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How do you measure if your social media and online communication efforts are working?

How do you measure if your social media and online communication efforts are working?

  • How do you go about measuring whether your email blasts are getting to the people you want? How do you determine if the time spent on Facebook for your organization is actually adding any value?

    Share your tips and tools for measuring the effectiveness of your online communications in this thread.

    Do you use a web analytics/metrics tool? Do you use Google AdWords to advertise your nonprofit campaigns? Do you only measure whether your email lists are getting bigger? What works and what have you learned to do (or not do) from exploring online social media?

    Becky Wiegand is the Webinar Program Manager at TechSoup.org
    @bajeckabean on Twitter

  • Interesting topic!  You can also see this related topic that I started in the Web Building forum.

    As was pointed out in that thread, your organization's social media efforts should primarily be focused on achieving any (or all) of these goals:

    • building and strengthening your brand
    • driving your conversions (i.e., this involves identifying and tracking specific online actions you want your visitors to accomplish: such as donations, event registrations, document downloads, contact form submissions, ebook sales, etc.)
    • increasing and monitoring your presence


    Looking forward to hearing from others!

    Yann Toledano, Digital Marketing Strategist
    YTConsulting.com
    Host, Web Building Forum, TechSoup.org
    Twitter: @webmanyann