Want to stir the pot amongst social media campaigners and their managers? Start a conversation with them (preferably when you’re all in the same room) about how they measure social media efforts. “Tell me,” for instance, “how you show the ROI of this work.”
Perhaps you’ll enter a coherent dialog on social media ROI across the organization (though we doubt it). If so, chances are good that the metrics discussed will be things like number of fans/followers/likes, number of comments, “people listening,” retweets and shares. You may get more programmatic correlations such as amount of money raised through Facebook or people that clicked a Pinterest link, came to the website and subscribed to the email list.
These numbers, however, say little about the value our work is adding to the life of the person at the other end of that like.
Most metrics are about us
The thing is, our social media metrics (heck, even our email and web metrics) are almost entirely about us, the organization. We assess our value and power by the number of fans, followers, subscribers as well as letters signed and cash in the door. And this informs our resource planning, staffing, program evaluation.
This is not terrible (at least not the cash in the door part). These are informative data points if used in context.
But these are one-way relationship measurements. It’s as though we’re just in the business of selling shirts and all that matters is getting more customers in the door so we can sell more shirts.
But if I’m interested in sticking around as a company I really want to know what people think of the my shirts. How did it fit? Did it shrink in the wash? Did it fall apart? Do you love it? Will you buy another one? Has it done the job?
How do nonprofits measure the value they are bringing to people’s lives? How do we get beyond discussions of tactics for getting more likes, retweets and impressions and move to learning about what is impacting people and creating the power to change communities?
We must be able to clearly state how what we do relates to people’s lives. We need to understand precisely how our work matters to people before we can measure how we have helped people change their lives.
If you provide a direct service such as meals to the elderly, job training, or a bed for the homeless then you can measure the amount of such service provided. When it comes to social media, look for measures that tie your use of social media as closely as possible to that service. How many people knew about or took advantage of help based on social media? Look at social media metrics but also at client data. How did your organization’s use of social media affect use of services by your clients or audience?
Organizations that provide primarily advocacy services have a trickier time measuring benefit to audience and as a result use primarily indirect metrics. They infer from likes and shares that the audience is valuing (or not) their social media. These organizations, too, should directly and regularly query followers/supporters about the impact of social media on their actions and views.
Culture of community support
But advocacy organizations could also more directly seek guidance from social media about what advocates need, want, could use to help them be more effective. Social media (and email and the web) is an opportunity to have a direct conversation with the people that matter most to your work (and, no, we’re not talking about legislators or even your staff): your members, donors and activists.
Here are some guiding principles for helping your community:
- Be deliberate about asking them what they need to be better advocates;
- Provide what they ask for and test it, measure results and share feedback;
- Be transparent with your community: share your intent and learning openly;
- Identify and track people as they become more engaged (as well as the actions that they take to get there); and
- Create a culture that encourages sharing advocacy stories, not just rants or odes of support. Instead of “great job” or “this guy stinks” we should strive to hear “this is what I did and here’s what happened.” (And if/when we get those stories, thank the people that share them.)
Focusing on how the community can become better advocates and supporters of one another will build and spread power, create longer lasting change, and take advantage of the interactive nature of current communications channels.