Social Media Measurement for Nonprofits
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SOCIAL MEDIA MEASUREMENT TIE RNEY SMITH, TECH S OUP C ANADA
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This presentation covers how you can get started with social media measurement at your nonprofit by setting goals, selecting metrics and finding appropriate measurement tools. For more details, accompanying resources and video recording, see http://www.techsoupcanada.ca/community/events/toronto_net_tuesday/social-media-measurement. This presentation was also given at a webinar, more info here: http://techsoupcanada.ca/learning_centre/webinars/2012/07/24/social-media-measurement
Transcript of Social Media Measurement for Nonprofits
SOCIAL M
EDIA
MEASUREMENT
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ABOUT ME
• Software engineer
• Nonprofit technology blogger
• Community manager
• Social media expertNOT
a
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
S
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
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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