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Evaluating Your Social Media Efforts for Optimization

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How do you know if your social media systems are working for your organization, or just getting in its way? Or if your social media channels are effective? This presentation offers a methodology for evaluating the success of your social media efforts within each channel as well as how optimized your social media systems are for success. The presentation includes two case studies plus a sample systems self-assessment matrix, a sample online fundraising self-assessment matrix, and a sample social media channel assessment matrix.

Publicado en: Tecnología, Empresariales
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Evaluating Your Social Media Efforts for Optimization

  1. 1. Presented by Debra AskanaseDigital Engagement StrategistMassachusetts Service Alliance2013 Conference on Service and VolunteeringJune 6, 2013Auditing Your Social Media Efforts
  2. 2. About Debra Askanase2Debra Askanase, MBA@askdebraOnline engagementstrategist, former nonprofitexecutive director (& volunteercoordinator)Thinks about measurement.Research geek.#501TechBOS organizer.(Never refuses ice cream)Photohere
  3. 3. Today’s sessionStarting points for social media successThe Social Media Audit: Three-part harmony!– Part I: Choosing the right communication goals– Part II: Auditing channel engagement– Part III: Social media systems optimizationCase StudiesAdditional ResourcesHandouts
  4. 4. Starting points Social Media FunnelDefining the ConversationGoal-setting:• Identifying AspirationalGoals• Defining SMART goals• Pairing goals withStrategySuccess Starts with Strategy!
  5. 5. SocialMediaEngageCreateTrustMovetoActionThe Social Media Funnel
  6. 6. Defining the conversation…for engagementThe Conversationdiagramcourtesy ofDarim Online
  7. 7. 2012 Nonprofit Social Networking Benchmark Report requires strategy
  8. 8. Three-part harmonySystemsauditChannelengage-mentGoals
  9. 9. Part I:Choosing the Right GoalsAspirational goals, SMART goals, SMART goalmeasurement
  10. 10. Aspirational vs. SMART goalsWhat are your “aspirational organizational” goals?What should your communications accomplish?How could communications also accomplishinternal, segmented, or audience-specific goals?Are they SMART goals?
  11. 11. SpecificMeasurableAttainableRealisticTimelyDesign your social mediaactivities to meet your goals:• volunteer recruitment• membership• donor involvement• awareness• specific program goalsDeveloping SMARTcommunication goals
  12. 12. Pair SMART goals withMeasurement1. Increased program inquiries from TWO new geographicareasGoogle Analytics: referral visits to website from socialmedia channels, form completions (after set upforms)2. Higher % of volunteer enrollment btw Dec. 31 - Feb. 1Measure success of social media campaign, GAreferral visits from social media to registration3. Increased alumni engagement from existing networkDeeper engagement on social media channels, testsuccess of social media campaign, referral mentionedat registration, GA referral visits to registration siteMeasurementMeasurementMeasurement
  13. 13. Your audit is only as good asyour goals
  14. 14. Part II: Auditing Your ChannelEngagementLinking goals to social media activity bychannel, optimizing content for engagement, somebenchmarks, optimization by channel
  15. 15. Social media channel observation
  16. 16. Reaching goals
  17. 17. Defineyour goalsDevelopcontent anddata pointsPost tosocial mediachannelsWhat contentengages?What contentdoes notengage?Measure keydata pointsagainst goalsOptimize thatcontent!
  18. 18. Leading to goals: EngagementOn every channel, measure ENGAGEMENT
  19. 19. 4 things you can do today tooptimize channel engagementAssess goals: are you clear what you want onlinestakeholders to do?What should be the conversation on each channel?Evaluate content strategy: what are your mostengaging pieces of online content, and why?Develop a metrics tracking dashboard
  20. 20. Part III: The Social MediaSystems AuditWhat is a social media audit, understanding thetool, case studies
  21. 21. What is a social media systemsaudit?
  22. 22. Measures processes…not thestrategy
  23. 23. Measures progress towards socialmedia maturity
  24. 24. Assesses systems efficiencies
  25. 25. Identify barriers to successfulimplementation
  26. 26. Goals of an auditIdentify overall “foundation for success”Ease process of prioritizing next stepsAllow for comparisons over time to track growthProvide a snapshot of important systems and processes
  27. 27. A social media systemsaudit is a measurement ofsystems, competencies, and maturity
  28. 28. Understanding the systems audit
  29. 29. Practice Maturity Scale
  30. 30. The “Matrix”| focus areas
  31. 31. Focus areas modified
  32. 32. Methodology spectrum*Interview is the most common method
  33. 33. The 360-degree audit if neededInternalSystemBoardStaffOnlinefansManagers
  34. 34. End products• Matrix• RecommendationsReport– Current State Analysis– Priorities– Next steps
  35. 35. Case studies
  36. 36. Case Study 1 | MediumNonprofit
  37. 37. Case Study 1 | Results• Lack of SMART goals and conversation topicshinders channel growth• They listen, collect data, but do not sharewithin the agency; hinders change and growth• They could spend more time understanding theiraudience, and defining a social media vision• Pluses: A lot of support for the social mediateam, online listening & tracking.
  38. 38. Case Study 2 | Small Nonprofit
  39. 39. Case Study 2 | Results• Very little institutionalization, mostly adhoc, some planned systems• Weakest area is connected culture, which affectsthe rest of the organization’s social media efforts• Identifying SMART goals, conversationareas, leadership development opps arepriorities• Organizational education about the use of andparticipation in social media also critical
  40. 40. 4 things you can do with theresults• Reevaluate systems and processes• How does this impact your social mediastrategy?• Prioritize change:• What can you immediately, in 3 mos, 6 mos.• Convey this information to the whole agency• Integrate with program and fundraising• How will this impact culture, reporting, etc?
  41. 41. Using the tool to audit fundraising, specific channel use & online campaigns
  42. 42. Social media channel optimization(systems level)
  43. 43. Social media campaigns(systems level)
  44. 44. Online fundraising(systems level)
  45. 45. Resources: The Wiki Experiment• Original docs• Additional resources developed by others• Iterations (Coalition specific, etc.)• Related Resources• Supported by Ash Shepherd:
  46. 46. Social media benchmarks from thenonprofit e-benchmarks studyWWW.E-BENCHMARKSSTUDY.COM
  47. 47. Facebook: Lifetime post viralityWWW.E-BENCHMARKSSTUDY.COM
  48. 48. Jumping InPhoto Credit | Flickr: Hamad-Al-MohannaWhat is your next step?
  49. 49. PollWhat is your next step?• Get full documentation• Revisit our goals• Audit our systems• Audit a campaign• Audit our channels
  50. 50. Debra Askanase, Engagement StrategistWebsite: http://communityorganizer20.comEmail: debra@communityorganizer20.comTwitter: @askdebraLinkedin: (617) 682-2977