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August 27 2011

03:15

Expert advice on social media ROI

It is clear that the rise of social media provides many unique opportunities for nonprofit organizations to fundraise, engage supporters and reach target audiences. What has been much harder to discern is determining whether those social media efforts create positive, measurable results.

Participating in social media takes time and resources, things which lean-running nonprofits usually lack. How can these organizations measure whether social media is an effective use of scarce resources, a waste of time or something in between? 

A number of sites lay out high-level methods for measuring social media success. Some, like this entry from Social Media Examiner, are more focused towards business, but can be easily adapted to the not-for-profit world. This article’s three steps for measuring “social media marketing” -define metrics, target specific audiences, and create incentives for viral sharing- are also aimed at the business world, but are still relevant. 

Nonprofit communications advisers, like SocialBrite’s JD Lasica, have presented methods of measuring the return on social media engagement specifically for cause-driven organizations. Heather Shelby of the Environmental Defense Fund outlined, in an NTEN article filled with great examples and resources, how ROI could be measured on Facebook in particular.

In case you missed it when TechSoup Talks featured a webinar on social media ROI with Kami Griffiths, John Haydon and Chris Garrett, you can follow that link to find an archived audio recording, PowerPoint presentation and mindmap from the session.

We are using the term ROI, but there are those in the social good sector who question the value of applying that specific term to social media, nonprofits and the intersection of the two. Beth Kanter, co-founder of Zoetica and co-author of The Networked Nonprofit, has suggested “Four I’s” that make more sense for nonprofits trying to evaluate their social media outreach. She advises that not-for-profit organizations look for a return on: 

  • Insight - what is being learned about the audience and the efficacy of messages
  • Interaction - how is engagement being deepened and how are relationships being built
  • Investment - a straightforward assessment of the financial costs and benefits of a strategy
  • Impact - what part is social media playing in effecting social change

More recently, Beth has written that looking at a Return on Investment for nonprofits may be a distraction. They should instead be looking at a Return of Change; how social media leads to the ultimate goal of an organization.

Debra Askanase on Community Organizer 2.0 also stresses the value of a return on engagement. She warns that this is not the same as numbers of followers. It is, however, something that can be planned for and measured. Debra’s three points for measuring return on egagement are “community commitment, fan trust, and SMART goal achievement”

Beth Kanter has looked at exactly how to use the SMART framework for defining social media objectives. If you need to get started, but are feeling hesitant, you can try her baby steps for social media measurement.

Can we measure engagement, impact and efficacy when it comes to social media? Yes we can, says “Queen of Measurement” KD Paine. She published a “social media manifesto” white paper, that shows how people are and should be measuring public relations efforts over social media. You can watch this video of KD discussing the “Super Six Steps to Effective PR Measurement”, but here they are in brief.

  1. Define your objective(s)
  2. Define your audience(s)
  3. Define the metrics you will use
  4. Benchmark this against yourself or your competition
  5. Pick your measurement tool
  6. Analyze the results

That is what the experts are saying about measuring social media ROI. How does this get incorporated into the strategic program at your organization? Are you using any of these methods to justify social media participation to executive decision-makers? Or finding your own methods for evaluating the value, cost and benefit of social media outreach? Let the community know in the comments.

July 13 2011

20:57

iPad-only TabTimes will cover news from the tablet world: apps, ROI, reviews

paidContent :: TabTimes, launching this fall as a free iPad app (and already on Twitter), will publish daily, original content, including news about device manufacturers and software and app developers; device and app reviews; and coverage of the ways that sectors like healthcare and publishing are using tablets, with a focus on “the ROI of these deployments.

Continue to read laura Hazard Owen, paidcontent.org

July 12 2011

20:17

Facebook altering the digital marketing landscape: CPCs rose 22pc

Efficient Frontier :: Though digital marketing spend across search slowed in Q2, Efficient Frontier analysts saw an increase of +8% year on year as advertisers altered strategies to focus on ROI instead of volume. With Facebook altering the digital marketing landscape, our analysis of Facebook performance is now based on data from both Efficient Frontier and Context Optional.

As advertiser presence on Facebook continued to grow, Facebook Ad CPCs increased +22% from Q1 to Q2. Efficient Frontier predicts that brands will double their Facebook fan base by October of 2011 and the cost for acquiring these fans will increase.

Continue to read news.efrontier.com

July 08 2011

05:10

How to measure the ROI of a Content Marketing Strategy

mashable :: Content costs money, and measuring the results of your content effort is important. But an effective content strategy is like planting a garden: it takes consistent work that eventually pays off in large quantities. However, failure to water or plow that garden will result in weeds, in other words, a blog post every three months whose only comments are spam.

So how do you convince your boss, your partners or even yourself that content is a good investment? Shane Snow presents three steps to effectively measure your content strategy.

Shane Snow is co-founder of Contently.com, an “agile publishing” platform for brands-turned-publishers and freelance journalists.

Continue to read Shane Snow, mashable.com

December 03 2009

09:53
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