Measure THIS! Social Media ROI

Measure THIS! Deanna Zandt June 11, 2009 http://deannazandt.com/

Moments in communication history

History needs you

Social capital access to ideas connections and talent the saved up reputation access to resources influence accomplishments “potential” access to further resources Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/

Authenticity is key • Your org has a unique voice and presence; be yourself • Tremendous value is placed on the “gift economy;” one-way streets go nowhere

Facebook • According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media • 40% have raised money, BUT: a good chunk have raised less than $500 in last year

Fundraising? “It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation” (Betsy Harman, http://is.gd/Odkj)

Facebook • Groups versus Pages – Groups are good for personal communications, or smaller issue/action needs – Pages are good for larger organizations, brand identities

Facebook • Causes! – Help spread the word – Measure success through awareness, not dollars – Majority of Facebookers are younger still – Build an identity Credit: Beth Kanter and Allison Fine http://is.gd/Odkj

Twitter • Get the word out, sure, BUT… • Get buy-in or advice on new projects • Share others’ info relevant to your work • Find like-minded folk • Connect with media

Find the conversation • Search for relevant topics, titles, names • Save these searches – RSS feed – Tweetdeck, Tweetie, etc. • Follow and respond

Let’s talk: Quality • Loyalty & Trust • Satisfaction • Authority • In all of these: – Specified time frame – Specified arena

Let’s talk: Quantity • Number of subscribers • Traffic from social media sites • Donations • Other conversions

Credit: Charlene Li, author, Groundswell Blogging ROI

Takeaways • ROI isn’t always about dollars • The more specific you can get, the better • Audience, audience, audience • Ditch things that don’t work

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Measure THIS! Social Media ROI

by Deanna Zandt on Jun 12, 2009

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Measure THIS! Social Media ROI — Presentation Transcript