Measuring the Impact of Social Media (VIDEO from Brand-Aid Conference)

A few weeks ago, city council members, park and recreation professionals, board members and volunteers descended upon Arlington, Texas for the Brand-Aid Marketing and Social Media Conference. And a few ACTIVE people were invited to speak! One of those speakers is our Director of Digital and Social Media, Justin Ramers.

Justin talked about how to measure the impact of social media. See below for the video and slides to the presentation: 


  • Your social strategy can be different depending on the phase of the participant (Awareness – Registration – Participation)

When building awareness:

  • Give your constituents every opportunity possible to connect with your social channel
  • Be authentic and relevant
  • Using a content calendar and scheduling ALL posts in advance forces you to be strategic about content
  • A fan alone is not a metric.  Dig deeper to identify metrics that represent real engagement
  • The “Viral Loop” is a power tool you must pay attention to
  • Leverage your participants to do your marketing for you
  • Make sure that every event you run also has a sharable version on social media
  • Take the time to define the goals and metrics that are meaningful to your business
  • If you only focus on 3 key data points: master impressions, clicks and conversions

Click here to view more presentations from Brand-Aid.

Click here to view an article about mobile from our other speaker, Courtney.