This document discusses measuring social media engagement for non-profits, whose goals are typically non-transactional. It suggests defining the target audience, identifying participants, conducting a social media review to find strengths and weaknesses, focusing on creating relevant and resonant content, and benchmarking metrics like connections, engagements, and conversions across different social media platforms. While likes and popularity can be easily bought, the document advocates measuring more meaningful engagement and moving in the right direction with high-quality original content.

1. BEYOND TRANSACTIONAL
MEASUREMENT
The Squishy Realm of Non-Profit Social Media
Engagement

2. NON-PROFITS
Can be fully funded
May have operating units
Can be: religious, educational, charitable, scientific,
literary, charitable or non-charitable

3. KNOWLEDGEWORKS
An operating foundation with 3 national subsidiaries
National and State advocacy teams
Deep history of social justice and thought leadership
6 brands 2 divisions each with their own social media
real estate (Twitter, Pinterest, LinkedIn,YouTube, Blog,
etc.)

4. WHAT’S YOUR MEASURE?
If you are not in the business of raising money?
If your product is non-transactional?

5. SUCCESS IN SOCIAL MEDIA
Brands can easily buy likes with product, coupons, etc.
Provocateurs also draw audiences
Snark sells
Political in a highly politicized space

6. WHERE DO THE NICE GUYS
FINISH?
Playing by the rules
Being authentic
Providing good, original content
Participating socially

7. DEFINE THE AUDIENCE
The communities, districts and states who would
benefit from a B2B relationship with us
Policy makers in a position to remove barriers to
progress
Activists and innovators seeking solutions

8. IDENTIFY PARTICIPANTS
Plus: By its very nature your industry attracts the kind
of people that are comfortable, willing and eager to
participate in the social media space.
Minus: By its very nature your industry attracts the
kind of people that are comfortable, willing and eager
to participate in the social media space.

9. CONDUCT A SOCIAL MEDIA
REVIEW
Identify all brand
identities across
platforms
Find your natural
strengths and
weaknesses

10. CONTENT REFINERY
Content audit
Social engagement is about sharing
you have to have shareable content

11. THREE R’S
Relevance
Resonance
Reach

12. RAW DATA
Important for measurement baseline
Helps determine if you are moving in the right
direction with your content
Can show impressive growth - easy wins

13. TYPICAL REPORT

15. 4 KEY METRICS
Connections (fans, followers, friends, subscribers)
Audience engagements (comments, posts, mentions)
Social media referrals (to-web conversions)
Social media conversions (off-line conversations)

17. KLOUT MATRIX, R.I.P
Gave community
managers continuous
feedback on Twitter
account performance
Broadened the way
marketers thought
about brand persona

18. TWITTER

19. FACEBOOK

20. BLOGGING

21. BECAUSE EACH BRAND IS
UNIQUE
Pinterest
Quora
Newsletter publication
Email marketing
LinkedIn

22. RECAP
define audience supplement with real
world examples
identify participants
measure what matters
conduct sm review
evangelize for
content refinery engagement over
popularity
focus on 3 R’s
benchmark raw data

23. The Squishy Realm of Non-Profit Social Media
Engagement
Jeanne Kelly Bernish
@JeanneBernish