Vanessa

Agreed, “strategy” is only one step, then comes the workplan, and the “measuring” step… Measuring progress, reach and impact. Specifically the latter is important, as stressed in this part of the “tutorial”.

I just finished a workshop with one centre, in which we expanded this “social media strategy” into a “media strategy”, including a workplan and quantative monitoring.

Here are some of the metrics we defined: (“Impact” here is defined as “Reach” within a target audience, within the context of core content)

Website reach:
# of visitors from developing countries
Returning visits
Search hits
Website impact:
Downloads of key documents
# of visitors from countries where we have projects
# of referred sites
Pages/visit
Time/visit
# comments or feedback
# visits of core content

E-Letter Reach:
# of subscriptions
# people who opened links
E-Letter Impact:
# of page views from newsletter
# of page views from target countries where we have projects
Track key members of each target group—are they opening letters? Are they clicking?

Twitter Reach
# of followers
# of RTs/mentions
# of page views via Twitter
“Reach” metric (SourceCrowd)
Twitter Impact
# of followers from target audience
# of RTs/mentions from target audience

Facebook Reach
# of likes
# of people talking about this
Total Facebook “reach” metric
# of page views coming from FB
Facebook Impact:
# of likes from countries we have projects in, # from developing countries

Slideshare Reach:
# of views
Slideshare Impact:
# of downloads

etc…

Most of these figures are easy to retrieve (Google Analytics, Google Search, several Twitter stats applications, standard Facebook stats,…)

I am writing up the process we followed in this workshop. Will also publish here…

Hope this helps,

Peter

Thanks for this, useful material. But here is the core, “Measure how much of the core content is read, the progress of the access to it, how long people spend reading it, how much your core content is spreading, republished and re-digested on other websites and blogs.” That’s an area we’re exploring in a couple of projects so it’d be interesting to exchange ideas on how you get to that level of detail without having ad agency level resources

Cheers

Pete

I agree with you that social media (contrary to the more traditional web-media) can break the paradigm “I Publish, You Listen”.

I can see that the “social” part of “social media” can have two roles:
either is a “purpose”: you mentioned a perfect example: through interactions, users influence the core content
or it is “means”: helping to expand our social networks, to connect to our target audience

In part 4 of this tutorial, I stressed that “it is not all that simple”, and specifically mentioned the “interactions” part you mention.

Overall, the social media strategy is to be put in context of the nonprofit you run. In some context, the dialogue will be more important than others.

All what is recommended in that post, I did, and more… And that is exactly my point: Google does NOT follow the robots.txt rules

Peter