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?
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
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
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