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The 9 Most Important Social Media Metrics for Nonprofits

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Nonprofits know they should be paying attention to social media metrics but it can be difficult though to know what is most important.

Social media data overload can lead to inaction. This list can help

Some nonprofits might find this precise list or order does not fit them or one particular social media platform perfectly. However, this list offers a guide that no matter the platform or nonprofit, it will help you think through and prioritize your nonprofit’s social media tracking to take action and improve.

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The 9 Most Important Social Media Metrics for Nonprofits

  1. 1. MOST IMPORTANT SOCIAL MEDIA METRICS 2 4 6 8 10 THE 9 FOR NONPROFITS
  2. 2. N O N P R O F I T S K N O W T H E Y S H O U L D B E P A Y I N G A T T E N T I O N T O S O C I A L M E D I A D A T A
  3. 3. M A N Y D O N ’ T T H O U G H , A T L E A S T N O T I N A N O R G A N I Z E D , C O N S I S T E N T W A Y . T H I S L I S T C A N H E L P
  4. 4. U S E T H I S L I S T T O T H I N K T H R O U G H A N D P R I O R I T I Z E Y O U R N O N P R O F I T ’ S S O C I A L M E D I A T R A C K I N G , T A K E A C T I O N A N D I M P R O V E .
  5. 5. I M P R E S S I O N S A N D V I E W S Not all impressions are created equal. Don't give impressions too much weight, but tracking this metric can ensure your posts are actually reaching people. 09
  6. 6. B A S I C P O S T I N T E R A C T I O N S Post expansions, favorites and likes are good signs. However, when people don’t click or share your content, it might mean something isn’t hitting them hard enough. 08
  7. 7. 07 F O L L O W E R S A N D S U B S C R I B E R S This can be great social proof. However, if most of your followers don’t interact with your posts, or more importantly your nonprofit outside of social media, then your follower count actually does not mean much.
  8. 8. 06 S H A R E S You don’t want passive followers. You want people who take action – and sharing is an easy, but powerful one to take. Create shareable content to have a multiplier effect.
  9. 9. AGE AT KLS ONSET 05 D R I V I N G G O O D W E B S I T E T R A F F I C Make sure that when you share a link, people are going to your nonprofit's website and spending some time there.
  10. 10. S U R V E Y R E S P O N S E S Every once in a while, you should conduct a survey to see if your social media is actually working and how to improve it. Get qualitative feedback to help validate your opinions about the quantitative feedback. 04
  11. 11. T H O U G H T F U L C O M M E N T S A N D R E V I E W S Liking or sharing is as easy as clicking a button. Inspiring thoughtful comments is a high-value interaction. Pay attention and respond. 03
  12. 12. E M A I L S I G N - U P S You don't control social media platforms. But you do control your email list. Getting an email thanks to social media is very valuable. 02
  13. 13. T H E M O S T I M P O R T A N T S O C I A L M E D I A M E T R I C F O R N O N P R O F I T S D R U M R O L L P L E A S E
  14. 14. H I G H - V A L U E C O N V E R S I O N S While people won't be mailing your nonprofit wads of cash, social media can drive more people to your events, new volunteers, members and yes donors. Optimize around the most important actions people can take thanks to social media. 01
  15. 15. O K , T H A T ' S A L O T O F D A T A . W H E R E D O W E S T A R T ? Start a shared document tracking a few easily tracked metrics such as impressions, shares and clicks from all your social media platforms. Make sure you are also tracking conversions.  Add the data weekly and build it out over time.
  16. 16. D O N ' T F O R G E T T O T A K E A C T I O N . D A T A M E A N S N O T H I N G I F Y O U D O N ' T D O A N Y T H I N G W I T H I T .
  17. 17. A N D S P E A K I N G O F S O C I A L M E D I A M E T R I C S
  18. 18. S H O W U S Y O U W A N T M O R E S L I D E S H O W S We're not expecting wads of cash, but please visit our website, or better yet sign up for our awesome newsletter.
  19. 19. T R E E R O O T S N O N P R O F I T S . C O M / N E W S L E T T E R T H E N E W S L E T T E R F O R S U S T A I N A B L Y G R O W N N O N P R O F I T S Advice, tools and, yes, slideshows to help your nonprofit grow delivered straight to your inbox. We might be shameless, but we practice what we preach.   Click here
  20. 20. T R E E R O O T S N O N P R O F I T S . C O M T H A N K Y O U  For the positive impact your nonprofit makes.  We hope with actionable data, social media can help you multiply that impact.

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