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Measuring And Building Your Social Media Impact


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Slides from the CFNPS Social Media Summit 2011

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Measuring And Building Your Social Media Impact

  1. 1. Measuring (& Building) Your social media Impact<br />Christina Inge<br />
  2. 2. You’ve been doing social media for a while<br />Is it working?<br />Are we dong it right?<br />What else should we be doing?<br />What’s working, what isn’t?<br />How can we be more effective?<br />
  3. 3. Why Measure Social Media?<br />Win support for strategic initiatives<br />Find out what channels, campaigns and messages are working, to put more effort into them.<br />Reporting may be part of grant funding for program.<br />
  4. 4. Start Measuring<br />Systems in place<br />Mindset of measuring<br />Tools—many are free<br />Most importantly, goals—measure against something<br />Key Performance Indicators<br />
  5. 5. Real Goals for Nonprofit Social Media<br />Is it increasing attendance?<br />Engaging attendees in new, meaningful ways?<br />Increasing donors?<br />Broadening awareness?<br />Reaching volunteers? <br />
  6. 6. In other words<br /> Is it helping us meet our mission? <br />
  7. 7. Outside Measures<br />Measure how large an impact your social media presence has in the world at large<br />May not matter to you in a niche service area<br />Acceptance, accuracy vary<br />
  8. 8. Why not to worry about your Klout score<br />What really matters is if social media is working for you<br />
  9. 9. What You Should Care About <br />Social media referrals<br />Quality of that traffic: <br />Does it convert into donors?<br />Volunteers?<br />Attendees?<br />Reach<br />
  10. 10. Quantity Metrics Mean Less Than You’d Think<br />But are still worth measuring:<br />Number of followers<br />Growth during specific campaigns<br />Growth during events<br />Growth, period<br />
  11. 11. Quality Metrics Mean More<br />Should be measured often:<br />Clicks<br />Retweets<br />Content shared in community<br />Feedback provided<br />Conversations around events, brand<br />Quality, engaged followers<br />
  12. 12. Measure Conversions from Social Traffic<br />Determine how many actions people can take on your site represent a goal:<br />Buy tickets<br />Buy merchandise<br />Donate<br />View Volunteers page/Fill out volunteer form<br />View map/directions to venue<br />Track each back to social media<br />Use new multi-channel funnel<br />Exact way: <br />To start with, try: <br />These will be in the handouts<br />
  13. 13. Measure the Response to Content<br />Most social media tools offer metrics<br />See what resonates<br />Give people what they want<br />For a quick snapshot, look at:<br />Clicks<br />Retweets<br />@ replies<br />Tweets on hashtag<br />
  14. 14. Determine goals that make sense for your organization<br />Determine your KPIs<br />Use metrics that matter<br />Act on the results to continuously improve<br />Putting Together a Measurement Plan<br />
  15. 15. Or, where SEO and social media meet<br />Keyword Research<br />
  16. 16. Use the Language Your Audience Uses<br />“Tomayto” vs. “Tomahto”<br />Internal data: emails, feedback forms. <br />If you know your audience(s), you’ve already done a lot of “keyword research”<br />
  17. 17. Keywords on Twitter <br /><ul><li>Distinguish between natural-language and hashtags
  18. 18. Both are important
  19. 19. Words can trend very fast, and drop off very fast, so it’s a more responsive, ongoing process than SEO research</li></li></ul><li>Gauge Popularity of Terms<br />Google Insights<br />Keyword tools<br />Twitter search<br />Facebook ads<br />
  20. 20. Increase what you can do with existing resources<br />Tools & Integrating with a CMS<br />
  21. 21. Tools and Integration<br />Integration: Connecting your Twitter account to your website. <br />Tools: Allow you to manage your Twitter account, content, and strategy efficiently. Lets you: <br />Program tweets for when you can’t be online<br />Listen for conversations<br />Measure<br />Find relevant people and connect<br />
  22. 22. Using Twitter Tools Effectively<br />Pick one that gives you:<br />Tweet management (ie, scheduling)<br />Alerts<br />Metrics<br />Multi-user access<br />Multi-account control<br />Get everyone familiar with the tool<br />Try several before you decide on one<br />
  23. 23. Integrate Twitter with Your Website<br />Can take many forms:<br />Posting certain content, such as blog posts, to Twitter, automatically<br />Adding a feed of your recent tweets to your website<br />Allowing visitors to post content from your site to Twitter<br />Allowing people to follow you on Twitter from your website <br />
  24. 24. Don’t auto-post everything<br />Better to feed from social media to your website than the other way around<br />Make sure you have a strategy for the integration itself, one that encompasses your social media and web strategies<br />Most important is to incorporate sharing, so visitors can share your content<br />Integrating Effectively<br />
  25. 25. Christina Inge<br />Email:<br />Twitter: @christinainge<br />Website, Newsletter:<br />LinkedIn:<br /><br />Personal blog on marketing:<br /><br />Thank You!<br />