Fri, October 26 2012

7 steps to measuring what you’re doing with social media

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

I hosted a panel last night with Beth Kanter and KD Paine, authors of Measuring the Networked Nonprofit.  They offered seven important steps to creating a social media plan that drives results you can actually measure:

1. Set a goal.  What are you actually trying to do with social media to advance your mission? 

2. Define your stakeholders.  Who are the people you want to help or stand in the way of change?  Know who you need to engage.

Don’t skip #1 and #2!  How else can you measure your impact on the people that matter?

3. Decide the investment you have to make.

4. Define your benchmarks.  As you get results, what are you comparing them to?  Peer organizations?  Last year?  Direct mail results?

5. Pick a tool that makes sense to use.  Don’t skip to this step before you work through the first four.

6. Look at your results.

7. Figure out what is and is not working for you and adjust accordingly.

  • Comment: (3)   


While I can appreciate these 7 steps as a general guide, can you (or did Beth or KD) share any concrete examples of the goal-setting and evaluation other organizations are doing? Or an example of a finished social media plan? Thanks!

Posted by .(JavaScript must be enabled to view this email address)  on  10/26  at  08:35 AM

Good tips, especially the goal setting. All too often I’ve seen just want to get on the bandwagon because everyone else is doing!

Posted by Rowan Winsemius  on  11/02  at  06:09 AM

That’s really a pretty good recipe for success in most marketing-related projects.

Posted by Stephanie Seery  on  12/04  at  11:04 AM

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