ICON Teaser: Social Media Analysis & Optimization
Ritu Sharma leads the efforts of Social Media for Nonprofits—the world’s only conference series dedicated to social media for social good, co-founded by Darian Rodriguez Heyman. Capping off our International Conference on Fundraising is a closing keynote also co-produced by the duo on Social Media for Social Change. Here, Ritu gets you revved up for the panel session that is peppered with experts in the field and enthusiasts on social media.
We look forward to seeing you all next week in San Antonio at our “Social Media for Social Change” closing keynote with the rock stars of social media! As we at Social Media for Nonprofits gear up, we thought it’d be helpful to pre-heat the oven by sharing a few tips and tools on one of the least understood aspects of maximizing your nonprofit’s online presence: gauging and optimizing social media effectiveness.
One of our panelists and the best-selling author of Measuring the Networked Nonprofit: Using Data for Social Change, Beth Kanter, will share more insights when we meet in Texas, but for now here are three quick tips & tools to get you started:
1 – Know Your Audience
Want to know what makes your online audience tick? Then check out Simply Measured. In particular, their free reports give you your social audience’s pulse on Twitter, Facebook, YouTube, Google+ and other platforms. There’s a gold mine of intelligence presented in their 8-10 insightful, colorful analysis tools. Learn who your followers are, what issues they care about, which posts are firing up your base and what types of content are gaining steam and going viral.
2 - Make Your Donate Button Shine
How can you make your web footprint—the image of your individual web history—work for you and complement your social strategy? Nonprofits get free access to Google Analytics, a robust tool that tracks what turns your audience on or off when they land on your site. It’s incredibly useful for fundraising since you can play around with different color, font, image, donate buttons, etc., and see what combo works best. In fact, Network for Good changed their button from gray to red and saw an immediate 30 percent boost in online donations! In addition to tracking conversions, you can also easily see where your audience came from, what content they looked at, how long they stuck around, where you lost them and to what extent your base engaged with your content.
3 - Monitor Social Conversations
Discover a social treasure trove of other cause-driven folks, share content and track followers by analyzing your nonprofit’s social media presence. Keep an eye on all of your social conversations, wherever they take place, with Sprout Social (think HootSuite on steroids). Nonprofits can save 50 percent on this low-cost tool, which gives you the ability to engage with your base, strategically search for better followers, identify posts that get superb traction, and of course, schedule your posts in advance.
We hope you decide to take advantage of these powerful tools, and that you join us on Tuesday, March 25, for the closing keynote, “Social Media for Social Change.” Panelists along with Beth Kanter include Change.org’s Ben Rattray and Carolyn Miles, the CEO of Save the Children, plus my fellow Social Media for Nonprofits co-founder, Darian Rodriguez Heyman, will co-facilitate with me. Looking forward to seeing you and sharing even more tips, tools, and tactics that can help you put bigger fundraising numbers on the digital board.
Ritu Sharma is the Co-Founder and Executive Director of Social Media for Nonprofits. Under her leadership the country’s only series dedicated to social media for social good has earned a 92 percent approval rating from over 7,500 nonprofit leaders across the world. She is a public speaker, consultant, and event planner and heads up fundraising, programming, marketing, and event logistics for the series. Previously, she produced our Social Times and Influence People’s North American Social Media Marketing and Monitoring conference series and started a web development and social media business, which leveraged an international team of programmers and designers across India, Romania, and the US.