MEASURING (& BUILDING) YOUR SOCIAL MEDIA IMPACT

Christina Inge

You’ve been doing social media for a while

Is it working? Are we dong it right? What else should we be doing? What’s working, what isn’t? How can we be more effective?

Why Measure Social Media? Win support for

strategic initiatives Find out what

channels, campaigns and messages are working, to put more effort into them.

Reporting may be part of grant funding for program.

Start Measuring

Systems in place Mindset of

measuring Tools—many are

free Most importantly,

goals—measure against something

Key Performance Indicators

Real Goals for Nonprofit Social Media

Is it increasing attendance?

Engaging attendees in new, meaningful ways?

Increasing donors? Broadening

awareness? Reaching

volunteers?

In other words

Is it helping us meet our mission?

Outside Measures

Measure how large an impact your social media presence has in the world at large

May not matter to you in a niche service area

Acceptance, accuracy vary

Why not to worry about your Klout score

What really matters is if social media is

working for you

What You Should Care About Social media referrals Quality of that traffic:

Does it convert into donors? Volunteers? Attendees?

Reach

Quantity Metrics Mean Less Than You’d Think

But are still worth measuring: Number of followers Growth during specific campaigns Growth during events Growth, period

Quality Metrics Mean More

Should be measured often: Clicks Retweets Content shared in

community Feedback provided Conversations around

events, brand Quality, engaged

followers

Measure Conversions from Social Traffic

Determine how many actions people can take on your site represent a goal: Buy tickets Buy merchandise Donate View Volunteers page/Fill

out volunteer form View map/directions to

venue Track each back to

social media Use new multi-channel

funnel

Exact way:

To start with, try:

These will be in the handouts

Measure the Response to Content Most social media

tools offer metrics See what resonates Give people what

they want For a quick snapshot,

look at: Clicks Retweets @ replies Tweets on hashtag

Putting Together a Measurement Plan

Determine

goals that

make sense

for your

organization

Determine

your KPIs

Use metrics

that matter

Act on the

results to

continuously

improve

Or, where SEO and social media meet

Keyword Research

Use the Language Your Audience Uses “Tomayto” vs. “Tomahto”

Internal data: emails, feedback forms. If you know your audience(s), you’ve already done a lot of “keyword research”

Keywords on Twitter

Distinguish between natural-language and hashtags

Both are important Words can trend very fast, and drop off

very fast, so it’s a more responsive, ongoing process than SEO research

Gauge Popularity of Terms

Google Insights Keyword tools Twitter search Facebook ads

Increase what you can do with existing resources

Tools & Integrating with a CMS

Tools and Integration

Integration: Connecting your Twitter account to your website.

Tools: Allow you to manage your Twitter account, content, and strategy efficiently. Lets you: Program tweets for when

you can’t be online Listen for conversations Measure Find relevant people and

connect

Using Twitter Tools Effectively Pick one that gives you:

Tweet management (ie, scheduling)

Alerts Metrics Multi-user access Multi-account control

Get everyone familiar with the tool

Try several before you decide on one

Integrate Twitter with Your Website Can take many forms:

Posting certain content, such as blog posts, to Twitter, automatically

Adding a feed of your recent tweets to your website

Allowing visitors to post content from your site to Twitter

Allowing people to follow you on Twitter from your website

Integrating

Effectively

Don’t auto-post everything

Better to feed from social media to your website than the other way around

Make sure you have a strategy for the integration itself, one that encompasses your social media and web strategies

Most important is to incorporate sharing, so visitors can share your content

Thank You!

Christina Inge Email: christina@oho.com Twitter: @christinainge Website, Newsletter:

oho.com LinkedIn:

linkedin.com/in/christinainge Personal blog on marketing:

MeasurableMarketingStrategy.com