Measuring and learning from social media practice must start from the beginning ….
Nonprofit and Social Media Maturity of Practice Model Capacity Building in Best Practices CRAWL WALK RUN FLY
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
Where to focus … Social Media Strategy SMART Objectives Audience Listening Experiments/Pilots Social Media Strategy Engagement Content Communications Strategy Culture Change Multiple Channels Reflection/Improvement Network Building CRAWL WALK RUN FLY
Listen Participate Promote Publish Build Network Low Engagement High Engagement Content Intensive No Engagement Broadcast/Share Original concept by Beth Kanter – remix by Aliza Sherman 15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk + + + + CRAWL WALK RUN FLY
What is your biggest challenge using social media effectively?
Culture Fear of Failure
Culture Don’t Value Learning
MomsRising: Joyful Funerals
You want me to Tweet and measure it too? Lack Resources: Time and Staff
Tools Not aware of the many free, low cost , and professional social media analytics and measurement tools (and how to use them)
Tools/System: No Dashboard or Siloed Dashboard Examples of Bench Learning …
Skills: Confusion between counting and measurement
Not sure what to measure ….
Collect a lot data, but not sure what it means
Many do not start off with a SMART Social Media Objective
Source: Kami Huyse http://www.slideshare.net/IABCHouston/measure-this If they did, they would know that there are just 3 things to measure ….
Social Media strategy is part of integrated communications strategy. Track Awareness: Share of Conversion About Hunger Conversions for advocacy (Child Nutrition Bill) and donations Cross Department Dashboard KPI: Linked to Job Performance FLY
Crawl: Spreadsheet Aerobics: Begin with 2-3 data points
Benefits Costs The ROI Puzzle Math
Executive Directors and Pot Holes Problem
Photo by edyson Executive directors want to know …. What are the results? What’s the value? How much time?
Number of Months Strategy, Measure, Improve Investment Insight Continuum of Value: Crawl, Walk, Run, Fly $ Interaction Results Impact
Footprint: The reach of their activities, both online and offline Engagement: Readers engage with their content Individual Behavior Change: Impact on users behaviors, purchase decisions, and daily lives that are in line with sustainability Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.
Using Measurement for Capacity Building Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
gristastic ladder ‘o engagement
Conclusion Social media measurement goes hand in hand with good practice Slightly more mature practice for measuring business results vs social impact Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture There’s a big need for more training/capacity for measurement discipline and improvement of practice and sharing the stories http://socialmediafoundations.wikispaces.com/COFSF-2