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The Social Media Audit

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4Good.org
4Good.org

A social media audit of systems, implementation, strategy, and culture offers a comprehensive evaluation of the state of your organization’s social media strategy, processes, and systems. Audits are not a judgment, but rather a statement of where you are along a continuum of practice, and offer practical insights into your social media execution and effectiveness. In this webinar, we’ll discuss the right time to consider a social media audit, the goals of the audit, inquiry tools and resources, what a 360-degree audit entails, and what to do with the results. We'll also explore case studies of two nonprofit social media audits, what the organizations learned from participating in this process, and how the audit information translated into ramping up their strategic social media engagement.

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The Social Media Audit Debra Askanase & Ash Shepherd February 15, 2012 A Service Of: Sponsored by:
INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:
Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
Today’s Speakers Debra Askanase Ash Shepherd Founder and Engagement Strategist Senior Project Manager/Strategist, Community Organizer 2.0 NPower Northwest Assisting with chat questions: Hosting: April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
The Social Media Audit Presented by Ash Shepherd and Debra Askanase Nonprofit Webinars February 15, 2011 http://www.flickr.com/photos/7729940@N06/6530383391/
Road Map • What is a social media audit (and what it’s not) • When is the right time to do an audit • Goals of the audit • Tools and resources • The 360-degree audit • Tying the audit back to strategy • Supplemental resources
Take a look under the hood http://www.flickr.com/photos/31910582@N05/4057032134/
What is a social media audit? Measures processes, not the strategy
What is a social media audit? Sets expectations http://www.flickr.com/photos/49512158@N00/2264501031/
What is a social media audit? Measures progress towards social media maturity http://www.flickr.com/photos/bizlo/5882012154/in/photostream/
What is a social media audit? Assesses systems efficiencies http://www.flickr.com/photos/jahw/3629299364/
What is a social media audit? Identifies barriers to successful implementation http://www.flickr.com/photos/80081757@N00/55853975/
The audit is a measurement of systems, competence, and maturity
Audit components: social media practice areas • Strategy • Implementation • Online integration • Support and/or connected culture
Strategy vs. audit http://www.flickr.com/photos/98318718@N00/410355440/
What an audit is NOT • It will not offer a strategy for social media • It will not evaluate how a specific campaign is going or whether it met campaign goals • It will not evaluate how you are progressing towards a specific strategic goal • It will not tell you how to make your existing social media strategy stronger
Campaign vs. systems audits Campaign audit Systems audit Goals focused Systems focused Metrics focused Processes focused What was and was not What process are and are executed not in place Degree of success Level of maturity
When is the right time? http://www.flickr.com/photos/30302870@N08/3202770556/
Timing of an audit • You’ve been doing social media for at least six months • You want to evaluate resource allocation • You’re about to step up your social media efforts or launch a campaign • Your organization is ready to be a networked nonprofit or ready to advocate for being one
Goals of an Audit • Provide a snapshot of systems and processes • Identify overall “foundation for success” • Ease process of prioritizing next steps • Allow for comparisons over time to track growth
Use as a Framework Inquiry up front & listen Modify where for specific needs/goals appropriate
Getting into the Tool • Detailed document of theory and application • Methodology for assessment • Entering “The Matrix” • Recommendations report
Practice Maturity Scale
The “Matrix”| Focus Areas
Focus Areas Modified
Methodology Spectrum *Interview is the most common method
The “Matrix”| Example 1
Example 1 | Results • Little extended beyond fund development • Some campaign strategy but no long-term • Traditional background helps with integration • Strategy/Policy top priority for going forward
The “Matrix” | Example 2
Example 2 | Results • Very little institutionalization, mostly ad hoc, some planned systems • Weakest area is connected culture, which affects the rest of the organization’s social media efforts • Identifying SMART goals, conversation areas, leadership development opps are priorities • Organizational education about the use of and participation in social media also critical
End Products • Matrix • Recommendations Report – Current State Analysis – Priorities – Next steps
The 360-degree audit Board Managers Internal Staff System Online fans
What to do with the results • Reevaluate systems and processes • How does this impact your social media strategy? • Prioritize change: – What can you immediately, in 3 mos, 6 mos. • Convey this information to the whole agency – Integrate with program and fundraising – How will this impact culture, reporting, etc?
Where you can find more • Original Posting: NPower Northwest Website http://www.npowernw.org/knowledge-center/social-media-audit • Wikispace: Collaboration Experiment http://nonprofitsocialmediaaudit.wikispaces.com
The Wiki Experiment http://nonprofitsocialmediaaudit.wikispaces.com • Original docs • Additional resources developed by others • Iterations (Coalition specific, etc.) • Related Resources
Jumping In What is your next step? Photo Credit | Flickr: Hamad-Al-Mohanna
Debra Askanase, Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: http://linkedin.com/in/debraaskanase (617) 682-2977 Ash Shepherd, Senior Project Manager/Strategist ashs@npowernw.org Twitter: @NPTech_Ash Linkedin: http://linkedin.com/in/ashshepherd (971) 285-1949
Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by:

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The Social Media Audit

  • 1. The Social Media Audit Debra Askanase & Ash Shepherd February 15, 2012 A Service Of: Sponsored by:
  • 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
  • 4. Today’s Speakers Debra Askanase Ash Shepherd Founder and Engagement Strategist Senior Project Manager/Strategist, Community Organizer 2.0 NPower Northwest Assisting with chat questions: Hosting: April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
  • 5. The Social Media Audit Presented by Ash Shepherd and Debra Askanase Nonprofit Webinars February 15, 2011 http://www.flickr.com/photos/7729940@N06/6530383391/
  • 6. Road Map • What is a social media audit (and what it’s not) • When is the right time to do an audit • Goals of the audit • Tools and resources • The 360-degree audit • Tying the audit back to strategy • Supplemental resources
  • 7. Take a look under the hood http://www.flickr.com/photos/31910582@N05/4057032134/
  • 8. What is a social media audit? Measures processes, not the strategy
  • 9. What is a social media audit? Sets expectations http://www.flickr.com/photos/49512158@N00/2264501031/
  • 10. What is a social media audit? Measures progress towards social media maturity http://www.flickr.com/photos/bizlo/5882012154/in/photostream/
  • 11. What is a social media audit? Assesses systems efficiencies http://www.flickr.com/photos/jahw/3629299364/
  • 12. What is a social media audit? Identifies barriers to successful implementation http://www.flickr.com/photos/80081757@N00/55853975/
  • 13. The audit is a measurement of systems, competence, and maturity
  • 14. Audit components: social media practice areas • Strategy • Implementation • Online integration • Support and/or connected culture
  • 15. Strategy vs. audit http://www.flickr.com/photos/98318718@N00/410355440/
  • 16. What an audit is NOT • It will not offer a strategy for social media • It will not evaluate how a specific campaign is going or whether it met campaign goals • It will not evaluate how you are progressing towards a specific strategic goal • It will not tell you how to make your existing social media strategy stronger
  • 17. Campaign vs. systems audits Campaign audit Systems audit Goals focused Systems focused Metrics focused Processes focused What was and was not What process are and are executed not in place Degree of success Level of maturity
  • 18. When is the right time? http://www.flickr.com/photos/30302870@N08/3202770556/
  • 19. Timing of an audit • You’ve been doing social media for at least six months • You want to evaluate resource allocation • You’re about to step up your social media efforts or launch a campaign • Your organization is ready to be a networked nonprofit or ready to advocate for being one
  • 20. Goals of an Audit • Provide a snapshot of systems and processes • Identify overall “foundation for success” • Ease process of prioritizing next steps • Allow for comparisons over time to track growth
  • 21. Use as a Framework Inquiry up front & listen Modify where for specific needs/goals appropriate
  • 22. Getting into the Tool • Detailed document of theory and application • Methodology for assessment • Entering “The Matrix” • Recommendations report
  • 26. Methodology Spectrum *Interview is the most common method
  • 28. Example 1 | Results • Little extended beyond fund development • Some campaign strategy but no long-term • Traditional background helps with integration • Strategy/Policy top priority for going forward
  • 29. The “Matrix” | Example 2
  • 30. Example 2 | Results • Very little institutionalization, mostly ad hoc, some planned systems • Weakest area is connected culture, which affects the rest of the organization’s social media efforts • Identifying SMART goals, conversation areas, leadership development opps are priorities • Organizational education about the use of and participation in social media also critical
  • 31. End Products • Matrix • Recommendations Report – Current State Analysis – Priorities – Next steps
  • 32. The 360-degree audit Board Managers Internal Staff System Online fans
  • 33. What to do with the results • Reevaluate systems and processes • How does this impact your social media strategy? • Prioritize change: – What can you immediately, in 3 mos, 6 mos. • Convey this information to the whole agency – Integrate with program and fundraising – How will this impact culture, reporting, etc?
  • 34. Where you can find more • Original Posting: NPower Northwest Website http://www.npowernw.org/knowledge-center/social-media-audit • Wikispace: Collaboration Experiment http://nonprofitsocialmediaaudit.wikispaces.com
  • 35. The Wiki Experiment http://nonprofitsocialmediaaudit.wikispaces.com • Original docs • Additional resources developed by others • Iterations (Coalition specific, etc.) • Related Resources
  • 36. Jumping In What is your next step? Photo Credit | Flickr: Hamad-Al-Mohanna
  • 37. Debra Askanase, Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: http://linkedin.com/in/debraaskanase (617) 682-2977 Ash Shepherd, Senior Project Manager/Strategist ashs@npowernw.org Twitter: @NPTech_Ash Linkedin: http://linkedin.com/in/ashshepherd (971) 285-1949
  • 38. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: