1. Storytelling
Social Media, & Metrics
Marisol Pierce-Quinonez
Knowledge Management & Learning Specialist, Agrilinks.org
Communications and Web Coordinator, NESAWG.org

2. Overview
 Identifying your
 Goals
 Audience
 Content
 Tools
 Indicators
 Story

3. Identify your goals
Source: socialmediaexplorer.com

4. Identifying your
audience
 Donors
 Volunteers
 Constituents
 Service Recipients
 Corgis

5. Identifying
Your Audience
Source: onlinemba.com

6. Identifying your tools
 Social Media
 Website
 Static
 Content management system
 Proprietary out-of-box services

7. Identifying your tools
Source: marketplacemaven.com

8. Tools
Static Page

9. Tools
Open Source Content Management

10. Tools
Knowledge Sharing Page

11. Tools
Proprietary

12. Tools
Proprietary
Source:salsalabs.com/

13. Identifying good content
Source: internetz

14. More than just likes
Source: intersectionconsulting.com

15. Identifying your metrics
 Don’t confuse activity
with results
 Tie your measurements
to your theory of
change
Source: toolsforchange.net

16. Identifying good content
 Funny/inspiring stories
 Accomplishments
 News and updates
Source: instagram.com/plovgh

17. Identifying your tools
 Infinite combinations of
data to choose from!

18. Identify your indicators
Objective Key Performance Indicator Tools
Share knowledge Number of downloads Web analytics,
Number of active content analysis
conversations
Advocacy Number of petitions signed Web
analytics,hootsuite
Calls (tweets!) to congress
Fundraising Increase in donations/donors click-through
conversions
Recruit volunteers Number of volunteers Web analytics,
conversions
Adapted from “Measuring the Networked Nonprofit”

19. Identify your indicators
Time on site Date Date Date
Number of website visitors
Most viewed website page besides home
page
Top referral source to website
Facebook visitors to website
Twitter visitors to website
Linkedin visitors to website
Total Facebook Likes
# Facebook posts this time period
Most popular update
Likes, comments and shares on update
Most popular blog post
Total blog subscribers
# blog posts this time period
most popular post
Total blog pageviews
Comments Adapted from: htt[://bit.ly/SMARTgoaltracking

20. Storytelling!

21. Adjust as Necessary
 Celebrate your failures
 Tweak what works
 Try different variations

22. Additional Resources
 Slideshare: http://goo.gl/gfjho
 Measuring the Networked Nonprofit by Beth Kanter
and Katie Delahaye Paine
 NTEN.org
 http://www.communityorganizer20.com/
 http://www.aecf.org/upload/publicationfiles/DA3622
H5000.pdf