Setting your non-profit agency’s 2013 social media goals
Posted by DonorDreams
Happy 2013 DonorDreams readers! I hope the year has started off well for you. The beginning of new years are always a time of reflection for me. I like to look at what I did last year and see what I want to accomplish this year. This usually results in me making a number of lists that either get fully or partially completed by the end of the year. I thought, that in the first Mondays with Marissa post for 2013, we could sit down and look at how to do the same for your nonprofit agency’s social media strategy.
Whenever I take the time to look back on the year, I start by asking myself a bunch of questions about the year that just ended. When looking at social media, the same process can be helpful. Here’s a list of questions to ask about the social media success of your organization.
- On which social networks did you have an account?
- How many posts did you make on each network?
- Which networks warranted the most engagement? This includes: likes, retweets, replies, comments, reblogs, ect.
- What type of posts resulted in the most engagement? Were photos more successful than text? Did you experiment with videos? How did those work?
- Which days were the most successful for encouraging engagement on each social media site? Are Tuesdays and Fridays your best Facebook days while Wednesdays and Thursdays are your best Twitter days? If you blog regularly, don’t forget to look back and see which days resulted in the most views and comments. Was there a pattern with the posts on those days?
Based on asking these questions, you can use the answers to help form your plan for 2013. These additional questions can help flush out the details.
- Which social networks were least successful? Are they worth your attention this year?
- Which social networks were were you not involved in last year? Would you like to try a new one?
- Have you started a blog for your organization? If not, why? If so, do you have an email subscription service set up?
- Based on your numbers from last year, what are your goals for 2013?
You may be wondering where you can get all of that data. Well, Facebook Insights is a great place to start for Facebook. If you were using the application Think Up, you should have an archive of all of your numbers from last year. Twitter just made your history downloadable so that’s a place to start. Even if you aren’t able to get specific numbers as to which posts were the most successful thinking about your social media involvement in this way can help you set up some healthy goals for 2013.
About DonorDreamsErik got his start working in the non-profit field immediately upon graduation with his masters degree in 1994. His non-profit management and fundraising experience numbers nearly 20 years. His teachable point of view around resource development is influenced by the work of Penelope Burk and those professionals subscribing to a "donor centered" paradigm. Donors have dreams and it is our responsibility to be dream-makers because donors are not ATMs.
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