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Measure THIS! Social Media ROI


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A short talk on basics of social media ROI given at Social Tech Training, June 11, 2009.

Published in: Technology, Business

Measure THIS! Social Media ROI

  1. 1. Measure THIS! Deanna Zandt June 11, 2009
  2. 2. Moments in communication history
  3. 3. History needs you
  4. 4. Social capital access to ideas connections and talent the saved up reputation access to resources influence accomplishments “potential” access to further resources Credit: Tara Hunt, author of The Whuffie Factor,
  5. 5. Authenticity is key • Your org has a unique voice and presence; be yourself • Tremendous value is placed on the “gift economy;” one-way streets go nowhere
  6. 6. Facebook • According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media • 40% have raised money, BUT: a good chunk have raised less than $500 in last year
  7. 7. Fundraising? “It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation” (Betsy Harman,
  8. 8. Facebook • Groups versus Pages – Groups are good for personal communications, or smaller issue/action needs – Pages are good for larger organizations, brand identities
  9. 9. Facebook • Causes! – Help spread the word – Measure success through awareness, not dollars – Majority of Facebookers are younger still – Build an identity Credit: Beth Kanter and Allison Fine
  10. 10. Twitter • Get the word out, sure, BUT… • Get buy-in or advice on new projects • Share others’ info relevant to your work • Find like-minded folk • Connect with media
  11. 11. Find the conversation • Search for relevant topics, titles, names • Save these searches – RSS feed – Tweetdeck, Tweetie, etc. • Follow and respond
  12. 12. Let’s talk: Quality • Loyalty & Trust • Satisfaction • Authority • In all of these: – Specified time frame – Specified arena
  13. 13. Let’s talk: Quantity • Number of subscribers • Traffic from social media sites • Donations • Other conversions
  14. 14. Credit: Charlene Li, author, Groundswell Blogging ROI
  15. 15. Takeaways • ROI isn’t always about dollars • The more specific you can get, the better • Audience, audience, audience • Ditch things that don’t work