A practical method for collecting social media campaign metrics

Abstract

Today's Extension professionals are tasked with more work and fewer resources. Integrating social media campaigns into outreach efforts can be an efficient way to meet work demands. If resources go toward social media, a practical method for collecting metrics is needed. Collecting metrics adds one more task to the workloads of Extension professionals and their partners. Can metrics be collected in an efficient and effective long-term manner even when partners are involved? We propose a practical method for collecting social media communication campaign metrics that is easy to implement and allows for measuring engagement of users over time.