Guest post by Beth Kanter
Last week public relations and measurement professionals met in Lisbon, Portugal, for a summit hosted by the International Association for Measurement and Evaluation of Communications. Of interest was an workshop that was designed to begin setting the standards in social media measurement co-facilitated by KD Paine, an expert in communications and social media measurement.
The workshop shared a landscape analysis of what’s already out there from the various industries to build a clear understanding of what’s in place and what isn’t in terms of valid metrics around social media measurement.
The workshop built on the Barcelona Declaration of Measurement Principles (PDF) that were identified at last year’s summit. These are more philosophical but represent good practice for a measurement approach to accompany your social media strategy.
Applying a valid measurement approach for nonprofits
I took a stab at translating them to a nonprofit context:
1Set SMART objectives and identify a measurement strategy at the start of your campaign or program. Social media measurement should take a holistic approach including both traditional and social media and look at changes in awareness among key audiences, attitude, action and behavior change that impacts business results.
2Measure the effect on outcomes, don’t measure outputs. Measure your results, not just numbers. A typical output measure might be the number of visitors to a website or participants in a program. What should be measured are shifts in awareness, comprehension, attitude and behavior related to donations, purchase, branding, reputation, public policy, employee engagement and other shifts in audience beliefs or behaviors related to SMART objectives. Continue reading