Social Media Metrics That Matter

transcript

Measuring What Matters: Meaningful Metrics

Social Media for NonprofitsDebra Askanase,

Digital Engagement Strategist@askdebra

Data Data Data Everywhere

What’s important is that you can find what you need

https://www.flickr.com/photos/90106931@N00/5150336351/

Data you can find

Relevant data

Data you need

Data-checking ourselves

Data for decisions

Does it inform decisions?

SMART goal progress

Does it check our progress?

Matterness data

Does it show if we Matter?

Data-Informed Decision-MakingWill this help me make a decision about, or change..?

◉ The way I work◉ The way the organization does its work◉ Current initiatives◉ Planned initiatives◉ Long-term direction

Beware the Vanity Metric!

Common Vanity Metrics◉ Size of online community◉ Impressions / Views ◉ Social ad reach◉ Influential followers/fans ◉ Your own Klout◉ Number of social and blog posts◉ Mentions

A Vanity Metric does not inform your work, help you make decisions, or help you Matter*

* Sometimes the boss wants these anyway. We call this “ego-checking.

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Finding SMART Goals to Measure*

*Does it check our progress?

SpecificMeasurableAttainableRealisticTimely

VolunteersMembership/ParticipationDonationsSpecific segment

attraction

SMART Communication Goals

Aspirational SMARTIncrease traffic to donations page Increase online donations through

website by 10-15% in 2015

Increase social media fan engagement

Increase amount of conversation and interaction within our social media spaces by 20% in 2015

New member acquisition 20% more online membership sales as a result of social media referrals Jan – June 2016

*Specific, Measurable, Attainable, Realistic, Timebound

Aspirational > SMART Goals

Can You Measure It?1. Increase online donations by 10-15% in 2015

Google Analytics: referral visits to website from social media channels, form completions

2. 20% more social media channel engagementComments, Shares, RTs, @mentions, Favorites

3. New member acquisitionNew member form downloads, form completions from social media

Blog Mobile & apps

Social network

Video/Photo

Website

Matterness-informed Decision-Making

◉ Will this information help our organization to recognize, value, and hear our stakeholders?

◉ Will this help us recognize stakeholders who can co-create, contribute, and become part of the organization?

◉ Will this data connect us to those who care and will take action?

Matterness + SMART MetricsWhat

matters to stakeholders

Demonstrates you matter to stakeholders

Identifying who cares deeply

SMART goals

Most engaging content

Conversation (public and private)

Participation in online events

Social referrals

Least engaging content

Participation when asked

Consistent sharing/conversation

Conversions

Clickthroughs Shares of content Recruits and acts when asked

Downloads, donations, etc.

Share Pair: What Matters Most?

What social metrics do you need to accurately inform the direction or work of your organization?

How do I do this?

Daily Metrics – Steering the Ship

What matters to your stakeholders & What demonstrates you matter

◉ What content resonates?◉ What content misses? ◉ Who’s engaging with us, and why?◉ What’s picking up steam?

Monthly & Quarterly - Goal-oriented

Monthly & Quarterly Metrics - Goal-oriented

◉ Online community growth◉ Most engaged posts/tweets/pins/videos◉ Overall engagement trend◉ Most engaged online fans◉ Website metrics that matter◉ A specific goal metrics◉ A specific metric that informs my

practice

Example: Facebook Metrics

Checking Progress Where It Counts

Create your own GA Dashboard

Supplement with 3rd Party AppsUse other apps to help you gather data, listen, and respond:

◉ Sprout Social◉ Mention.com◉ True Social Metrics◉ Hootsuite◉ Bit.ly◉ etc.

Goals:

1.) New emails

2.) ID

leaders

3.) $$

Measuring What MattersWhat

matters to stakeholders

Demonstrates you matter to stakeholders

Identifying who cares deeply

SMART goals

Most engaging content

Conversation (public and private)

Participation in online events

Social referrals

Least engaging content

Participation when asked

Consistent sharing/conversation

Conversions

Clickthroughs Shares of content Recruits and acts when asked

Downloads, donations, etc.

Review◉ Determine your data needs to measure

◉ Know how to find the data your need

◉ Check all three types of data: decision-making, goals progression, Matterness

◉ Create a daily and quarterly measurement practice

◉ Share your data with the organization

Thank you!

Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977

CREDITSSpecial thanks to all the people who made and released these awesome resources for free:◉ Presentation template by SlidesCarnival◉ Photographs by Unsplash

Social Media Metrics That Matter

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