Measuring the Value of Social Media

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As social media tools have become ubiquitous, foundations have used them in a variety of ways to expand their networks, gather insights and build new relationships. As a result, there’s a growing interest in developing better ways to measure the impact of their online efforts.

The following slides were presented by Knight Foundation Vice President of Strategy and Assessment, Mayur Patel, at the Robert Wood Johnson Foundation's recent roundtable on Social Media Measurement. Nearly a dozen foundations, including Knight, gathered with communication experts, evaluators and data analysts to share best practices and learn from one another.

You can read more about Knight's social media strategy online at http://kng.ht/ZmI83c.

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  • Is Knight tracking the growth and dissemination of terms related to the fields that are being built and supported through the foundation's investments? For example, how has the use of the term 'civic tech' changed over time, across all (or specific) online platforms?
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Measuring the Value of Social Media

  1. 1. Measuring theValue of Social@mayurhpatelKnight FoundationRWJF event #SM_REApril 2013
  2. 2. Why is this exciting?Source: http://www.kintera.org/TR.asp?ID=M7213676414233690837489365
  3. 3. Business EmailsFacebookGoogleTwitterSource: Wired Magazine, April 16: http://www.wired.com/magazine/2013/04/bigdata/
  4. 4. Interaction?Source:: http://www.effectivephilanthropy.org/assets/pdfs/CEP_Social%20Media%20Report.pdf
  5. 5. Source: http://www.flickr.com/photos/huwt/4064552612/in/photostream
  6. 6. • Events• Social Web• Email• Press Outreach• Search• Events• NetworkAssets Channels• Staff• Content
  7. 7. It’s not icingSource: http://www.wikihow.com/Image:Ice-a-Cake-Step-15
  8. 8. What we use
  9. 9. Slideshare: Hidden Gem
  10. 10. Knowing Your Community
  11. 11. What are our goals
  12. 12. What do we track?Retweets/MentionsFB InsightsOrg v Content Object
  13. 13. Sharing a Few of Our Lessons
  14. 14. Bitly is Your Best Friend
  15. 15. The Truth Depends
  16. 16. Running Open Contests
  17. 17. Getting to knoweach other…Revealing the ConnectionsBehind Events
  18. 18. Getting to knoweach other…Hashtag CountsClickthroughsNetworkSource: http://thedailyviz.com/2012/06/19/visualizing-the-mit-knight-civic-media-conference/
  19. 19. Getting to knoweach other…Source: http://thedailyviz.com/2012/06/19/visualizing-the-mit-knight-civic-media-conference
  20. 20. Grantee Feedback
  21. 21. Example: Our Grantees
  22. 22. Getting to knoweach other…Knight Community Information Challenge

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