Measuring Impact & Creating Policies for Social Media


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A overview of what Jewish day schools (and other nonprofits) need to know about measuring social media impact and creating social media guidelines/policies. Workshop delivered as part of AVI CHAI's Social Media Training Academy.

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Measuring Impact & Creating Policies for Social Media

  1. 1. Measuring Your Impact & Creating Policies for Social Media AVI CHAI Tech Academy March 30, 2011Elizabeth Ricca (@elizabethricca)Farra Trompeter (@farra)
  2. 2. What are your goals for social media?
  3. 3. Reasons NonprofitsCommunicate
  4. 4. 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•  ????
  5. 5. 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
  6. 6. Source: Internet Management for Nonprofits, pg 22
  7. 7. Image by
  8. 8. Types of Metrics 1.  Views 2.  Followers 3.  Engagement 4.  Conversion 5.  Feedback (bonus)Nonprofit Social Media Decision Guide, pg 13
  9. 9. Source:
  10. 10. What does success look like?
  11. 11. Set/Track Benchmarks•  Compare to your own performance•  Compare with peers•  Compare with general nonprofit industry
  12. 12. Source: 2011 eNonprofit Benchmarks Study,,
  13. 13. Use Tools to Measure Progress•  Google Analytics•  Facebook Insights•  TweetStats•  Feedburner•  PostRank•  Analysis Exchange
  14. 14. 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
  15. 15. Dashboard Example: Facebook Activity April 2011Top referrerWall viewsInfo viewsWelcome viewsPhotos viewsGet Involved viewsEvents views
  16. 16. Source: Internet Management for Nonprofits, pg 48
  17. 17. 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.• track clicks for the links you share
  18. 18. 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
  19. 19. 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
  20. 20. Creating a social media policy
  21. 21. Why create a social media policyfor your school?
  22. 22. So what goes into asocial media policy?
  23. 23. 1. Overview of your social media presenceExample: AVI CHAI Foundation
  24. 24. Example: Vanderbilt University
  25. 25. 2. High-level guidance (PDF) Example: University of Michigan
  26. 26. 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 responsible
  27. 27. Think before you post: WWGT? Nana Jewel
  28. 28. 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
  29. 29. Example: Hamilton College
  30. 30. Example: HJUHSD |
  31. 31. 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
  32. 32. Example: UN Women
  33. 33. 4. Conversation guidelines•  When to respond to a comment or question•  Who should respond•  How to respond•  Managing negative comments/difficult interactions
  34. 34.
  35. 35. Steve Heye, YMCA of Metro Chicago
  36. 36. 5. Personal/professional boundariesExample: Miles at National Wildlife Federation
  37. 37. 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
  38. 38. 6. Tips and how-tos Example: Vanderbilt University
  39. 39. Example: Vanderbilt University
  40. 40. Example: University of Michigan
  41. 41. 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
  42. 42. How do I get started?
  43. 43. Review examples •  Social media policy generator: •  University of Michigan: •  Vanderbilt University: •  Hamilton College: do I get started?
  44. 44. Review examples (continued) •  University of Oregon: •  Hanford Joint Union High School District: •  Bishop Lynch High School: •  Social Media Governance Policy Database: do I get started?
  45. 45. 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?
  46. 46. 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?
  47. 47. 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?
  48. 48. Resources•  The Nonprofit Social Media Decision Guide decision-guide•  Internet Management for Nonprofits•  The Networked Nonprofit: Connecting with Social Media to Drive Change•  “10 tips to manage your professional and personal brand in social media”
  49. 49. Let’s discuss© Jeremy Crow
  50. 50. Contact Us
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  52. 52. Contact Us