5 Social Media Analytics Your Nonprofit Should Care About

1.19_image
Here at Tech Impact, we love numbers, analytics, and anything else that shows us exactly how effective our online content is. And why wouldn’t we? Being able to prove how much all of you love our content gives us a great feeling!


We’re tracking not only the performance of our Twitter account, but we’re also tracking Facebook stats, and our website’s analytic performance. Why, you might be asking, do we care so much about all these numbers?


[stylebox color="white"]
[aligncenter]

Download the Whitepaper: 7 Non-Profit Social Media Predictions for 2015

[/aligncenter]
[button size="large" color="green" align="center" link="http://techimpact.actonsoftware.com/acton/formfd/9659/0010:d-0001" target="_blank" ]Get It Now![/button]
[/stylebox]


By tracking these analytics, we allow ourselves to A/B test different strategies, understand what visitors to our blog like to read, where they’re coming from, how long they were on our site, how often they’re clicking on our Twitter posts, and even what time of day our content is being seen the most. We then use that data to alter our strategy, and make sure our social content is as effective as possible.


If your nonprofit isn’t already tracking its Twitter and Facebook analytics, the time to start is now. It’s easy (easier than you might think), completely free (almost), and if your nonprofit is investing anything into your social strategy, whether that be paid advertising dollars or man hours to complete the work, you owe it to yourself to measure the effectiveness of that strategy.


If you’re thinking about putting a social media strategy together, or are looking to start tracking your analytics, here are the 5 social analytics we think are most important to start tracking and understanding.

Facebook

  1. Total Reach: Located on the main “Insights” page, Total Reach is a number that shows an approximated number of how many people saw your Facebook posts. In 2014, Facebook’s proprietary news feed algorithm was altered to be more stringent on what posts from organizations it allows to organically show up in news feeds, forcing you to pay for the additional reach.

  2. Post Clicks: Pretty straight forward here. The more clicks your posts are getting, the more your Facebook audience is interested in the content you’re posting on Facebook. At Tech Impact, we’ve found the type of content our Twitter users click on is vastly different from the posts our Facebook audience seems interested in. Keep an eye out for posts that perform particularly well on Facebook, and try to duplicate them to appease that audience.

Twitter

  1. Engagement: When Twitter updated their Analytics dashboard a few months ago, they put a greater emphasis on the engagement rate. This statistic was very much so a mystery to social media marketers. Today, the stat is clearly and easily understood with a graph representing exactly how much your posts are being engaged with. Try altering your post times from week to week and see how your engagement rate fluctuates.


  2. [stylebox color="white"]
    [aligncenter]

    Download the Whitepaper: 7 Non-Profit Social Media Predictions for 2015

    [/aligncenter]
    [button size="large" color="green" align="center" link="http://techimpact.actonsoftware.com/acton/formfd/9659/0010:d-0001" target="_blank" ]Get It Now![/button]
    [/stylebox]

  3. Impressions: Similar to Facebook’s reach, your Impressions on Twitter is an approximation of exactly how many people saw your Tweets. Make sure your tweets are scheduled for the most active times on Twitter to net as many organic eyeballs as possible.

  4. Clicks: As intuitive as it gets. The more clicks the better. Keep track of your highest performing tweets and serve up as many tweets just like it moving forward. Sure your feed should be diverse to a degree, but if your followers are screaming for a specific variety of content, why not give it to them?


    1. At TECH IMPACT, we help our non-profit clients with a range of digital marketing, social media and content marketing needs, all for less than the cost of a full time employee through our npSocial services. For more information, click HERE


      ALERT! Don’t Miss Tech Impact’s npSocial Demo Webinar: "Non-Profit Social Media Marketing" on Jan. 20 2-3 PM EST.

Topics: data, npTech, analytics, Tech, Social, database, nonprofit technology

Have technology questions or want to learn more about how Tech Impact can help your nonprofit? Give us a call 1-888-798-1350 or browse our Technology Services For Nonprofits.


Tech Impact provides hands-on technology support to nonprofits. Learn More