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AbbySandlin

The document discusses strategies for non-profits to measure the return on investment of social networking initiatives. It provides examples of metrics to track such as recency, quantity and quality of engagement across various social media platforms like Flickr, Twitter, and Second Life. It emphasizes starting with a defined goal, documenting objectives, transparently reporting results, and using benchmarks to evaluate performance over time.

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Abby Sandlin, Charity Dynamics On the hunt for shiny objects
Why Explore SN? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Okay sounds good, but… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where oh where is the ROI? ,[object Object],[object Object],[object Object],[object Object]
Goodness Baked Right In ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What to Measure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2.0 Conversion Pathway Joins Sees View pictures Read blog Reads article Watches tweets Joins Comments Follows Tags Comes out of the shadows Uses a photos Engages Participate in conversations Finds new people Uploads photos Submits photos Recruiting more people Getting comments Converts Captured in off-line activities Donates Advocates Volunteer Newsletter
Planting a flag
Making Connection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Flickr Flickr Recency - Views in time period Quantity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Quality ,[object Object],[object Object],Response Rates If connected to actions Origination Source codes for links through to actions
Twitter Twitter Recency - Dates of posts Quantity ,[object Object],[object Object],[object Object],[object Object],Quality ,[object Object],[object Object],[object Object],Response Rates Promote certain activities Origination Tracking through links
Second Life Second Life Recency - Push-pull data Quantity ,[object Object],[object Object],[object Object],[object Object],[object Object],Quality ,[object Object],[object Object],Response Rates ,[object Object],[object Object],[object Object],[object Object],[object Object],Origination - Source code tracking
How to Measure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Big Picture ,[object Object],[object Object],[object Object],[object Object],[object Object]

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