Measuring What Matters: Meaningful Metrics Social Media for Nonprofits Debra Askanase, Digital Engagement Strategist @askdebra
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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
https://www.flickr.com/photos/32066106@N06/19682903722/
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.
http://www.flickr.com/photos/55738177@N00/141616404/
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
s
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?
https://www.flickr.com/photos/25171207@N02/4204137856/
Daily Metrics – Steering the Ship
https://www.flickr.com/photos/8755284@N03/610859608/
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
https://www.flickr.com/photos/36196762@N04/5112925348/
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: [email protected]: 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
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