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