Measuring Impact & Creating Policies for Social Media

Measuring Your Impact & Creating Policies for Social Media AVI CHAI Tech Academy March 30, 2011Elizabeth Ricca (@elizabethricca)Farra Trompeter (@farra)

What are your goals for social media?

Reasons NonprofitsCommunicate

What’s the value/purpose of eachgoal?•  When we engage parents, _____ will happen•  When we grow our email list of alumni, we can do _______ better•  ????

Measuring ROI•  How much money are you spending?•  How much staff time are you spending?•  Is the return (meeting your goals) proportional to the investment (time and money)? Remember: Return ≠ $ alone

Source: Internet Management for Nonprofits, pg 22

Image by http://www.flickr.com/photos/aussiegall

Types of Metrics 1.  Views 2.  Followers 3.  Engagement 4.  Conversion 5.  Feedback (bonus)Nonprofit Social Media Decision Guide, pg 13

Source: http://rhappe.typepad.com/thesocialorganization/social-media-metrics.html

What does success look like?

Set/Track Benchmarks•  Compare to your own performance•  Compare with peers•  Compare with general nonprofit industry

Source: 2011 eNonprofit Benchmarks Study, http://e-benchmarksstudy.com/,

Use Tools to Measure Progress•  Google Analytics•  Facebook Insights•  TweetStats•  Feedburner•  PostRank•  Analysis Exchange

Dashboard Example: Facebook Activity April 2011Number of likes (at the end of the month)Number of likes in the past monthNumber of unlikes in the past monthTotal post viewsTotal post feedbackTotal number of postsAverage views per postAverage feedback per post

Dashboard Example: Facebook Activity April 2011Top referrerWall viewsInfo viewsWelcome viewsPhotos viewsGet Involved viewsEvents views

Source: Internet Management for Nonprofits, pg 48

Review Performance Monthly•  Website: referrals from social media sites•  Facebook: likers, views, comments, etc.•  Email: list size, open and clickthrough rates•  Twitter: Followers, retweets, lists, etc.•  Bit.ly: track clicks for the links you share

Assess Impact Quarterly•  What’s working? What’s not? •  What kind of links get likes and comments? •  Which tweets are most retweeted?•  Are you achieving your goals? •  If yes: How can you build on your momentum? •  If no: Why not? Most common reason = not enough time

Review Strategy Bi-Annually•  Examine goals—still relevant?•  Consider staff/time—is it enough?•  New tools we should explore?•  Revisit online engagement priorities•  Reprioritize as needed

Creating a social media policy

Why create a social media policyfor your school?

So what goes into asocial media policy?

1. Overview of your social media presenceExample: AVI CHAI Foundation

http://bit.ly/VbiltSocialMedia Example: Vanderbilt University

2. High-level guidancehttp://bit.ly/UMichSocialMedia (PDF) Example: University of Michigan

AVI CHAI Foundation Social Media Guidelines •  Be smart •  Write what you know •  Be respectful •  Work matters •  Respect privacy of others •  Don’t tell secrets •  Be responsiblehttp://ejewishphilanthropy.com/developing-a-social-media-policy/

Think before you post: WWGT? Nana Jewel

3. Specific guidelines•  Who’s in charge of social media for your school•  Who’s allowed to post•  Rules & expectations for specific tools•  Acceptable topics for online discussion•  Guidelines for using the school’s brand•  When to ask for help

http://www.hamilton.edu/social Example: Hamilton College

Example: HJUHSD | http://bit.ly/HJUHSDSocialMedia

Things to Consider When Beginning to Use Social Media Applications that allow you to interact with others online (e.g. Facebook, MySpace, etc.) require careful consideration to assess the implications of “friending,” “linking,” “following” or accepting such a request from another person. For example, there is the potential for misinterpretation of the relationship or the potential of sharing protected information. Relationships such as faculty-student, doctor-patient, supervisor-subordinate and staff-student merit close consideration of the implications and the nature of the social interaction.Example: University of Michigan

http://www.facebook.com/unwomen Example: UN Women

4. Conversation guidelines•  When to respond to a comment or question•  Who should respond•  How to respond•  Managing negative comments/difficult interactions

http://www.flickr.com/photos/jeremiah_owyang/3154057414/

Steve Heye, YMCA of Metro Chicago http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/

5. Personal/professional boundariesExample: Miles at National Wildlife Federation

Guidelines for individuals •  Be authentic •  Use a disclaimer •  Don’t use the U-M logo or make endorsements •  Take the high ground •  Don’t use pseudonyms •  Protect your identity •  Does it pass the publicity test? •  Respect your audience •  Monitor commentsExample: University of Michigan

6. Tips and how-toshttp://bit.ly/VbiltSocialMedia Example: Vanderbilt University

Example: Vanderbilt University

Example: University of Michigan

What’s in a social media policy?1.  Overview of your social media presence2.  High-level guidance3.  Specific guidelines4.  Conversation guidelines5.  Personal/professional boundaries6.  Tips and how-tos

How do I get started?

Review examples •  Social media policy generator: http://socialmedia.policytool.net •  University of Michigan: http://bit.ly/UMichSocialMedia •  Vanderbilt University: http://bit.ly/VbiltSocialMedia •  Hamilton College: http://www.hamilton.edu/social/How do I get started?

Review examples (continued) •  University of Oregon: http://bit.ly/fSE4LN •  Hanford Joint Union High School District: http://bit.ly/HJUHSDSocialMedia •  Bishop Lynch High School: http://bit.ly/fjqddU •  Social Media Governance Policy Database: http://socialmediagovernance.com/policies.phpHow do I get started?

Involve your staff •  Identify a go-to person for questions •  Conduct surveys/interviews to get feedback, assess interest, etc. •  Share draft policy in a staff meeting and invite feedback/questions •  Provide informal trainings on privacy settings, tools, etc. •  Include in trainings for new staffHow do I get started?

Sample questions for staff •  What social media are you familiar with? •  Are you comfortable combining personal and professional use of social media? •  How involved should our school be in social media? •  Would you be willing to contribute to a blog, Facebook Page, Twitter feed, etc.?How do I get started?

Tips for a successful policy •  Strike a friendly tone in your policy •  Encourage experimentation & questions •  Try to keep guidelines open-ended where possible, rather than restrictive •  Appoint one or two people to manage •  Keep your audiences in mind—what do they expect from you?How do I get started?

Resources•  The Nonprofit Social Media Decision Guide www.idealware.org/reports/nonprofit-social-media- decision-guide•  Internet Management for Nonprofits www.amzn.com/0470539569•  The Networked Nonprofit: Connecting with Social Media to Drive Change www.amzn.com/0470547979•  “10 tips to manage your professional and personal brand in social media” www.bigducknyc.com/blog/?p=3704

Contact Us bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck

Contact Us farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra

Contact Us liz@bigducknyc.com twitter.com/elizabethricca linkedin.com/in/elizabethricca

Measuring Impact & Creating Policies for Social Media

by Farra Trompeter, Big Duck on Mar 31, 2011

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Measuring Impact & Creating Policies for Social Media — Presentation Transcript