September 23, 2013

4 Facebook metrics your nonprofit shouldn’t overlook


Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Facebook users.

John HaydonYou may have heard of the term “social media ROI calculator.” It refers to a method of figuring out whether you’re getting an adequate return on investment for your organization’s investment in Facebook, blogging, Twitter or other social media.

The trouble is, most of these ROI calculations include factors for investments and gains, but not many include factors for loss. This means that any “collateral damage” of your campaign might often be overlooked.

Let’s consider an example. Imagine you have a fundraising campaign that includes a Facebook component. A partner gives you $2,000 toward Facebook ads. After the campaign is over, you walk away with $20,000 in donations from these ads.

But you also ticked off hundreds of people.

Financial success in this example is one thing, but without considering negative comments received during the campaign, a true ROI calculation can’t be made. Continue reading

July 15, 2013

Understanding the big changes to Facebook Insights

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Facebook administrators.

John HaydonAfew days ago Facebook rolled out a new look to Facebook Insights, including some important changes to its metrics reports. Note that it sometimes takes days, even weeks, for such updates to take effect on all 1 billion Facebook accounts.

In the 10-minute video above, I’ll step you through the changes and what they mean for your organization or nonprofit. Specifically, you’ll learn about all the changes to five main reports:

  1. Overview: Get a 7-day snapshot of the most important activity on your page.
  2. Page Likes: See net likes over time and where your likes come from.
  3. Page Reach: See how many people are seeing your posts over time.
  4. Page Posts: See how people are engaging with your posts.
  5. People: See how your fans are similar and different from people who see and/or engage with your posts.

Continue reading

June 17, 2013

Building a loyal Facebook fan base

The key differences between nonprofits and for-profits

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, small businesses, general public.

John HaydonMy good friend Jon Loomer and I chatted the other day for the Social Media Pubcast. Check out the video above to glean some insights on some of the topics we discussed.

You’ll find out more about:

  • The key advantage nonprofits have over for-profits
  • Differences and similarities in approach to and struggles with Facebook between nonprofits and for-profits
  • Facebook Insights and the stats that matter (Demographics, Talking About This, Frequency)
  • Tips for Promoted Posts

Check out the video from our chat and share your thoughts in the comments below!

February 7, 2013

Dive deeper into Facebook Page Insights

Screen Shot 2013-02-05 at 4.09.43 PM

Photo courtesy of cambodia4kidsorg via Creative Commons

Break out analytics into five separate reports

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, Facebook administrators.

John HaydonFacebook Insights for Pages provides critical data about activity around your Page and your Page updates. It’s like a GPS device guiding you towards successful interactions on Facebook.

Facebook breaks down its analytics into five reports that can be viewed directly on your page:

  1. The Overview Report: An overview of how your page is performing day to day, with sortable post-level details.
  2. The Likes Report: A report about the Facebook users who like your page.
  3. The Reach Report: A report about the Facebook users who see your page content (organic, viral and paid reach), what websites are referring traffic to your page and more.
  4. The Talking About This Report: A report about the Facebook users who create content about your page, and how those stories generate viral reach.
  5. The Check Ins Report: A report about the Facebook users who check in to your Facebook Place on their mobile device.
  6. Continue reading

December 7, 2011

Which Facebook Insights metrics matter to your nonprofit?

Target audience: Nonprofits, foundations, NGOs, cause organizations, businesses, brands, social media managers, Web publishers, individuals.

John HaydonNow that Facebook has rolled out the new Insights to all Pages, you’re probably wondering what some of these new metrics mean.

But you’re also wondering which ones really matter.

Yes, you can still view how many fans you have, and you can even see how many collective friends your fans have! But these numbers really don’t matter if no one cares about your organization.


The Insights metrics that matter

Some of you might be saying: “Yeah, but this Page has over 3,000 fans!” Still others might be saying “3,000 is nothing…We have over 50,000 fans.” Whether you have 3,000 fans or 50,000 means nothing if:

1. No one’s seeing any of your Page stories.
2. No one’s talking about your organization.
3. No one’s telling their friends. Continue reading

November 17, 2011

How nonprofits should be using data


Why embracing data should be an important part of your leadership strategy

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, businesses, social media managers, marketing professionals, individuals.

Debra AskanaseI recently presented a workshop titled “Data Driven Leadership” at the Massachusetts Nonprofit Network/AGM annual conference along with colleagues Marc Baizman and Steve Backman. The question we addressed in the workshop was: What online data can help a leader make informed decisions around programming, advocacy and fundraising? Marc, Steve and I have expertise in Google Analytics, in understanding customer segmentation and databases, and in identifying social media metrics, respectively. Each of us thought about how the data from our respective areas of expertise could shed light on an answer. The hardest part was choosing what to eliminate from our presentation, as we only had one hour to cover this enormous topic!

Getting started with gathering data

We created a DIY worksheet for the session titled, “Make Your Data Work for You.” It offers sample questions to get you started thinking in the areas of marketing, programs and services, development, and volunteers and advocacy. For every sample question, it asks you to set the priority level, consider what data you’ll need to answer that question, and where you can find the answer. There are a lot of spaces for you to customize the worksheet to your needs. You can read and download the worksheet.


For every leader, thinking about the real organizational questions that the data could offer is the place to begin.

Below are summaries of our segments of the presentation, written individually by each of us. You can also view the SlideShare presentation above for the complete takeaways. Continue reading