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This document discusses measuring social media engagement for non-profits, whose goals are typically non-transactional. It suggests defining the target audience, identifying participants, conducting a social media review to find strengths and weaknesses, focusing on creating relevant and resonant content, and benchmarking metrics like connections, engagements, and conversions across different social media platforms. While likes and popularity can be easily bought, the document advocates measuring more meaningful engagement and moving in the right direction with high-quality original content.
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- 1. BEYOND TRANSACTIONAL MEASUREMENT The Squishy Realm of Non-Profit Social Media Engagement
- 2. NON-PROFITS Can be fully funded May have operating units Can be: religious, educational, charitable, scientific, literary, charitable or non-charitable
- 3. KNOWLEDGEWORKS An operating foundation with 3 national subsidiaries National and State advocacy teams Deep history of social justice and thought leadership 6 brands 2 divisions each with their own social media real estate (Twitter, Pinterest, LinkedIn,YouTube, Blog, etc.)
- 4. WHAT’S YOUR MEASURE? If you are not in the business of raising money? If your product is non-transactional?
- 5. SUCCESS IN SOCIAL MEDIA Brands can easily buy likes with product, coupons, etc. Provocateurs also draw audiences Snark sells Political in a highly politicized space
- 6. WHERE DO THE NICE GUYS FINISH? Playing by the rules Being authentic Providing good, original content Participating socially
- 7. DEFINE THE AUDIENCE The communities, districts and states who would benefit from a B2B relationship with us Policy makers in a position to remove barriers to progress Activists and innovators seeking solutions
- 8. IDENTIFY PARTICIPANTS Plus: By its very nature your industry attracts the kind of people that are comfortable, willing and eager to participate in the social media space. Minus: By its very nature your industry attracts the kind of people that are comfortable, willing and eager to participate in the social media space.
- 9. CONDUCT A SOCIAL MEDIA REVIEW Identify all brand identities across platforms Find your natural strengths and weaknesses
- 10. CONTENT REFINERY Content audit Social engagement is about sharing you have to have shareable content
- 12. RAW DATA Important for measurement baseline Helps determine if you are moving in the right direction with your content Can show impressive growth - easy wins
- 13. TYPICAL REPORT
- 15. 4 KEY METRICS Connections (fans, followers, friends, subscribers) Audience engagements (comments, posts, mentions) Social media referrals (to-web conversions) Social media conversions (off-line conversations)
- 17. KLOUT MATRIX, R.I.P Gave community managers continuous feedback on Twitter account performance Broadened the way marketers thought about brand persona
- 18. TWITTER
- 19. FACEBOOK
- 20. BLOGGING
- 21. BECAUSE EACH BRAND IS UNIQUE Pinterest Quora Newsletter publication Email marketing LinkedIn
- 22. RECAP define audience supplement with real world examples identify participants measure what matters conduct sm review evangelize for content refinery engagement over popularity focus on 3 R’s benchmark raw data
- 23. The Squishy Realm of Non-Profit Social Media Engagement Jeanne Kelly Bernish @JeanneBernish
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