- Fri, September 23 2011
- Filed under: Social networking and web 2.0
Think of the impact of your outreach this way:
“See” Metrics. These metrics track eyeballs or impressions. They measure your exposure - though not necessarily your impact.
“Say” Metrics. These metrics track people spreading the word or sharing your message—retweeting, forwarding emails. This gives signs people may be more engaged with your cause.
“Feel” Metrics. These metrics track the degree to which people get involved with your message - they comment on your Facebook content, they react to your Tweets, they participate in conversations. These are hardest to measure - but desired.
“Do” Metrics. These are the best - people donating, volunteering, signing a petition etc. It’s where you want people to be!
I think we spend a lot of time looking at “see” metrics, but at the end of the day, “do” metrics are what matters. We’re resource-constrained nonprofits, so don’t settle for “see” as the goal of your efforts. We want more engagement than that - so set goals accordingly. And get serious about measuring - because if your efforts aren’t making a difference, then they need to be adjusted - or ended.