Focus on what you should be measuring so you can streamline your PR measurement tracking
Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises
When it comes to the latest in PR measurement, the mere thought of it may make you feel like it’s impossible to “keep up.” Before you overwhelm yourself, take a deep breath and focus on growing your skills by incorporating these three principles into your regular routine. By focusing on these simple – not to mention, free! – tips to refine your skills, you’ll become a measurement star before you know it! Continue reading →
In line with the book’s focus on turning data into knowledge through powerful, insightful measurement and analytics of social media efforts, we wanted to share three simple tips and resources that nonprofits can put to work.
Book giveaway: Win the book to grasp the power of metrics!
If you’re like most nonprofit professionals, you’ll eventually admit that you could do a better job of measuring.
The good news is that you’re not alone. Most nonprofits (and in fact most for-profits) are struggling with the challenge of measuring relationships, which is essentially what social media is all about.
Deciding how to measure your social media efforts can be a challenging undertaking. Number of likes? Number of followers? Level of engagement? Which measures are right for you?
Believe it or not, these measures are virtually meaningless. In fact, all measures are meaningless — unless they are tied to your goals.
Think about it: An organization working to raise awareness about an issue and an organization working to pass legislation are likely to have very different goals, even though they are likely to use many of the same tools (eg., Facebook and Twitter). One-size-fits-all “Top 10 social media metrics” lists can be tempting but dangerous. Each organization should choose measures that align closely with your goals.
Figure out what you want
Your first step is to figure out what you really want to do, how and why. I recommend using the following strategic planning process. Don’t let “strategic planning process” scare you — one or two well thought-out bullets for each step is sufficient:
Step 1: Goal & objective
Your first step is to carefully define a high-level goal (eg., pass this legislative bill) and a measurable objective (eg., get six key legislators to vote for the legislation).
Step 2: Strategy
Next, you need to decide at a high level how you want to go about doing this. For example, influence newspapers in key districts to write stories about community support for the legislation.
Step 3: Tools and tactics
Once you’ve got your strategy, map out an action plan for using new media and other tools to execute your strategy. For example, follow local newspapers on Twitter and engage in conversations with them, breaking news related to the legislation. Target communities when possible.
Make it easy to participate, make it mobile — and don’t forget the fun!
One of the great success stories of online advocacy has been DoSomething.org, a not-for-profit that encourages young people to use the power of online to “do good stuff offline.”
Last fall I moderated a panel at BlogWorld Expo with DoSomething chief technology officer George Weiner, and last month I co-presented a Social Media for Social Good bootcamp at the National Conference on Volunteering and Service with George.
“This generation is far more engaged than anyone can possibly understand or measure due to the amount of conversations going on in social media.” — George Weiner
So during a brief break in the action I got him to talk about how DoSomething spurs 1.2 million young people a year to take action on behalf of a social cause they care about.
“Young people have this amazing thing they can do that doesn’t require car, money or an adult,” he says. Simply put, any young person — 25 or younger, with a sweet spot of 16- to 17-year-olds — can launch a social cause campaign about any cause they feel passionately about.
The nation’s largest cause site for young people, DoSomething has about 30,000 cause projects started by young people.