DMA Social Networking

Social Networking

International Rescue Committee

Social Networking – Why?

• Utilize social networks to gain access to new donors and advocates– Drives donations (find new donors)

– Petition Signatures (find new activists)

– Increases “subscribers”• Newsletter, RSS, iTunes etc…

What’s Working

• Referral traffic• Specific conversions

– Stop Violence Petition

– Newsletter signup

– Donations

• New, younger audience reach

What’s Not Working

• Not a complete picture statistically – Some data hard to get

• RSS, Flickr, SecondLife etc…

• Staffing model

Myspace

Facebook

Measuring Success

• Referral traffic• Specific conversions

– Stop Violence Petition– Newsletter signup– Donations

• But…– No data/hard to get

• RSS, Flickr, SecondLife etc…

• Not a complete picture statistically

Stop Violence Petition• Stop Violence Petition

– The Long Tail: 85 different referrals/sources

Best Practices - Beginners

• What are you waiting for – get going!

• Learn on your own – set up your own profile!

• Think hard about “identity” management

• Don’t worry too much about tracking at first

• Make life easy - repost existing content/images/video

• Include a way to sign up for your e-newsletters

Thank You!