Evaluating Your Social Media Efforts for Optimization


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How do you know if your social media systems are working for your organization, or just getting in its way? Or if your social media channels are effective? This presentation offers a methodology for evaluating the success of your social media efforts within each channel as well as how optimized your social media systems are for success. The presentation includes two case studies plus a sample systems self-assessment matrix, a sample online fundraising self-assessment matrix, and a sample social media channel assessment matrix.

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  • http://www.web-strategist.com/blog/category/social-media-measurement/
  • Self-assessment possible, but outside observation best
  • http://www.flickr.com/photos/urbanwoodswalker/3262603051/in/photostream/
  • http://www.flickr.com/photos/59816658@N00/5162824055/in/photostream/
  • Virality is the percentage of users who see an organization’s post on Facebook and then create a “story” on Facebook by liking, sharing, or commenting on that post, answering a question, responding to an event, or claiming an offer. Overall, 1.4% of users who were shown a post created a story. Small groups had significantly higher median Virality than Large and Medium groups.
  • Evaluating Your Social Media Efforts for Optimization

    1. 1. Presented by Debra AskanaseDigital Engagement StrategistMassachusetts Service Alliance2013 Conference on Service and VolunteeringJune 6, 2013Auditing Your Social Media Efforts
    2. 2. About Debra Askanase2Debra Askanase, MBA@askdebraOnline engagementstrategist, former nonprofitexecutive director (& volunteercoordinator)Thinks about measurement.Research geek.#501TechBOS organizer.(Never refuses ice cream)Photohere
    3. 3. Today’s sessionStarting points for social media successThe Social Media Audit: Three-part harmony!– Part I: Choosing the right communication goals– Part II: Auditing channel engagement– Part III: Social media systems optimizationCase StudiesAdditional ResourcesHandouts
    4. 4. Starting pointshttp://www.flickr.com/photos/23719547@N04/2785916198/The Social Media FunnelDefining the ConversationGoal-setting:• Identifying AspirationalGoals• Defining SMART goals• Pairing goals withStrategySuccess Starts with Strategy!
    5. 5. SocialMediaEngageCreateTrustMovetoActionThe Social Media Funnel
    6. 6. Defining the conversation…for engagementThe Conversationdiagramcourtesy ofDarim Online
    7. 7. 2012 Nonprofit Social Networking Benchmark Reporthttp://www.nonprofitsocialnetworksurvey.com/Success requires strategy
    8. 8. Three-part harmonySystemsauditChannelengage-mentGoals
    9. 9. Part I:Choosing the Right GoalsAspirational goals, SMART goals, SMART goalmeasurement
    10. 10. Aspirational vs. SMART goalsWhat are your “aspirational organizational” goals?What should your communications accomplish?How could communications also accomplishinternal, segmented, or audience-specific goals?Are they SMART goals?
    11. 11. SpecificMeasurableAttainableRealisticTimelyDesign your social mediaactivities to meet your goals:• volunteer recruitment• membership• donor involvement• awareness• specific program goalsDeveloping SMARTcommunication goals
    12. 12. Pair SMART goals withMeasurement1. Increased program inquiries from TWO new geographicareasGoogle Analytics: referral visits to website from socialmedia channels, form completions (after set upforms)2. Higher % of volunteer enrollment btw Dec. 31 - Feb. 1Measure success of social media campaign, GAreferral visits from social media to registration3. Increased alumni engagement from existing networkDeeper engagement on social media channels, testsuccess of social media campaign, referral mentionedat registration, GA referral visits to registration siteMeasurementMeasurementMeasurement
    13. 13. Your audit is only as good asyour goals
    14. 14. Part II: Auditing Your ChannelEngagementLinking goals to social media activity bychannel, optimizing content for engagement, somebenchmarks, optimization by channel
    15. 15. Social media channel observationhttp://www.flickr.com/photos/tanaka_juuyoh/2518364034/in/photostream/
    16. 16. Reaching goals
    17. 17. Defineyour goalsDevelopcontent anddata pointsPost tosocial mediachannelsWhat contentengages?What contentdoes notengage?Measure keydata pointsagainst goalsOptimize thatcontent!
    18. 18. Leading to goals: EngagementOn every channel, measure ENGAGEMENT
    19. 19. 4 things you can do today tooptimize channel engagementAssess goals: are you clear what you want onlinestakeholders to do?What should be the conversation on each channel?Evaluate content strategy: what are your mostengaging pieces of online content, and why?Develop a metrics tracking dashboard
    20. 20. Part III: The Social MediaSystems AuditWhat is a social media audit, understanding thetool, case studies
    21. 21. What is a social media systemsaudit?http://www.flickr.com/photos/curiousexpeditions/489992128/in/photostream/
    22. 22. Measures processes…not thestrategy
    23. 23. Measures progress towards socialmedia maturityhttp://interactyx.com/social-learning-blog/evolution-of-training-has-your-lms-kept-up/
    24. 24. Assesses systems efficiencieshttp://www.flickriver.com/photos/amphalon/sets/72157603738408383/
    25. 25. Identify barriers to successfulimplementationhttp://www.flickr.com/photos/80081757@N00/55853975/
    26. 26. Goals of an auditIdentify overall “foundation for success”Ease process of prioritizing next stepsAllow for comparisons over time to track growthProvide a snapshot of important systems and processes
    27. 27. A social media systemsaudit is a measurement ofsystems, competencies, and maturity
    28. 28. Understanding the systems audithttp://www.flickr.com/photos/donpezzano/3299259102/
    29. 29. Practice Maturity Scale
    30. 30. The “Matrix”| focus areas
    31. 31. Focus areas modified
    32. 32. Methodology spectrum*Interview is the most common method
    33. 33. The 360-degree audit if neededInternalSystemBoardStaffOnlinefansManagers
    34. 34. End products• Matrix• RecommendationsReport– Current State Analysis– Priorities– Next steps
    35. 35. Case studieshttp://www.flickr.com/photos/double-m2/4711121074/sizes/z/in/photostream/
    36. 36. Case Study 1 | MediumNonprofit
    37. 37. Case Study 1 | Results• Lack of SMART goals and conversation topicshinders channel growth• They listen, collect data, but do not sharewithin the agency; hinders change and growth• They could spend more time understanding theiraudience, and defining a social media vision• Pluses: A lot of support for the social mediateam, online listening & tracking.
    38. 38. Case Study 2 | Small Nonprofit
    39. 39. Case Study 2 | Results• Very little institutionalization, mostly adhoc, some planned systems• Weakest area is connected culture, which affectsthe rest of the organization’s social media efforts• Identifying SMART goals, conversationareas, leadership development opps arepriorities• Organizational education about the use of andparticipation in social media also critical
    40. 40. 4 things you can do with theresults• Reevaluate systems and processes• How does this impact your social mediastrategy?• Prioritize change:• What can you immediately, in 3 mos, 6 mos.• Convey this information to the whole agency• Integrate with program and fundraising• How will this impact culture, reporting, etc?
    41. 41. Using the tool to audit fundraising, specific channel use & online campaignshttp://www.flickr.com/photos/danielproulx/8033716220/in/photostream/
    42. 42. Social media channel optimization(systems level)
    43. 43. Social media campaigns(systems level)
    44. 44. Online fundraising(systems level)
    45. 45. Resources: The Wiki Experimenthttp://nonprofitsocialmediaaudit.wikispaces.com• Original docs• Additional resources developed by others• Iterations (Coalition specific, etc.)• Related Resources• Supported by Ash Shepherd: Ash@seekoei.com
    46. 46. Social media benchmarks from thenonprofit e-benchmarks studyWWW.E-BENCHMARKSSTUDY.COM
    47. 47. Facebook: Lifetime post viralityWWW.E-BENCHMARKSSTUDY.COM
    48. 48. Jumping InPhoto Credit | Flickr: Hamad-Al-MohannaWhat is your next step?
    49. 49. PollWhat is your next step?• Get full documentation• Revisit our goals• Audit our systems• Audit a campaign• Audit our channels
    50. 50. Debra Askanase, Engagement StrategistWebsite: http://communityorganizer20.comEmail: debra@communityorganizer20.comTwitter: @askdebraLinkedin: http://linkedin.com/in/debraaskanaseTelephone: (617) 682-2977