You’re probably wondering how you can track the success of your social media efforts. Because you are trying to turn constituents into donors, it is important that you determine which social medias will work best. There are many factors to take into account while determining whether or not a social media is beneficial to your organization. According to Anna Johnson in her article “5 Ways to Measure Social Media Success,”the main elements that must be tracked are:
- Social media views
- Fans and followers
- Likes, Retweets, and Shares
- Sales and conversions
“Measuring Your Nonprofit Marketing” is a helpful blog post written by Howard Adam Levy. In this post he describes the five most important steps to take in order to effectively measure your social media use. The first important step is to establish goals that your organization aspires to achieve. Levy states that this could include increasing donations or simply improving your organization’s online visibility. Secondly, it is crucial to understand that your organization won’t be able to measure everything. Although you can’t measure everything, it is important to regularly analyze your dashboard, which is the third step of the process. Levy says that this helps you understand exactly what’s working for your organization. The fourth step of the process (and in my personal opinion the most important) is to act on what you have learned. Acting on what you have learned can greatly improve the quality of your organization. If a certain aspect of social media is working for your organization, take advantage of it. If a certain aspect of social media is not working for your organization, make some changes. The fifth and final step that Levy offers your nonprofit organization is to take advantage of the free monitoring tools whenever they are available. Use tools such as Google Analytics and Google Alerts to your full advantage.
An important aspect of measuring social media success that went unmentioned in Levy’s post is keyword search. Keyword searches are crucial factors in increasing your online visibility and improving your online traffic. J.D. Lasica, in his blog post, “Keywords, Search Marketing and Data Mining,” provides useful information on what keyword marketing is, its sources, and what tools your organization can use to measure it as well as improve it.
By implementing all of these measurement ideas, you can further increase your nonprofit’s success. Monitoring, measuring and adjusting can take your organization far!