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What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
The document discusses the limitations of social media analytics, particularly in relation to understanding donor behaviors and the effectiveness of social channels in fundraising. It highlights that while active social media users can be valuable for charities, there is a need to engage and encourage them to promote charitable donations. The insights suggest missing opportunities if organizations do not leverage social media to urge donor participation and fundraising.
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What Social Media Analytics Can't Tell You (SXSW Interactive 2014)
- 1. @ V IS I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
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- 6. The Collaborative Economy: Insights from SocialMedia Jeremiah Owyang @jowyang
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- 22. @ V IS I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA
- 23. Charity Donations and ActiveSocial Media Users Topline Insights from Vision Critical Research SXSW – March, 2014 Beth Kanter, Author, Trainer, and Blogger
- 24. What if yourdata set combined survey data about donation habits with actual social media usage?
- 25. Does more social mediause equal more donations?
- 26. Flickr Photo bytedski Charity Slacktivists
- 34. Actionable Takeaways fromResearch
- 35. • Slack offof slacktivism – active social media users are valuable • Social channels can be an effective on-ramp for NEW donors, especially more active social media users, but find ways to keep connected • If you aren’t urging your donors to post about your charity when they donate or encourage them to fundraise on your behalf, you are missing a huge opportunity.
- 36. @ V IS I O N C R I T I C A L WHAT SOCIAL MEDIA ANALYTICS CAN’T TELL YOU Alexandra Samuel, Vision Critical • @awsamuel Jeremiah Owyang, Crowd Companies • @jowyang Colby Flint, Discovery Communications • @discoverycomm Beth Kanter • @kanter #SMDATA #SMDATA