SOCIAL M

EDIA

MEASUREMENT

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ABOUT ME

• Software engineer

• Nonprofit technology blogger

• Community manager

• Social media expertNOT

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5 STAGES OF MEASUREMENT ACCEPTANCE

Data-Informed

Credit: Beth Kanterhttp://www.bethkanter.org/learning-analytics/

WHY MEASURE SOCIAL MEDIA?

• You need to know if it’s working (or not!)•Contribute to your org’s mission•Experiment & learn

• You need to prove to others that it’s working•Leadership buy-in•Funding

WHICH COMES FIRST?

“It’s saving us a bajillion hours”

3600 hours =

OR

Credit: Jason ShimFrom Phones to Facebook: How to Engage Youth on the Front Lines of Social Media

LET’S DO SOME MEASURING!

• How many times did you post on Facebook last week?

• How many Twitter followers do you have?

• How many emails did you send last week?

• How many phone #s are in your address book?

GOALS

Promote an event

Get people to sign a petition

Get supporters to raise money for you

Recruit volunteers

Build community among clients

Share info on a topic

Tell stories about your work

Get feedback from supporters

WHAT ARE YOU TRYING TO ACCOMPLISH?

Credit: IdealwareNonprofit Social Media Decision Guide

WHAT DO YOU WANT TO FOCUS ON?

SHARE-PAIRS

• What are your 2-3 main goals for using social media?

• “So what?” How do they help advance your mission?

(If you have time)• What is one goal you want to focus on

in the next 4-6 months?

METRIC

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HOW DO YOU MEASURE SUCCESS?

SEE SAYFEEL

DO

EngagementExposure Conversion

Credit: Fentonhttp://www.fenton.com/resources/see-say-feel-do/

• Followers• Views

WHAT ARE SOME EXAMPLE METRICS?

SEE SAY FEEL DO

Credit: Fentonhttp://www.fenton.com/resources/see-say-feel-do/

• FB Page Likes

• TW followers

• RSS or email subscriptions

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• YouTube views

• Bit.ly clicks

• FB reach

• FB Content Likes

• FB Shares

• Retweets

• Email forwards

• Google +1s

• FB Shares with message

• Retweet with message

• FB or blog comments

• Online mentions

• Donations

• Advocacy actions

• Event attendance

• Membership

• Volunteerism

SHARE-PAIRS

Focus on one of your goals.

Choose 1 metric from each category (SEE, SAY, FEEL, DO). Don’t limit yourself to the sample metrics listed.

Discuss:• What metrics did you pick and why?

TOOLS

THE FACTS ABOUT MEASUREMENT TOOLS• Some tools are really expensive. Also,

they will overwhelm you with data.

• There are lots of free & low cost tools. Use them only if they measure the metrics you want.

• At the end of the day, it all comes back to your spreadsheet.

SENSE-MAKING

Credit: Beth Kanterhttp://www.bethkanter.org/sense-making/Spreadsheet template

TWITTER: WHAT I’M USING RIGHT NOW

bit.ly

twentyfeet.com

Google Analytics

FACEBOOK: WHAT I’M USING RIGHT NOW

Facebook Insights

BRINGING IT ALL TOGETHER

GoalPromote

Toronto Net Tuesday on

Twitter

MetricsSEE: # bit.ly clicks SAY: # retweetsDO: # registrants via social media

Toolsbit.ly

Counting retweets on Twitter.comExtra field during registration

QUESTIONS?

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