Now that social media – and their metrics – are being taken seriously in the third sector, I’ve bitten the bullet and started to record and measure my output at work (cries from some of you of “you mean you haven’t been already??”). This is especially prudent given that I have set myself the KPI of improving engagement, support, reach and awareness throughout 2010.
I felt a few emotions at first; ‘social media doesn’t require a strategy!*’ and then ‘Argh this going to be painfully laborious’, principally. But then I calmed down and started to look at the free tools readily available that will help me record, evaluate and deliver. As in the screengrabs above, I recommend starting with the sites themselves, such as Youtube’s ‘Insight stats and data’, Facebook’s new ‘Insight Page’, but also Twitteranalyzer, and Twitalyzer.
I’ve chosen to record “growth per week” in some key indicators including: Twitter @replies, number of followers and retweets; Facebook wall messages, engagement, ‘likes’ of posts, and new fans; and Youtube and Flickr page views and new subscribers. Its early days in terms of recording, but I think the 30 minutes or so every week will pay dividends ultimately. And no, I have no budget if you an agency offering to do all this for me! Freebie tools only and strictly in-house at the moment – we are very small.
Does anyone else do the same? Are these the kind of metrics you use? And any insights into your strategy of how to begin increasing the demographics? What do you think?
*In terms of strategy and associated costs, PR Danny Brown has some interesting views on this; some of which I agree with, some of which I think depend on size and type of organisation.