Social Media: Measuring the Right Things

You’ve heard it time and again: Reports, analytics and tracking are critical to social media success. But why are they important? And what should you be tracking, exactly?

Before we get to those questions, let’s define “social media success.” It’s a little bit of a misnomer, because your organization’s success is more important than any individual program’s or strategy’s success. So let’s define social media success as “organizational success driven, in part, by social media.” More often than not, social media is becoming an integrated part of a bigger campaign and serves as an amplifier for the campaign’s existing communications. When aligned properly, there is no doubt that social media work can have a positive impact on your organization’s mission and, ideally, its bottom line, whether it’s increased donations, membership, or advocacy actions...

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