In the comments on my post, “Likes on Facebook Are Not A Victory: Results Are,” Carie Lewis shared her killer deck on PREZI offers some advice for engaging your network after they click the “like” button. It was too good not to share.
Carie Lewis mentioned the Humane Society’s KPIs – which is why they do and how they measure this sustained engagement.
“We tie our social media efforts back to three KPIs: actions taken, donations made, andcustomer service wins. That’s also how we’ve been able to obtain more resources to handle the volume we have.”
She went to say that she thinks too many folks are focused on the Facebook Like as the social media success metric. “Who cares? Do those people do what you want them to do, like advance the mission of your organization?. The point is that the LIKE is the start of the relationship, not the end.”
There was a little bit of kismet happening. Not minutes before, KD Paine had just said the same thing in an email: “Relationships are the end result of all the interactions and engagements you have with an organization, in social media or otherwise.”
I asked her how do you measure relationships? She advises using various parts of the Grunig instrument which you can be done for free using Survey Monkey or Zoomerang or a poll on a blog.
She also touched in some of the challenges of “proving” cause and effect between relationship building AND social media:
In an ideal world, you’d conduct a relationship benchmark survey BEFORE you do any social media, and then repeat the same survey after every major social media initiative to see if your new networking outreach efforts are improving relationships. The problem is that most people are already doing something before they decide to measure. And very likely they are simultaneously doing direct mail and/ or events or PSAs etc. So THEN the problem is figuring out whether the relationships have improved due to social media or something else. The way to do that is with statistical factor and ANOVA analysis which definitely requires an advanced level of practice and enough data.
She suggested a more realistic approach – to measure along the ladder of engagement through the actual interactions – comments, click thrus, retweets, expansion of the network etc. She recommends a periodic (minimum annually) relationship survey among members or constituents to test the overall health of the relationship with the organization as a whole. She warns that questions need to be consistent from year to year you’ll be measuring apples and oranges.
Is your nonprofit measuring the health of its relationships with audiences to help you improve your communications/social media efforts? Do you measure along the ladder of engagement? Let me know in the comments.
Diane says
This is such a timely piece. We were looking at the results from our last e-newsletter and were discussing how clearly we were building some type of relationship. We had a record number (3) people post our newsletter to FaceBook and we added 5 FaceBook “likes” in the same time. A couple of the names we can track and the others we can not. However our click through rate is going up, re-post rate is going up, FaceBook “likes” are going up. Because we have been working in multi-media ways to increase our community presence, all of these signs show us that it is working. Granted it is easier because we are moving from 0 so all is noticeable! However it felt good today to see connections.
Becky Rice says
I heard Carie give this presentation live at a recent seminar. She definitely has this concept of the “like” being the beginning of the relationship fully in her grasp. It was a great presentation!
AlexJB says
Great post! I’m excited to see the social media advocates start putting some real attention to metrics and specific tactics rather than the “engage, engage, engage” drumbeat 🙂
Terry says
Great prezi! Definitely passing this on to my boss.
Nan Dawkins says
What a terrific presentation! And a great point that the like is the beginning of the relationship. That said, if you want to understand what it is that advances people — or prevents them from advancing — from the beginning of the relationship to the end (that place where they are doing what you want them to do), you need more data points than can be delivered via a survey of the people you already have established relationships with.
Navigational metrics tracked over time(the size and growth rate of the community you are building,the ratio of community size to hard engagement, the incidence of recommendations and brand advocacy, the traffic, new community members and new engagements that follow buzz, the content, pages and events that are most buzzed about…and much more)– these are data points that help the marketer make hard choices on the ground every day. These kinds of metrics can provide insights into impact when viewed holistically, tracked consistently over time, and mapped back to business KPI’s. They aren’t very helpful when viewed in isolation (a count of “likes” won’t tell you much). But then again, there isn’t a single metric or measurement instrument that will.
I guess what I’m saying is that the “like” certainly isn’t a measure of relationships, but it also isn’t a number I would toss out. Likes are one of many inputs across channels that can be combined into “derived” metrics that help quantify overall levels of engagement.
Great post! Looking forward to the book!
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