The Social Media Audit

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The Social Media Audit

Debra Askanase & Ash Shepherd

February 15, 2012

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Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

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(617) 969-1881

info@synthesispartnership.com

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Today’s Speakers

Debra AskanaseFounder and Engagement Strategist

Community Organizer 2.0

Hosting:

Sam Frank, Synthesis PartnershipAssisting with chat questions: April Hunt, Nonprofit Webinars

Ash ShepherdSenior Project Manager/Strategist,

NPower Northwest

The Social Media Audit

Presented by Ash Shepherd and Debra Askanase

Nonprofit WebinarsFebruary 15, 2011

http://www.flickr.com/photos/7729940@N06/6530383391/

Road Map

• What is a social media audit (and what it’s not)

• When is the right time to do an audit

• Goals of the audit

• Tools and resources

• The 360-degree audit

• Tying the audit back to strategy

• Supplemental resources

Take a look under the hood

http://www.flickr.com/photos/31910582@N05/4057032134/

What is a social media audit?

Measures processes, not the strategy

What is a social media audit?

http://www.flickr.com/photos/49512158@N00/2264501031/

Sets expectations

What is a social media audit?

http://www.flickr.com/photos/bizlo/5882012154/in/photostream/

Measures progress towards social media maturity

What is a social media audit?

http://www.flickr.com/photos/jahw/3629299364/

Assesses systems efficiencies

http://www.flickr.com/photos/80081757@N00/55853975/

What is a social media audit?

Identifies barriers to successful implementation

The audit is a measurement of systems, competence,

and maturity

Audit components:social media practice areas

• Strategy

• Implementation

• Online integration

• Support and/or connected culture

Strategy vs. audit

http://www.flickr.com/photos/98318718@N00/410355440/

What an audit is NOT

• It will not offer a strategy for social media

• It will not evaluate how a specific campaign is going or whether it met campaign goals

• It will not evaluate how you are progressing towards a specific strategic goal

• It will not tell you how to make your existing social media strategy stronger

Campaign vs. systems audits

Campaign audit Systems audit

Goals focused Systems focused

Metrics focused Processes focused

What was and was not executed

What process are and are not in place

Degree of success Level of maturity

When is the right time?

http://www.flickr.com/photos/30302870@N08/3202770556/

Timing of an audit

• You’ve been doing social media for at least six months

• You want to evaluate resource allocation

• You’re about to step up your social media efforts or launch a campaign

• Your organization is ready to be a networked nonprofit or ready to advocate for being one

Goals of an Audit

• Provide a snapshot of systems and processes

• Identify overall “foundation for success”

• Ease process of prioritizing next steps

• Allow for comparisons over time to track growth

Use as a Framework

Inquiry up front & listen for specific needs/goals

Modify where appropriate

Getting into the Tool

• Detailed document of theory and application

• Methodology for assessment

• Entering “The Matrix”

• Recommendations report

Practice Maturity Scale

The “Matrix”| Focus Areas

Focus Areas Modified

Methodology Spectrum

*Interview is the most common method

The “Matrix”| Example 1

Example 1 | Results

• Little extended beyond fund development

• Some campaign strategy but no long-term

• Traditional background helps with integration

• Strategy/Policy top priority for going forward

The “Matrix” | Example 2

Example 2 | Results

• Very little institutionalization, mostly ad hoc, some planned systems

• Weakest area is connected culture, which affects the rest of the organization’s social media efforts

• Identifying SMART goals, conversation areas, leadership development opps are priorities

• Organizational education about the use of and participation in social media also critical

End Products

• Matrix

• RecommendationsReport

– Current State Analysis

– Priorities

– Next steps

The 360-degree audit

Internal System

Board

Staff

Online fans

Managers

What to do with the results

• Reevaluate systems and processes

• How does this impact your social media strategy?

• Prioritize change:

– What can you immediately, in 3 mos, 6 mos.

• Convey this information to the whole agency

– Integrate with program and fundraising

– How will this impact culture, reporting, etc?

Where you can find more

• Original Posting: NPower Northwest Websitehttp://www.npowernw.org/knowledge-center/social-media-audit

• Wikispace: Collaboration Experimenthttp://nonprofitsocialmediaaudit.wikispaces.com

The Wiki Experiment

http://nonprofitsocialmediaaudit.wikispaces.com

• Original docs

• Additional resources developed by others

• Iterations (Coalition specific, etc.)

• Related Resources

Jumping In

Photo Credit | Flickr: Hamad-Al-Mohanna

What is your next step?

Debra Askanase, Engagement Strategistdebra@communityorganizer20.comTwitter: @askdebraLinkedin: http://linkedin.com/in/debraaskanase(617) 682-2977

Ash Shepherd, Senior Project Manager/Strategistashs@npowernw.orgTwitter: @NPTech_AshLinkedin: http://linkedin.com/in/ashshepherd(971) 285-1949

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