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

September 24, 2010

Social media ROI: The metrics and strategies

WWT 2010: Social Media ROI
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Guest post by Ryann Miller

Ryann-MillerLast week I attended the Women Who Tech TeleSummit. One of the most anticipated sessions was the session with blogger Beth Kanter and Lauren Varga of Radian6 and moderated by Roz Lemieux of Fission Strategy.

I’ve long admired and respected Beth, and I’m a fan of Radian6, a social media monitoring service. The session covered a lot of ground for a fairly contained topic and I was impressed with the depth and breadth of the presentation. Beth and Lauren discussed both strategy and tools, tips and metrics, leaving little ground uncovered. The focus was around the return on investment: how to think of the value of social media, the things you need before starting any campaign, and how to measure, analyze and sell campaigns. Here’s a recap:

Part I: A guide for your social media adventure

Let’s say you want to get started using social media. Where? How? While this session wasn’t a primer, Beth’s four ‘I’s, plus the discussion on objectives and SMART analysis, are a fantastic starting point.

The philosophy and definition of ROI

Beth’s four ‘I’ terms are a contextual lens through which to look at social media ROI. She said she takes a broader definition of ROI, to include:

  1. Return on Insight: this is about harvesting intelligence about what works and what doesn’t, to apply to the future. Listening, learning and adapting – sometimes called an iterative process – means that you take a longer-term view of the project, that sometimes a culture change within your organization is necessary to make room for reflection, and that you’ll find success and know what it is when you find it. If you find that tweeting about the hard-hitting emotional stuff seems to get the biggest reaction every time, apply this to remaining communications for this medium even if it means going back and changing agreed-upon communication pieces. Beyond that, remember it for future campaigns.
  3. Return on Interaction: it’s about engagement and relationship building with your audience. The goal is to set people on the ladder of engagement to become donors/members/lovers of your cause. But before you get there, how are they engaging with you? What are they saying? How do they treat your brand? This has to be monitored in order to be evaluated.
  5. Return on Investment: investment is about value, and measuring the relationship between what you’ve done and what it costs. Some tangible indicators are: fundraised dollars, new activists or email list growth, new volunteers,
  7. Return on Impact: this is about our big goal – to effect social change. Sometimes impact is different or more than just about investment. If you can use Twitter to stop a company from doing something, or vote for something, while that may be hard to quantify, there is a return on impact.

These four ‘I’s are valuable as a starting point for any organization looking to dive into social media in a concerted way. I’d recommend a discussion around these four ‘I’s by any team about to start a social media campaign, because it’ll help you to be thoughtful and reflective, and therefore more strategic, as you get started and get comfortable with social media metrics and measurement. I think Beth’s underlying point here is: Do this thoughtfully and with goals and guidelines. Continue reading

April 5, 2010

Social media 101 for small nonprofits


New tool helps small nonprofits improve their social media savvy

JD LasicaShould small nonprofits wade into the sometimes daunting terrain of social media?

Increasingly, the answer is: Yes, because that’s where their members and supporters are, and social media is the most effective way to reach them. (If you’re unclear about some of these terms or concepts, see Socialbrite’s Social Media Glossary.)

KAL-FieldstoneLast year TechSoup Global won a grant from Kellogg Action Lab/ Fieldstone Alliance with an impressive goal: to create a tool that helps nonprofits assess their current social media capabilities and to connect them with resources to get them started down the right track.

TechSoup Global hired Socialbrite to manage the project and build the tool, and our team spent weeks interviewing the top executives of 50 mostly small nonprofits: CARES Foundation, Down Syndrome Network, Net Literacy, Legal Community Against Violence, National Autism Association and dozens of others.

We found that these nonprofits — often run on a shoestring budget with a bare-bones staff — are well aware that major changes are taking place in the media and communications landscape. Often they seem to feel baffled by the disruptions. Many wonder whether they have the resources to effectively use social media, given the resources and time commitment required inside organizations where everyone does everything — and then some. “There hasn’t been a lot of data that justifies putting labor into this. How sure are we that social networking is worth prioritizing?” one foundation’s communications director asked me.

Still, the vast majority of nonprofits said they were eager to learn and to push forward internally with modest social media programs. While the survey results are confidential, I can point you to the Social Media Literacy Tool we built that was based on our interviews with nonprofits. (The tool is geared to nonprofits but can be used by anyone.)

Update: the Social Media Literacy Tool is live!

How social media will benefit your nonprofit

When I discuss the need to embrace social media with nonprofit leaders, the reasons usually fall into these buckets:

(1) Social media has altered the balance of power

The same tectonic shifts that have disrupted other spheres of society — the public’s interactions with brands, with media, with government — are starting to affect other sectors as well, including the nonprofit community. The smartest reaction would be to identify key learnings from watching the other sectors and then adapt and apply those takeaways to your own. People no longer want their only interactions with a favorite cause or nonprofit to be restricted to their credit cards — they want to participate (at least some of them do) at all levels of your core mission, from communicating with members of your team to communicating with each other to helping you raise money or connect with community resources.

It’s likely that there are rich conversations taking place online about your nonprofit or your cause. You should be a part of those conversations. Continue reading