A few months ago I did a presentation about social media analytics for associations. Then Peggy Hoffman asked if I’d come talk about it again at an ASAE Idea Swap in MD, so I spruced up the resources I’d shared a few months ago…and figure I may as well share them here as well. I am in no way a data or analytics guru–I couldn’t even play one on TV– but I do know where to turn to learn that stuff. I also know that social media platforms are constantly evolving, so measuring what’s working on an ongoing basis is essential to making sure you’re getting the most out of your efforts and can adjust your tactics accordingly as something that used to work well no longer does, or as new platforms come on the scene.
The important thing to remember, IMO, when it comes to social media analytics for associations is that social media for associations is different than social media for brands. Social media measurement is a bit easier for brands because it’s mainly tied to marketing or PR. If you Google “social media measurement” you get a ton of stuff about measuring the ROI of social media marketing or calculating social media share of voice. That’s great…but social media in the context of associations is broader than just marketing or PR–it’s part of almost every function of an association: communication, marketing, events, publications, membership, advocacy, continuing education, HR/recruiting, fundraising, etc. Mapping metrics to all of those functions is about more than just tracking the number of fans or followers. I’ll write more about this another time; in the mean time, here are some resources to help you learn more on your own.
This is just a small list of blog posts, books, free tools and other insights that can help you understand what metrics matter and how to track them in a way that ties back to the goals of your organization’s integrated communication strategy. If you have other resources you find helpful, or links to other sample reports, please share in the comments.
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Measure What Matters: Monitoring & Measurement in the New Media World
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That’s the Wrong Question: A Beginner’s Guide to Social Media Analytics
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Leader Networks Engagement Score for Private Online Communities
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5 Tips for Using Your Private Online Community Data to Make Better Decisions
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Annielytics–great information and training on analytics and dashboard creation
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Sample social media report –this is a template that can be customized or adapted to fit the metrics you’re interested in tracking. I prefer visual reports to just spreadsheets of numbers, but this report can include both elements.
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Google Analytics Academy–free online courses from Google
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