.
But some of it can be and it is your job, nay duty! I have, as of today, 57k followers on Twitter and around 12k on Google Plus. Four simple measures that get you to focus on the right thing from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact.
The " so what? They actually measure if you are participating in the channel in an optimal fashion. Social as in talk and listen and discuss. Although the exact shape of the dose—response curve is uncertain, benefits from physical activity seem to start to slow above levels equivalent to perhaps 1.
I want to propose a framework you can use to measure success using metrics that matter for one simple reason: My real "reach" it turns out is not 57k, it is 6.
The enchanting temptresses that are Clicks and Impressions and Avg. HEAT is regularly being updated as new knowledge becomes available. As I had stressed above, currently if you want to report these metrics exactly as defined above and from ALL the social channels mentioned then you have to do so manually.
Without it you are just another "smarty pants" promising "vague outcomes" via "the next hip thing. You can measure Economic Value!
And just to repeat one more time.
When I say most brands do TV on social media what I mean is that we do the same uninformed shouting and pimping on social media that we do on TV. Your job is to identify that blue arrow, and the orange box what it stands for and what the amount is. Even if every single person who follows me reads every single thing I write, I can at most reach 57k people on Twitter.
Despite relying on the best available scientific evidence, on several occasions the tool methodology required the advisory groups see acknowledgements to make expert judgements.
Yes they care a little bit about this "social media thing. Do you know of a tool that precisely measures Amplification across all channels as defined above? What About Social Media Advertising?Examples of headline results you can produce with the WHO/Europe Health Economic Assessment Tool (HEAT) HEAT can be used for evaluations of interventions that have led to an increase in walking or cycling; for hypothetical or projected changes; or to value the current situation.
4 incredible social media metrics help crystallize effectiveness of your SM efforts: Conversation, Amplification, Applause & Economic Value.Download