内容説明
The tools nonprofits need to measure the impact of their social media
Having a social media measurement plan and approach can no longer be an after-thought. It is a requirement of success. As nonprofits refine their social media practice, their boards are expecting reports showing results. As funders provide dollars to support programs that include social media, they too want to see results. This book offers the tools and strategies needed for nonprofits that need reliable and measurable data from their social media efforts. Using these tools will not only improve a nonprofit?s decision making process but will produce results-driven metrics for staff and stakeholders.
A hands-on resource for nonprofit professionals who must be able to accurately measure the results of their social media ventures
Written by popular nonprofit blogger Beth Kanter and measurement expert Katie Delahaye Paine
Filled with tools, strategies, and illustrative examples that are highly accessible for nonprofit professionals
This important resource will give savvy nonprofit professionals the information needed to produce measurable results for their social media.
目次
Figures and Tables xi
Foreword by Laura Arrillaga-Andreessen xiii
Preface: The Queen of Nonprofits Meets the Goddess of Measurement xvii
Acknowledgments xxiii
The Authors xxvii
Part One : Introduction of Concepts 1
One The Secret Sauce for Nonprofits: Networked Strategies + Measurement = Amazing Success 3
Two The Rise of the Networked Nonprofit: A New Paradigm for Nonprofit Success 13
Part Two : Basic Measurement Principles, How-Tos, and Best Practices 27
Three Creating a Data-Informed Culture: How Your Organization Can Embrace the Data and Use What It Can Teach You 29
Four Measurement is Power: How to Take Control of Your Programs and Progress with the Art and Science of Measurement 41
Five Don't Confuse Activity with Results: The Value of Expressing Your Results in Terms of Organizational Goals 59
Six The Ladder of Engagement: How to Measure Engagement and Use It to Improve Relationships with Your Stakeholders 77
Seven How to Turn Your Stakeholders into Fundraisers: Social Fundraising and How Measurement Can Make It More Effective 99
Eight Measurement Tools: How to Choose and Use the Right Tool for the Job 119
Nine Measurement and the Aha! Moment: Using Your Data to Tell Stories, Make Decisions, and Change the World 151
Part Three : Advanced Measurement Concepts and Practices for Networked Nonprofits 171
Ten Measuring What Really Matters: The Importance and Measurement of Relationships 173
Eleven Understanding, Visualizing, and Improving Networks 187
Twelve Infl uence Measurement: How to Determine Your Influence and That of Your Organization, Free Agents, and Nonprofit Champions 203
Thirteen How to Be Naked and Measure It: Transparency is a Networked Nonprofit's Best Friend 221
Fourteen Measuring the Impact of the Crowd 235
Epilogue: With Measurement and Learning, Networked Nonprofits Can Change the World 245
Appendix A: Measuring Relationships and Relationship Research 247
Appendix B: Crawl, Walk, Run, Fly Assessment Tool for Networked Nonprofits 251
Appendix C: Social Media Measurement Checklist 255
Appendix D: A Checklist for Monitoring Services 261
Notes 269
Glossary 281
Resources for Tools, Tutorials, and Assistance 287
Index 289
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