Measuring the value of social media can get complicated because you can measure a lot of stuff. And a lot of that stuff isn’t worth knowing—it only matters if you can show a productive impact on desired outcomes.
One of the most popular tools used in social media today is to poll people’s opinions. But according to KD Paine, publisher of The Measurement Standard, whose company provides measurement and accountability for corporations and nonprofits internationally, there is little evidence that surveying sentiment is connected to outcomes. “In reality, conversations aren’t necessarily positive or negative,” she noted in a recent interview. She went on to say that content analysis research shows results that are very predictable: “20% are positive, 5% are negative, and the vast majority are either neutral or balanced.”
Because it is so easy to employ, relatively inexpensive to use, and provides access to millions of people, social media is a valuable tool. But nonprofit managers need to carefully research, identify, and define the value they are seeking from it; and use the tools that work. Because we can tweet, type, and text till our fingers are blue and not raise a dollar.
Start by defining what you want. Is it financial contributions? Volunteers to help with programs? Advocates for an issue? Then define your target(s) and desired outcomes specifically. What does success looks like in measurable terms?
Social media is seductive because it seems so easy to get broad exposure. But, it is important to recognize that exposure is not awareness; and even awareness is not commitment.
Social media can work for us but we have to be smart about it.
As KD Paine said at the end of her interview: “all the research points to the fact that what really matters is relationships.” And that’s coming from a numbers person!
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