I first met Antonia Antonopoulos, Communications Specialist at UNICEF, at the AMEC Summit last summer in Lisbon. She immediately impressed all of us with her understanding of and passion for public relations and social media measurement. So I was particularly delighted to get to work with her on two projects.
The first was to help define standard Key Performance Indicators for the entire UNICEF Division of Communications. (Which, when I put it into a single sentence, belies the enormity of that project). Note that UNICEF is one of a growing number of non-profits that have pledged to make their results public as part of a movement towards greater transparency and sharing of information.
The second project was far more experimental in nature: To define and measure meaningful engagement for UNICEF -- with the emphasis on "meaningful." A brand as strong as UNICEF has no shortage of fans and what most people would define as “engagement.” They currently have some 1,751,280 likes on Facebook and 971,020 followers on Twitter.
But like any good Measurement Maven, Antonia asked “So what?” three times:
- So what if we have lots of likes and followers, what does that tell us?
- And if that says that certain posts are more popular than others, what do we do with that information?
- Most importantly for an organization like UNICEF, what is all that activity doing to help advance the mission? It’s great that lots of people liked that picture of UNICEF Goodwill Ambassador David Beckham (I would too), but did it actually inspire any passion and support for David and UNICEF’s mission?
The results are still preliminary, and final results of that study will be debuted at the AMEC Measurement Summit in Dublin this summer. Suffice it to say that Antonia has raised the hot topic of measuring engagement to a whole new level and opened our eyes to subtleties that we hadn’t even thought about measuring. --KDP