Engaging Your Community Part Four: Measuring and Adapting

Once you’ve identified the most appropriate social platforms for your organization, gotten started, and begun evaluating emerging social platforms, it’s time to begin measuring and adapting your approach.

If you work in a team environment, consider creating a regular report that helps your team members understand what you’re doing and what you’ll be focusing on addressing in the next phase. The frequency and level of detail are up to you. Personally, I’ve found that a quarterly report out to my team members is most helpful. I prepare an 8-page web and social media report that includes an executive summary at the beginning. Within the report, I try to identify key events that have driven traffic at specific times during the quarter.

I found Olivier Blanchard’s book, Social Media ROI, very helpful when I was considering what to measure and include in the reports. Blanchard recommends keeping a list of everything you can measure, for example:

  • Number of Twitter followers
  • Volume of outbound tweets each day
  • Volume of inbound tweets each day
  • Number of outbound replies each day
  • Number of RTs each day
  • Number of click-throughs (inbound through Twitter)
  • Number of Facebook fans
  • Number of Facebook updates each day
  • Number of likes each day
  • Number of comments each day
  • Number of comments per update
  • Number of shares each day
  • Number of shares per update
  • Number of click-throughs (inbound via Facebook)
  • Number of blog visitors each day
  • Number of unique visits to each blog post
  • Number of comments each day
  • Number of comments per post
  • Number of click-throughs (inbound to website from blog)

It’s important to note, however, that focusing on the number of Twitter followers, Facebook fans, or raw pageviews isn’t enough. The goal in this measuring and adapting process is to look at trends over time, (e.g., year over year).

“Regardless of your focus … what you are looking for in these data sets is change. What you want to see are shifts in behavior indicating that something you are doing is having an effect … Every individual bit of data, in the way it either changes or doesn’t over time, tells you a little bit of the story you are trying to piece together … The question every change begins to answer is this: Is what we are doing having an effect?”— Olivier Blanchard, Social Media ROI

I try to pick three to five take-aways each time I report on web and social media analytics and metrics. These can be anything from noting a page that has a short average time-on-page and reviewing the content, to noting trends in the top blog posts for the quarter and considering how to schedule more posts like those, to reviewing the referring domains and investigating why visitors were coming from those sites. Your team will likely also raise questions that will drive you to investigate further.

I’ve been using Google Analytics and Adobe Omniture in addition to native social media analytics tools (e.g., YouTube, SlideShare, MailChimp), as well as homemade reports and graphics in Excel.

Have you been working through this same process for your organization? If so, I’d love to hear your promising practices and learn from you! Or, if you’re just getting started, I’d be happy to share a copy of the pdf report I’ve developed.

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Setting Goals: Sustainable is Best

Over the last few weeks, I’ve had several conversations with people who are interested in establishing a basic plan for web communications and social media. We’ve all read articles that mandate certain approaches: blog daily, tweet six times per day, post Facebook page updates five times per week. These goals are great … for some organizations. However, the best goals and approaches for your organization are those that are sustainable in your context.

Just getting started? The best approach might be to start out by focusing on one platform. It’s okay to say that for your organization and your context, publishing a blog post once a week is a success. Once you’re up and running and consistently hitting your goal, then you can consider whether you want to stick with your current approach or set a new goal.

Sustainable and realistic goals lead to lasting success. Don’t let Mashable dictate what works best in your context.

Crowdsourced Funding for Organizations

Kickstarter has really taken off over the last year or so. Since its inception in 2009, the self-described “funding platform for creative projects” has helped coordinate funding for more than 10,000 ideas. Proposals span from indie films to art projects to tech innovations to music projects. In 2011 alone, backers donated nearly $100 million and nearly 50% of the projects proposed on the platform successfully attained full funding.

Other platforms for crowdsourced funding, including DonorsChoose, have also gained some traction. DonorsChoose targets donors with a different interest — helping classrooms in need of supplies. In Madison alone, 21 teachers have proposed projects that would help fund everything from beanbag chairs for an independent reading area to new musical instruments.

What does this mean for organizations? Crowsourced funding platforms can unite two key groups — donors who know and love you and your organization and donors who are passionate about a particular topic or idea. For those who are already familiar with your organization, a public platform for funding a specific project could provide these donors a home base that would allow them to share their passion for your organization with friends and family members. By tapping into an existing platform, you can also reach out to those who are not yet familiar with your organization, but who are passionate about your project’s topic.

Consider the following ideas:

Create a crowdsourced funding platform for your organization.
Lots of organizations and nonprofits have been looking for ways to use their social media communities to drive fundraising. Adapting or building a Kickstarter-esque platform for your organization could provide the structure and home base needed for this type of social fundraising. But, you’ll have to be judicious about determining which projects would work best with this approach. Small, innovative projects with short time frames for funding and implementation would probably be the best fits.

Look for opportunities to use existing crowdsourced funding platforms.
Does your company have an awesome idea for a new technology? Is a group at your school ready to produce a documentary or EP? Send them to Kickstarter and make sure they include information about and links to your organizational website.

Have you considered using Kickstarter, DonorsChoose or another platform for your organization? Have you already implemented this idea? What’s working? What’s not working?

Engaging Students on Their Own Terms

To engage students, you’re going to have to think like a student. Simple, right? Many of the most shared videos in recent years have obviously resulted from meeting students on their own turf. For example, most of the lip dub videos that were all the rage in 2009 and 2010 featured students front and center:


This year, Facebook pages for university-specific memes have been making the rounds. Much like the lip dub videos, these memes are usually a bit crazy and occasionally inappropriate or offensive. Even so, they’re popular with students and easy to share.

UW-Madison-Facebook-meme

When these types of quirky, student-generated content gain traction, it’s time to pay attention. Universities and organizations often end up sounding stodgy. Students sound, well, like students. Consider adapting ideas that are already popular with students. Better yet, coach actual students through the process of making a piece that’s professional enough to represent the organization. It’s win-win: the organization gains a student perspective that will help to engage other students, and the students learn and gain experience.

Pinterest and Organizations

In 2009, a new social platform entered the scene: Pinterest, a visual pinboard and social bookmarking site. I had used the Notes feature in Google Reader to collect links of personal interest (read: recipes and knitting projects) for quite some time. So when Google Reader discontinued support for Notes in 2011, I joined Pinterest and began pinning. So far, Pinterest gets high scores for a clean, simple and attractive user interface, for rising adoption rates, and for the ease of sharing. The main dings at this point are the platform’s lack of integration with other social sites (although they did recently enable Facebook integration capabilities) and the lack of tools for businesses and organizations. Because the site is still relatively new, this also means that they haven’t begun to offer advertising yet.

In my professional capacity as a community manager, Pinterest hasn’t entered my radar yet, and isn’t likely to do so. My organization was a great candidate for Google+ because many of the early adopters were people in the tech sector, which is one of our key audiences. Pinterest, however, is dominated by women, and most pins relate to lifestyle topics. Thus, not on my radar.

If you’re considering using Pinterest in a university setting, think about whether it’s a good match for your target audiences. Two schools that have done this fairly well are Texas A&M and Miami University. Though not perfect, their boards are branded well and address topics that are visually engaging and appropriate for student, alumni and donor audiences. I was particularly impressed with Miami’s study abroad board. In fact, the more I think about it, the more I’m inclined to say that a school that focuses heavily on study abroad programs (Butler University, for example) could focus on using Pinterest to promote international study opportunities. You could do one board for each program location and pin general travel information as well as individual students’ blog posts.

Is Pinterest on your radar? Are you likely to use it?

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Slideshare’s Unexpected Benefits

If you haven’t investigated Slideshare yet, now might be the time to do so.
When I was looking at options for posting presentations online, I looked into Google Apps, Slideshare, Scribd and a few other platforms. Thanks to a nice user interface, the Slideshare Pro option, and the social functionality, Slideshare won out. I upload presentations and reports to our channel and then embed the presentations on our website where appropriate.

What I didn’t foresee, however, was the added benefit that many see Slideshare as one of the industry standards. For example, when I posted a recent report on our Slideshare channel, several blogs and online media outlets picked it up. One of the outlets that shared the report seems only to share Slideshare presentations. Presentations and reports also get broader exposure than they otherwise might when posted on a platform like Slideshare. For example, the same report was featured on the Slideshare homepage the day after we posted it. I don’t know who all of the 6,000 viewers might be, but I’m sure our report has been skimmed or read by a different (and perhaps much larger) audience than it would have been if we had only posted it on our website.

Have you looked into Slideshare or other similar platforms? What other benefits or weaknesses have you identified?

Engaging Your Community Part Three: Evaluating Emerging Platforms (like Google+)

Once you’ve landed on a starting approach for your organization’s social media efforts, it might seem like a hassle to continually evaluate new social platforms as they emerge. But continuous evaluation means the opportunity to say yes or no as each new opportunity arises. And even if a particular platform doesn’t fit well with your organizational communications or social media strategy, you’ll still need to know about most of the latest social media options. After all, you want to be prepared in case your colleagues come to you for guidance as they consider trying new platforms for their own projects or for professional development purposes.

As a case study, let’s consider Google+. The platform became available to individual users in June. Then, in November, Google opened it up to brands and organizations. If the recent announcement of new facial recognition functionality is any indication of Google’s plans to continue developing the product, then Google+ is worth evaluating. Even if you decide not to incorporate Google+ into your social media plan today,  you’ll still want to keep an eye on if and how they continue to tie Google+ content into Google searches. For now, the main way is through Direct Connect . But in the future, I certainly wouldn’t be surprised if they were to give Google+ content higher search rankings than other social media content.

Have you evaluated Google+ or other emerging social platforms? Which ones made the cut?

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