FAQ+-+How+can+I+measure+my+foundation’s+efforts+to+weave+networks+online?

//By Beth Kanter //

There are two different ways to measure social media strategy: measuring to learn and measuring for results. Measuring to learn is important, although not often valued. You need to set up small pilots and focus measurement in one or two areas. Most importantly, it means building learning and reflection into the process to understand what worked and what didn't at the end of project, initiative, or experiment.

 Measuring for results begins with identifying SMART objectives and answering the questions “how many?” and “by when?” Typically, SMART objectives are about increasing awareness about an issue, brand, or thought leadership or engaging with stakeholders and activity including donations, signups, and behavior change. Specific metrics related to these objectives include: share of conversation, views, feedback, comments, and conversion rates.

There are also many different tools and metrics available to track and analyze online activity for your foundation's use of social media. The measurement toolbox depends on the specifics of the strategy and tactics but may include Google Analytics, Facebook Insights, RowFeeder, Radian 6, etc.