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A overview of what Jewish day schools (and other nonprofits) need to know about measuring social media impact and creating social media guidelines/policies. Workshop delivered as part of AVI CHAI's Social Media Training Academy.
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Measuring Your Impact & Creating Policies for Social Media
AVI CHAI Tech Academy March 30, 2011
Elizabeth Ricca (@elizabethricca) Farra Trompeter (@farra)
What are your goals for social media?
Reasons Nonprofits Communicate
What’s the value/purpose of each goal?
• When we engage parents, _____ will happen
• When we grow our email list of alumni, we can do _______ better
• ????
• How much money are you spending? • How much staff time are you spending? • Is the return (meeting your goals)
proportional to the investment (time and money)?
Remember: Return ≠ $ alone
Measuring ROI
Source: Internet Management for Nonprofits, pg 22
Image by http://www.flickr.com/photos/aussiegall
Types of Metrics
1. Views 2. Followers 3. Engagement 4. Conversion 5. Feedback (bonus)
Nonprofit Social Media Decision Guide, pg 13
Source: http://rhappe.typepad.com/thesocialorganization/social-media-metrics.html
What does success look like?
Set/Track Benchmarks
• Compare to your own performance • Compare with peers • Compare with general nonprofit industry
Source: 2011 eNonprofit Benchmarks Study, http://e-benchmarksstudy.com/,
• Google Analytics • Facebook Insights • TweetStats • Feedburner • PostRank • Analysis Exchange
Use Tools to Measure Progress
Dashboard Example: Facebook
Activity April 2011
Number of likes (at the end of the month)
Number of likes in the past month
Number of unlikes in the past month
Total post views
Total post feedback
Total number of posts
Average views per post
Average feedback per post
Dashboard Example: Facebook
Activity April 2011
Top referrer
Wall views
Info views
Welcome views
Photos views
Get Involved views
Events views
Source: Internet Management for Nonprofits, pg 48
• Website: referrals from social media sites • Facebook: likers, views, comments, etc. • Email: list size, open and clickthrough rates • Twitter: Followers, retweets, lists, etc. • Bit.ly: track clicks for the links you share
Review Performance Monthly
• What’s working? What’s not? • What kind of links get likes and comments?
• Which tweets are most retweeted?
• Are you achieving your goals? • If yes: How can you build on your momentum? • If no: Why not?
Most common reason = not enough time
Assess Impact Quarterly
• Examine goals—still relevant? • Consider staff/time—is it enough? • New tools we should explore? • Revisit online engagement priorities • Reprioritize as needed
Review Strategy Bi-Annually
Creating a social media policy
Why create a social media policy for your school?
So what goes into a social media policy?
Example: AVI CHAI Foundation
1. Overview of your social media presence
Example: Vanderbilt University
http://bit.ly/VbiltSocialMedia
Example: University of Michigan
2. High-level guidance
http://bit.ly/UMichSocialMedia (PDF)
http://ejewishphilanthropy.com/developing-a-social-media-policy/
AVI CHAI Foundation Social Media Guidelines
• Be smart • Write what you know • Be respectful • Work matters • Respect privacy of others • Don’t tell secrets • Be responsible
Nana Jewel
Think before you post: WWGT?
3. Specific guidelines
• Who’s in charge of social media for your school
• Who’s allowed to post • Rules & expectations for specific tools • Acceptable topics for online discussion • Guidelines for using the school’s brand • When to ask for help
Example: Hamilton College
http://www.hamilton.edu/social
Example: HJUHSD | http://bit.ly/HJUHSDSocialMedia
Example: University of Michigan
Things to Consider When Beginning to Use Social Media Applications that allow you to interact with others online (e.g. Facebook, MySpace, etc.) require careful consideration to assess the implications of “friending,” “linking,” “following” or accepting such a request from another person. For example, there is the potential for misinterpretation of the relationship or the potential of sharing protected information. Relationships such as faculty-student, doctor-patient, supervisor-subordinate and staff-student merit close consideration of the implications and the nature of the social interaction.
Example: UN Women
http://www.facebook.com/unwomen
4. Conversation guidelines
• When to respond to a comment or question
• Who should respond • How to respond • Managing negative comments/difficult
interactions
http://www.flickr.com/photos/jeremiah_owyang/3154057414/
http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/
Steve Heye, YMCA of Metro Chicago
Example: Miles at National Wildlife Federation
5. Personal/professional boundaries
Example: University of Michigan
Guidelines for individuals • Be authentic • Use a disclaimer • Don’t use the U-M logo or make endorsements • Take the high ground • Don’t use pseudonyms • Protect your identity • Does it pass the publicity test? • Respect your audience • Monitor comments
Example: Vanderbilt University
6. Tips and how-tos
http://bit.ly/VbiltSocialMedia
Example: Vanderbilt University
Example: University of Michigan
What’s in a social media policy?
1. Overview of your social media presence 2. High-level guidance 3. Specific guidelines 4. Conversation guidelines 5. Personal/professional boundaries 6. Tips and how-tos
How do I get started?
Review examples
• Social media policy generator: http://socialmedia.policytool.net
• University of Michigan: http://bit.ly/UMichSocialMedia
• Vanderbilt University: http://bit.ly/VbiltSocialMedia
• Hamilton College: http://www.hamilton.edu/social/
How do I get started?
Review examples (continued)
• University of Oregon: http://bit.ly/fSE4LN
• Hanford Joint Union High School District: http://bit.ly/HJUHSDSocialMedia
• Bishop Lynch High School: http://bit.ly/fjqddU
• Social Media Governance Policy Database: http://socialmediagovernance.com/policies.php
How do I get started?
Involve your staff
• Identify a go-to person for questions • Conduct surveys/interviews to get
feedback, assess interest, etc. • Share draft policy in a staff meeting and
invite feedback/questions • Provide informal trainings on privacy
settings, tools, etc. • Include in trainings for new staff
How do I get started?
Sample questions for staff
• What social media are you familiar with? • Are you comfortable combining personal
and professional use of social media? • How involved should our school be in
social media? • Would you be willing to contribute to a
blog, Facebook Page, Twitter feed, etc.?
How do I get started?
Tips for a successful policy
• Strike a friendly tone in your policy • Encourage experimentation & questions • Try to keep guidelines open-ended where
possible, rather than restrictive • Appoint one or two people to manage • Keep your audiences in mind—what do
they expect from you?
How do I get started?
Resources
• The Nonprofit Social Media Decision Guide www.idealware.org/reports/nonprofit-social-media-decision-guide
• Internet Management for Nonprofits www.amzn.com/0470539569
• The Networked Nonprofit: Connecting with Social Media to Drive Change www.amzn.com/0470547979
• “10 tips to manage your professional and personal brand in social media” www.bigducknyc.com/blog/?p=3704
Let’s discuss
© Jeremy Crow
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