The first step is identifying all the content. Now, for this content map to be as valuable across your organization as possible, you want to be as specific as you can be with this section. I’ve listed some examples to get you started, but really think about all the various pieces of content you have. Instead of listing “blog posts,” instead, list what those blog posts are about: maybe job openings, volunteer opportunities, news about your work, examples of your services or people you have helped. New grants or new programs. There will probably be a lot of things to list. And that’s okay!
The next step focuses on goals. These goals should primarily come from the Community Map where you have two columns’ worth of goals and actions. There will be additional goals as well, but you do want to ensure that the goals you have already identified from the community map are included here. The additional goals could be things like, increase visibility, recruit new funders, find new staff or volunteers, etc.
The third step is listing all the possible outlets. Again, you can draw a lot of these from the community map, but you will probably find that this is an opportunity to be really specific, more specific than you were in the community map. For example, the community map may have identified facebook as a platform that one group uses. And in the content map you may list a facebook page as well as facebook events as you can create an event that’s tied to your page but publicizes and manages RSVPs for a one-time event.
Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team.Before we go ahead with the metrics and tracking, does anyone have any questions?
The first step to getting valuable metrics is having access to analytics. I imagine many people on this webinar have used google analytics before or have it hooked up to your organization’s website now. You can use google analytics with a lot of other places you may be investing time and energy online, too! Including blogger and wordpress, wikispaces and even facebook. There are links on the resources slide for more information about how to get set up if you are interested. The point here is that even if the online space isn’t “yours” it is still a place you can and should feel empowered to track and measure.
In addition to creating a listening dashboard, you can use all kinds of tools to ensure you get alerted to important actions. These are just a few of the dozens of applications and companies out there. If you aren’t already using Google Alerts, then get started today! You can even set up google alerts as RSS feeds that are part of your listening dashboard! The one I recommend as well from this list is social mention, as it’s free and you can search for any key word or hashtag etc and see what’s happening across the web.
Here’s where the big template comes in. Even if you’re using google alerts and google analytics, you may not really be able to look at data over time in a critical way. You will have a good sense of where things are going or how people respond to content and actions, but tracking it like this means you can point to specific data to support your case. This template, like the others, is available at that link as a public google doc that you can save and reuse. It is not intended to be an end-all-be-all template, but it is designed to show you just how much you can be tracking. And get you thinking about where you may have more data points to add in. You’ll notice there are tabs for various platforms so that you can concentrate each view to one platform and measure points over time.
STEP 1: CONTENT Examples: Program or service updates/changes Staff announcements Jobs Volunteer opportunities Fundraisers Events
STEP 2: GOALS Examples: Increase visibility of the organization Increase participation Raise funds Build leadership Find sponsors or partners Recruit volunteers Build community
STEP 3: OUTLETS Examples: Newsletter or mailing Email newsletter Twitter Facebook LinkedIn Website Blog
CONTENT MAP TEMPLATE>> Get this template! http://bit.ly/DIYtemplate
USING THE CONTENT MAP Staff create content, events, media Reference content map Share content with appropriate staff for posting to channels Make notes for tracking Update map as necessary Use regularly for meetings and planning
CONTENT CALENDAR Easy reference Coordinated messages Supports tracking and segmenting Ensure people receive appropriate amount of messages Create multiple touchpoints ID traffic sources
CONTENT CALENDAR TOOLS Google calendar Divvy Shared calendar of your preference!
CONTENT CALENDAR TIPS Create a format Ie: Message (STAFF) – Segments, Details Use color codes if possible Use all-day and timed events All-day for emails Specific time for social media posts All-day for blog posts
SOCIAL MEDIA METRICS Track against organization goals Update it weekly Track over time for trends and comparison Create goals for yearly and average Include notes to provide context