Measuring Success on Social Media

What does success look like on social media? Your first instinct might be to say, “having a lot of followers.”

Much like measuring the success of a nonprofit, the reality is not so straightforward. The success of your social media marketing depends on your goals. What do you hope to achieve by investing in social media? To get donations? To recruit staff or volunteers? Something else entirely?

Once you have goals, you can implement systems to monitor your progress. For example, on your donation form, include a way for donors to communicate that they discovered you through social media. You can include a similar field on your volunteer application.

That being said, pay attention to your social analytics too. These can help you improve the value of your content and gain momentum, but that is a discussion for a future post (or a dozen).