Date post: | 14-Sep-2014 |
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MEASURING (& BUILDING) YOUR SOCIAL MEDIA IMPACT
Christina Inge
You’ve been doing social media for a while
Is it working? Are we dong it right? What else should we be doing? What’s working, what isn’t? How can we be more effective?
Why Measure Social Media? Win support for
strategic initiatives Find out what
channels, campaigns and messages are working, to put more effort into them.
Reporting may be part of grant funding for program.
Start Measuring
Systems in place Mindset of
measuring Tools—many are
free Most importantly,
goals—measure against something
Key Performance Indicators
Real Goals for Nonprofit Social Media
Is it increasing attendance?
Engaging attendees in new, meaningful ways?
Increasing donors? Broadening
awareness? Reaching
volunteers?
In other words
Is it helping us meet our mission?
Outside Measures
Measure how large an impact your social media presence has in the world at large
May not matter to you in a niche service area
Acceptance, accuracy vary
Why not to worry about your Klout score
What really matters is if social media is
working for you
What You Should Care About Social media referrals Quality of that traffic:
Does it convert into donors? Volunteers? Attendees?
Reach
Quantity Metrics Mean Less Than You’d Think
But are still worth measuring: Number of followers Growth during specific campaigns Growth during events Growth, period
Quality Metrics Mean More
Should be measured often: Clicks Retweets Content shared in
community Feedback provided Conversations around
events, brand Quality, engaged
followers
Measure Conversions from Social Traffic
Determine how many actions people can take on your site represent a goal: Buy tickets Buy merchandise Donate View Volunteers page/Fill
out volunteer form View map/directions to
venue Track each back to
social media Use new multi-channel
funnel
Exact way:
To start with, try:
These will be in the handouts
Measure the Response to Content Most social media
tools offer metrics See what resonates Give people what
they want For a quick snapshot,
look at: Clicks Retweets @ replies Tweets on hashtag
Putting Together a Measurement Plan
Determine
goals that
make sense
for your
organization
Determine
your KPIs
Use metrics
that matter
Act on the
results to
continuously
improve
Or, where SEO and social media meet
Keyword Research
Use the Language Your Audience Uses “Tomayto” vs. “Tomahto”
Internal data: emails, feedback forms. If you know your audience(s), you’ve already done a lot of “keyword research”
Keywords on Twitter
Distinguish between natural-language and hashtags
Both are important Words can trend very fast, and drop off
very fast, so it’s a more responsive, ongoing process than SEO research
Gauge Popularity of Terms
Google Insights Keyword tools Twitter search Facebook ads
Increase what you can do with existing resources
Tools & Integrating with a CMS
Tools and Integration
Integration: Connecting your Twitter account to your website.
Tools: Allow you to manage your Twitter account, content, and strategy efficiently. Lets you: Program tweets for when
you can’t be online Listen for conversations Measure Find relevant people and
connect
Using Twitter Tools Effectively Pick one that gives you:
Tweet management (ie, scheduling)
Alerts Metrics Multi-user access Multi-account control
Get everyone familiar with the tool
Try several before you decide on one
Integrate Twitter with Your Website Can take many forms:
Posting certain content, such as blog posts, to Twitter, automatically
Adding a feed of your recent tweets to your website
Allowing visitors to post content from your site to Twitter
Allowing people to follow you on Twitter from your website
Integrating
Effectively
Don’t auto-post everything
Better to feed from social media to your website than the other way around
Make sure you have a strategy for the integration itself, one that encompasses your social media and web strategies
Most important is to incorporate sharing, so visitors can share your content
Thank You!
Christina Inge Email: [email protected] Twitter: @christinainge Website, Newsletter:
oho.com LinkedIn:
linkedin.com/in/christinainge Personal blog on marketing:
MeasurableMarketingStrategy.com