This interactive session will help you take a step back and determine what’s working and assess your online presence. From interpreting channel analytics to making effective decisions on what content is truly post-worthy, learn how to optimize to make your institution’s social media life easier and more effective.
Social Media for Nonprofits Conference 2016 - Assessing & Aligning Resources in Social, Dean & Caroline Browell
1. Assessing and Aligning
Resources In Social
Social Media for
Nonprofits Conference
May 2016
Caroline Browell
Dean Browell, PhD
RICHMOND NEW YORK LONDON PARIS AUSTIN
2. The Presentation
• Our Perspective
• Why Assess?
• Taking Stock
• The Basics of Assessment
• Steps to Assessment
• Official Presence
• Your Audiences
• Resources
• The ROI issue
• Putting It Into Practice
• Make-A-Wish Greater Virginia
• The New Job or Newly Created Position: Baptism By Fire
5. Why Assess?
• Taking Stock
• Any set of activities deserves and needs assessment
• But especially fast-moving ones
• And especially in nonprofits where resources are rare
• We are now in the, “Silver Age” of Social Media in Nonprofits
• Golden Age is over – some of you have inherited other people’s
social accounts and efforts
• Turnover has hit nonprofit social
• You’ve now been doing this for years
• You can’t be everything to everyone
• If you don’t evaluate, you really won’t know what’s working or not
or how to fix it
8. The Basics of Assessment
• Steps to Assessment: Official Presence
• Begin to chart this out
• Cataloguing what you control (or can control)
• Include all social
• Include your website(s)
• Cataloguing what you can’t or don’t control that affects
search, perception, or awareness
• Who has access to what?
• What do these channels provide for you as a tool?
• What time and/or money do you devote to them?
(Start by looking per week)
9. The Basics of Assessment
• Steps to Assessment: Your Audiences
• Now add to your chart:
• Who are the intended audiences of these channels?
• Should be easy to answer – but sometimes can be slippery
• Especially major channels designed to be everything to
everyone
• Don’t forget internal audiences
• Who are the actual audiences of these channels?
• This may be more difficult to discern
• Or may be harder to answer on its face
10. The Basics of Assessment
• Steps to Assessment: Your Audiences
• Example: Assessing Facebook
• Very easy to do
• Very hard to swallow at times
• Gaps are opportunities
11.
12.
13.
14. The Basics of Assessment
• Steps to Assessment: Resources
• Content Creation and Content Distribution
are TWO DIFFERENT SKILLSETS
• Look at your organization from a Content Creation perspective
• Writers
• Photographers and Videographers
• Events
• Still using a centralized editor
• Look at your organization from a Content Distribution perspective
• Centralized
• Strategic
15. The Basics of Assessment
• Steps to Assessment: Resources
• Who is present?
• Events
• Everyday content needs
• How not to kill your lone photographer
(or other type of content creator)
• Either train who is there to take many
• Or learn to live with the drive-by photograph by the content creator
you can trust
• I would much rather have a few high-quality
• Than dozens of low-quality or questionable
16. The Basics of Assessment
• The ROI Issue: How Do We Measure More Effectively?
• Your Social:
• Converge terminology: Subscribers, disseminators (or
repeaters), approvers, commenters
• Line-up similar actions: Likes, Sharing & ReTweets, Followers,
LinkedIn Group Members & Page-Likers... etc.
• Your Official Site Insights:
• Who is your current audience
• Not just best posts
• Best post for the audience served
• The audience you have vs. the audience you want
17. The Basics of Assessment
• The ROI Issue: How Do We Measure More Effectively?
• Your Website:
• Investigate what social sites are referring traffic and
intersecting/interacting with your site(s)
• Turn Everything Into A Trackable Opportunity:
• Be voracious with your data
• Bit.ly’s
• Newsletters
• Measure against traditional
18. Quick View Of The Channels
Content
Facebook
Post Views
Content Views
Likes of Content
Ad Clicks
Shares
Comments
Promoted Posts
Sponsored Stories
Twitter
Tweet Views
Follows
Ad Clicks
Favorite/Like
Retweets
Reply
Shares
Pinterest
Pin
Re-Pin
Pin Views
Like/Subscribe
Follow
Web
Ad Clicks
Article/News
Clicks
Sharing
Review
Forum Comments
Clicks
Referrals
Ezine Subscribes
Ezine Opens
Page views
YouTube
Like
Share
Subscribe
Video Views
Instagram
Photo Views
Like
Follow
Share
19. Or Viewed Differently…
Content
Noun; a post on Facebook (ex. text; link); a Tweet; the thing an app creates (ex. your festival schedule);
the thing a service provides (ex. weather; movie; song)
View
Impressions; How
many people have
merely seen
something/content/
Page/site
Connect I
Endorsement; Low
interaction; Like
(Content, Post);
Verb; Etc; Favorite
on Twitter
Connect II
Ongoing;
Endorsement; Like
(Page); Subscribe;
Newsletter; Follow;
List; Follow List
Engage
Comment; Vote;
Discuss; ReTweet
(with and without
comment); Share
20. So Let’s Look At Them As Touchpoints…
Content
View
Page Views (Web)
Post Views (Fb)
Content Views (Fb)
Tweet Views (Tw)
Photo Views
(Instgm)
Pin Views
(Pinterest)
Video Views (YTb)
Opens (e-
newsletter)
Connect I
Clicks (Web)
Referrals (Web)
Likes of Content
(Fb)
Ad Click (Fb, Tw,
Web)
Favorite (Tw)
Like (Instgm)
Like (Pinterest)
Like (YTb)
Article click (e-
Nwsltr)
Connect II
Like/Subscribe (Fb)
Follow (Tw)
Follow (Instgm)
Follow (Pinterest)
Subscribe (YTb)
Subscribe (Nwsltr)
Engage
Share (Fb)
Comment (Fb)
ReTweet (Tw)
Reply (Tw)
Share (Tw)
Comment (Instgm)
Pin (Pinterest)
Re-Pin (Pinterest)
Share (YTb)
Share (e-Nwsltr)
Review (Any)
Comment (Forum)
21. So Let’s Look At Them As Touchpoints…
Content
View
Page Views (Web)
Post Views (Fb)
Content Views (Fb)
Tweet Views (Tw)
Photo Views
(Instgm)
Pin Views
(Pinterest)
Video Views (YTb)
Opens (e-
newsletter)
Connect I
Clicks (Web)
Referrals (Web)
Likes of Content
(Fb)
Ad Click (Fb, Tw,
Web)
Favorite (Tw)
Like (Instgm)
Like (Pinterest)
Like (YTb)
Article click (e-
Nwsltr)
Connect II
Like/Subscribe (Fb)
Follow (Tw)
Follow (Instgm)
Follow (Pinterest)
Subscribe (YTb)
Subscribe (e-
Nwsltr)
Engage
Share (Fb)
Comment (Fb)
ReTweet (Tw)
Reply (Tw)
Share (Tw)
Chare (e-Nwsltr)
Review (e-Com,
Any)
Comment (Forum)
22. The Only Vague Stats
Content
View
Page Views (Web)
Post Views (Fb)
Content Views (Fb)
Tweet Views (Tw)
Photo Views
(Instgm)
Pin Views
(Pinterest)
Video Views (YTb)
Opens (e-
newsletter)
Connect I
Clicks (Web)
Referrals (Web)
Likes of Content
(Fb)
Ad Click (Fb, Tw,
Web)
Favorite (Tw)
Like (Instgm)
Like (Pinterest)
Like (YTb)
Article click (e-
Nwsltr)
Connect II
Like/Subscribe (Fb)
Follow (Tw)
Follow (Instgm)
Follow (Pinterest)
Subscribe (YTb)
Subscribe (e-
Nwsltr)
Engage
Share (Fb)
Comment (Fb)
ReTweet (Tw)
Reply (Tw)
Share (Tw)
Comment (Instgm)
Pin (Pinterest)
Re-Pin (Pinterest)
Share (YTb)
Share (e-Nwsltr)
Review (Any)
Comment (Forum)
23. So Let’s Look At Them As Touchpoints…
Content
View
Page Views (Web)
Post Views (Fb)
Content Views (Fb)
Tweet Views (Tw)
Photo Views
(Instgm)
Pin Views
(Pinterest)
Video Views (YTb)
Opens (e-
newsletter)
Connect I
Clicks (Web)
Referrals (Web)
Likes of Content
(Fb)
Ad Click (Fb, Tw,
Web)
Favorite (Tw)
Like (Instgm)
Like (Pinterest)
Like (YTb)
Article click (e-
Nwsltr)
Connect II
Like/Subscribe (Fb)
Follow (Tw)
Follow (Instgm)
Follow (Pinterest)
Subscribe (YTb)
Subscribe (e-
Nwsltr)
Engage
Share (Fb)
Comment (Fb)
ReTweet (Tw)
Reply (Tw)
Share (Tw)
Comment (Instgm)
Pin (Pinterest)
Re-Pin (Pinterest)
Share (YTb)
Share (e-Nwsltr)
Revi
Comment (Forum)Awareness, Content, Volunteers, Donations, etc.
25. Putting It Into Practice
• Make-A-Wish Greater Virginia
• Make-A-Wish Greater Virginia grants wishes
for children with life-threatening medical conditions
• We have granted more than 4,500 wishes locally since 1987
• Joined the staff in December 2015
• Marketing and Communications Manager
• Make-A-Wish was previously my client via Commonwealth PR
• First things first:
• Cleaning house – admins, passwords, etc.
• Channel evaluation (LinkedIn, YouTube)
• All communications going through me
26. Putting It Into Practice
• Make-A-Wish Greater Virginia
• Evaluating Our Resources and Processes
• Understanding assets available from National
• Establishing communication and sharing with other Chapters
• Pre-wish and post-wish content often limited to low-quality cell
phone photos
• Process for content gathering previously relied entirely on
volunteer connections
• Previously social media fell to development
• Shifting from promotional to wish focused
• Reinvigorating social channels and content
27. Putting It Into Practice
• Make-A-Wish Greater Virginia
• Measuring Success
• Pull monthly stats of all channels
• Like increase
• Reach
• Posts with the highest reach/engagement
• Process changes result in benefits all the way down the chain
• Wish-focused posts with renewed engagement (with our
audiences and our wish families)
• In the examples that follow you’ll see the proof
• Is in the stats…
• …and the transformative content
28.
29.
30. Putting It Into Practice
• Lessons From Other Nonprofits
• Richmond SPCA (Communications Manager)
• Experimenting with content; evaluating appeal of posts
• Incorporating imagery, even when more serious
• Improving image quality
• Connecting with those with the same challenges (animal welfare
Group on Facebook)
• As a consultant
• Showing the more personal side
• Not biting off more than you can chew
• Chances are your audiences can help you decide what
channels to avoid
• Shiny object syndrome (difficult in creative RVA)
31. Putting It Into Practice
• The New Job or Newly Created Position:
Baptism By Fire
• We’re now in a “Silver Age” of social
• Accounts already exist
• Processes exist
• Where is the access is held?
• Winning friends and not ticking everyone off at once
• Using facts to transform processes from, “Business as usual”