From knowing what to measure and how to benchmark to analyzing data and creating actionable optimization plans, organizations struggle determining ROI and testing social media efforts. By simply remembering the ABCs of social media - analytics, benchmarks and conclusions - organizations can tackle measuring social media in an easy, scalable and meaningful way. Originally presented at the YNPNDC Social Summit.

1. The ABC’s of Social Media ROI Jordan Viator | @jordanv #nptweet

2. Living in a Sea of Social Metrics Your predicament: measuring the right data in an easy, scalableand meaningfulway.

3. Getting Management to Understand

4. Not Spending a Fortune on Extravagant Technology and Analysis

5. Analytics Benchmarks Conclusions Remember Your ABCs…

6. Analytics Deciding on the right metrics to track is the crucial first step.

7. Analyze the goals of your social media activities and decide what metrics to measure based on these. nalyze Always start small with metrics, tracking only 10-20. You can always add later, but start small to set yourself up for success and make the process less overwhelming.

8. Allot the right tools to help you collect these metrics that make the process as simple and least time consuming as possible. llot Number of Twitter Followers Click Throughs Facebook Engagement Automate the data collecting by using available tools to help gather information. Find the right tools and sign up for notifications.

9. Assign the right resources to pull the raw data. ssign Any number of people internally can own, not just the social practitioner. If time and numbers are intimidating or hard to collect, consider help from an intern or web manager.

10. Benchmarks Taking your raw metrics and reporting them in a comparative way.

11. Begin making a master report that is the central repository for all social metrics. egin Build updates into your routine, updating the report at the same time each week or month. Schedule this on a calendar to not lose track.

12. Baseline your activity metrics to provide a starting point for reference when comparing and analyzing activity in the future. aseline Brace yourself for reality that numbers don’t skyrocket over night. As with any other tactic, TLC is needed to build a truly successful social presence.

13. Broaden benchmark metrics once you feel comfortable with reporting, ongoing activity and preliminary success. roaden Advanced metrics Donations sourced Number of new emails sourced Based on the expansion of activity, social tools and technology integration, new metrics should be added periodically as needed.

14. Conclusions Taking the raw data, benchmarks and trends and drawing meaningful conclusions.

15. Compare anomalies, spikes in engagement and other data to the content and/or events that drove the result. ompare What Twitter content drove the surge in click throughs? What helped spike web traffic from Twitter? Causation of these events can help replicate successful activity for future activity.

16. Cluster together similar tactics such as Tweets, blog posts, mentions, Facebook posts to determine trends luster What type of content drives the most mentions? Who is helping advocate most for your brand? Concluding what messaging, content types and people drive the most success can help greatly improve and inform your social plans and tactics over time.

17. Continue the evolution of your programs by gathering as much actionable data as possible – information that helps your organization make better decisions. ontinue Contrast to older channels, there are no pre-defined testing methodologies for social media. Gathering “actionable” data fosters ongoing testing for your activity.

18. Best Practices www.connectioncafe.com www.convio.com/blogging www.convio.com/twitter www.convio.com/youtube www.convio.com/facebook www.bethkanter.org www.wearemedia.org www.mashable.com Metrics & Measurement Sredfast managing presence. metrics Tweetdeckmanaging presence, search Addictomatic & Social Mentionsearch, mentions Technoratiblog linkbacks, rank Facebook InsightsFacebook engagement Bit.lyclick through tracking, conversions TwitalyzerTwitter retweets, community info KloutTwitter influencers, types of users Nonprofit Resource Toolbox

19. Questions? #NPTWEET