Nonprofit Social Media Measurement: Maturity of Practice Beth Kanter , Master Trainer, Author, and Blogger Robert Wood

1. Nonprofit Social Media Measurement: Maturity of Practice Beth Kanter, Master Trainer, Author, and Blogger Robert Wood Johnson Foundation Convening, April 25, 2013

2. Context Social Media Nonprofit ROI Poetry Slam 2009

3. Maturity of Practice Framework: Networked Nonprofits If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”

4. Ladder of Engagement Content Strategy Best Practices Uses social media metrics to learn Linking Social with Results and Networks Pilot: Focus one program or campaign Incremental Capacity Becoming Transparent Network Building Free Agents Multi-Channel Engagement, Content, and Measurement KPIs, Reflection and Continuous Improvement Communications Strategy Development Culture Change

5. Maturity of Practice: Crawl-Walk-Run-Fly 1 2 3 4

6. The Data Informed Nonprofit

7. CWRF: Becoming Data Informed: What Does Practice look like? AnalysisToolsSense-Making

8. Data-Informed Culture: It starts from the top! Do Something.org

9. More time think about that the data, then collect it Tear down those silos and walls around data …

11. Video

14. Scaling Data-Informed • HSUS Analysis Process: • Everyone gathers their data • We sit in a room and analyze it • The project manager develops a report of “what we did/what we learned/what we recommend for next time “+ data • Challenges: • Reports aren’t distributed org-wide yet • Still making some decisions based on what we think, not supported by data • Upper management still not on board, just wants things to get done

15. Jogging! 2011: Not Using Source Codes for All Campaigns To Measure Social Media Conversion 2013: Using Source Codes for All Campaigns To Measure Social Media Conversion

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18. 140,000 120,000 100,000 80,000 60,000 40,000 20,000

19. One Metric That Matters: Increase Shark Conservation Conversation

20. Nonprofit Social Media Measurement Practices: Room for Improvement

21. Measurement Discipline

22. Pick The Right Data Point(s) To Track Outcomes

24. Pick the Right Tool for the Job

25. Now That’s A Spreadsheet!

26. Data Literacy: Collect, Clean, Analyze, Visualize, Apply

27. Step 7 – Analyze Results Reflection and Improvement: Learning from Failure Joyful Funerals Metrics Mondays

28. The State of Nonprofit Social Media Measurement Measurement discipline but not at the expense of being networked – balance serendipity with strategy Different stages of maturity, requires incremental steps to improve practices Linking social media to outcomes requires silo busting for both effective strategy and metrics Data literacy - working with experts and organizationally Embrace and learn from failure

29. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter