Measuring Reach of Social Media Campaigns

Measuring Reach of Social Media Campaigns Nonprofit organizations are increasingly using social media to engage the public. in But how do you know it's working? Use traditional research methods, such as surveys, interviews, and citation analysis, alongside online analytics to help show whether social media efforts are leading to meaningful engagement and action. I know my organization is viewed as a valuable source of information when: It's part of the conversation. Conduct citation analysis before and after your social media campaign using programs like Google Scholar or PubMed to identify how often your organization or staff are cited in media or in legislative documents on a particular topic. It's a requested source. Track whether key audiences are reaching out to your organization to provide commentary and expertise on key topics following your social media efforts. It is an influencer for action. Audit a sample of programs/initiatives to determine if the models or recommendations have been adopted, scaled, or replicated. Blending traditional research with web analytics will help you learn the true impact of your blogs, Facebook, and Twitter engagements. Robert Wood Johnson Foundation For more on Advancing Social Media Measurement, visit www.rwjf.org/goto/socialmediameasurement