September 27, 2012

Is Instagram useful for nonprofit marketing?

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, Instagram users.

Guest post by Beth Kanter
bethkanter.org

Instagram, the mobile photography app (and company) purchased by Facebook, has been getting a lot of attention lately. From critics saying it is killing photography to hype and hoopla from marketing pundits saying it is a must-have as part of your “visual marketing tool box.”

In Steve Rubel’s Ad Age post, The Revolution Won’t Be Televised; It Will Be Instagrammed, he points out some underlying trends that might make some of the hype less hype:

April 26, 2012

Measure social media traffic with Google Analytics

Set up segments to determine who’s sending visitors your way

John HaydonYou know that your nonprofit or social enterprise can use Google Analytics to measure traffic not just from referring websites but from social networks like Twitter, Facebook and Google Plus, right?

The video above will show you how to measure traffic from supporters using social media. It’s based on this recent article on the Social Media Examiner. Some takeaways:

• By clicking on Traffic sources > Referrals in Google Analytics, you can see the number of visits you’re getting via Facebook, Twitter, Google Plus, etc.

• You can set up Advanced Segments to determine in-bound traffic from multiple sources and combine them into buckets that make sense, like Twitter.com, t.co (Twitter’s url shortener), HootSuite and bit.ly, or from Facebook and Facebook mobile. You can then see how traffic from Facebook and traffic from Twitter compare.

• You can use the same trick with any landing page on your site, giving you a better sense of who’s coming to that page via social media sources.

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.

numbers-that-dont-matter

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

October 26, 2011

How to use the new Facebook Insights

Insights-location

The upgraded Facebook metric tool explained in plain English

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

John HaydonTwo weeks ago, Facebook launched a completely new version of Facebook Page Insights along with several new metrics.

Some of the new metrics include:

  • People Talking About This – This is the number of people who engage with your Page and includes users who have liked your Page, commented on or shared a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page.
  • Friends of Fans – This is the total number of friends all your fans have.
  • Reach – The number of people who have seen content associated with your Page.
  • Virality – The percent of people who saw a story from your Page and “talked about it.”

How to access Insights on your Facebook Page

You can access your Facebook Page Insights directly under your Facebook Page’s main image in the sidebar (FYI – this tab can only be viewed by Page admins).

When you click on the Insights icon (see image above), you’ll go directly to an overview of analytics for your Facebook page. You’ll also notice that three sub-tabs have appeared in the sidebar: “Fans,” “Reach” and “Talking About This.”

Making sense of your Page overview

The first tab you’ll see when you click on Insights is an overview of your Page. This tab shows you the day-to-day information you need to know as a page administrator.

Insight-tabs

What do those four numbers at the top mean?

Those four numbers at the very top of this page are the most current snapshot of your page. Following is the definition for each number:

  • Total Likes – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.
  • Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. This number is more useful if you are running a Facebook Sponsored Like Story because it would be the total number of people who could see that ad. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
  • People Talking About This – This is the number of people who engaged with your Page over the past seven days and includes users who liked your Page, commented on or shared a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
  • Weekly Total Reach – This is the number of people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) over the past seven days. The percent increase or decrease next to this number is a comparison with the previous seven-day period.

Underneath these four numbers you’ll see a graph with rolling weekly numbers for “Talking About This” and “Weekly Total Reach” for the past month. You’ll also see dots for each day that you’ve posted to your page (dot size indicates the number of posts for that day). Continue reading

June 14, 2011

7 tips & a grid for social media measurement


Click image to enlarge.

Guest post by Beth Kanter
bethkanter.org

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.

Download the 18-page document (PDF) here.

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

December 15, 2010

How to measure your nonprofit’s social media success

social media success

Metrics need to be tied to your organization’s business goals

Target audience: Nonprofits, cause organizations, NGOs, foundations, businesses, Web publishers, educators, individuals. This is part of Socialbrite’s series Guide to social media metrics. In this series:
Getting started with social media metrics
Guide to social media metrics (main page)

See accompanying article published on Socialmedia.biz today: 10 ways to measure social media for business.

JD LasicaYour organization or business knows that it’s important to measure the progress you’re making with your social media program or campaign, as we discussed in Getting started with social media metrics. But what do you measure, why and how?

There’s no single, simple answer, but today we’ll offer a framework to guide you through the thicket of differing approaches you should consider before implementing a metrics program. (If you have other approaches that have worked for you, please add them to the comments!)

Creating goals to advance your mission

First off, don’t obsess about metrics. In fact, forget about the data altogether. What you’re really trying to do is advance your organization’s mission. Metrics are just a tool to help you do that.

Before assigning someone on your staff to take ownership of metrics, ask yourself: What are the key items we need to track to determine if we’re moving the needle? Have I clearly formulated a set of goals to advance my organization’s strategic or business objectives? Once you have a set of goals in place, then, and only then, should you begin considering which tools to use for your measurements. (We’ll cover tools tomorrow.)

Start by listing a series of specific, concrete, short-term, measurable, achievable goals that advance your long-term mission. Most of these goals should be short-term and modest in scope. Your organization may want to:

    map

  • Grow traffic to your website or blog
  • Grow your newsletter list
  • Motivate people to donate
  • Move people to take a specific action, like signing a petition
  • Turn supporters into volunteers
  • Increase sale of a product or service
  • Build visibility and authority for your brand or cause
  • Solicit micro-loans
  • Boost your following on Twitter or Facebook
  • Spur people to register to attend an event
  • Reduce operational costs by crowdsourcing tasks
  • Test the efficacy of one donation button vs. another
  • Enhance your site’s search engine rankings
  • Increase the number of blog comments people post
  • Reduce your site’s bounce rate (and increase stickiness)

All of these goals can — and should — be measured. And you’ll notice that while social media will be used to pursue and measure your progress in achieving many of these goals, others don’t involve social media at all. That’s OK. Social media should fold into your overall metrics program, not the other way around.

KPIs: How you’ll measure progress

Now that you have a list of goals, you’ll want to map them to Key Performance Indicators, or KPIs. A KPI is simply a metric that you track to assess whether you are accomplishing your business goals. There are literally hundreds of KPIs that you could be tracking in a spreadsheet, but your team will want to identify only a handful that matter most — the ones that will specifically help you achieve your goals.

For instance, if you want to grow your list of supporters, you’ll be able to measure the number of newsletter or RSS subscribers. If you want more interactivity on your blog, you can measure the average number of comments that people post.

Following is a partial list of KPIs/social interaction metrics put together by my friends at Econsultancy in London:

Key Performance Indicators

  • Blog comments
  • Downloads
  • Email subscriptions
  • Likes or Fans
  • Favorites (add an item to favorites)
  • Followers (follow something / someone)
  • Forward to a friend
  • Groups (create / join / total number of groups / group activity)
  • Install widget (on a blog page, Facebook, etc.)
  • Personalization (pages, display, theme)
  • Ratings
  • Registered users (new / total / active / dormant / churn)
  • Reviews
  • Time spent on key pages
  • Uploads (add an item, e.g. articles, links, images, videos)

There are dozens more, but you get the idea. Some of these social interactions may map to multiple goals. Last year the the Interactive Advertising Bureau released a document detailing social media metrics and definitions.

In addition, David Berkowitz offers 100 ways to measure social media and Sazbean offers 18 Things Online Measurement Can Tell You. Continue reading