Assessing and Aligning Resources In Social

Social Media for Nonprofits ConferenceMay 2016

Caroline BrowellDean Browell, PhD

RICHMOND NEW YORK LONDON PARIS AUSTIN

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

Our Perspective

Why Assess?

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

The Basics of Assessment

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)

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

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

The Basics of Assessment• Steps to Assessment: Resources

• Content Creation and Content Distributionare 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

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

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

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

Quick View Of The Channels

Content

FacebookPost ViewsContent ViewsLikes of ContentAd ClicksSharesCommentsPromoted PostsSponsored Stories

TwitterTweet ViewsFollows Ad ClicksFavorite/LikeRetweetsReplyShares

PinterestPinRe-Pin Pin ViewsLike/SubscribeFollow

WebAd ClicksArticle/News ClicksSharingReviewForum CommentsClicksReferralsEzine SubscribesEzine Opens Page views

YouTubeLike Share Subscribe Video Views

InstagramPhoto ViewsLike FollowShare

Or Viewed Differently…

ContentNoun; 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)

ViewImpressions; How

many people have

merely seen

something/content/

Page/site

Connect IEndorsement; Low

interaction; Like

(Content, Post);

Verb; Etc; Favorite

on Twitter

Connect IIOngoing;

Endorsement; Like

(Page); Subscribe;

Newsletter; Follow;

List; Follow List

EngageComment; Vote;

Discuss; ReTweet

(with and without

comment); Share

So Let’s Look At Them As Touchpoints…

Content

ViewPage Views (Web)

Post Views (Fb)

Content Views (Fb)

Tweet Views (Tw)

Photo Views

(Instgm)

Pin Views

(Pinterest)

Video Views (YTb)

Opens (e-

newsletter)

Connect IClicks (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 IILike/Subscribe (Fb)

Follow (Tw)

Follow (Instgm)

Follow (Pinterest)

Subscribe (YTb)

Subscribe (Nwsltr)

EngageShare (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)

So Let’s Look At Them As Touchpoints…

Content

ViewPage Views (Web)

Post Views (Fb)

Content Views (Fb)

Tweet Views (Tw)

Photo Views

(Instgm)

Pin Views

(Pinterest)

Video Views (YTb)

Opens (e-

newsletter)

Connect IClicks (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 IILike/Subscribe (Fb)

Follow (Tw)

Follow (Instgm)

Follow (Pinterest)

Subscribe (YTb)

Subscribe (e-

Nwsltr)

EngageShare (Fb)

Comment (Fb)

ReTweet (Tw)

Reply (Tw)

Share (Tw)

Chare (e-Nwsltr)

Review (e-Com,

Any)

Comment (Forum)

Impact on engagement and SEO

The Only Vague Stats

Content

ViewPage Views (Web)

Post Views (Fb)

Content Views (Fb)

Tweet Views (Tw)

Photo Views

(Instgm)

Pin Views

(Pinterest)

Video Views (YTb)

Opens (e-

newsletter)

Connect IClicks (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 IILike/Subscribe (Fb)

Follow (Tw)

Follow (Instgm)

Follow (Pinterest)

Subscribe (YTb)

Subscribe (e-

Nwsltr)

EngageShare (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)

So Let’s Look At Them As Touchpoints…

Content

ViewPage Views (Web)

Post Views (Fb)

Content Views (Fb)

Tweet Views (Tw)

Photo Views

(Instgm)

Pin Views

(Pinterest)

Video Views (YTb)

Opens (e-

newsletter)

Connect IClicks (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 IILike/Subscribe (Fb)

Follow (Tw)

Follow (Instgm)

Follow (Pinterest)

Subscribe (YTb)

Subscribe (e-

Nwsltr)

EngageShare (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.

Putting It Into Practice

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

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

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

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)

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”

Thank You!Dean@feedbackagency.comCBrowell@va.wish.org

Twitter.com/feedbackagencyTwitter.com/MakeAWishVAFacebook.com/feedbackfbFacebook.com/MakeAWishVADiscoverFeedback.comva.wish.org

RICHMOND NEW YORK LONDON PARIS AUSTIN