10 Social Media Metrics for Nonprofit Organizations (and How To Track Them)

By Heather Mansfield of Nonprofit Tech 2.0 and @NonprofitOrgs

“A survey of 200 charity and foundation professionals revealed that nonprofits are finding it difficult to determine how valuable social media tools are for their organizations. Seventy-nine percent said they hadn’t found ways to do so.” – Chronicle of Philanthropy, November 12, 2009

For those 79% of nonprofits out there, I have listed 10 social media metrics below that can be easily tracked and plotted on a Social Media Return on Investment (ROI) Spreadsheet (Download). If you are using social media correctly, then your numbers should rise from month-to-month. If not, it may be time to get some training.

1. Website Traffic

Make sure you are tracking your “unique visitors” to your organization’s website from month-to-month. Many small-to-medium sized nonprofits do not realize how little traffic their website is actually getting. This will change quickly as you build your communities on social media sites. If you don’t already, get access to your website’s traffic logs and track and plot unique visitors on the Social Media ROI Spreadsheet. “Hits” are not the metric to monitor.

2. Blog Traffic

I was a reluctant blogger. I only launched Nonprofit Tech 2.0 seven months ago. I didn’t think the world needed another blogger. I was wrong. Blogging was the missing piece in my social media strategy. If your nonprofit is already blogging, plot your stats. If not, here are 5 reasons why your nonprofit should blog.

Read the rest at Nonprofit Tech 2.0


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