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.
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Evaluating Your Social Media Efforts for Optimization
- 1. Presented by Debra Askanase Digital Engagement Strategist Massachusetts Service Alliance 2013 Conference on Service and Volunteering June 6, 2013 Auditing Your Social Media Efforts
- 2. About Debra Askanase 2 Debra Askanase, MBA @askdebra Online engagement strategist, former nonprofit executive director (& volunteer coordinator) Thinks about measurement. Research geek. #501TechBOS organizer. (Never refuses ice cream) Photo here
- 3. Today’s session Starting points for social media success The Social Media Audit: Three-part harmony! – Part I: Choosing the right communication goals – Part II: Auditing channel engagement – Part III: Social media systems optimization Case Studies Additional Resources Handouts
- 4. Starting points http://www.flickr.com/photos/23719547@N04/2785916198/ The Social Media Funnel Defining the Conversation Goal-setting: • Identifying Aspirational Goals • Defining SMART goals • Pairing goals with Strategy Success Starts with Strategy!
- 6. Defining the conversation …for engagement The Conversation diagram courtesy of Darim Online
- 7. 2012 Nonprofit Social Networking Benchmark Report http://www.nonprofitsocialnetworksurvey.com/ Success requires strategy
- 9. Part I: Choosing the Right Goals Aspirational goals, SMART goals, SMART goal measurement
- 10. Aspirational vs. SMART goals What are your “aspirational organizational” goals? What should your communications accomplish? How could communications also accomplish internal, segmented, or audience-specific goals? Are they SMART goals?
- 11. Specific Measurable Attainable Realistic Timely Design your social media activities to meet your goals: • volunteer recruitment • membership • donor involvement • awareness • specific program goals Developing SMART communication goals
- 12. Pair SMART goals with Measurement 1. Increased program inquiries from TWO new geographic areas Google Analytics: referral visits to website from social media channels, form completions (after set up forms) 2. Higher % of volunteer enrollment btw Dec. 31 - Feb. 1 Measure success of social media campaign, GA referral visits from social media to registration 3. Increased alumni engagement from existing network Deeper engagement on social media channels, test success of social media campaign, referral mentioned at registration, GA referral visits to registration site Measurement Measurement Measurement
- 13. Your audit is only as good as your goals
- 14. Part II: Auditing Your Channel Engagement Linking goals to social media activity by channel, optimizing content for engagement, some benchmarks, optimization by channel
- 15. Social media channel observation http://www.flickr.com/photos/tanaka_juuyoh/2518364034/in/photostream/
- 16. Reaching goals
- 17. Define your goals Develop content and data points Post to social media channels What content engages? What content does not engage? Measure key data points against goals Optimize that content!
- 18. Leading to goals: Engagement On every channel, measure ENGAGEMENT
- 19. 4 things you can do today to optimize channel engagement Assess goals: are you clear what you want online stakeholders to do? What should be the conversation on each channel? Evaluate content strategy: what are your most engaging pieces of online content, and why? Develop a metrics tracking dashboard
- 20. Part III: The Social Media Systems Audit What is a social media audit, understanding the tool, case studies
- 21. What is a social media systems audit? http://www.flickr.com/photos/curiousexpeditions/489992128/in/photostream/
- 23. Measures progress towards social media maturity http://interactyx.com/social-learning-blog/evolution-of-training-has-your-lms-kept-up/
- 25. Identify barriers to successful implementation http://www.flickr.com/photos/80081757@N00/55853975/
- 26. Goals of an audit Identify overall “foundation for success” Ease process of prioritizing next steps Allow for comparisons over time to track growth Provide a snapshot of important systems and processes
- 27. A social media systems audit is a measurement of systems, competencies, an d maturity
- 28. Understanding the systems audit http://www.flickr.com/photos/donpezzano/3299259102/
- 30. The “Matrix”| focus areas
- 32. Methodology spectrum *Interview is the most common method
- 33. The 360-degree audit if needed Internal System Board Staff Online fans Managers
- 34. End products • Matrix • Recommendations Report – Current State Analysis – Priorities – Next steps
- 36. Case Study 1 | Medium Nonprofit
- 37. Case Study 1 | Results • Lack of SMART goals and conversation topics hinders channel growth • They listen, collect data, but do not share within the agency; hinders change and growth • They could spend more time understanding their audience, and defining a social media vision • Pluses: A lot of support for the social media team, online listening & tracking.
- 38. Case Study 2 | Small Nonprofit
- 39. Case Study 2 | Results • Very little institutionalization, mostly ad hoc, some planned systems • Weakest area is connected culture, which affects the rest of the organization’s social media efforts • Identifying SMART goals, conversation areas, leadership development opps are priorities • Organizational education about the use of and participation in social media also critical
- 40. 4 things you can do with the results • Reevaluate systems and processes • How does this impact your social media strategy? • 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. Using the tool to audit fundraising , specific channel use & online campaigns http://www.flickr.com/photos/danielproulx/8033716220/in/photostream/
- 42. Social media channel optimization (systems level)
- 43. Social media campaigns (systems level)
- 45. Resources: The Wiki Experiment http://nonprofitsocialmediaaudit.wikispaces.com • Original docs • Additional resources developed by others • Iterations (Coalition specific, etc.) • Related Resources • Supported by Ash Shepherd: Ash@seekoei.com
- 46. Social media benchmarks from the nonprofit e-benchmarks study WWW.E-BENCHMARKSSTUDY.COM
- 47. Facebook: Lifetime post virality WWW.E-BENCHMARKSSTUDY.COM
- 48. Jumping In Photo Credit | Flickr: Hamad-Al-Mohanna What is your next step?
- 49. Poll What is your next step? • Get full documentation • Revisit our goals • Audit our systems • Audit a campaign • Audit our channels
- 50. Debra Askanase, Engagement Strategist Website: http://communityorganizer20.com Email: debra@communityorganizer20.com Twitter: @askdebra Linkedin: http://linkedin.com/in/debraaskanase Telephone: (617) 682-2977
Notas del editor
- http://www.web-strategist.com/blog/category/social-media-measurement/
- Self-assessment possible, but outside observation best
- http://www.flickr.com/photos/urbanwoodswalker/3262603051/in/photostream/
- http://www.flickr.com/photos/59816658@N00/5162824055/in/photostream/
- Virality is the percentage of users who see an organization’s post on Facebook and then create a “story” on Facebook by liking, sharing, or commenting on that post, answering a question, responding to an event, or claiming an offer. Overall, 1.4% of users who were shown a post created a story. Small groups had significantly higher median Virality than Large and Medium groups.