Measuring the Networked Nonpro

ISBN-13: 9781118137604 / Angielski / Miękka / 2012 / 336 str.

Beth Kanter

Opis

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.

Spis treści

Figures and Tables xi

Foreword by Laura Arrillaga–Andreessen xiii

Preface: The Queen of Nonprofi ts Meets the Goddess of Measurement xvii

Acknowledgments xxiii

The Authors xxvii

PART ONE : Introduction of Concepts 1

ONE The Secret Sauce for Nonprofi ts: 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 Influence 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

F I G U R E S A N D T A B L E S

FIGURES

1.1 Carie Lewis and Bella Celebrate 4

1.2 The HSUS’s Million Fan Campaign Facebook Page 6

2.1 Wendy Harman Tweets About the American Red Cross 16

5.1 The Theory of Change of Grantmakers for Effective Organizations 73

6.1 Grist’s Ladder of Engagement 80

6.2 Farming Is the New Hipster Occupation of Choice 83

6.3 Invisible Dogs Pledge Form 89

7.1 Autism Speaks’ E–Mail Open Rates 106

8.1 NTEN Journal Survey 124

8.2 Feeding America’s: Social Listening Dashboard 132

8.3 Feeding America’s Facebook Tracking 141

9.1 A Hospital’s Spider Chart 154

9.2 The Humane Society’s Infographic to Report Results 165

9.3 Beth Kanter’s Facebook Insights Dashboard 166

11.1 Social Network Analysis Map of Tech Soup 197

11.2 Using Sticky Notes to Map National Wildlife Foundation’s Social Network 199

12.1 Keywords That the Blue Key Campaign Used to Identify Influencers in Traackr 210

12.2 Blue Key Campaign Metrics for Tracking Twitter Data 212

12.3 The Blue Key Team Uses Google Analytics to Analyze Web Traffic 213

TABLES

4.1 Matching Measurement Tools with Objectives 52

5.1 Planning the Value of Social Media 68

8.1 Selecting Measurement Tools to Measure Your Goals 122

8.2 Comparison of Survey Tools 127

8.3 Comparison of Manual and Automated Media Content Analysis 133

B.1 Crawl, Walk, Run, Fly Assessment Tool 251

O autorze

—Brian Solis, bestselling author, The End of Business as Usual and Engage!

Named one of the most influential women in technology by Fast Company and one of BusinessWeek′s "Voices of Innovation for Social Media," Beth Kanter is the author of Beth′s Blog: How Nonprofits Can Use Social Media; a visiting scholar, The David and Lucile Packard Foundation; and a speaker and trainer.

Katie Delahaye Paine is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletter for marketing and communications professionals dedicated entirely to measurement and accountability.

Blurb

"A powerful and entertaining book on how to use measurement and social media to kick butt and change the world."

—Guy Kawasaki, author, Enchantment; former chief evangelist of Apple

Measuring the Nonprofit World

"Read Measuring the Networked Nonprofit to help you figure out what kind of results you′re getting, and then figure out to get even more effective."

—Craig Newmark, founder, craigslist, craigconnects.org

"Measuring the Networked Nonprofit is essential reading for any nonprofit leader trying to figure out what social media can do for her organization—and what pitfalls to avoid. Kanter and Paine demystify social media strategies, tools, and metrics, and make them accessible to techies and technophobes alike."

—Kathy Reich, Director of Organizational Effectiveness Grantmaking, The David and Lucile Packard Foundation

"This book is the cutting edge of evaluating the effectiveness of social media and goes beyond methods to show that measurement is about strategic thinking and evidence–informed action."

—Michael Quinn Patton, author, Developmental Evaluation: Applying Complexity Concepts to Enhance Innovation and Use

"The authors brilliantly teach nonprofit leaders how to transform their organizations by embracing measurement. The writing style is lively, which makes the book accessible, inviting to read, and fun to implement!"

—Kim Meredith, executive director, Stanford Center on Philanthropy and Civil Society

"The authors provide an invaluable guide to philanthropists and their beneficiaries and answer the question: ′How do we measure the effectiveness of our nonprofit′s networked social media efforts?′ This is a readable, practical book!"

—Howard Rheingold, author, Net Smart: How to Thrive Online

"Measuring the Networked Nonprofit is a must–read for anyone in the social good sector. The authors are both funny and talented storytellers. Stop reading this stupid blurb and go read the book."

—Shel Israel, coauthor, Naked Conversations and Forbes contributor

"In a new world of social media and big data, the authors cut through the noise to help you design and measure campaigns."