Measuring Social
Media Success
Introduction
@dbarefoot
#ncwk
Questions for you
Ten rules
Set quantifiable
objectives
If it doesn’t have a needle,
it doesn’t count
Beware of creatively-named
metrics
Measure everything
All visitors are not equal
Automate
Be clinical
Iterate
rapidly
Fail fast
Your cat doesn’t care
if you bury it
People
Objectives
Strategy
Technology
Identify business objective
Find online indicators of success
Measure performance of
indicators
• Donations
• Service delivery
• Outreach
• Volunteer roster
• Public profile
• Board members
• What else?
Business Objectives
• Donations - online donations
• Service delivery - online questions and
request
• Outreach - conversion rates
• Volunteer roster - online requests
• Public profile - online mentions or
incoming links
• Board members - online inquiries
What are the
indicators?
Donations
Dollars raised or number of donors
through social media channels
Track through analytics and donation tools
Volunteer inquiries
Number of inquiries per month through social
media channels and/or ‘conversion rate’
Manually count the number of requests to
volunteer
Outreach
Petition signatures that
originate in social media channels
Track through analytics
Questions for each
other
Our Tools
Google Analytics
+
Scout Labs +
NetVibes
Demonstrate support for
protecting wild spaces
Petition signatures
Goal tracking in Google Analytics
Conversion Rates
0.002.53
3.524.45 5.54
22.09
Online Mentions
Questions for me?
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