Measure THIS!

Deanna ZandtJune 11, 2009

http://deannazandt.com/

Moments in communication history

History needs you

Social capital

connections

reputation

influence

access to ideas and talent

“potential” access to further resources

the saved up

accomplishments

access to resources

Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/

Authenticity is key

• Your org has a unique voice and presence; be yourself

• Tremendous value is placed on the “gift economy;” one-way streets go nowhere

Facebook

• According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media

• 40% have raised money, BUT: a good chunk have raised less than $500 in last year

Fundraising?

“It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation”

(Betsy Harman, http://is.gd/Odkj)

Facebook

• Groups versus Pages– Groups are good for

personal communications, or smaller issue/action needs

– Pages are good for larger organizations, brand identities

Facebook

• Causes!– Help spread the word– Measure success

through awareness, not dollars

– Majority of Facebookers are younger still

– Build an identity

Credit: Beth Kanter and Allison Finehttp://is.gd/Odkj

Twitter

• Get the word out, sure, BUT…

• Get buy-in or advice on new projects

• Share others’ info relevant to your work

• Find like-minded folk• Connect with media

Find the conversation

• Search for relevant topics, titles, names

• Save these searches– RSS feed– Tweetdeck, Tweetie, etc.

• Follow and respond

Let’s talk: Quality

• Loyalty & Trust• Satisfaction• Authority

• In all of these:– Specified time frame– Specified arena

Let’s talk: Quantity

• Number of subscribers

• Traffic from social media sites

• Donations

• Other conversions

Blogging ROICr

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Takeaways

• ROI isn’t always about dollars• The more specific you can get, the better• Audience, audience, audience• Ditch things that don’t work