Evaluating social media impact: Experiential learning in a social media evaluation plan for maximum engagement

Session Number: 2939
Track: Integrating Technology into Evaluation
Session Type: Other (Experiential Learning)
Tags: Evaluation Design, Social communications, Social media, website analysis
First Author or Discussion Group Leader: Sondra Marie LoRe, Ed.S. [Evaluator - National Institute for STEM Evaluation and Research (NISER) University of Tennessee ]
Second Author or Discussion Group Leader: Robin Terrell Taylor [Postdoctoral fellow - RTRES Consulting]
Time: Nov 08, 2017 (06:15 PM - 07:15 PM)
Room: Virginia A

Theme: Learning What Works and Why
Audience Level: All Audiences

Session Abstract (150 words): 

Whether your client chooses Instagram, LinkedIn, Facebook, Twitter, Snapchat or another social media platform, an evaluator can find themselves striking a balance between what brings maximum impact to the program versus the client’s perceptions of the most popular social media outlets. Learning more about the program’s needs, culture, proposed outcomes, and goals will help guide the design and implementation of a social media evaluation plan. Keeping abreast and knowledgeable about the different ways in which institutions, industries, and grant agencies value social media in evaluation work is an additional challenge with an ever-changing learning curve. Following the enthusiastic support and attendance in Sondra LoRe’s 2016 AEA conference round table, AEA 365 Blog post, and Coffee Break webinar (2017), this experiential learning session combines case study examples with opportunities for hands-on, interactive discussion and collaboration. Participants will leave with strategies and tools to engage in their own future social media evaluations.