Measuring Your Social Media Campaign

Transcription

1 Measuring Your Social Media Campaign: Making Networking Measuring Your Social Media Campaign Melissa Miller New Media Coordinator Best Friends Animal Society October 23 26,

2 Audience poll When it comes to social media measurement/analybcs: Is this you? Or is this more like it? What we ll cover Why measuring social media majers What to measure How to measure it GeMng comfy with metric terms Free or low- cost tools to help Storing, sharing, and adjusbng to what you find October 23 26,

3 What is social media measurement? CollecBng and using data from social media Indicates growth or change in your social communibes Helps you evaluate and improve content Demonstrates the impact of social media on your organizabon and, if used right, can set you up to make more What is social media measurement? CollecBng and, more important, using social data, is both a science and an art form. Timing, wording, relevancy it all majers. Cosmosmagazine.com October 23 26,

4 Why is it important? Time and resources are limited, so make your work count. Learn how to get the most bang for your buck: which posts do best. Learn which methods are most helpful at achieving your goals. It confirms social media s place in the organizabon for all stakeholders. Social media is becoming a place to network and create change. It s not just about cute pics and videos. Why is it important? Your online presence is the face of your organizabon, so don t be frumpy. Online giving conbnues to rise, growing primarily among recurring donors and repeat donors at 20% and 27%, respecbvely, in 2012.* Online advocacy is up nearly 9%.* The more touchpoints you have with supporters, the more likely they are to donate or act otherwise on your behalf. *Blackbaud 2013 Nonprofit Benchmark Study October 23 26,

5 How Best Friends uses social media measurement Demonstrate a contribubon toward organizabonal goals Keep the social media team on track and in tune with our audiences Learn and adjust our efforts and content as we go JusBfy a need for resources in the future Help other teams What to measure Website traffic Event ajendees AdopBons Funds raised Volunteers recruited New likes, followers, etc. (not as important as many think) Engagement (likes, unlikes, comments, shares, tweets, RTs) Social ad success Other conversions like addresses October 23 26,

6 What to measure It can be as simple or complex as you make it. It s your data! Think about event discount codes or keywords and how did you hear about us quesbons on apps, and surveys to monitor emobon. How to measure It can be as simple as Bming your campaign efforts and monitoring spikes Start a dashboard, a place to track your findings over Bme October 23 26,

7 How to measure Bitly.com or others Link shortening/tracking October 23 26,

8 Google AnalyBcs Google AnalyBcs October 23 26,

9 Google URL Builder Facebook Insights Video tutorial?: hjps:// facebookforbusiness/news/pageinsights October 23 26,

10 Facebook Insights AnalyBcs.TwiJer.com TwiJer October 23 26,

11 Measuring Your Social Media Campaign: Making Networking Contests, pledges, apps Hashtags Start a conversabon and track it: #BFNC October 23 26,

12 Hootsuite Others Most channels have their own free analybcs: Pinterest, YouTube, LinkedIn, etc. There are lots of free analybcs sites for most channels as well: Pinpuff, Pinreach, Twitonomy, Iconosquare October 23 26,

13 Where to start? Decide what s important to measure If you don t have a social media strategy, create one Create a tracking method (Excel dashboard or even a Word doc of notes) Check your analybcs regularly You ve got to start somewhere Buy- in from others is important What s next? Figure out what you would like to do with all of this data you have collected. Sit with it, and create a plan of ajack. Will you adjust your goals? Change how or when you post? Create more regular reports? October 23 26,

14 CauBons Don t get all obsessive over the numbers Don t be too reacbve; data analysis takes Bme Don t forget that social media is sbll about relabonships The computer can t tell you everything It doesn t have to be all or nothing with social media measurement; just start somewhere QuesBons? October 23 26,